Creating content people want to buy
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The document discusses The Learning Network, an online hub created by the Children's Food Trust to provide resources and share best practices around children's healthy food. It aims to be a place for schools, local authorities, early years services, and caterers to access information on topics like budget cuts, time constraints, and meeting nutritional guidelines. The Network offers membership that provides access to expert content and training courses on various children's food topics. While feedback on the training courses and website was very positive, sales of memberships were slower than expected. The Network has since focused on enhancing its product offerings and building an engaged community to address this issue.
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Creating content people want to buy
- 1. By Diane Clarke The Learning Network: Creating content people want to buy
- 2. The Learning Network • An online hub for healthy food for children • A place to share best practice and practical solutions • Creating a national ‘voice’ for children’s food
- 3. Who is it for? Everyone who works in children’s food! • Schools – head teachers, school business managers, catering managers, lunchtime supervisors, school cooks, school staff • Local authorities – staff responsible for school food contracts; staff working in procurement, children’s services, early years, education, Health and Wellbeing Boards • Early years – nurseries, pre-schools, childminders, children’s centres • Public health professionals – health visitors, midwives, school nurses, obesity leads • Caterers
- 5. Meeting a need • Feedback from schools and other stakeholders • Surveyed more than 600 people • Huge response
- 6. What they told us Budget cuts Time poor Travel restrictions Supply cover
- 7. Charitable objectives We will utilise technology to create a step change in the way adult education is delivered in the UK. Learning Pool gives you smarter e-learning at better value. How do we do it? By providing inspiring content, clever technology and a fantastic support team. That’s how we became the UK’s biggest e-learning community.
- 8. It wasn’t a piece of cake How do we fund it? Who’s going to build it? Which content do we include? How do we build a shop front?
- 9. Evidence-based expert content Dr Patricia Mucavele, PhD, RNutr (Public Health), Head of Nutrition Claire Wall, RNutr (Public Health), Senior Nutritionist Laura Whiting, ANutr, Nutritionist
- 10. Phase one - June 2013 • Increasing free school meal take up • Involving parents, carers and children in primary school food • Involving young people, parents and carers in secondary school food • Low cost and no cost solutions to improving school dining
- 11. Phase two - September 2013 • Running practical cooking clubs • Cooking activities for people with different abilities • Meeting the guidelines for food and drink in early years settings • Encouraging young children to eat well • Nutrition for early years
- 12. Phase three - January 2014 • Lunchtime supervisor training • Customer service • School food procurement • Reducing kitchen and dining waste
- 13. Phase four September 2014 • Meeting the school food standards
- 14. Exclusive membership • Membership fee (£32 to £108) to recoup costs • Marketed through all channels • Offered free memberships to key stakeholders • Excellent feedback • Limited sales
- 15. Excellent feedback • 98.5% said that the website is user friendly • 93.9% found the training courses useful • 95.9% found the training courses interesting • 72.2% will use what they have learned in their place of work • 6% would pay the published prices themselves for the Learning Network • 68% would ask their employer to pay for the Learning Network, at the published prices • 88.5% would recommend the Learning Network to their employer
- 16. Can lead a horse to water… • Sales were slower than we had envisaged • Individuals wanted to learn, but couldn’t commit • Dozens of trials but poor conversion
- 17. Adjusting the recipe • Good product • Good build • Great variety • Excellent standard • Wasn’t compulsory
- 18. Enhancing the product portfolio • Sales within contracts and bids • Whole school food approach • Early years settings • Complimented face-to-face training • Accessible alternative
- 19. School Food Plan • Universal infant free school meals • Increasing school food take up • Cooking in the curriculum • School Food Standards
- 20. Building a community • Real engagement • Two-way exchange • Collaborative creation
- 21. Ideas for the future • Continuing professional development • Accredited training – food hygiene • More dynamic forums • Regular webinars
- 22. Any questions? diane.clarke@childrensfoodtrust.org.uk Tel: 0114 299 6911