Email Strategic Blueprint

Creating a User-Centered
State-wide Meal Campaign
Strategic Blueprint
Michigan Department of Education
JUNE 2021

Table of Contents
Overview & Framework
1
Know why you are talking to people
2
Know who you are talking to
3
Know what you are saying
4
Goals, Objectives, Measurement
Audience Personas, Journeys, Messaging Frameworks
Campaign Recommendations & Account Configuration
Next Steps
5

Discovery Overview
Goal
A Discovery process was used to understand the current state of the MDE's statewide meal programs, process and performance and the
impact of the new USDA waivers applied during and post the COVID pandemic period. The resulting audit, discovery workshop and
stakeholder interviews has guided the development of audience segments, messaging, and the identification of potential opportunities and
challenges for the execution of the new meals program promotion.
Key Areas of Exploration
School Nutrition Programs Audit Discovery Workshop Stakeholder Interviews
• Current Landscape Review
• Campaign Considerations
• Campaign Marketing Themes
• Michigan State Needs and Performance
• National and State Meals Guidelines
• Carl Williams, Detroit Public Schools
• Mary Darnton, Genesee-Hudson Public Schools
• Josh Bain, Dearborn City School District
• Nicolas Wiser, Alpena School District
• Kristen Hennessey, Plymouth-Canton Community
Schools
• Sharon Boyle, Delton Kellogg Schools
• Linda Vainner, Waverly School District (Lansing)
• Shelley McGhee, Baldwin Community Schools
A Discovery Workshop was held to gather input from
key administrative stakeholders to aid in key
components for the strategic planning.
Stakeholder interviews with District Food Service
Directors provided additional 'on the ground' intel for
aligning audiences and messaging. Interviews conducted
included:

Key Finding Opportunity
Stigma of ‘free’ lunch programs remains a top barrier for families and students
especially in non-poverty households which may be more prevalent in suburban and
suburban and rural areas where there may be fewer families of need.
Positioning meals for EVERY student regardless of household socio-economics should
economics should begin to remove the associated stigma as school meal adoption
adoption grows and as more families and students across social circles participate.
participate.
School meals are one of several available food assistance programs for families of need
families of need and which can at times be perceived among some as a less-valued
valued secondary benefit to SNAP, food banks, P-EBT, etc.
Segmented communications aimed at lower-income households will allow for clarity
clarity that school meals are a key student benefit for ALL families and do not impact
impact other food assistance programs.
Food service directors reported that chefs and lunchroom staff help create stronger
stronger relationships between students and school meals. Highlighting menu
preparation, cooking tips, smart snacks and more can further reduce lingering negative
negative perceptions about the quality of the food.
Content produced from engaged schools to highlight specific staff, menus, initiatives
initiatives can be leveraged for greater personal resonance and appeal.
Operationally, breakfast programs offer greatest participation gains, yet remain elusive
elusive for many students due to varied availability of programs, traditional pre-school
school breakfasts, and limited use of "after the bell' programs.
Superintendents in concert with Food Service Directors, through top-down
communications, can encourage school implementation of flexible programs like
like breakfast after the bell, second chance breakfasts and more.
Key Findings + Opportunities

The Michigan Department of Education has partnered with
Granicus to develop a strategic blueprint to guide future
communications

Creating a campaign that contributes effectively to MDE’s
mission and meets user needs requires a deliberate
approach.

Designing An Effective User Experience

The remainder of this strategic blueprint provides detailed
strategy and tactics to design an effective experience for
MDE Mighty Meals.

Section 1: Goals
Know where you are going...

Goals & Objectives
Goals Objectives
Increase student statewide participation
(total meals served).
• Create awareness & build an audience via social, search, email, web, etc. Drive
opt-in to continue learning about the program.
• Attract new students to eat school meals who haven’t previously, and encourage
who already eat meals to expand into breakfast, snack, supper.
• Maintain engagement throughout the year.
Develop a resonating brand among Food Service Directors and
district/school administrators via campaign messaging and content,
and which can be embraced and supported.
• Develop an open collaborative campaign promotion effort among all state, district
and school administration influencers.
• Create and reinforce advocacy, support and active involvement to impact statewide
meals participation counts.
Change community perceptions surrounding school meals.
• Change the perception that meals are only for students in need.
• Reinforce positive school meals perceptions for easy access, convenience, quality
and nutrition.
• Reduce and/or remove lingering family/student negative stigma perceptions
associated with "free” meals.
Establish and meet benchmarked meal participation performance
targets.
• Increase the aggregate combined statewide [2019 to 2021] school year average
benchmark for meals served counts.*
• Increase overall statewide breakfast served participation counts.
• Increase overall statewide lunch served participation counts.
Campaign performance and optimization will be driven by the strategic goals and objectives outlined.
* Combined average across two full school years (2019-20 and 2020-21) to consider impact of pandemic period.

Campaign Success Indicators
The following key performance indicators (KPIs) will be used to measure the final success of the campaign and its email
communications strategy.
Campaign Engagement
and Conversion Metrics
Increase meal program awareness
among all target audiences.
Improve on District/School
meal participation benchmarks.
Open-Unique-Click Rates
opt-ins, link clicks, engagements, followers
(bulletin/type/topic)
Increase awareness for student (statewide) meal participation and impact the
count of meals served.
Key
Performance
Indicators
Objectives
Goal
Statewide Meals Served
2019-21 vs. 2021-22 School Year
Statewide Meals Served
Breakfast Meals Served
Lunch Meals Served
Increase overall district meal participation counts.
IF district-level data becomes available
Audience Segmentation Performance

Section 2: Audience & Journey
Know who you are talking to...

Know who you are talking to...
In addition to understanding MDE
goals, we must also understand
the goals of the audience.
Understanding audience goals and
needs will help MDE develop content
that best fits individual users' needs.
Personas and journey maps are
audience analysis tools that help
ensure MDE has a robust
understanding for who we are
designing communications.
Persona Journey
A persona is a snapshot of a sample
audience member that outlines that
member’s demographics, goals,
and pain points. It allows MDE to
understand its target audiences of
influence.
Building on a persona, a journey
outlines the key questions and
actions an audience member takes in
their relationship with MDE. These
questions and actions are informed by
goals and pain points outlined in the
persona. It allows us to
understand audience needs.

All the Faces of Mighty Meals
Key Mighty Meals stakeholders can be grouped into three core groups.
Low-Income
Families
Above Poverty
Families
Middle or
High-School
Students
Remote
Learning
Families
Families & Students Community Friends
Influencers & Advocates
District Level
Superintendents
+ Food Service
Directors
Local Community
Groups
School Principals,
Teachers, Administrators,
Lunchroom Staff

Influencers and Advocates
District Administration
Superintendents & FSDs
Superintendents and FSDs who are in a
a position of authority and influence to
support and manage program
operations.
School Principals, Teachers,
Food Service Managers
Staff and administration
who are the face of the program which
can influence family and student
participation.
Use Mighty Meals branding & materials
to promote increased student
participation.
Advocate for expanded and more
flexible program offerings
Be informed about Mighty Meals in
order to be provide students with
accurate information
Use Mighty Meals branding & materials
to promote increased student
participation.
Families and Students
Low-Income
Family Households
Would qualify for
Free or Reduced
School Meals.
Above Poverty
Family Households
Would not qualify for Free
or Reduced
School Meals.
Middle-High
School Students
All on-campus
enrolled middle or
high school students
independent
of family HHI.
Remote Learning
Families
Fully or partially
remote learning students
independent
of family HHI.
Choose school meals for
their children instead of
buying food or relying
solely on P-EBT, SNAP.
Have their child eat more
meals at school each day
(breakfast, supper)
Understand that school
meals are available to all
students regardless of
need.
Choose to have their child
eat school meals instead of
packing or buying out.
need.
Request school meals
instead of buying or
packing
need or whether where
they learn.
Pick-up meal packs for
their child to eat during the
remote learning school
day.
Primary Audience Groups
This campaign will focus on Families and Students & Influencers and Advocates, with recognition of community friends as an opportunity for
future partnership.
Who
are
they?
What
do
we
want
them
to
do?

This audience segment represents a diverse group of family/student needs across all statewide socio-economic and student
enrollment learning considerations.
Sub-Segments: Low-Income + Above Poverty + Remote Learning Families | Middle-High School Students
Families and Students
SEGMENT 1

Family & Student User Experience Journey Path (simplified)
Retention
Decision
Consideration
Awareness
Sees a social post or ad
on Facebook, Instagram
or via Google Search and
clicks to learn more.
Sees more social ads
and posts or conducts
an online search for
school meals.
Opt-ins to receiving
campaign emails or SMS.
Decides to try Mighty
Meals: breakfasts,
lunches, snacks and/or
dinners.
Begins to take advantage of
multiple meals throughout
the day.
Continues receiving text
reminders for meal menus
and/or pick up locations
and times near them.
Receives mail with back-to-
school materials with
meals program information.
Clicks to visit
a school website or
clicks on ad to the
sign-up landing page.
Begins receiving emails for
more information on school
meals.
Starts receiving meals!
Opt-ins for weekly
reminders.
Students
and families gain
added comfort and
happiness as school
participation grows.

• Mighty Meals are available at no cost
for every student.
• Mighty Meals make a [family]
difference.
• A well-fed child is a child ready to
learn and a step towards creating a
promising, brighter future.
• Mighty Meals is for all families.
No limitations, no strings attached, no
cost to ensure no child ever goes
hungry.
What do I need to do to for my kids to get school meals?
Does this impact SNAP or P-EBT or our use of other community food programs?
“
KEY MESSAGES
KEY QUESTIONS
Jordan
Low-Income Family
_________
DEMOGRAPHICS
40 years-old
Parent of 3 Kids
Urban or Rural Household
WHAT ARE MY PAIN POINTS?
• [Food Insecurities] it's hard to have enough food for everyone all the time.
• [Access] getting kids to school in time for breakfast is difficult because of differing
family morning schedules, bus pickup routes, and kids going to different schools.
• [Time Burdens] Difficult to balance work, making meals for the family and all
other household tasks
• [Associated Stigmas] although the family and kids need the school meals, she
is concerned her kids will be teased because free or reduced school meals have
always previously been considered (viewed) for poor families.
WHAT ARE MY GOALS?
• Make sure kids are getting all the food and meals they need to flourish.
• Eliminate the daily stress and burden surrounding family food insecurities.
• Ensure kids are not hungry and have an opportunity for a better, brighter future.
WHAT DO I NEED?
• Information for understanding how my family can receive school meals.
• Understanding school meals do not impact other benefits and programs.
• Help with how to get meal packs during off school days and shutdowns.
• Information on school menus, program options, special dietary needs, and meal
availability and access.

Awareness Consideration Decision Retention
Actions
Hears about Mighty Meals in
information from school, via word
of mouth, or sees a social or search ad
promoting Mighty Meals.
Opt-ins to receive updates via email
or text, searches for more information
or visits MDE/District/School Websites.
Determines they would like their
child to try Mighty Meals for
breakfast, lunch, snack and/or dinner.
Gains added comfort and
continues having their child eat
Mighty Meals,
Encourages fellow parents, friends,
family to participate.
Questions
What's different about school
meals?
Do I need to enroll or sign up?
Will this impact my SNAP or P-EBT
benefits?
How do my kids start getting the
school meals? Is it different from past
years?
How do my kids receive meals when
they are not in school for days off or
summer? Are dinner and
weekend meals available?
Insights
+ Barriers
Already very familiar with meal
programs. Must differentiate what's
new and the participation process for
new school year
Consideration stage is likely not a big
hurdle. Just need to reinforce access
and availability.
Clarity by school for the what, when,
where.
WOM advocacy goes a long way in
low-income communities.
Program support can grow or be lost
based on overall happiness and
experiences of the meal program
services.
Content
Needs
Initial message needs to
quickly communicate that school meals
have changed and are available at no
cost for every student, every day, all
day.
Multiple opportunities to opt-in to
learn more.
Key Message - Does not impact
receiving other food assistance
programs.
Photos of school food, nutrition
and menu information.
Key Message - Does not impact
receiving other food assistance
programs.
Key Message – No cost for all
students.
Key Message – Eat breakfast every
day at school.
Menus and other self-help tools.
Weekly reminders, menus, pick-
up locations, FAQs, convenience
value proposition messaging, and
more.
Opportunities or incentives to
share their experience with Mighty
Meals.
USER TOUCHPOINT JOURNEY: Families and Students
Jordan
Low-Income Family
_________
DEMOGRAPHICS
Welcome Campaigns Programmatic Campaigns
Media Campaigns
40 years-old
Parent of 3 Kids

• Michigan School meals have changed
and are for every student at no cost!
• Mighty Meals offer convenience for
every student and all families.
• Mighty Meals are available when your
kids need it.
• Mighty Meals are healthy, delicious
meals to fuel your kids' active days,
whether at school, at play, or at home.
• Mighty Meals give back to local
economies, local growers, local
farmers and local vendors.
Are school meals really for every student and all families? At no cost?
Aren't they for families of need?
“
KEY MESSAGES
KEY QUESTIONS
• Primary: [Associated Stigmas] legacy association with [FREE]
school meal programs as programs for families in need.
• Secondary: [Convenience] hectic work and active family schedules place a heavy
time burden on both parents to prepare breakfasts, pack lunches and get home
consistently in time to make dinner.
• Secondary: [Stigma] Negative perception of school meals as being not nutritious
or that their child will not like them.
WHAT ARE MY GOALS?
• Free up more time every day to better manage family schedules with greater
family and time flexibility.
• Make sure kids are receiving healthy, nutritious, balanced food and meals.
WHAT DO I NEED?
• An understanding that school meals have really changed, and they are
available at no cost for every student and all families without creating a peer
stigma for my kids.
• Recurring information on school menus, special dietary needs, and meals
availability and access.
Ken
Above Poverty Family
________________
DEMOGRAPHICS
35 Years Old
Parent of 4 Kids
Suburban or
Rural Household

Family
Actions
promoting Mighty Meals.
Opt-ins to receive updates via email or
text, searches for more information or
visits MDE/District/School Websites.
child to try Mighty Meals for
breakfast, lunch, snack and/or dinner.
Gains added comfort over
time and continues having their child
eat Mighty Meals,
Encourages fellow parents,
to participate.
Family
Questions
What's different about school meals?
Aren't school meals for poor
families?
Are meals for all students and at no
cost?
Are meals healthy, nutritious and
good or are they typical cafeteria
food? (quality stigma)
Continued concern - Will my kids be
considered poor? [stigma association]
Is it really as easy as show up and
eat?
How do my kids get the school meals?
Why should I tell others about this?
Are meals healthy, nutritious and good
or are they typical cafeteria food?
(quality stigma)
Insights
+ Barriers
Need campaign messaging in back-to-
school materials to avoid confusion.
Visible proof that many students are
partaking in mighty meals could
combat stigma.
Barrier: Program options variations by
school.
Gathering testimonials can help
combat stigma and improve
perceptions of food.
Leverage peer pressure to support the
community.
Content
Needs
Initial message needs to quickly
communicate that school meals have
changed and are available at no
cost for every student, every day, all
day.
Multiple opportunities to opt-in to learn
more.
Compelling convenience benefits
information.
Photos of school food, nutrition and
menu information.
Guidance on how to get specific school
menu, access and availability info.
Who to talk to at their school to get a
meal. Menus or other self-help tools.
Key Message - Absolutely for every
student at no cost with no forms or
enrollment needed.
Key Message – Eat breakfast
every day at school.
Weekly reminders, menus, pick-up
locations, FAQs, convenience value
proposition messaging, and more.
Opportunities or incentives to share
their experience with Mighty Meals.
Ken
Above Poverty Family
________________
DEMOGRAPHICS
Married Millennials
Parents of 4 Kids
Two Parent Suburban or
Rural Household
Media Campaigns

How do I get the meals? What will my peers think of me for eating school meals?
• Michigan School meals have changed
and are for every student at no cost!
• Mighty Meals are for
every student, every day, all day when
you need it.
• Mighty Meals are convenient for every
student and are available at no cost. It
simply can't get any easier.
• Mighty Meals are healthy, delicious
food to keep you going all day,
whether at school, at play, or at home.
KEY MESSAGES
MICHAEL
High-School Student
______________
DEMOGRAPHICS
16 years-old
Urban or Rural Residence
Driven, Academic
Achiever, Self-Motivated
• Primary: [Social Acceptance] need to be socially accepted among peers.
• Primary: [Food Insecurities] depending on family circumstances, may be hungry
all the time or many times throughout the day.
• Primary: [Personal Goals] need day-long energy to achieve personal goals.
• Secondary: [Personal Health] wants to be healthy and develop healthy eating
habits without common teenage distractions or stigmas getting in the way.
WHAT ARE MY GOALS?
• To do well in school and be able to focus on studies without feeling hungry.
• To be able to excel in extra-curricular, club or sporting activities.
• To be socially accepted and liked among fellow classmates.
WHAT DO I NEED?
• Confidence no stigmas will be associated with eating school meals.
• Observation of more students and social circles eating school meals.
“
KEY QUESTIONS

Media Campaigns
Actions
Reads about program
from information from school.
Or hears about it from parents or
general word of mouth, or sees a
social ad promoting Mighty Meals.
Discusses program with parents and
maybe friends in social circles.
Student and/or family determines
they would like to try Mighty
Meals for breakfast, lunch, snack or
dinner.
Continues eating Mighty Meals,
Encourages fellow peers
and friends to participate.
Gains added comfort as peer
participation grows.
Questions
Why are school meals now [FREE] for
all students? What's changed?
Will kids who eat the meals be
considered poor? [stigma
association]
How do I start getting school meals?
Where and when will they be made
available?
Will more students now eat meals?
Are meals healthy, nutritious and
good or are they typical cafeteria
food?
Insights
+ Barriers
Students within families of need are
quite familiar with school meals.
Those who are not from families of
need may hedge participation due to
common stigmas.
Social peer acceptance likely plays
a significant factor in deciding to eat
school meals.
For families of need, consideration
stage is likely not a big hurdle. Just
need to reinforce access and
availability.
Power of social acceptance of meal
programs among peers, social circles,
friends.
Barrier: Program options variations by
school.
Need to continue to reinforce meals
are for every student.
Social peer acceptance is huge. The
more students participate, the greater
advocacy and participation grows.
based on overall happiness of
the meal choice and program services.
Content
Needs
Initial message needs
to quickly communicate that school
meals have changed and are available
at no cost for every student, every day,
all day.
Compelling convenience and
student benefits information.
Photos of school food, nutrition
and menu information.
Links to more expansive program
information.
On-campus posters, digital signage.
Key Message - Available at no cost for
every student.
Key Message – Eat
breakfast every day at school.
up locations, FAQs,
convenience value proposition
messaging, and more.
Opportunities or incentives
to share their experience with
Mighty Meals.
MICHAEL
High-School Student
______________
DEMOGRAPHICS
16 years-old
Urban or Rural Residence
Driven, Academic
Achiever, Self-Motivated

As a family of a remote learning student(s), are we able to get school meals?
Do we need to qualify or enroll? How can we get school meals?
Are meals really for all students and at no cost?
• Michigan School meals have
changed!
• Mighty Meals are for every student
including remote learning students.
• Meal Packs are available for students
when they need them. Check with
your school for pick-up time, location,
and menu.
• Mighty Meals are available at no cost
for every student. Can't get any
easier.
• Mighty Meals are healthy,
delicious food to keep your kids going
all day, every day.
KEY MESSAGES
Val
Remote Learning
Parent
______________
DEMOGRAPHICS
Parent of 2 Kids Taking
Classes Online
Self-Paced, Responsible,
Mature Student(s)
• Primary: [Time Management, Convenience] need to juggle multiple family (and
kids') responsibilities and schedules throughout a typical day.
• Primary: [Family Needs] family dynamics dictate kids need day-long energy to
achieve personal goals many times in the absence of a parent due to work
schedules.
• Primary: [Financial Strain] one or two household incomes may
be stretched leaving insufficient or minimum budgets for household groceries.
• Primary: [Food Insecurities] depending on family finance circumstances, kids
may be hungry all the time or many times throughout the day.
WHAT ARE MY GOALS?
• To ensure the kids excel in school and they're able to focus on studies while
contributing to supporting family needs.
• To give the kids the brightest future possible to prepare for college and a career.
WHAT DO I NEED?
• Easy access, pick-up and availability of school meals, multi-day meal packs.
“
KEY QUESTIONS

Media Campaigns
Family
Actions
promoting Mighty Meals
child to try Mighty Meals for available
meal packs.
Gains added comfort as program is
experienced and as kids and family
continue to benefit,
Encourages
fellow parents, to participate.
Family
Questions
What's different about school meals?
Are remote
learning students/households
eligible?
Do I need to enroll or sign up? How do
we get meals? What type of meals are
available for the kids?
Where are meals picked up? Are
meals singular or come in multi-
packs? What if we have more than
one remote learning student?
How do the kids receive meals when
they are not in school for days off,
holidays, or summer? Are dinner and
weekend meals also available?
Insights
+ Barriers
Must differentiate what's new
highlighting the remote learning
participation process for new school
year (varies by district and school).
Consideration stage is likely based on
family need, meal access, local pickup
and availability.
Transportation to designated pick up
locations may become a barrier.
Active participation just needs clarity
by school for the what, when, where
(varies by school).
based on overall happiness of
the meal program local services and
operations.
Content
Needs
Initial message needs to
quickly communicate that school meals
have changed and are available at no
cost for every student AND all remote
learning students, every day, all day.
Multiple opportunities to opt-in to
learn more.
Compelling budget and convenience
benefits information.
Overview of meals included in meal
packs. Photos if possible.
Key Messaging - Must reinforce clear
distinction for remote learning families .
Links to more expansive program and
pick up information.
Key Message - Does
not impact receiving other food
assistance programs.
Key Message - Absolutely no cost for
every student.
Key Message - Meal packs may
include breakfast
up locations, FAQs, convenience
value proposition messaging, and
more.
Opportunities or incentives to
share their experience with Mighty
Meals.
Val
Remote Learning
Parent
______________
DEMOGRAPHICS
Parent of 2 Kids Taking
Classes Online
Self-Paced, Responsible,
Mature Student(s)

SEGMENT 1: Families & Students
Low-Income + Above Poverty + Remote Learning Family Households + Middle-High School Students
Michigan School meals have changed! Mighty Meals provide every student with healthy, delicious food
at no cost to fuel their day, whether at school or at home.
Mighty Meals are nutritious
and they're good too!
Mighty Meals – easy to get
and at your school now.
Mighty Meals help all
Michigan families focus on
what matters most.
Mighty Meals help support
families, schools and
communities.
Mighty Meals is every day, all day
long to ensure no child goes
hungry.
Mighty Meals make a difference. A
well-fed child is a child ready to
learn.
Mighty Meals offer a nutritious
variety of meals satisfying the tastes
of every child.
Balanced, nutritious Mighty Meals
are healthy and delicious to help
students grow.
Got special dietary needs? Mighty
Meals ensure every child's need is
served.
Mighty Meals provides additional
school funding and resources to
give students better,
overall educational experiences.
Mighty Meals creates jobs and
supports the local economy.
Mighty Meals support Michigan
farmers and local growers.
Mighty Meals are available at no
cost for every student.
Mighty Meals vary by school.
Contact your school today to get
menus and more.
Out of School days? No problem,
Mighty Meals keep on giving for out
of school days for active kids on the
go.
Mighty Meals are a new benefit
available to every student. Every
child deserves a brighter future.
Mighty Meals gives back family time
(shopping, preparation, cooking)
and saves you money.
Umbrella
Message
Core
Message
Pillars
Proof
Points
Decision/Intent
Consideration
Awareness
Mighty Meals is available for the
most important meal of the day. Eat
breakfast every day at school..
Multiple Mighty Meals are available
each school day - all at no cost to
ensure no student goes hungry.

This audience segment represents key stakeholders who have influence on program operations and communications and
interface with students directly.
Sub-Segments: District & School Administrators | District Food Service Directors & School Staff
Influencers & Advocates
SEGMENT 2

• School meals have changed: Mighty
Meals are for every student every day.
• You play an essential role in helping to
get meals to students.
• Mighty Meals improve students'
academics, attendance and emotional
well-being. A well-fed child is
a student ready to learn.
• Meal programs directly and indirectly
funds our schools, while improving
financial health for all districts
and schools.
• Mighty Meals support
local economies, local jobs,
local growers, and local farmers.
How do we get more students eating school meals?
How do we ensure all students have the meals they need to thrive?
How do we secure more school funding for better educational experiences?
“
KEY MESSAGES
KEY QUESTIONS
District-School
Administrations
______________
INFLUENCER VITALS
ROLES
Superintendents, Food
Service Directors, Principals,
Teachers, Support Staff
NEEDS
Eliminate Student Food
Insecurities
Raise Ranked Academic
Performance
Improve District Funding and
Financial Health
• [Resources] Many districts have limited staff and have been working nonstop
throughout the last year and a half to respond to covid
• [School Funding] concerned that the drop in meal counts due to remote learning
will impact school funding in the future
• [Food Insecurities] depending on family circumstance, too many students are
going hungry and need food assistance support.
• [Academic Rankings] need to improve academic test scores to access federal
grants and funding to affect school quality and ultimately student outcomes.
WHAT ARE MY GOALS?
• Increase statewide meal counts to ensure every student never goes hungry, and
they receive the nutritional, healthy meals they require for physical growth, and
mental and emotional well-being.
• To operate food service programs from a position of financial strength.
• To secure available expanded school funding to create the best educational
environments, programs and experiences possible for students to
grow and succeed.
WHAT DO I NEED?
• Communications support to be able to include campaign messaging and
materials into all school student/family communications touchpoints (web, social,
email, text, mail, print, signage).
• Flexibility to tailor messaging to the needs of my school
• Flexibility to offer varied meal programs at the school level aligned to maximize
student participation (e.g., expanded breakfast programs, after school, curbside
pickup, et al).

Awareness Interest Activation Advocacy
District
Actions
Learn that Mighty meals will be a state-
wide campaign for school meals and
that District and School support is critical
to success.
Commit to participating and getting the
word out to families and students.
Downloads the toolkit and incorporates it
into their broader district/school
communications planning.
Develop, and distribute supporting
materials across channels using the
toolkit (hang posters, print flyers, send
emails, update websites, post on social
media.)
Continue leveraging and publishing
materials, develop initiatives to increase
performance in their local schools.
District
Questions
What does this mean for me? Will this
be more work? Why should I participate
in this campaign?
How is this different than years past?
How do I get the word out?
What can we do at a local level?
What freedom do I have to tailor the
information to make it relevant to my
local community?
How do I use these materials?
How do we grow and reinforce the
number of students and families
participating?
What have other schools done?
Content
Needs
Clear Mighty Meals statewide objective
and support needs overview Information.
Campaign materials/support they can
expect.
Reminders of importance of
meal programs, including the impact
on school funding and key role they play in
increasing additional funding, etc.
Opportunity to ask questions
Toolkit with turnkey materials & content
recommendations, messaging, templates
with best practices for campaign rollout,
Best practices reminders across
channels.
Flexibility to tailor programs to local
needs.
Highlights for expanding breakfast
program initiatives to maximize
overall statewide participation.
Transparent statewide performance
updates in the MDE administrative
portal (if possible) and for Townhall
updates.
Success stories and ideas from other
schools.
Regulatory compliance updates.
Timely seasonal/annual reminders.
Inspirational content to reinforce campaign
progress using
statewide/district performance updates.
Insights
+ Barriers
Meal program operation varies by
district/school which means different
programs are offered for different students
and locations. Can limit statewide
expanded participation.
FSDs are short-staffed and have very
limited time & resources
Potential for confusion between existing
varied meal communications.
School administrations
can influence program options
(e.g., breakfast programs).
Timely data collection process IS
CRITICAL to inspire progress
performance, as well as optimize and
ultimately measure success.
MDE Support Drip Comms targeted to
administrators is needed to reinforce and
to keep program elevated in district
and school priorities.
CAMPAIGN SUPPORT ACTIONS & CONTENT NEEDS: Influencers & Advocates
District-School
Administrations
______________
INFLUENCER VITALS
ROLES
NEEDS
Insecurities
Performance
Improve School Funding and
Financial Health
Ongoing Support
Campaign & Toolkit Launch
(Townhall + Email)

CAMPAIGN COMMUNICATIONS TOUCHPOINT MAP: Influencers & Advocates
Campaign Awareness
Townhall Kick-off
Townhall Recording
Campaign Emails
MDE Support Comms
MDE Website Portal
Interest
Townhall Updates
Campaign Emails
MDE Support Comms
MDE Website Portal
Campaign Comms Toolkit
Activation
Townhall Updates
Campaign Emails
MDE Support Comms
MDE Website Portal
Advocacy
Townhall Updates
Campaign Emails
MDE Support Comms
MDE Website Portal
District-School
Administrations
______________
INFLUENCER VITALS
ROLES
NEEDS
Insecurities
Performance
Improve District Funding and
Financial Health

Umbrella
Message
Core
Message
Pillars
Proof
Points
SEGMENT 2: Influencers & Advocates
District Superintendents, Food Service Directors | School Principals, Teachers, Food Service Managers
Advocacy
Interest & Activation
Awareness
Mighty Meals: A unified campaign encouraging every Michigan student to eat school meals, at no cost.
Together, we can make a difference.
School meals have changed:
Mighty Meals are for every student,
every day.
Increased meal participation
benefits your school, students &
community.
Increased meal counts help fund schools and
creates jobs.
Mighty Meals help with student attendance to
increase base level funding.
Mighty Meals improve students' academics,
attendance and emotional well-being. A well-fed
child is a student ready to learn.
Mighty Meals help improve student academics
for enhanced federal grant funding.
Through the 2021-2022 school year, every child
can eat a school meal at no cost.
You play an essential role
in helping to get meals
to students.
Early, clear and consistent communication to
families is essential to avoid confusion &
encourage participation.
More Michigan families than ever are feeling
financial strain and need help feeding their
families.
Many families are stressed & have very limited
time, skipping meal prep can help them get back
valuable time in their day.
Mighty Meals include all programs offered at
your school, breakfast, lunch, snack, supper, and
pick-up.
Use our toolkit to help you spread the word
using a variety of channels online and offline
You can tailor your messaging to meet the needs
of your students, parents, and school.
Ensure your staff is aware of Mighty Meals and
that all students eat at no cost.
Showing many students eating school meals can
combat stigma.
Eating Mighty Meals does not impact a students
eligibility for P-EBT, SNAP or other benefits.

Section 3: Content
Know what you are saying

Question Recommendations
Question Answers Segmentation
What best describes you?
(select one or more)
o Parent or Guardian
o Student
Place into main family comms streams
o Remote Learning Student/Family Place into family comms stream, higher emphasis on meal pick-up
o Educator, Administrator or Food
Service Director
Place into influencer/advocate comms streams
o Other Place into main family comms stream
Do you or your child currently eat
school-provided meals? (i.e.
breakfast, lunch, snack, supper, pick
up weekly meal packs)
o Yes / Sometimes Communications more focused continuing + expanding participation
o No Communications more focused on switching to Mighty Meals from
packing, buying out etc.
What school district are you in? (Free Response)
Personalization with macros for example “Ask your teacher about
how to get a Mighty Meal in [Ann Arbor Schools]”
Could send info based off school district periodically (requires
manual data management)

Audience Families who do not currently
eat school-provided meals
Families who do currently
eat school-provided meals
Students Remote Learning
Family/Student
Goal
• Encourage families to switch to having
their child eat at school vs. packing or
buying out.
• Combat stigma & low perceptions of
school food.
• Encourage them to continue choosing
to eat school meals and expand the
meals they are currently eating each
day.
• Encourage students to choose to eat
Mighty Meals.
• Combat stigma and concerns around
social acceptance.
• Ensure families who are not in school
are aware that Mighty Meals are still
available to them.
Key
Content
• Mighty Meals are for everyone.
• Highlight a fictional family who chooses
mighty meals based on convenience,
quality of food, nutritional value, and
community impact.
• How to get started, find a menu, etc.
(link to menu apps or other tools).
• Engagement/Feedback Question.
• Mighty Meals are available every day,
at no cost.
• Highlight a fictional family who eats
breakfast, lunch, and snack from
school because of variety of foods
available, the importance of eating 3
balanced meals.
• Tell a friend.
• How to get started, find a menu, etc.
(link to menu apps or other tools).
• Mighty Meals are available every day
for every student, at no cost.
• Highlight a fictional student who eats
Mighty Meals because of their
convenience, variety of options, and
the independence it allows them,
encourages friends too as well.
• How to get started, talk to your parents,
find a menu, etc. (link to menu apps or
other tools).
• Mighty Meals are available every day
for every student, regardless of how
they learn.
• Highlight a fictional family of remote
learners who pick up meal packs
weekly to supplement their groceries
and remove the need to prepare food
during the day.
Welcome Campaign Recommendations
Based on our key findings, we recommend building segmented welcome campaigns* to engage new subscribers
immediately after signing up with relevant content.
*A general welcome message will be created for groups not listed here

Campaign
Introducing Mighty Meals
Together, We Can Make A Difference.
Maintaining Momentum
Together, We Can Build Brighter Futures.
Audience
District Superintendents, FSDs,
School Principals, Teachers and Administration
District Superintendents, FSDs,
School Principals, Teachers and Administration
Goal
• Inspire and empower educators & administrators to prioritize marketing and
communications about school meals, leveraging the Mighty Meals materials
developed.
• Provide continued motivation & tools to maintain momentum throughout the year.
• Encourage schools to offer more flexible options such as expand breakfast
offerings, pick-up, etc. to increase student participation.
Key Content
• Unify around the common objective to combat Michigan student hunger together.
Highlight Key Michigan family/student food needs statistics.
• Request for their support, using Mighty Meals materials.
• Reinforce the need for proactive, consistent, clear communication and marketing
efforts from districts and schools value propositions and benefits are widely
distributed and understood within each community.
• Overview of Toolkit Phase 1 & 2, highlighting key content and best practices.
• Spotlight on potential for increased meal participation to positively impact
district/school financials and expanded school services via meal program
reimbursements, federal grants from better academic scores, and base funding for
greater student attendance.
• Reminders, tips, and best practices for communicating about Mighty Meals using the
materials in the toolkit.
• Success stories from engaged districts and emphasis on appreciation for their
support across the state.
• Campaign impact and highlight anticipated performance gains.
• Breakfast as a key potential factor for increased meals participation and the impact it
can have on students.
Influencer Programmatic Campaign Recommendations
The goal for the Influencers and Advocates audience segment is to engage district and school administrative influencers
to reinforce advocacy for the program, while inspiring, encouraging and recruiting their active and influential involvement to increase
meal participation.

Partner Toolkit Strategy
Recommend a phased approach in order to deliver key tools ahead of back-to-school
Communications.
PHASE 1: BRAND LAUNCH
JULY 14TH TOWNHALL MATERIALS
Materials included:
• Logo
• Style Guide
• Sample Email/Newsletter Content
• Mighty Meals Overview back to school graphic
• Key Messages by Audience
• (Parents, students, educators)
• Link(s) for publishing for opt-in to communications
Townhall materials:
• Brand & Campaign Announcement Slide
• Toolkit Overview Slide
(included now, and coming soon)
• Administration Support Needs
(use these materials, share with schools, etc.)
PHASE 2: RESOURCE ROLLOUT
EARLY AUGUST TOWNHALL
Materials included:
• FAQ
• Sample social posts
• Tips and best practices,
• Text to Subscribe*
• Interactive Text Integration
• Mighty Meals Mighty Impact campaign
materials
Recommend posting these items on the MDE Website
What is the approval process required for these items? *Timing Dependent upon approval of short code by mobile carriers

Programmatic Campaign Recommendations
Campaign On the Menu* Weekly Reminders
Why Mighty Meals
Reminder Drip
Audience
Primary: Families & Students
Secondary: Influencers & Advocates
Parents who opt-in to mobile reminders
All subscribers 1 months after completing
the welcome campaign
Goal
Primary:
• Combat the stigma that school food is bad
food
• Educate around nutrition
Secondary
• Recognize & celebrate kitchen staff
• Ensure parents & students plan to get a
Mighty Meals each week
• Remind subscribers of key benefits of eating
school meals in order to motivate them to try
Mighty Meals if they not yet
Key Content
• Every other month, highlight a menu or menu
item breaking down the nutritional value,
options, etc.
• When possible, pull in photos or video of the
chefs talking about the meals
• Offer recipes for how to make it at home and
check the menu to see if you school offers
something similar
• Align to seasonal food topics (BBQs,
holidays)
• Potential to include a quote from a student
about how they liked the meal
• Allow users to opt-in to a weekly reminder
SMS or email
• Weekend shopping reminders -- no need to
add breakfast or lunch to your shopping list,
plan for a Mighty Meal
• In districts with Nutrislice, link to app
• Reminder to get your child to school in time
to eat breakfast
• Saves time & resources – average savings
per month, activities you could do instead of
• Thinking beyond lunch – Breakfast,
Snack/Supper
• Meals are for every student (drive to
personas)
• Highlight impact on the school, increased
funding, jobs, etc.
• Incorporate personas or quotes from Mighty
Impact campaign throughout to illustrate
Campaigns designed to create buzz and maintain momentum throughout the year.
*Requires input/source content from FSDs

Multi-Channel Campaign Theme:
Show the Impact of Mighty Meals via real stories
Campaign Mighty Meals, Mighty Impact Challenge
Audience
Primary: Families & Students
Secondary: Influencers & Advocates
Goal
• Combat stigma by gathering & showcasing stories of many
different Michiganders and their reason for choosing Mighty
Meals and the impact is had had on their life.
Key Content
• Ask students, teachers, staff, community members to submit
how Mighty Meals has impacted them via a surveys.
• Potentially Incentivize submissions - School with the most
responses is crowned “Michigan’s Mightiest”.
• Version for students: share a photo of your meal & one
word.
• Share out responses across channels, pulling them in as
key proof points to email communications.
*Requires support from FSDs & input from audience
Eating Mighty Meals gives me the
freedom to make my own choices
- Mike, Student in Ann Arbor
Not having to pack breakfast or
lunch in the morning means every
morning is less stressful
Martha, Mom in Detroit
I love Mighty Meals because it
ensures our students are fed and
ready to learn every day
Mr. Moore, Teacher in Alpena

Interactive Text Opportunities
Campaign Student Feedback & Reminder Survey Text to Get the Menu
Audience Middle & Highschool Students
Middle & High School Students in (up to 10)
priority districts
Goal
• Remind students to get a Mighty Meal.
• Gather feedback to share back with FSDs.
• Encourage students to eat Mighty Meals by ensuring they know
the menu options and can find something they like.
Experience
• Schools hang up fliers (template provided in toolkit) with code
to text in to provide feedback on the meals.
• Student completed short survey.
• Potential Questions
• Have you had a Mighty Meal yet this week?/(Did you eat
yet?)
• If yes, what did you like? What didn’t you like?
• If no, ask your adults about getting one tomorrow.
• What school do you go to?
• All mobile subscribers receive prompt to complete survey
midweek.
• Schools hang up fliers (template provided in toolkit) with code
to text in to get a link to the menu.
• Student sees flier and texts to get a link to the menu.
• Send weekly reminders to check the menu.
• Weekly reminder to check the menu.
Recommend selecting one to start with to avoid confusion

Web Content Recommendations
As discussed, we recommend dedicating two pages on the MDE website to
Mighty Meals
Page 1: Mighty Meals Tools & Resources for Schools
Audience:
• Influencers & Advocates (FSDs, Teachers, Admin)
Key Content:
• House links to toolkit & key information
Page 2: Mighty Meals info for Families
Audience:
• Parents
Key Content:
• Mighty Meals overview
• Key Value Propositions for different audiences
• Link to sign-up page
If possible, we recommend moving these buttons up to the top to ensure
they are not lost and consider presenting in a different format in order to
communicate that Mighty Meals is an umbrella campaign.

How will we grow our audience?
Subscriber Capture Techniques
Consistent Organic Social Media
Promotion (If possible)
Social Ad & Search Campaign Text to Subscribe
Allow users to opt in by Texting
“MEALS" (or another keyword) to MIGHTY.
Will rely mostly on in school promotion via fliers, digital
signage, etc.
Will drive to sign-up landing page
to capture subscribers.
Expanding signups beyond the website
will increase your potential audience. We recommend a
monthly social media promotion across platforms.
MDE
Child Nutrition Newsletters
Have blurbs driving current MDE Subscribers
to opt-in to learn more about Mighty Meals.
Granicus Network
Feature Mighty Meals in the
Michigan Featured Government Updates.
MDE Website Links
Add links to MDE Website driving
to the sign-up landing page.

Summary: Proposed Content Calendar
July August September October November December January February March
Influencer +
Advocate
Comms
Introducing Mighty Meals/Toolkit Rollout
Maintaining Momentum
Family &
Student
Campaigns
Paid Social
MDE Newsletter Promo
Welcome Campaigns Launch
Why Mighty Meals
On the Menu
Interactive Text Available
Mighty Impact Challenge
*School starts Aug 23, 2021

Next Steps
1
2
3
4
Client Review and Feedback
Toolkit Phase 1 Development
Draft for review by 6/29
Welcome Campaign & Program Overview
Content Development
Build & Implement Landing Page
Gather list of FSDs/Educators to
govDelivery receive Toolkit Rollout
campaign
5

BETTER CITIZEN EXPERIENCES, DELIVERED.

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