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ERIC Number: EJ1000227
Record Type: Journal
Publication Date: 2012
Pages: 9
Abstractor: As Provided
Reference Count: 17
ISBN: N/A
ISSN: ISSN-1559-5676
Exploring Trends and Barriers to Implementation of Branding and Marketing Concepts in the School Nutrition Setting
Castillo, Alexandra; Nettles, Mary Frances
Journal of Child Nutrition & Management, v36 n2 Fall 2012
Purpose/Objectives: The purpose of this research study was to identify perceptions, practices, advantages, and barriers to implementation of branding concepts in school nutrition (SN) programs. Methods: Seven SN directors participated in an expert panel session to discuss trends and barriers to implementation of branding concepts in SN programs. The qualitative information from the expert panel was used to develop a survey, and a national review panel evaluated the content validity, scales, readability, clarity, and flow of the instrument. Surveys were mailed to a random sample of 700 SN directors stratified by USDA regions. Statistical analyses included descriptive statistics, exploratory factor analyses, Cronbach's alphas, and one-way MANOVAs with Tukey's HSD post hoc test. Results: A total of 208 surveys (29.7%) were returned. Results identified four factors that contribute to marketing the SN program, which included SN staff involvement, stakeholders' support, development and implementation, and communication. SN directors reported "hardworking" (75.1%), "friendly" (73.7%), "healthy" (71.7%), and "successful" (65.4%) as the leading personality traits that describe their SN programs. The top marketing initiatives were posters/banners posted in the cafeteria, school specific color scheme in cafeteria, and consistent, district-wide marketing. Advantages associated with marketing the SN program included student satisfaction with food choices, updated menu, increase in student participation, and increase in student selection of healthier food products. Barriers identified by participants included: the time commitment to plan and implement marketing initiatives; finding funds for marketing initiatives; SN staff's perception of increased workload; and utilization of existing facilities. Applications to Child Nutrition Professionals: SN professionals can use this information to create a "brand" and focus promotional efforts on marketing initiatives that appeal to their customers. Results from this study will guide the development of a marketing resource that can assist SN professionals with developing, implementing, monitoring, and evaluating a marketing initiative in their SN program. (Contains 4 tables.)
School Nutrition Association. 120 Waterfront Street Suite 300, National Harbor, MD 20745. Tel: 301-686-3100; Fax: 301-686-3115; e-mail: servicecenter@schoolnutrition.org; Web site: http://schoolnutrition.org
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A