ORIENTATION TO SCHOOL NUTRITION MANAGEMENT Marketing ICNs new

ORIENTATION TO SCHOOL NUTRITION MANAGEMENT Marketing

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Objective 1 Describe the importance of marketing in school nutrition programs.

Purpose of Marketing School Nutrition Programs: To help school nutrition professionals: �understand the basic principles of marketing �know how to apply marketing principles to develop and implement a school nutrition marketing plan and �evaluate a marketing plan

Role of the School Nutrition Director �Knowing what the customer wants and needs �Providing products and services that satisfy customer demands

Objective 2 Identify the basic principles of marketing.

Definition of Marketing is the process of creating, communicating, and delivering value to customers.

Techniques of Marketing �Promoting �Advertising �Merchandising �Selling

Difference Between Marketing and Advertising �Marketing includes advertising. �Marketing is both active and interactive. �Advertising is presenting the sales pitch and is more direct. �Advertising is more of the commercial way of marketing.

Marketing School Nutrition �Promote school nutrition products as nutritious. �Sell the school nutrition program as part of the educational environment. �Change the image of the program. �Influence dietary behaviors of students.

Types of Marketing �Direct or commercial marketing is the process of promoting and selling the product or service. �Social marketing is a process for influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than for profit.

What do you think should be the main focus of marketing school nutrition? VOTE 2. Promoting and selling food products Influencing students to select a quality nutritional diet to improve their health 3. Not sure 1.

Fundamental P’s of Marketing �Product: goods, services, or changed behavior �Price: cost to target group in money, time, and effort �Place: outlet or spot where product is acquired �Promotion: activities to “sell” or promote benefits of the product

Social Marketing Principle #5 Policy: facilitates a course of action to support voluntary changes in behavior

Objective 3 Identify the elements of a marketing plan.

Marketing Plan A marketing plan is a written plan of an organized approach to change, with goals and objectives identified, and the means of accomplishing those goals described.

Steps to Preparing a Successful Marketing Plan 1. 2. 3. 4. 5. Establish measurable objectives/goal Identify the target audience. Assess the current situation. Research the target audience. Develop strategies and tactics.

Steps to Preparing a Successful Marketing Plan (continued) 6. 7. 8. 9. 10. Develop a budget. Establish timelines. Implement strategies and tactics. Evaluate results. Follow up.

Thank you! The Institute of Child Nutrition www. theicn. org 800 -321 -3054

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Institute of Child Nutrition The University of Mississippi • Mission: To provide information and services that promote the continuous improvement of child nutrition programs • Vision: To be the leader in providing education, research, and resources to promote excellence in child nutrition programs