1. Start with a Goal
Your goal(s) will drive your strategy. Your strategy will drive your tactics.
Ensure your goals are SMART
Example: Serve 1,000 more meals in summer 2017 to kids through your SFSP site(s) than in summer 2016.
Ensure your goals are SMART
- Specific
- Measurable
- Actionable
- Realistic
- Time-based
Example: Serve 1,000 more meals in summer 2017 to kids through your SFSP site(s) than in summer 2016.
2. Determine the target audience
Your primary target audience should be parents, who are the decision makers. It's also important to appeal to the children and youth who will be using the site.
Your secondary target audiences can help support and promote your program:
Your secondary target audiences can help support and promote your program:
- Community organizations and businesses
- City and county officials
- Teachers, coaches, and summer program heads
3. Determine your message (strategy)
According to No Kid Hungry Center for Best Practices, your message should:
Keep messages positive.
For example, focus on how the program benefits the entire community by providing healthy meals and summer fun in a safe environment. Do not emphasize the program's purpose is to benefit low-income families. Positive messaging will increase participation and reduce the stigma often associated with utilizing the program.
- "Reflect your goal(s)
- Be relevant to your target audience (their top worries, concerns or interests)
- Include a clear call to action"
Keep messages positive.
For example, focus on how the program benefits the entire community by providing healthy meals and summer fun in a safe environment. Do not emphasize the program's purpose is to benefit low-income families. Positive messaging will increase participation and reduce the stigma often associated with utilizing the program.
4. Determine a budget
Planning ahead and budgeting for promotional expenses will guide what tactics are feasible for your organization.
Many tactics can be executed for little to no cost including:
Many tactics can be executed for little to no cost including:
- School-based outreach. If the school district is not the sponsor, contact it about promoting the site through:
- Distributing fliers to students
- Robo-calls, texts and/or emails
- School announcements
- Newsletters
- School district TV station
- Social media pages and websites. See more on building a web presence here.
- Free media from local outlets. Learn more about connecting with your local media here.
- Coordinating with organizations and groups in your community to help spread the word. View a list of organizations to connect with here.
5. Determine tactics
Promotional possibilities are endless, so choose tactics that you know will reach your audience. Click here for a list of what sponsors across Kansas are doing to promote their sites.
According to No Kid Hungry Center for Best Practices, consider:
According to No Kid Hungry Center for Best Practices, consider:
- "How does your target audience receive info?
- Who are the most trusted sources of information for this audience?"
6. Create a calendar or timeline for your tactics
Before your program begins, assess what your summer will look like. Are you hosting special events this summer? Do you want to share a weekly menu? Are you planning on running public service announcements on your radio or ads in the paper?
Determine when each tactic will be implemented and mark it in your calendar. Remember that marketing should continue throughout the entire summer! In July, average daily participation in Kansas drops significantly, so make sure program awareness is strong all summer long.
Determine when each tactic will be implemented and mark it in your calendar. Remember that marketing should continue throughout the entire summer! In July, average daily participation in Kansas drops significantly, so make sure program awareness is strong all summer long.
7. Execute!
Contact Christina at costmeyer@kansasappleseed.org with additional questions about promoting your SFSP.
