Marketing Plan Template
National School Lunch Week – October 13-17, 2014
Please note that this marketing plan is a template and should be customized to your specific needs and goals.
BACKGROUND
National School Lunch Week
Every year, schools across the country celebrate National School Lunch Week (NSLW) in October to raise
public awareness about the nutritional value of the federally funded lunch program available at schools and to
involve students in school lunch. The School Nutrition Association (SNA) provides a fun theme and
promotional materials for SNA members to use during these special events.
The National School Lunch Week (NSLW) 2014 theme is “Get in the Game with School Lunch.” It’s about the
importance of balancing good nutrition with plenty of physical activity, and the sports theme was created to
be fun and engaging for kids.
Recognizing NSLW can help you:
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Increase student participation for your program
Spread the message to parents that you’re serving healthy and tasty meals
Earn media coverage from local papers, blogs, and TV stations
Connect with teachers and administrators at your school or in your district to spread the word that
school meals are healthy
The campaign runs from July 2014 to October 2014, culminating in National School Lunch Week, October 1317, 2014.
Our School/District
Add information about your school or district, e.g. the number of students, lunch participation etc.
We would like to celebrate this promotion in our schools in order to help increase school lunch participation
and raise awareness of the benefits of school lunch.
OBJECTIVES
Drive awareness of the benefits of school lunch and increase participation in the National School Lunch
Program in the following school/schools.
Please feel free to be more specific: like increase participation by 3% during a time span, for example, from
back to school until National School Lunch week, or during National School Lunch week.
TARGET AUDIENCE
Primary Audience: Students (add any relevant information like which schools, grade levels)
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Marketing Plan Template
National School Lunch Week – October 13-17, 2014
Secondary Audience: Parents (add any relevant information)
Tertiary Audience: Community/ Parents (add any relevant information)
STRATEGIES AND TACTICS
Here are some examples of strategies and tactics you may wish to use. Please customize this to meet your
specific goals and needs.
Strategy:
Drive lunch participation for the month of September until National School Lunch week, by engaging students
and parents about school lunch through the “Get in the Game with School Lunch” Campaign.
Tactics targeting students:
 Decorate the Cafeteria with student art related to sports and healthy eating – get the art classes to
help. Students could draw pictures of themselves playing their favorite sport or eating a healthy lunch.
 Consider partnering up with your school’s P.E. teacher to promote the sports theme and make healthy
eating part of the lesson plan
 Play sports-themed music in the cafeteria during lunch for your staff and students. Think “We Are the
Champions” by Queen or “Eye of the Tiger” by Survivor.
 Invite your staff members to dress up in their favorite sports teams’ jersey during NSLW
 Hand out prizes like pencils, stickers, or buttons (available at SNA’s Emporium).
 Serve sports-themed menu items during NSLW – just change the names! For example, if you’ve got a
fruit salad on your menu, change the name to “Fast Break Fruit Salad”.
 Add the official NSLW 2014 logos and artwork to your menus
Tactics targeting parents:
 Invite parents to attend lunch in the cafeteria
 Download backpack brochure, make copies, and to send home to parents
 Present at a PTA or PTO event
Tactics targeting the Media
 Download and customize the official press release in order to alert the media to specific events in your
school or district
 Approach specific media outlets (like local newspaper(s), radio stations, TV stations etc…) and social
media outlets like local bloggers and your school/district Facebook page.
More ideas and tactics are available in the NSLW toolkit at www.schoolnutrition.org/nslw.
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Marketing Plan Template
National School Lunch Week – October 13-17, 2014
TIMING
Back to school through National School Lunch Week (October 13-17)
BUDGET
If there is a budget for this promotion, this section is where you should indicate how the budget should be
spent.
Research and Evaluation
Did the program work? Evaluate your results against your initial objectives. You can even conduct a survey to
better understand how students or parents reacted to the promotion. Let SNA have your feedback and include
photos!
MORE INFORMATION:
This section should be customized based on your specific needs, but more celebration and tactics are available
at www.schoolnutrition.org/nslw.
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