* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Promoting healthy food and drinks in your facility
Marketing channel wikipedia , lookup
Marketing communications wikipedia , lookup
Food marketing wikipedia , lookup
Target audience wikipedia , lookup
Marketing research wikipedia , lookup
Multi-level marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Personal branding wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing strategy wikipedia , lookup
Direct marketing wikipedia , lookup
Green marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Advertising campaign wikipedia , lookup
Marketing plan wikipedia , lookup
Multicultural marketing wikipedia , lookup
Global marketing wikipedia , lookup
Marketing Your Healthy Choice Facility Strategies for Promoting Healthy Food and Beverages for Sale Copyright of BC Recreation and Parks Association If I have an apple… “If I have an apple and you have an apple and we exchange apples, we both have one apple. If I have an idea and you have an idea and we exchange ideas, we both have two ideas.” George Bernard Shaw © BC Recreation and Parks Association Why Are You Here? • To learn how to apply effective strategies and tactics in marketing a healthy choice facility © BC Recreation and Parks Association What Will You Learn? • Why a marketing strategy was developed • How the branding and marketing components were developed • Lessons learned from Phase 1 communities • Strategies for future healthy choice communities © BC Recreation and Parks Association What’s the Problem? 1. 2. 3. 4. 5. New approach = new thinking Return on Investment impact Changing business norm Changing consumer behaviour Getting everyone to see ‘the big picture’ (a healthier population) © BC Recreation and Parks Association What’s the Solution? • • • • • Research and case studies Develop core resources Apply, test and evaluate strategies Learn from and share promising practices Adjust strategies from lessons learned © BC Recreation and Parks Association Why a Marketing Strategy? 1. To connect healthy eating with better health 2. To encourage industry and community engagement 3. To promote consumer engagement 4. To provide tools to help participating sectors and industry © BC Recreation and Parks Association Branding and Marketing Development • • • • Identify primary/linked factors Research best practices Develop graphic design elements and tagline Develop a “menu”of marketing materials © BC Recreation and Parks Association Marketing Materials Web Based Resources Collateral © BC Recreation and Parks Association Web-based Resources © BC Recreation and Parks Association Getting Started: Three Things To Do First 1. Pull together a marketing “ideas” group - make it diverse 2. Review available resources and develop your own “home grown” ideas 3. Decide how you will test your ideas and actions - change things that don’t work - strengthen things that do work © BC Recreation and Parks Association Applied Ideas Entrance Door Foyer Display Product Placement • Talk to your maintenance staff • Talk to suppliers about their vending machines • Talk to your customers about what they notice © BC Recreation and Parks Association Think Different Locker Door Towel Dispenser Be Creative Treadmill View Drinking Fountain © BC Recreation and Parks Association Home Grown Ideas • Real traction starts with home grown ideas. – – – – Apply marketing in unexpected places. Go where the “eyes” are. Provide healthy food samplers. Healthy brown bag lunches for kids day programs as a purchase option for parents. – “Healthy rewards” surprises with healthy choice vending purchases. – Close to home - using locally grown produce or hosting ‘pocket markets’. – Find new ways to apply the branding - on clothing, program brochures, activity passes, bookmarks, hand stamps © BC Recreation and Parks Association What Was Learned? • “Communicating early and often” supports buy-in by all stakeholders • Pro-active media relations improves understanding & mitigates negative issues • Engaging industry (suppliers) as marketing partners pays important dividends • Collaborative “team” approach (suppliers, facility staff) ensures continuity and avoids mis-steps © BC Recreation and Parks Association What Was Learned? • Consumer involvement provides feedback for marketing adjustments • No “one size fits all” approach - materials and strategies must fit your environment • Rec centres are busy places - information overload creates major challenges © BC Recreation and Parks Association What Was Learned • Customers notice when things are “different” • Rec centres are busy places - information “overload” is a challenge • Repetition and “cutting through the clutter” © BC Recreation and Parks Association What Was Learned: Going Viral • Stuff got stolen. “The kids took them (decals) for their cars.” - Solution: Provide decals as handouts • WOMM (Word of Mouth Marketing). One facility found new customers coming “just for lunch” to experience the new healthy choices café menu. © BC Recreation and Parks Association Ideas For Phase 2 and Beyond • Tell “all” stakeholders what you are doing, why you are doing it and how they can be involved • Pull a group together to brainstorm • Let suppliers manage their vending machines or concession space • Inform maintenance staff: “Do not remove” • Be creative - think different © BC Recreation and Parks Association Ideas for Phase 2 and Beyond • Review all available resources and pick and choose those that best fit your needs • Don’t confuse the public with multiple messaging - keep it consistent • Migrate the branding into your own vehicles to leverage existing resources • Engage the community in new ways - pocket markets, healthy eating events, taste testing • Say it, say it and say it again © BC Recreation and Parks Association Ideas for Phase 2 and Beyond • Commit to the 4 R’s: - Review: Periodically look at what and how you are doing - Renew: Identify and incorporate new strategies and ideas - avoid staleness - Replace: Keep marketing materials present - Repeat: Incorporate the branding and message into other vehicles and opportunities © BC Recreation and Parks Association A Word About Working With the Media • Be proactive. Involve media early so they understand the concept and intent • Let the media know what customers think • Invite a reporter to lunch • Connect media with your suppliers and contractors so they can hear their views • Be open and honest • Stay “future focused” - the right thing to do © BC Recreation and Parks Association Marketing Your Healthy Choice Facility Effective Strategies for Promoting Healthy Food and Beverages for Sale Copyright of BC Recreation and Parks Association