Marketing Mix for School Nutrition Programs

Developed for the Outreach Toolkit Cal Pro NET Center at San Jose State University In conjunction with California Department of Education February 2013

The Marketing Mix for School Nutrition Programs By Patty Page Director of Nutrition Services Manteca Unified School District

The marketing mix consists of Product, Price, Place, Promotion and People (5Ps). This mix is used to engage customers and generate sales. This can be especially useful in the Child Nutrition program. Marketing is an essential component of maintaining a financially solvent program and the opportunity to showcase the positive benefits of the program.

Marketing has shifted from product centric to relationship centric. The customer drives the entire marketing mix. Whether a school has an open or closed campus students still have the choice of participating in the Child Nutrition program. Child Nutrition staff comes into contact with more students on a daily basis that any other adult on campus. Building a positive relationship with them is an important ability in the role that Child Nutrition staff plays in marketing.

1) Product – This refers to tangible goods and services, including appearance, packaging, benefits and function. Consider the products offered in the Child Nutrition program. Meals are one product offered. Some additional examples of products may include:  Presales

 Nutrition education

 Enhancement to education

 Food Safety

 Efficient use of time People buy benefits not products, and products need to satisfy a need. How does the product/service stand out from the competition and make us stand out?

2) Price - Refers to the actual price and also includes any discounts. How is it the best value for the benefit it provides? Child Nutrition has an advantage over many organizations, since prices have been, and continue to be, historically low, even with the Meal Equity Pricing component of the Healthy Hunger Free Kids Act (HHFKA). In addition, meal subsidies provide substantial “discounts”. Communicate the value of the meals, such as age appropriate calories, low in sodium and saturated fat, zero Trans fats and rich in fruits and vegetables. 3) Place – This can also be termed distribution. Placement, distribution and visibility are key elements in getting the product to the customer. In addition, it is about satisfying the customer needs according to their schedule. Timing and resources are components to efficiently get the product to the customer. Distribution of meals is an important element of the Child Nutrition program. Students often have a short meal period. Efficient line movement and a variety of locations for service ensure customer satisfaction and increase participation. For optimal participation locations may need to be moved. In addition, to ensure that students take reimbursable meals, the location of individual menu items on the line may need to be altered. The study conducted by Cornell University shows that placement of individuals items on the lunch line impacts how students choose menu items.

4) Promotion – Communication of the availability of the products, their benefits, and brand awareness makes promotion one of the most important components of marketing. Promotion also includes public relations and reputation management. How are we promoting our strengths/products? Consider using, or leveraging, an existing logo to promote Child Nutrition as a recognizable brand. Develop a positive relationship with the local media to further promote the positive aspects of your program. This will also foster a positive working relationship when difficult situations arise, such as a recall.

Use complaints to further promote the positive attributes of your program. This will also strengthen the reputation of being a good listener and an advocate of your students.

5) People – Relationships are an integral component of marketing. Customer service staff is the image of the company and their attitude and appearance reflects the organization. The perception of the customer can add value to the product. Listening to the customer and communicating comments, concerns and needs builds strong relationships. Relationships require more than a single person; therefore staff is the first segment of people in the marketing mix. It is important to market to the audience, which may include multiple types of customers. Customers may include:

 Students

 Parents

 School district employee

 School Board

 Community members

Building relationships with customers through customer service and partnerships allows others to understand the commitment, values and complexity of the Child Nutrition program. It is also a way of showing your respect for what other do and will allow them to share their skills, while they benefit your program. Examples of partnerships may include:  Teachers – Partner with the Photo Shop teacher to take photographs of the school meals to use on websites, PowerPoint presentations and flyer.

 Board – Invite the School Board to lunch or provide an annual update on accomplishments and future plans.  Community member – Connect with the local pediatrician or food bank to provide another venue of distributing meals benefit applications.