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Making Summer Eats work for your Community
Making Summer Eats work for your Community
The creation of Summer Eats
The importance of branding
Tools designed just for you this summer
Stories from the field
Using social media to maximize impact
Q&A
Agenda
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Acknowledgements
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Maura Ackerman – Director of Child Nutrition
Outreach, Project Bread
Karibe Ibeh– Director of Food and Nutrition
Services, YMCA of Greater Boston
Patrice Toomey—Assistant Director of Food
and Nutrition Services, Salem Public Schools
Milly Canela—Salem Summer Eats Outreach
Coordinator, Food and Nutrition Services,
Salem Public Schools
Presenters
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Summer Meals Basics
Why Summer Eats?
Brand benefits
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Serves emotional and functional needs
Communicates what it is, why it exists
Brand recognition = increased consumer confidence
Improved recall
Credibility
Expanded reach across the state
www.meals4kids.org/summereats
Heard at 2017 Kickoff
– Fun
– Engaging
– Inclusive
– Colorful
– Modern
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The Massachusetts Brand
Lessons from other states
– Tagline that captures
essence of program
– Appeals to both kids and
teens
– “Summer” look and feel
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The Designer
Setter Advertising, Inc.
Based in Natick, MA
Experience with campaigns targeting
youth and families
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Statewide Brand – Summer Eats
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Goals
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Raise awareness
Increase participation
Amplify engagement
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Does Branding Really Matter?
Pop Quiz! Can you name these plants?
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Branding Alphabet
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Branding Alphabet
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Brand benefits
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21%
PARTICIPATION
YOY
+
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Learning the Tools
Consistency: Four Points of Access
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Multi-Lingual
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Customizable
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What’s in the “Kit”?
Shipment 1 – arriving early June
11x17 Posters (double-sided, Eng/Span)
3x5 Postcards (double-sided, Eng/Span)
Doorhangers (double-sided, Eng/Span)
Bookmarks (double-sided, Eng/Span)
Summer Eats Fact Sheet
Summer Eats Stickers
Order form & other tools for you!
Shipment 2 – arriving mid-June
– 1-2 banners per sponsor
– 1 lawn sign per site
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Billboards (selected communities)
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Digital Assets
Available at www.meals4kids.org/summereats
beginning June 1, 2018:
– Logos
– Facebook cover photo
– Social media toolkit
– Sample press release
– Customizable flyer
– Sample T-shirt design
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Create Your Own!
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Two may be better than one!
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* Do cobrand Summer Eats with established, recognized brands.
All others use Summer Eats on its own.
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Cobranding done well really works
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YMCA of Greater Boston
Karibe Ibeh, Director of Food & Nutrition Services
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Brand Recognition
• All locations with a Summer Eats banner should be
recognized as summer meal sites
• Create a positive and inviting atmosphere
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Consistent Message
• All materials will
include the four
contact methods
• Call
• Text
• Website
• App
• Promote all summer
meal sites within the
city
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Be Creative
• Create promotional
material with different
purpose
• Ideas
• Posters
• Banners
• Lawn signs
• T-shirts
• Tents
• Bookmarks
• Lunchboxes
• Stickers
• Etc
Salem Public Schools
Patrice Toomey, Asst. Director of Food & Nutrition Services
Milly Canela, Salem Summer Eats Outreach Coordinator
Patrice K. Toomey, MBA
Assistant Director
Food & Nutrition Services
Salem Public Schools
Milly Canela, RD, LDN
Salem Summer Eats
Outreach Coordinator
Food & Nutrition Services
Salem Public Schools
Delivery Van Magnets 2’ x 4”
Site Schedule Flyers
Alim
en
tos d
e V
era
no
Lugar Dirección Fechas Días Desayuno Almuerzo Cena
Bentley Academy
Charter School
25 Memorial Drive
Cafetería7/10 - 8/10 Lun - Jueves 8:30-9:30 11:30-12:30
Patio de Recreo
Forest River Park 10 Forest Street / End
of West Street
Cerca de la Piscina
7/6 - 8/18 Lun - Viernes 11:45-12:15PISCINA
Patio de Recreo
Furlong Park Franklin Street
Gazebo7/6 - 8/18 Lun - Viernes AM y PM
PARK & REC
Prog. Abierto
11:00-12:00
OnPoint Leavitt & Congress St.
Bajo del Arbol!7/11 - 8/24 Martes -
Viernes
4:00-6:00T-TH! Comidas
Asadas en la Parilla
Peabody Institute
Library
82 Main Street
Peabody, MA7/6-8/17 Mon - Thur 12:00-1:00
Progamas del
Verano
Pequot Highlands 12 First Ave.
1er Piso - Sala Común7/6 - 8/24 Lun - Viernes 9:00 - 9:30
Nuevo este
Año!
12:00-1:00Artes y
Artesanías
Rainbow Terrace Loring Ave.
Cancha de Baloncesto7/6 - 8/24 Lun - Viernes 12:30-1:00
ACTIVIDADES
Salem
Farmers Market
Old Town Hall Square
Artist’s Row
Cerca de
New Derby St
7/13, 7/20
7/27, 8/3,
8/10, 8/17,
8/24
Jueves 5:00-6:00
Salem
High School
77 Willson Street
Cafetería -
Entrada Principal -
Derecha / Izquierda /
Derecha!
7/10 - 8/24 Lun - Viernes 8:15-9:30Aire
Acondicionado
11:30-12:30JUEGOS
LIBROS
Salem
Public Library
370 Essex Street
Sala de Ninos
Sendero Izquierdo!!
7/6 - 8/24 Lun - Viernes Aire
Acondicionado
PROGRAMAS
AM y PM
1:30-2:00LECTURA de
VERANO
Saltonstall
Elementary School
211 Lafayette Street
Cafetería - Parte Tras-
era de la Escuela
7/6 - 8/18 Lun - Viernes 8:00-9:00Aire
Acondicionado
11:30-12:30JUEGOS
LIBROSPatio de Recreo
Tabernacle
Church
50 Washington Street
Puerta al lado de edifi-
cio en Federal St.
7/10 - 8/23 Lunes,
Miercoles,
Viernes
MESAS de
JUEGOS5:00-6:00
Actividades
Winter Island
Park
Winter Island Road
Tiki Hut on
Waikiki Beach
7/6 - 8/24 Lun - Viernes 11:45-12:15PLAYA
Patio de Recreo
Witchcraft Heights
Elementary School
1 Frederick Street 7/10 - 8/11 Lun - Viernes 8:00-9:00Aire
Acondicionado
11:00-12:30Patio de Recreo
NIÑOSde 18 años de edad y menores
¡Comen Gratis!NO ES NECESARIO REGISTRARSE
Text “Comida” a 877 877
Esta institución es un empleador y
proveedor con igualidad de oportunidades
¡Úbique un LUGAR ABIERTO
cerca de usted!
Descargue el App para
“Summer Eats”Android / iPhone
Alimentatu Diversion¡
¡
USDA Programa de Comidas del Verano
Patrocinador Local: Servicios de Alimentos - Escuelas Públicas de Salem
2017 Horario de Lugares Sirviendo Comidas: 6-Julio al 24-Agosto
Horario Podria Cambiar
Publicó 17 Julio, 2017
Lugar InteriorLugar Exterior
Simplified
for
Flyers,
Instructions,
Site Signs,
Site Partner
flyer inserts,
and many
other
visuals.
Key Opportunities
Promotion: Community engagement
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Schools
Your sites
Libraries
Community
centers
Faith-based
organizations
Local shops
Afterschool
programs
Town/City Hall
Post Office
Public housing
facilities
Police
department
Fire Stations
Posters
Flyers
Palm Cards
Factsheet
What? Where?
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Blitz Days
What?
Organize a canvass in your community to spread the word about summer
meals
Why?
Despite outreach and promotion efforts, only 15% of eligible youth participate in
summer meals
Who?
Recruit volunteers and community partners
When?
A few weeks before the summer meals program begins
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Kickoffs & Spike Days
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Engaging Funders & Elected Officials
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Using Social Media
1st Audience
Parents,
Community
members
Media, some
parents, some
kids
Parents, kids
Colleagues,
elected officials,
professionals
2nd AudienceYounger kids,
Teens
Elected officials,
community
partners
Community
partners parents
Best forBroad reach
Immediate
updates, trend
engagement
Visual
connection
Professional
information
share
Content
Announcements
updates, link to
long form
content
Announcements
updates, fact
sharing,
retweets
Storytelling,
building
emotional
connections,
visuals
Thought
leadership, tips,
experience
share
Post3 or more per
week1-3 everyday
3 or more per
week
1 or more per
week
Audience & Frequency
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Expand your reach
#@Tag HyperlinkHashtag
Who are you
partnering
with? Where is
your event?
What is
THE thing?
Link to more
info
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Connect Statewide
#SummerEatsMA
@projectbread
@Meals4KidsMA
Social media users are getting younger! And older!
Engagement yields engagement
Photos and graphics get 42% more engagement
It’s ok to cross promote
Sharing content is cool! (don’t forget to credit)
Never post photos of people without consent
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Things to keep in mind
Questions?
What to expect from us
Timeline
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Early June: Materials Kit delivered to all sponsors
Mid-June: Banner and lawn signs delivered to all sponsors
Week of 6/18: Hang posters and flyers up in schools
Week of 6/25: Visit www.meals4kids.org for all digital materials.
Week of 7/2: Seek local media placements
Week of 7/9: Hold a community Blitz day
Mid-July: Host an opening event at a site
Late July-Early August: Host a close-out event at a site
Reach out to CNOP with questions at any time, we’re here to help!
Key Takeaway
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Summer Eats is here to make your life easier!
– Reduced burden
– Capacity to advertise
– Cross-promotion
– Consistency
– Legitimacy & safety
– Broader outreach strategies
Increased participation,
fewer hungry kids!
Thank you!
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