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Melting Pot Marketing
✯ 26m - Call Texas home
✯ 1/3 - Residents are ESL
✯ 3/6 - Flags flown = non-
English nations
✯ 2nd - Largest US
state afte...
Melting Pot in Your Cafeteria
Jaren Scott, M.A.
Rachel Arthur, M.Ed.
Jaren Scott, M.A.
Rachel Arthur, M.Ed.
Melting Pot Marketing
Game
•May not use any taboo
words (indicated on list)
• May not use sound
effects or gestures for
cl...
1 45 30 15 0
1 45 30 15 0
Melting Pot Marketing
Jaren Scott
• Content/Web Marketer at
PrimeroEdge
• Masters Degree
• Spanish Speaker
• Animal spirit...
Melting Pot Marketing
Rachel Arthur
• Director Child Nutrition at
Brazosport ISD
• Masters of Education in
Administration
...
Melting Pot Marketing
Objectives
• Identify market segments
• Target your message
• Understand different
marketing mediums
Melting Pot Marketing
Melting Pot
“A place where different types of people live
together and gradually create one communit...
Melting Pot Marketing
Importance
• Self-segregate with
most like themselves
• More likely to
consume food
common in home
•...
Melting Pot Marketing
Meals
• Symbolic social
activity universally
• Great time to
interact with peers
• Intimate creative...
What is Marketing?
• Define wants/needs
• Supply products
• Inform of availability
• Describe benefits
• Sell at fair pric...
Melting Pot Marketing
Who are you serving?
Melting Pot Marketing
Segment
• Geographic
• Demographic
• Behavioral
• Psychographic
• Occasional
• Cultural
“Consumers w...
Melting Pot Marketing
Culture
• Beliefs
• Customs
• Practices
• Attitudes
• Values
• Ethnicity
• Nationality
• Language
• ...
Melting Pot Marketing
School Segments
• School – administration, teachers, staff
• Parents + guardians
• Government
• Comm...
Melting Pot Marketing
Lost in Translation...
Melting Pot Marketing
Nova…
- English -
- Spanish -
No va = NO GO
- Pug Latin -
Melting Pot Marketing
Know Your Audience
• Informal interviews
• Small-group
discussions
• Suggestion boxes
• Immediate fe...
Melting Pot Marketing
Survey Questions
• How often do you
eatschool food?
• If never, why?
• If always, why?
• What foods ...
What to Serve?
Melting Pot Marketing
Restaurant Lessons
• Menu most important variable
• Popular / familiar foods served
• Food consisten...
Melting Pot Marketing
School Nutrition Factors
• Perception is important
• Parents – value on nutrition
• Who participates...
Melting Pot Marketing
Menu Planning Culture
• Continental
• International
• Fridays
• Meatless
• Mexican
• Veggie
• Visito...
Melting Pot Marketing
Food Presentation Keys
• Color – natural, bright
• Flavor – not too strong
or contrasting
• Texture ...
Melting Pot Marketing
• Present familiar food
• Paint serving line / dining
area appropriate colors
• Smiling and positive...
Bakehouse Brekkie Roll
Australia
McShrimp
Russia
Cherry Blossom Burger
Japan
McPaneer
India
McMollete
Latin America
Say What?
Melting Pot Marketing
Say it Right…
• Foster safe culture
• Model social skills
• Inform of benefits
• Use suggestions
• L...
Inverted Pyramid
AIDA
Diffusion of Innovation
Make it Stick
• Post it
• Birthdays
Marketing Mediums
Traditional Marketing
• TV, radio,
newspaper
• Broad reach
• Menus + news
Melting Pot Marketing
Email and Texting
• Quick as click of button
• Target customers with
personalized emails
• Can also ...
Melting Pot Marketing
Social Media
• Easy messaging avenue
• Parents + students
• Keep accounts updated
• Answer questions...
Melting Pot Marketing
Social Media Uses
• Share nutrition, menus,
recipes, specials
• Market program, events,
menu items
•...
Melting Pot Marketing
Facebook
• Starter platform
• Set up website
• Link from site
• Engage
• Moderate content
• Trivia, ...
Melting Pot Marketing
Twitter
• Fun / timely response
• Learn “hash” tags
• Create following with
key influencers
• Intere...
Melting Pot Marketing
YouTube
• Promote signing up or
completing application
• Include news clips +
training
• Provide exp...
Melting Pot Marketing
School Marketing Channels
•Emails
•Letters
•School website
•Kick-off event
•Attractive flyers
•Commu...
Melting Pot Marketing
Kick off
• Understand market
• Create messaging
• Select channels
• Train teammates
• Excite student...
Melting Pot Marketing
Bring Your “A” Game
Melting Pot Marketing
Resources
For more information visit:
primeroedge.com/meltingpot
Questions?
Fin
Melting Pot of Your Cafeteria
Melting Pot of Your Cafeteria
Melting Pot of Your Cafeteria
Melting Pot of Your Cafeteria
Melting Pot of Your Cafeteria
Melting Pot of Your Cafeteria
Melting Pot of Your Cafeteria
Melting Pot of Your Cafeteria
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Melting Pot of Your Cafeteria

With constant evolution of your cafeteria's demographic, are you marketing your message effectively? Examine the unique makeup of your stakeholders and how to navigate the delicate differences of intercultural communication. Take home the tools necessary to deliver unified messaging across multiple cultural, communication, and language barriers to prevent your cafeteria's melting pot from boiling over.

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Melting Pot of Your Cafeteria

  1. 1. Melting Pot Marketing
  2. 2. ✯ 26m - Call Texas home ✯ 1/3 - Residents are ESL ✯ 3/6 - Flags flown = non- English nations ✯ 2nd - Largest US state after California ✯ 66 sec - How often someone new settles the Lone Star State
  3. 3. Melting Pot in Your Cafeteria Jaren Scott, M.A. Rachel Arthur, M.Ed. Jaren Scott, M.A. Rachel Arthur, M.Ed.
  4. 4. Melting Pot Marketing Game •May not use any taboo words (indicated on list) • May not use sound effects or gestures for clue word
  5. 5. 1 45 30 15 0
  6. 6. 1 45 30 15 0
  7. 7. Melting Pot Marketing Jaren Scott • Content/Web Marketer at PrimeroEdge • Masters Degree • Spanish Speaker • Animal spirit = bear
  8. 8. Melting Pot Marketing Rachel Arthur • Director Child Nutrition at Brazosport ISD • Masters of Education in Administration • Cartoon = Brittany from Alvin and the Chipmunks
  9. 9. Melting Pot Marketing Objectives • Identify market segments • Target your message • Understand different marketing mediums
  10. 10. Melting Pot Marketing Melting Pot “A place where different types of people live together and gradually create one community”
  11. 11. Melting Pot Marketing Importance • Self-segregate with most like themselves • More likely to consume food common in home • Acculturate slowly… recognize progress!
  12. 12. Melting Pot Marketing Meals • Symbolic social activity universally • Great time to interact with peers • Intimate creative expression of self…
  13. 13. What is Marketing? • Define wants/needs • Supply products • Inform of availability • Describe benefits • Sell at fair prices Promoting, advertising, merchandising, selling
  14. 14. Melting Pot Marketing Who are you serving?
  15. 15. Melting Pot Marketing Segment • Geographic • Demographic • Behavioral • Psychographic • Occasional • Cultural “Consumers with common needs, interests and priorities”
  16. 16. Melting Pot Marketing Culture • Beliefs • Customs • Practices • Attitudes • Values • Ethnicity • Nationality • Language • Religion • Et cetera Shared Based on
  17. 17. Melting Pot Marketing School Segments • School – administration, teachers, staff • Parents + guardians • Government • Community • Media • All about the KIDS! • Always changing…
  18. 18. Melting Pot Marketing Lost in Translation...
  19. 19. Melting Pot Marketing Nova…
  20. 20. - English -
  21. 21. - Spanish - No va = NO GO
  22. 22. - Pug Latin -
  23. 23. Melting Pot Marketing Know Your Audience • Informal interviews • Small-group discussions • Suggestion boxes • Immediate feedback • Sampling/tasting • Social media • Polls/surveys
  24. 24. Melting Pot Marketing Survey Questions • How often do you eatschool food? • If never, why? • If always, why? • What foods do you prefer? • List five foods you would like to see served…
  25. 25. What to Serve?
  26. 26. Melting Pot Marketing Restaurant Lessons • Menu most important variable • Popular / familiar foods served • Food consistently good quality • Pleasant atmosphere • Friendly personnel • Fast service • Accessibility...
  27. 27. Melting Pot Marketing School Nutrition Factors • Perception is important • Parents – value on nutrition • Who participates more: – Free meal students – Younger students – Male students – Rural students
  28. 28. Melting Pot Marketing Menu Planning Culture • Continental • International • Fridays • Meatless • Mexican • Veggie • Visitors
  29. 29. Melting Pot Marketing Food Presentation Keys • Color – natural, bright • Flavor – not too strong or contrasting • Texture – crisp foods with soft foods • Shape – varying • Natural – fresh
  30. 30. Melting Pot Marketing • Present familiar food • Paint serving line / dining area appropriate colors • Smiling and positive staff • Line layout… CAFETERIA
  31. 31. Bakehouse Brekkie Roll Australia
  32. 32. McShrimp Russia
  33. 33. Cherry Blossom Burger Japan
  34. 34. McPaneer India
  35. 35. McMollete Latin America
  36. 36. Say What?
  37. 37. Melting Pot Marketing Say it Right… • Foster safe culture • Model social skills • Inform of benefits • Use suggestions • Let KIDS decide “It’s not what you say, it’s how you say it… ”
  38. 38. Inverted Pyramid
  39. 39. AIDA
  40. 40. Diffusion of Innovation
  41. 41. Make it Stick • Post it • Birthdays
  42. 42. Marketing Mediums
  43. 43. Traditional Marketing • TV, radio, newspaper • Broad reach • Menus + news
  44. 44. Melting Pot Marketing Email and Texting • Quick as click of button • Target customers with personalized emails • Can also use email/text • Keep copy interesting • Don’t overdo - SPAM
  45. 45. Melting Pot Marketing Social Media • Easy messaging avenue • Parents + students • Keep accounts updated • Answer questions quickly • Social media policy
  46. 46. Melting Pot Marketing Social Media Uses • Share nutrition, menus, recipes, specials • Market program, events, menu items • Feature employee / student of month, fruits / veggies • Engage students + parents
  47. 47. Melting Pot Marketing Facebook • Starter platform • Set up website • Link from site • Engage • Moderate content • Trivia, games + photos!
  48. 48. Melting Pot Marketing Twitter • Fun / timely response • Learn “hash” tags • Create following with key influencers • Interesting, original, not self-serving
  49. 49. Melting Pot Marketing YouTube • Promote signing up or completing application • Include news clips + training • Provide exposure for program + making healthier choices
  50. 50. Melting Pot Marketing School Marketing Channels •Emails •Letters •School website •Kick-off event •Attractive flyers •Community partnerships •Sport or summer camps
  51. 51. Melting Pot Marketing Kick off • Understand market • Create messaging • Select channels • Train teammates • Excite students • Include parents
  52. 52. Melting Pot Marketing Bring Your “A” Game
  53. 53. Melting Pot Marketing Resources For more information visit: primeroedge.com/meltingpot
  54. 54. Questions?
  55. 55. Fin

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