Transcript Promoting healthy food and drinks in your facility

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
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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
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What’s the Problem?
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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?
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Research and case studies
Develop core resources
Apply, test and evaluate strategies
Learn from and share promising practices
Adjust strategies from lessons learned
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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
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Branding and Marketing Development
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Identify primary/linked factors
Research best practices
Develop graphic design elements and tagline
Develop a “menu”of marketing materials
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Marketing Materials
Web Based Resources
Collateral
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Web-based Resources
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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
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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
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Think Different
Locker Door
Towel Dispenser
Be Creative
Treadmill View
Drinking Fountain
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Home Grown Ideas
• Real traction starts with home grown ideas.
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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
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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
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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”
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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.
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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