NATIONAL SCHOOL BREAKFAST WEEK - 2021 Tools & Resources for SNA Members MARCH 8-12, 2021 - School Nutrition Association
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2021 Tools & Resources for SNA Members
NATIONAL SCHOOL BREAKFAST WEEK
MARCH 8-12, 2021
NSBW resources are made possible by:
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Table of Contents
Be Your Best: #NSBW21 Introduction .............. 2 Touchdown: Connect Your
Menus to #NSBW21........................................... 15
We Are the Champions: All About
School Breakfast, NSBW & SNA ........................ 3 The Crowd Goes Wild: Generate
Social Media Buzz............................................... 17
Cover all the Bases: Set Your
NSBW Goals & Manage Logistics....................... 4 Know the Score: Social Media
Dos & Don’ts....................................................... 18
Hit One Outta the Park: Engage
Students Eating Breakfast at Home ................... 7 In It to Win It: Engage Parents
in #NSBW21........................................................ 19
Go to the Mat: Engage Students
Eating Breakfast in Classrooms........................... 9 Go the Distance: Legislator &
Media Outreach.................................................. 20
Slam Dunk: Engage Students Eating
Breakfast in the Cafeteria.................................. 11 The Ball’s In Your Court: More Tools
to Support Your #NSBW21 Campaign............ 21
Gear Up for Success: Decorate
Your Serving Areas............................................. 12
Winning Words: Motivating
Messages to Share............................................. 13
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1Be Your Best for National School
Breakfast Week
COVID-19 may have put a damper on many A best-effort attitude also applies to SNA
traditional school activities, but school meals members contemplating ways to promote
persevere! Indeed, this year’s National School #NSBW21! Pandemic-prompted changes to
Breakfast Week (NSBW) will mark a full year of meal service certainly complicate the “typical”
nearly non-stop meal service for most school coordination of a weeklong NSBW celebration.
cafeteria teams. (Be sure to promote your But they also present truly exciting opportuni-
impressive meals-served tallies when the time ties to apply a fresh inventiveness to your mar-
comes!) keting efforts. In fact, school breakfast participa-
tion is already on the rise in many schools, given
“Score Big With School Breakfast,” the 2021 the bulk meals sent home to virtual learners,
NSBW campaign theme, uses a sports idiom as meals being served and consumed in the class-
a creative hook for this year’s celebrations. But room and sites adopting or expanding alternate
it’s important to note right upfront that “scoring breakfast service. There’s never been a better
big” can and should be applied to a wide variety opportunity to showcase your healthy breakfast
of student achievements—including academics, offerings and remind students and parents how
the arts and personal milestones—to ensure the morning meal helps children succeed.
that everyone feels included in the message.
#NSBW21 will celebrate big achievements
It’s also important to celebrate this NSBW under extraordinary circumstances. This toolkit
theme without over-emphasizing a culture that is your playbook with strategies to reach and
pits winners against losers. The idea to convey engage different audiences, educating them
is that when everyone tries their best—especially on the many benefits of nutritious, delicious—
with the help of a healthy school breakfast—they and safe—school breakfasts. Use it to plan your
will win on multiple levels, such as teamwork, celebration, set goals, organize timelines, build
self-esteem, perseverance and courage. It’s awareness and create a whole new fan base for
natural to gravitate to the good feelings that any school breakfast! Are you in it to win it?
achievement brings: praise, applause, pride.
But winning doesn’t necessarily mean being the
best, as much as recognizing one’s best effort.
(Turn to page 13 for motivating messages to
share with your students.) There’s never been a better
opportunity to showcase your healthy
breakfast offerings and remind
students and parents how the morning
meal helps children succeed.
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2We Are the Champions: All About
School Breakfast, NSBW and SNA
In response to the COVID-19 pandemic,
schools have greater flexibility to serve all
meals—breakfast and lunch—free to all students,
regardless of income and whether they are
learning in-school or at a remote location. These
meals are being provided by either the federal
summer meals program or the SBP.
The School Nutrition Association (SNA),
celebrating its 75th year in 2020-21, represents
more than 50,000 school nutrition professionals
who provide breakfast in many ways, including
traditional cafeteria service, as well as meals
delivered to and eaten in the classroom, meals
picked up at grab ‘n’ go kiosks stationed near
bus drop-offs, school entrances and other
high-traffic areas in the school, meals served
during homeroom or as a “second chance”
option in mid-morning and meals sent home
to virtual learners.
National School Breakfast Week (NSBW)
was established in 1989 as an annual obser-
vance that promotes the value of a healthy,
school breakfast for students in K-12 schools.
SNA has long supported NSBW, encouraging
its members to help promote the occasion
In 1966, Congress authorized funding for a and leverage the opportunity of a national
pilot program to serve breakfast at school spotlight on school breakfast. To assist members
as a measure to combat hunger and food in this effort each year, SNA develops an
insecurity among children. In 1975, the School official campaign and theme art, along with
Breakfast Program (SBP) was granted merchandise, engagement ideas, customizable
permanent authorization. Since then, school communications, reproducible coloring/
breakfast participation inches up year to activity sheets and various marketing materials.
year, reaching nearly 15 million children in In addition to this downloadable toolkit, be
SY2018-19. But there remains a troubling sure to check the other resources linked at
participation gap, with millions of children who www.schoolnutrition.org/nsbw.
eat school lunch failing to take advantage of
school breakfast offerings, often in response to
stigma and logistical barriers to access.
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3Cover all the Bases: Set Your NSBW
Goals & Manage Logistics
Individual achievements are usually supported by a team. Students who score big on exams, for
example, have help from teachers, parents, study partners and all the people who help create an
environment for success, especially school nutrition professionals who provide delicious and
nutritious school breakfasts. Similarly, every team achievement relies on the efforts of each individual
member of that team. Whether a soccer match, a theater production or a school breakfast campaign,
each person has a specific job to do and is important to the success of the project. Coordination is
key.
As head “coach” for #NSBW21, it’s time to get organized. Set your goals and then map out the
steps and identify the partners who will help you to that big win.
What are my top three goals for this year’s What is my
NSBW celebration? Be specific. budget for
(examples: increase participation by x%, get xx media mentions, introduce one #NSBW21?
new menu item, engage a student advisory group, have activities in xx% of all
schools in the district, etc.)
How will I supplement budget funds with staff talent, donations from area vendors or
other resources? (examples: crafty creations, hand-sewn costumes, donated prizes/giveaways)
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4Who—in school and in the community—can help us promote the “Score Big” campaign
theme? (examples: coaches, club advisers, teachers, student athletes, cheer squads, valedictorians, competition
winners, booster clubs, team sponsors, sporting goods retailers, teachers, staff, students, parents, family members)
Have I reached out to these individuals to brainstorm ideas? Request help on specific
projects? Record next steps here.
After brainstorming with team members, volunteers, potential partners, etc., what are
the Top 3 NSBW projects or activities that we want to manage in the next month?
1.
2.
3.
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5Working backward from NSBW, March 8-12, create a master to-do list for
each week leading up to the big event!
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6Hit One Outta the Park: Engage
Students Eating Breakfast at Home
During this year’s NSBW, March 8-12, 2021, breakfast may be served in cafeterias, classrooms or at
home, depending on an individual district’s student instruction plans. This will require a range of
different tactics for engaging students in the “Score Big With School Breakfast!” campaign. These
are suggestions that you can modify, mix/match, use in other meal service models and use to inspire
your team to develop alternate activities. See pages 9 and 11 for ideas specific to classroom and
cafeteria service.
1. S
imilar to a “lucky tray”
giveaway, pack a limited
number of “Winner!”
certificates in select meals
that are sent home. The
tickets can be redeemable
for a gift card to a local
sporting goods or other
retailer.
2. C
reate personal post cards. On one side,
write positive messages about achievement,
doing your best, giving your all, working as
a team. (Check out some of the quotes on
pages 13-14.) On the other side, write a
positive message about eating breakfast,
such as this year’s theme: “Score Big
With School Breakfast” or “Breakfast
Fuels Success,” “Power Up Every Morning”
and “Champions Eat Breakfast.” Enclose
these cards with meals sent home to
virtual learners.
3. During the first 2-3 days of NSBW, ask students to take a picture of a recent report card,
high-scoring quiz result, A+ for a project or report or any written positive encouragement from a
teacher. Provide them with an email address or social media channel to share that result with you
and be eligible for a special prize drawing. Be sure that every submission gets a reply from your
team, extending “Congratulations!” “Good for You!” “We’re Proud of You!” affirmations.
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77. W
ork with interested teachers to organize an
4. D
esignate a spirit or
essay activity during NSBW, asking students
cheer day for one or #NSBW
to identify their personal favorite “winners”
21
more of your meal
in sports, academics, arts or life. The essay
pickup days. Staff dis-
could include a
tributing meals can
few reasons why
wear different sports
this person was
jerseys, other athletic
selected, but could
gear (headbands,
also ask students
wristbands, knee-
to imagine if they
pads, shin guards,
could prepare and
catcher or goalie masks, helmets, etc.) or
serve breakfast to
dress as cheerleaders. Staff who ride a bus
their hero. What
route for deliveries can be similarly attired.
would they make
Inquire if your high school cheerleaders or
and why?
pep squad would be available to make a
special appearance at different pickup sites, PARENTS: DID YOU KNOW?
specifically promoting the importance of Your child can score healthy breakfast options at school!
eating breakfast every morning. CELEBRATE NATIONAL
SCHOOL BREAKFAST WEEK!
5. A
sk students to
MARCH 8-12, 2021
take a photo of
themselves eating
one of the school
breakfasts sent
#NSBW21
home on at least It’s a great time to
try school breakfast!
one morning of
NSBW. It can be a
selfie or a photo
taken by a parent—request that a clock be
prominent in the photo to prove that they Studies show that students who eat school breakfast are more likely to:
are powering up their morning! Photos sub-
• Reach higher levels of achievement in • Have better concentration and memory
reading and math
• Be more alert
mitted to your social media channels can be
• Score higher on standardized tests
• Maintain a healthy weight
eligible for a small giveaway or a drawing
Follow SNA and #NSBW21 on social media: NSBW resources are made possible by:
®
for a larger prize.
www.facebook.com/TrayTalk @Schoolnutritionassoc @SchoolLunch
8. M
arch is also National Nutrition
Month. Use SNA’s #NSBW21
6. D
o you typically post complet- infographic or create one of your
ed NSBW coloring sheets in own to connect the two events,
the cafeteria? You can include detailing the elements of a
remote scholars in this activ- nutritious school breakfast and
ity, too. Distribute the blank explaining why nutrition is
sheets on the Friday before important for achievement. Pack
NSBW and ask families to sub- this flyer along with meals sent
mit them to staff at meal pick- home.
ups on Monday or Tuesday.
Using an office copier, scan the colorful
creations and compile into a multi-page Brought to you by:
document that is “displayed” online.
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8Go to the Mat: Engage Students
Eating Breakfast in Classrooms
Include one “lucky bag” for each classroom and pack it with an
1 age-appropriate giveaway, such as a bookmark, ruler, pencil or
package of stickers or crayons. If meal components are distributed
Lucky
BAG
separately, mark one with a gold star on the bottom of the package for
students to “redeem” for a prize.
Identify teachers who might be willing to spend each morning of
2 NSBW engaging students in a pre-homeroom breakfast activity to
create individual “vision boards” featuring a collage of words and
images cut out from magazines about favorite professional sports,
teams and individual athletes (or other high-achieving heroes), along
with characteristics that make someone a winner, including team spirit,
generosity, perseverance and courage. Images of healthy breakfast items are also
encouraged! Provide participating classrooms with magazines you collect from your
team and families. Take photos of the results to post on your social media channels.
Distribute coloring and activity sheets along with school meals and
3 request that teachers allow some time during breakfast for children to
complete these and to sign their names and classrooms on the back.
Ask teachers to collect these and send them to the cafeteria along with
rosters and other mealtime materials. From those submitted, select a
certain number at random for a small prize and send these prizes to the
designated classrooms with the next day’s meals.
Create a March Madness-style bracket face-off of favorite breakfast
4 menu items. Items could be a mix of generic (scrambled eggs, sausage
biscuit, fruit parfait, hash brown potatoes) and brand-specific cereals
and other packaged breakfast items. Encourage classes to vote for MARCH
their favorites each day of #NSBW21. Will muffins beat out oatmeal? MADNESS
Will breakfast pizza prevail over the breakfast burrito? Which item will
survive each round to take the championship?
Suggest a weeklong series of classroom lessons in which different
5 breakfast foods are explored, one each day of #NSBW21. For example,
you might provide teachers with downloadable educational materials
on the nutritional benefits of eggs, the history of the bagel, how cows
are raised to produce milk or understanding the components of a grain.
As a bonus exercise, at the end of the week, ask students to vote on
their favorite breakfast item or for the background story they found
most interesting and to share the results with the cafeteria manager.
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9Create a contest asking students to write a “cheer” (aka
6 a poem or rap) about school breakfast. Assign specific
elements that must be included. For example: a stanza
on nutrition, a stanza on what’s delicious, a stanza on
why eating breakfast helps individuals and teams win in
all pursuits! Students can perform their cheers to the rest
of the class for a vote. Winners can be filmed performing
their cheer and presented with a special prize.
Make a list of well-known awards
7 given for excellence representing
different achievements: For example:
Valedictorian, Heisman Trophy, World
Series MVP, Olympic Gold Medal,
Oscar statuette, Grammy Award,
Pulitzer Prize, Nobel Peace Prize and
Presidential Medal of Freedom. (Be
sure to include a fill-in option). Ask students to indicate which one they dream of
winning someday and why. Provide small treats to thank all participants and encourage
them to keep working toward their goal!
Introduce a new breakfast item and ask classrooms to come up with
8 possible names for the dish and vote on their favorite. After finalists
from all participating classes have been submitted, convene a small
group of judges (perhaps the student government president, the
principal and the cafeteria manager, of course) to pick the winner.
Make sure the classroom that submitted the entry gets a prize, as
well as recognition when the breakfast item is served again later
in spring.
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10Slam Dunk: Engage Students
Eating Breakfast in the Cafeteria
1 5
Provide a daily selection Designate at least one Spirit “Morning”
of small samples of different with cafeteria staff dressed as cheer-
brand-new menu items. leaders and athletes rooting on students
Using a simple posterboard to have a great day, fueled up for
6
featuring a “thumbs’ up” or “thumbs‘ success with a delicious school breakfast!
down,” ask students to record their
reaction to each new item using a In late February, conduct a poll
colored dot label on the appropriate among students to identify
side of the display. Track the results favorite team and individual
throughout the week, noting which sports. Include a wide variety
of sports, from wildly popular (basketball,
2
one receives the highest overall score.
football, baseball, soccer, ice hockey) to up-
Designate a spirit day and give an extra and-coming (lacrosse, field hockey, swimming,
breakfast treat or non-food giveaway to bowling, volleyball). The five top scorers will
every student who is wearing a sports represent theme days for breakfast service
jersey or some athletic accessory when during #NSBW21. Gear associated with each
they come to the cafeteria and take a school sport can be used as decorations, as can any
breakfast. (Sneakers count if you want to be sure school trophies from past championships. Menu
items for that day can reflect the designated
3
everyone “wins.”)
sport. Create Word Search activity sheets with
7
Work with the school librarian words associated with the particular sport.
to identify biographies in the
collection about legendary Buy a generic trophy from a
champions or those who overcame local retailer and call it a
hardship to prevail. Use these as part of “Breakfast Champion” award.
a cafeteria line display or suggest the Create a selfie station in the cafeteria
librarian conduct a “mobile” lending library in for students participating in school breakfast
8
the cafeteria during NSBW. These might include to have their photos taken holding the trophy.
biographies of Surfer Bethany Hamilton,
Baseball Player Jackie Robinson, Physicist If your team has costumes of key
Stephen Hawking, Gymnast Simone Biles and breakfast food items (fruit, milk, eggs),
plan to wear these one day of #NSBW21
4
Advocate Temple Grandin.
and invite the student who wears the
Ask your physical education school mascot costume at various
teachers and coaches to act as team games to join you as you create
special guest servers. If COVID and perform a special cheer that
precautions allow, consider inviting reminds students that a nutritious start
members of the senior class to serve and/ to the day is the way to score big in life!
or dine with elementary students. Make a
special outreach to the student council presi-
dent, award-winning athletes, the high school
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valedictorian and star artists and performers.
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11Gear Up for Success:
Decorate Your Serving Area
A healthy breakfast is an essential element in just about any endeavor, whether it’s an important
test, the big game or getting through the day with a positive attitude. Of course, other tools are
typically employed, too, from a sharp pencil and charged-up calculator to the safety gear that ath-
letes don to reduce the risk of injury. How will you and your team help convey the “Score Big With
School Breakfast!” theme at your point of service, as well as through use of different marketing
tools?
The Playing Field
Pay attention to all areas—physical and virtual—that can help you convey your messages about
NSBW, this year’s theme and the many benefits of school breakfast and. These include:
• The Cafeteria/ • Serving Lines
Dining Area
• Kiosks/Mobile Carts/ • Bulletin Board Displays
Grab ‘n’ Go Stations/
Curbside Pickup
• afeteria/Kitchen Doors
C • School Marquee
• elivery Vehicles
D • Meal Packaging
• Web Page • Social Media Channels
• Flyers/Newsletters • Parent/Family Communications
• Morning Announcements • Media Advisories
Gear
Be sure to use the official #NSBW21 campaign baseball caps, football helmets, mitts, shin
art, including the downloadable logo and guards, goalie gloves, swim goggles and caps,
social media tools you’ll find online at referee stripes, boxing gloves, umpire vests,
www.schoolnutrition.org/nsbw. Plus check whistles on lanyards, etc. These also can be used
out The SNA Shop, where you can purchase as props for your serving areas, as can field goal
themed t-shirts and balloons, inexpensive posts, pom-poms, footballs, baseball bats,
giveaway items like stickers, stadium cups and basketball hoops, ice skates, tennis rackets,
pencils. water bottles and backpacks—even a badminton shuttlecocks, relay batons, hockey
“Score Big” facemask! sticks, skateboards, ski boots and lacrosse sticks.
Costume ideas can range from simple sports
jerseys of favorite sports celebs to wearing Brought to you by:
gear and uniform components, such as ®
12Booster Club
If your celebration will go beyond a sports school foodservice!) Gather your team to think
theme in encouraging students in their efforts out of the box about decorating with the “Score
to “score big” with school breakfast, think about Big” campaign theme in mind.
ways to visually convey that broader theme.
For example, perhaps you rely on posters and In addition to decorating with various props
displays featuring motivational messages— and displays, be sure to employ the artistic
student art contributions could be a great talents of cafeteria team members, other school
engagement opportunity, too! Or create a staff, teachers, students and anyone else who is
celebration of all types of different career willing to volunteer to paint, carve food art, craft
pursuits, featuring associated props. (And be decorations, build structures, design posters,
sure to promote the benefits of working in sew costumes or create videos.
Winning Words: Motivating
Messages to Share
These quotes and quote excerpts offer great encouragement to kids who want to be champions
at life! You could share these in flyers, on social and as part of displays. If you are researching your
own, be sure to check for multiple attributions to be certain of the source. If you’re not sure, you
should write “attributed to NAME” or “Unknown.”
“Winning doesn’
t always mean
being first. Winni
ng means you’re
our
e s n ’t m atter what y ome doing better than
you’ve ever
“It do re you c
u n d is and whe oals,
done before.”
bac k g ro
h a v e d reams and g —Bonnie Blair, O
lympic speed-sk
u
from. If yo .” ater
at matters
that’s all th nis ch ampion
illiams, ten
—Serena W
d
r and over an
“I’ve failed ove at
my life. And th
over again in ed.”
“Every a is why I succe ar
ll st
ccompli an, basketba
—Michael Jord
starts wit shment
h
decision the
to try.”
— Unknow
n Brought to you by:
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13lways new,
“There are a
llenges to “Winning is not the point. Wanting to win is
grander cha r
a true winne the point. Not giving up is the point.
confront and ach one.” Never letting up is the point.”
ee
will embrac ionp —Pat Summitt, basketball coach
, soccer cham
—Mia Hamm
“The freedom to do ‘Winning isn’t getting “A champio
n needs a
your best means ahead of others. It’s getting motivation a
bove and
nothing unless ahead of yourself.” beyond win
ning.”
you are willing to do —Roger Staubach, —PatRiley, baske
tball coach
your best.” football Hall of Famer
—Colin Powell,
Secretary of State
“Empty pockets never held anyone back.
ere, Only empty heads and empty hearts
ti m e I w a lked out th can do that.”
“Every ad. I left
erything I h
I gave it ev
—attributed to Norman Vincent Peale,
t’s what
ry th in g o u t there. Tha minister and author
eve roud of.”
I’m most p pion
is cham
nnors, tenn
—Jimmy Co
e
great things, w
“To accomplish ream ;
act, but also d
must not only .”
but also believe
“Believe in yourself. You are braver than not only plan, thor
An atole France, au
—attributed to
you think, more talented than you know,
and capable of more than you imagine.”
—Roy T. Bennett, author
“If you’re always trying to be
normal, you will never know how
reat
a g in ati on has a g .” amazing you can be.”
“Im ing
with winn —Maya Angelou, author
deal to do yzew ski,
—Mike Krz
ll coach
basketba
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14Touchdown: Connect Your
Menus to #NSBW21
At most stadiums and sports arenas, better-for-you concession fare can be pretty difficult to find—
and few, if any, offer breakfast dishes. Still, the goal of scoring big in athletics and other areas and
endeavors can inspire creative ways to use your menu to engage student customers. Here are some
different approaches you can explore.
SPORTS TALK
Menu traditional favorites or even keep to your menu cycle, but have fun by injecting a little word
play about sports, games and achievement into select items. For example:
Hole in One (bagels or doughnuts) Checkmate (waffles) Power Up (parfait)
Stacked Up for Success (pancakes) One in a Melon (cantaloupe) Just Dough It (baked goods)
Be Eggs-trordinary (egg dish) Crunch Time (cereal) Medal-Worthy (muffins)
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15LAUGHTER IS A WINNING STRATEGY
Use jokes and puns to attract attention to classic breakfast menu items on the service line. Here are
10 ideas:
What’s a beach volleyball player’s How did the ace pitcher strike out so
favorite breakfast? many players?
#1 #7
An Egg SAND-wich He/She never WAFFLED about what pitch to
throw.
I think I’m gonna ace this test today.
ORANGE you glad you ate a good school Why does a champion bowler start
#2 breakfast? the day with a healthy breakfast?
#8 To GET THE BALL ROLLING.
Ready for today’s pop quiz in science?
Are you YOLK-ing me? Of course, I am! Are you ready for your history
#3 presentation?
#9 I just need to eat breakfast first, so I can make
What breakfast does a gymnast pick sure my talk is PARFAIT.
to start the day?
#4 She/He FLIPS for pancakes! Why did the fans throw bread after
the state championship?
I hope you drank your orange juice #10 They wanted to TOAST the team’s big success!
this morning.
#5 You’ll need it to CONCENTRATE.
Why did the yoga student stand on
one leg while eating cereal?
#6 She/He wanted a BALANCED breakfast!
TEAM NUTRITION
While specific nutrition requirements differ between the federal programs permitted for school
breakfast service in SY2020-21, you can and should emphasize how your breakfast menus are
developed to provide a healthy, balanced meal. School breakfasts must include milk, grain/bread
and fruit/vegetable components; a protein is optional but often included. Point out how your
program also keeps an eye on limiting sugar, sodium and fat content in school breakfasts. Do you
incorporate foods from a farm-to-school program? Are certain breakfast items made from scratch
or speed-scratch? Does the menu include regional favorites? (Chili and cinnamon rolls come to
mind!) How often do you introduce new recipes—especially those suggested by parents? Share these
messages with families and at the point of service.
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16The Crowd Goes Wild:
Generate Social Media Buzz
Ask any athlete or performer and they will tell you that there’s nothing like the energy exchange
that comes from an attentive and supportive audience. In baseball, for example, fans are called the
“10th man” in the nine-player line-up. The same can be said of live academic events—think of how a
spelling bee captures audience attention. This encouragement can give the extra edge they need to
achieve. Without a stadium or auditorium filled with fans, social media can be a very effective
resource for gaining that type of boost. The same is true for your NSBW celebration. But you won’t
be able to maximize its effect unless you create a social media game plan. Think in terms of three
phases—before during, and after your celebration. Your social medial playbook should include sever-
al key elements:
1. Identify the social media platforms you will 4. U
se the following hashtags on all Facebook,
use in your marketing efforts. You do not Instagram and Twitter posts about your
need to manage them all equally, but you NSBW plans, activities and reports as an easy
shouldn’t ignore any channel completely. way for you (and SNA!), to track and share
Remember that posts should be tailored to social media activity:
reach different audiences (Facebook for #NSBW21
parents, Instagram for students, Twitter for lo- #ScoreBig
cal media). They can be similar in tone, infor- #SchoolBreakfast
mation and call to action, but should #NationalSchoolBreakfastWeek
not be identical.
5. P rior to NSBW, change your profile and cover
2. C
onsider your #NSBW21 campaign goals photos to the official #NSBW21 art. Keep
(page 4). Reflect on how social media can these until at least a full week after the
help you meet these goals. What messages conclusion of your events and activities.
are most important to convey—and which About a week or so before #NSBW21,
platforms lend themselves best—for your publish any special menus (be sure to
desired outcome? Who on your team can include pre-order deadlines).
you enlist to help with social media?
6. M
ake sure your plan includes a few posts
3. D
evelop a timeline for each social media that promote user engagement. Maybe it’s
platform. Think in terms of momentum. When a poll, contest or a short video or even a live
do you want to start “teasing” your event and streaming event of your preparations or one
activities? When is it important to convey or more of your NSBW activities.
more details?
As the big week approaches, your posts
should become more frequent. But take care
to find fresh messages and visuals or photos
each time so users don’t tune out. You can
also pre-schedule posts on Facebook and
Twitter.
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17Know the Score:
Social Media Dos & Don‘ts
DO: Use relevant hashtags to track DON’T: Give in to anxieties about
the conversation and amplify your own being a social media novice. This is
posts. #NSBW21, #ScoreBig, #School a great occasion to play with the
Breakfast, #NationalSchoolBreakfastWeek. different tools available on social media and
Also use the official #NSBW21 cover banner and learn to grow. Don’t let “perfection become the
badge artwork. enemy of the good.” Your efforts may seem
rough compared to those of other districts, but
DON’T: Share poor-quality photos. you’ll get there! Don’t have an official district/
Learn how to stage great food photos. school meal program social identity? SNA loves
Shoot in natural light. Remove back- to share member photos through our channels.
ground items. Highlight bright colors of trays, If you post to your personal pages or in a
plates and ingredients. Crop images after you’ve group, tag us on Facebook (@SchoolNutrition
taken them, instead of using the zoom function; Association), Twitter (@SchoolLunch) and
this will avoid a grainy quality. Practice! Instagram (Schoolnutritionassoc).
DO: Use photos of nutritious menu DO: Use different tools to increase
items and create captivating captions engagement, such as compelling
to describe the item beyond its menu photos, infographics about school meals,
name. For example: “Our whole-grain butter- links to relevant content, resources from SNA,
milk pancakes are light and fluffy and cooked a compelling human interest story in the media,
fresh on the griddle.” “Tomorrow is Pizza Bagel a poll, a video or a live event.
Day! Don’t miss this melty delicious way to start
the morning.”
DON’T: Post any photos of students
without understanding your school/ @Schoolnutritionassoc
district policy regarding media
releases. Check with the principal or
communications office for guidance.
DO: Be intentional about the audience @SchoolLunch
for each social platform. Tailor your
messages and images accordingly.
www.facebook.com/SchoolNutritionAssociation
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18In It to Win It:
Engage Parents in #NSBW21
The continued threat of the COVID-19 pandemic means you can’t rely on some of the fundamental
approaches you’ve used in the past to engage parents during NSBW. In many districts, even where
in-person learning is available, guests may be prohibited from joining students for meals in the
cafeteria. Wherever kids are eating the morning meal, parents play a critical role in driving school
breakfast participation. Engaging them in your NSBW campaign should be a high priority.
EMPHASIZE SAFETY of free school meals has never been more
important! Food prices at the supermarket have
Be assertive in promoting the steps you and skyrocketed since last year, while many heads
your staff are taking to ensure that meals of household have lost jobs and income. All
continue to be safe, along with the environ- children can benefit from the advantages
ments in which they are prepared, served and conveyed with school breakfast participation.
consumed. SNA has produced a one-page flyer Plus with all meals free to all students this
that reinforces these key messages and is still school year, there is no stigma associated with
applicable at this point in the school year, breakfast participation.
especially as communities struggle with new
virus outbreaks. Available in English and CONFIRM CAFETERIA CONNECTIONS
Spanish, you can download, print and distribute
copies, as well as share electronically via social Many parents of remote learners continue to
meal. Visit the Back to School Resources page express how meals distributed via curbside
at www.schoolnutrition.org/covid19. pickup or delivery have been an important
touchstone of normalcy for their children. All
ENCOURAGE A HEALTHY START activities that help students engage with one
TO THE MORNING another, with your team and with the school
environment are welcome and valuable to
Suggest that parents and students review the children’s ongoing emotional well-being. In
NSBW menu together and begin a dialogue your parental outreach efforts, emphasize those
about fueling up with a healthy, balanced aspects of the #NSBW21 campaign that are
breakfast to start the day. Share the #NSBW21 “just like” past celebrations.
infographic to remind parents of the nutritional
benefits of school breakfast. In particular, PROMOTE FAMILY ACTIVITIES
studies show that students who eat school
breakfast are more likely to: Share ideas of activities that families can do
• Reach higher levels of achievement in together. Parents and their children can pre-
reading and math pare breakfasts and other meals together, learn
• Score higher on standardized tests culinary skills from school nutrition-produced
• Have better concentration and memory videos, share their culinary creations via social
• Be more alert media and participate in educational activities
• Maintain a healthy weight like school garden projects or learning about
cultural traditions and practices through food.
NOTE COST SAVINGS
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19Go the Distance:
Legislator & Media Outreach
#NSBW21 will coincide with the one-year anniversary of school shutdowns and stay-at-home orders
in response to the COVID-19 pandemic. At press time for this year’s Toolkit, it’s too early to accurately
predict the trajectory of the virus and its impact on the nation, the economy and schools, along with
the expected rollout of vaccines. But the anniversary alone is likely to be a media draw, along with a
prime opportunity for you to promote the many ways your team has been an anchor in their individu-
al communities. (Be sure to promote the total number of meals served over the last 12 months!)
It will be up to local officials to determine the feasibility and parameters of site visits by media rep-
resentatives and dignitaries, such as local, state and national lawmakers. The multiple layers of mes-
sages—COVID-19 anniversary, #NSBW21 and National Nutrition Month—will require some thoughtful
planning. The following guidelines will help.
Confirm district policy and limitations If an event is green-lighted, be organized,
regarding media events. Start by contacting as your guests are likely to be on a very tight
your district communications office and schedule. Develop an agenda, as well as
explain what you have in mind. specific messages you want lawmakers—or
the media—to know about your efforts to
serve meals to students during the
pandemic. Prepare a document with key
During #NSBW21, a new Congress and facts, especially the numbers of meals
Administration will be only weeks into their served since school closures, along with the
terms, so lawmakers may not be available financial impact on your program and staff,
to visit schools, but it doesn’t hurt to extend plus highlights of creative innovations.
an invitation. Make this an early step in your
planning process.
Print SNA’s sample press release on your
school/district letterhead and send to media
Work with the district’s communications representatives at least one week prior to
team to conduct outreach to bloggers, news NSBW.
producers and reporters with local papers
and news stations. Discuss the conditions
under which they will send reporters and a
camera crew. Be sure that any event under
consideration complies with district policy After the event has concluded, be sure to
about filming children. send thank-yous to all who were involved.
Assign someone on your team to capture
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20The Ball’s In Your Court:
More Tools to Support Your NSBW Campaign
Consider this Toolkit as just one of many playbook resources. SNA’s NSBW website, www.school
nutrition.org/nsbw is a one-stop shop of support for your “Score Big With School Breakfast!”
campaign. You’ll discover:
Activity Sheets: Popular coloring pages and puzzles you can
download, print and distribute to engage students
Artwork & Logos: The official #NSBW21 campaign art is available
for select uses.
Infographic: This one-page flyer is a great communications tool for
parents on the importance of starting the day with a healthy school
breakfast.
Merchandise: Find #NSBW21-branded gear online at the SNA
Shop at www.schoolnutrition.org/snashop.
Press Release: Customize our template with details about your
#NSBW21 celebration.
Proclamation: Download the sample proclamation and add your
school or district’s information. Request that the mayor or city
council proclaim March 8-12, 2021 National School Breakfast Week.
Social Media Tools: These include images to use on your school
nutrition program’s social media channels and web pages.
Are YOU Ready to Run Up the Score
for School Breakfast During #NSBW21?
GET STARTED TODAY!
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