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Welcome!
facebook.com/SchoolNutritionAssociation @SchoolLunch
Check your audio connection to be sure your speakers are on and the volume is up.
An On-Demand recording of this webinar will be available at:
http://schoolnutrition.org/on-demand
1 SNA CEU will be available upon completion of a quiz.
The quiz link will be emailed to you within 1 hour after the webinar concludes.
TEMPTING TEENSTO EAT SCHOOL
BREAKFASTBrought you by SNA’s Webinar Wednesdays
Today’s Moderator
Toni Aiken
Senior Program Manager, Professional Development
School Nutrition Association
Questions & Answers
• Type your questions into the “Question” box at any time during the webinar
• Questions will be addressed during the webinar and at the end as time allows
This webinar has three steps to earn CEU’s.
Step 1: Participate in this webinar.
Step 2:Complete the webinar evaluation.
Step 3:Complete the post-assessment quiz.
PROFESSIONALSTANDARDS
Key Area 4(4000) Communications &
Marketing
Key Topic(4100) Communications
& Marketing
Subtopic(4160) Smarter
Lunchroom Techniques
Handouts
This webinar has afew handouts to download.
• Locate the Handout panel on your control panel.
• Click on the name of thehandout to download.
• Today’s Available Handouts:• Today’s presentation• Webinar Evaluation Handout
(available at the end of the webinar)
LEARNING OBJECTIVESAt the conclusion of this session, participants should be able to:
• Learn how to structure and plan a successful alternative breakfast service model for the secondary school setting using the 4 P’s of marketing.
• Hear tips and tricks from fellow school nutrition directors that have been able to successfully boost school breakfast participation numbers among a particularly hard to reach population – secondary school students.
• Understand the consumer behaviors of secondary school students and the barriers that hinder participation in the school breakfast program.
Agenda
• The School Breakfast Participation Gap and the 4 Ps
• Mieka Sanderson, Policy Analyst, Food Research & Action Center
• Lessons from the Field: Richmond Public Schools
• Susan Roberson, Richmond City Public Schools, VA
• Lessons from the Field: Bibb County Schools
• Cleta Long, Bibb County Schools, GA
Today’s Speakers
Susan RobersonDirector of School Nutrition ServicesRichmond Public
Schools
Mieka Sanderson Policy Analyst
Food Research & Action Center
Dr. Cleta Long, SNSSchool Nutrition
DirectorBibb County Schools
THE SCHOOL BREAKFAST PARTICIPATION GAP
AND THE 4 PS
Mieka SandersonPolicy Analyst
Food Research & Action Center
Poll Question
What kinds of ways do you serve
Breakfast?
a. Traditional
b. Kiosks
c. In the classroom
d. All of the above
e. We do not serve breakfast
Food Research & Action CenterWho we are:
• National anti-hunger organization in Washington DC
• Nonprofit and nonpartisan
What we do:
• Conduct research and policy analysis
• Serve as a clearinghouse
• Provide technical assistance
• Lobby Congress
For every 100 low
income children who participate in school
lunch, only 54 eat
school breakfast.–FRAC School Breakfast Scorecard
2016
Image credit: Washington Post
Secondary School Principals Report
Report Overview:
• Captured experiences of secondary school principals implementing breakfast after the bell programs
• 105 secondary school principals surveyed
• 67 districts, 31 states represented
Marketing to Teens
•Rethink how you operate the school breakfast program by strategizing a marketing plan• Understand your customer
• Understand your competition
•Use tools• SurveyMonkey – mobile app surveys
• Simple paper surveys
•Use the 4 Ps to structure your marketing plan
• Break out of the cafeteria
• “Grab and Go”
• Second chance breakfast
• Maximize convenience
• Where do students enter the building?
• What time are students entering?
Where can you serve school breakfast to reach more students?
4 Ps: Place
4 Ps: Price
• If possible, offer breakfast at no charge to all students • Co-payments deter
students from participating
• Universal breakfast removes stigma
• Creates community around school breakfast
At what price can you sell your good while still remaining in the black?
4 Ps: Product
• Crafting a popular breakfast menu:• Variety
• Hot items
• Mimic offerings served by competitors
• Reflect cultural tastes of your student population?
• Branding:• Creative names for your offerings increase
appeal
• Strawberry and blueberry smoothies vs “Berry Blast” smoothies
• Consider packaging
What service or good are you offering/selling?
4 Ps: Promotion
• Channels: understand the best ways to reach your target audience • Social media: twitter, Facebook,
snapchat, Instagram
• Posters
• School announcements
• Parent letters/ Parent-teacher nights/ Robodialers
• Giveaways
• Enlist student help – video contests
How can you make your students (and parents) aware that school breakfast is available outside of the cafeteria?
Contact InformationMieka Sanderson
Policy Analyst, Food Research & Action Center
Email: [email protected]
Direct line: 202-640-1080
@fractweets
@foodresearchandactioncenter
Follow Us!
Richmond City Public Schools
Richmond, VA
• 42 Schools [8 High, 7 Middle, 27 Elementary]
• 20 BIC Schools [1 High, 2 Middle, 17 Elementary]
• All schools are CEP - 97.6% (61.03% [ISP])
Poll Question
Does your program create special promotions
to reach Teens for Breakfast?
a. Yes
b. No
c. Promotions are the same for all age
groups
Enrollment: 906 students (9 grade -12 grade)
2 storied school
Breakfast served with 4 Kiosks (2 on each floor)
4 staff members facilitate breakfast service
Individually Wrapped and Ready To Serve
Breakfast
choices
offered are
Grab n Go
items.
Students are
able to make
their
selections
quickly.
Kiosks Are Strategic Located in Hallways
Breakfast is Offered After the Bell
Periodic Promotional Raffles
BEFORE BIC AFTER BIC6 LABOR HOURS 12 LABOR HOURS
Participation: 278 Participation: 599
September2014
October2014
November2014
December2014
Janruary2015
February2015
March 2015 April 2015 May 2015 June 2015September
2015October
2015
Enrollment 1520 936 939 938 914 934 912 906 909 884 940 926
ADP 278 375 410 386 359 364 351 356 385 379 532 599
1520
936 939 938 914 934 912 906 909884
940 926
278
375410 386
359 364 351 356385 379
532
599
0
200
400
600
800
1000
1200
1400
1600
Enrollment
ADP
Contact Information
Susan Roberson, SNSSchool Nutrition DirectorRichmond Public Schools, Virginia
@rps_schools
@richmondpublicschools
Eat Right, Be Bright
@eatrightsnp
Poll Question
What are some of the ways your
program promotes breakfast?
a. Social media
b. Digital signage
c. School network
d. Serving line promotions
Bibb County School Nutrition
•DISTRICT• Urban, with population of 160,000
• 25,000 students
• 28 Elementary, 2 Charter, 2 Head Starts, 6 Middle, 7 High Schools
•School Nutrition Program• Centralized Kitchen
• Supports all school with Bakery, Cook Chill, Packaging & Warehouse
•Statistics• CEP – 99.1%
• ADP – 20,000 lunches & 12,000 breakfast, daily
PRICE
equals
PLACE: BIC Models
Schools use one or a combination of these models
• Kiosks (1 ES, 1MS)• Students select breakfast items from Mobile Carts in hallways
• Modified BIC (2 MS)• Students pick up breakfast in cafeteria and proceed to classroom
• Classroom (6 ES)• Hot and Cold Totes are delivered to the classroom
• At the Bell (4 HS, 1 MS)• Smoothie Program recently implemented
TOTES and KIOSKS
Product – Menu Items
• Hot• Kiosk and totes can maintain proper temps
• Numerous wrapped items: waffles, pancake on a stick, breakfast sandwiches, GRIT BOWL, Biscuit sandwich
• Cold• Cereal, muffins, yogurt, pop tarts, pastries
• Prepack• Complete meals unitized with all components
• Smoothies • FIVE & GO: Served at the Bell as HS students enter and race to class
“Brands” Familiar to Students
Favorite items: GRIT BOWL and Smoothies
PRODUCTION
For Grab-n-Go’s
FIVE and GO - SMOOTHIES
SCHOOLS ENROLLMENT/ADA ADP +/--
Southwest HS 785/722 43% 4%
Central HS 1028/978 38% 4%
Northeast HS 679/640 47% 7%
Soft Opening in May 2016• Kiosks• Smoothie Machines• CK prepares mix
PROMOTIONS
Promotions
Promotion Partners
Family Engagement Events
Tell them . . What’s Going On
BREAKFAST PARTICIPATION
Contact Information
Dr. Cleta Long, SNSSchool Nutrition DirectorBibb County Schools
Eat Right, Be Bright
@eatrightsnp
QUESTIONS?
Upcoming Webinars
USDA National Farm to School
2pm ET on Wednesday, October 26th
• Please go to our website at www.schoolnutrition.org
• Click on Education & Professional Development on the top green tap
• Scroll down and click on Upcoming Webinars on the right-hand side of the screen
All Webinar Wednesday’s begin at 2PM Eastern Standard Time
http://schoolnutrition.org/Webinars/
On-Demand Webinars:
http://schoolnutrition.org/Webinar/on-demand/
Never miss an SNA webinar again!
The SNA On-Demand library • Over 35 webinars• All Key Areas • Meet professional standards
training requirements
• Every Webinar Wednesday is recorded and posted to On-Demand library within 1-2 days.
• Please go to our website at www.schoolnutrition.org• Click on Education & Professional Development on the top green tap• Scroll down and click on Webinars On-Demand on the right-hand side of
the screen
• Please complete the webinar evaluation.
• After completing the webinar evaluation you will be directed to the quiz to earn 1 SNA CEU.
• Print or Save your “Proof of Attendance” certificate on the last page of the quiz.
• Evaluation link will be emailed to you within 1 hour after the webinar concludes.
https://www.surveymonkey.com/r/TempTeensEval-101916
Thank you!