3 YEAR MARKETING PLAN

This marketing plan addresses in detail the need for East Ayrshire Council to continue to develop and implement the Scottish Executive's 'Hungry for Success' initiative in its home council area working in partnership with catering professionals, schools and school communities via teachers, catering staff, parents and the pupils themselves.

The primary objective Is: to increase the uptake of school meals in both primary and secondary schools by at least 20% over the next three years from a baseline of 50% in Secondary Schools and 49% in Primary Schools.

The secondary objectives are:

To develop a ‘whole school’ approach to the overall understanding of good food nutrition and healthy lifestyles. This is required so that school children can make more informed choices about their eating habits through education via a combination of food presentation, labelling, price and marketing.
To introduce healthier eating options and improve their uptake.
Develop the 'Food For Life' initiative.
To extend the initiative to Nursery and Special Schools provision.

The comprehensive marketing plan looks in detail at the many communication issues and barriers to overcome by both parents and school children in the uptake of school meals.

The results of our work have developed a strategy where we want to:

'Make school lunches the most appealing time and experience of the school day.'

The main areas that our marketing campaign will address are:

Improve attitudes towards school meal quality
Appetising menu presentation and awareness
Alleviate the boredom of queuing
Improve the dining experience and ambience
Improve perceived value for money