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Eat Smart from the Start: Breakfast Promotion to Boost Brain Power in Schools

Margie Graham, RD, LD, from the St. Louis District Dairy Council, leads a breakfast promotion pilot program aimed at enhancing nutrition for low-income children by improving school breakfast offerings, featuring milk. The objectives include increasing program participation and milk consumption, supported by a strategic multi-level marketing approach. The plan encompasses internal and external promotions, tracking data collection, cafeteria promotions, and community outreach initiatives. Implemented with teacher and parental support, the campaign includes creative messaging and incentives to encourage breakfast participation and enhance student well-being.

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Eat Smart from the Start: Breakfast Promotion to Boost Brain Power in Schools

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  1. “Come and Get It!” Put Your Breakfast Promotion in Motion Margie Graham, RD, LD St. Louis District Dairy Council

  2. Breakfast: Land of Opportunity • Breakfast Boosts Brain Power www.frac.org www.nutritionexplorations.org • Schools Come Up Short • Kids Missing Out

  3. 2004 NENA Survey Nutrition Education Needs Assessment “WHAT ARE YOUR CHALLENGES?” • Lack of support from key individuals • Perceived welfare status of program • Lack of equipment to facilitate service

  4. District Snapshot • South Eastern Missouri rural community Total Enrollment: 3971 students 42% Free/Reduced Rate • Target Group: 795 elementary students 74% Free/Reduced Rate Breakfast ADP 55%

  5. District-Specific Issues • Temporary success with promotions ( 20% increase in ADP short-lived) • Wavering student interest • Lack parental/faculty/community support • Lack of equipment to accommodate service

  6. GOAL: “Eat to Be Smart and Healthy” is a pilot program aimed at improving the nutrition status of low-income children by making school breakfast, of which milk is a major component, more attractive and accessible.” OBJECTIVES: Increase breakfast program ADP by 10% over the school year in 3 participating schools. Increase milk consumption among breakfast eaters by 10% .

  7. Strengthen Objectives • Within 6 months, 5% increase in volume of milk served • Within 9 months 100% teachers and parents aware • Within 9 months 10% sustained ADP increase

  8. Eat To Be Smart Budget

  9. Multi-Level Marketing Approach Internal Promotion: • Monthly Cafeteria Promos • Training: School Nutrition Staff Administration and Teachers • Placement of Milk Coolers External Promotion: • Parent Newsletter-Monthly • Public Service Announcements

  10. Tracking/Data Collection • ADP tracked and reported monthly • Milk consumption tracked monthly • Pre/post-session attitude surveys • Before/after support surveys • PSA airplay tracked and reported

  11. (Promotion Kit Contents)

  12. (Promotion Kit Contents)

  13. Cafeteria Promotions (photos)

  14. Promoting with Pizzazz • Don’t Be A Turkey-Eat Breakfast • Eat To Be Smart-Have a Happy Heart! • Spring Fling • Stick to Nutrition-Eat Breakfast • Erase Hunger-Eat Breakfast to Be Smart • On Top of Your Game with School Breakfast

  15. “Eat Smart from the Start” • Included flyer in school newsletter • Sent parent newsletter home • Played daily morning announcement on PA • Created/displayed posters throughout school • Gave student incentives weekly • Held coloring contest/drawing • Staff wore promo T-shirts/visors/aprons • Breakfast eaters awarded bracelets

  16. (Photos)

  17. Breakfast Participation by School

  18. Milk Consumption by School

  19. Combined Breakfast ADP

  20. Promotion and ADP

  21. Equipment Enhancements • Proper placement of milk coolers imperative in assessing intended impact on ADP • Consideration of less expensive models

  22. Teacher Support

  23. Parental Awareness

  24. External Promotion Community Outreach • 2.1 million impressions garnered from 3 broadcast radio stations over 9 month period • Impact on ADP (?)

  25. Reaching Parents • Cost-effective • Time-efficient • Utilize existing communication channel • Target message to specific audience

  26. Teacher Knowledge Assessment • 100% know that children who eat breakfast have an easier time concentrating/learning than those who skip breakfast. • 88% strongly agree that breakfast is essential to a student’s success in the classroom (12% agree).

  27. Teacher Knowledge Assessment • 44% indicate that school cafeterias typically serve inexpensive, quick-fix breakfast meals that can be high in fat and calories. • 12% believe that students must qualify to eat breakfast at school, based on economic guidelines.

  28. Reaching Teachers • Convenience is KEY • Communication is CRUCIAL • Collaboration is CRITICAL

  29. Tips and Tools • Promotions come in ALL sizes • Target your audiences-each of them! • Work from inside out • Involvement spurs excitement • Breakfast is a good story-tell it! • Think next steps • Toot your horn: Ring that bell!

  30. Additional Resources: www.stldairycouncil.org www.nutritionexplorations.org

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