I ♥ SCHOOL BREAKFAST MARCH 5–9, 2018 It’s been eight short months since you all said #challengeaccepted for the 2017 School Breakfast Challenge. And in all the flurry of activity since March, you may have forgotten that last spring, in its April issue, School Nutrition gave you a look at National School Breakfast Week 2018, when the goal is to have students, parents, school administrators and your community alike saying: I ♥ SCHOOL BREAKFAST If you thought the months have flown since you challenged your cafeteria creativity in March, don’t blink, because #NSBW18 is practically around the corner: March 5-9, 2018. Now that October’s National School Lunch Week is in the history books, it’s time to start putting together your marketing plan for NSBW. Don’t procrastinate, because this graphic-focused campaign theme may not come completely naturally to you and your team, who are likely less-familiar with emoji language than the target audience. If you punctuate text messages and social media posts with smiley faces and a thumbs-up icon, you are on your way, but you still have a long way to go. Nevertheless, it’s a worthwhile effort that is almost certain to be a big success with your Gen Z students and their Millennial parents! According to a 2015 Cassandra Report, which tracks emerging trends, 40% of Millennials said that they would rather communicate with pictures than words. ENTER THE TOWER OF BABBLE Start by exploring emoji dictionaries. You’ll find the most common ones on your phone and more when you search for them in your Internet browser. The one on page 52 is just the tip of the iceberg! Keep in mind that these glyphs do not just convey tone (like the distinction between laughing tears of joy and crying real tears ), they become a shortcut for making connections with your audience. Start by paying attention to how emojis are being used today in marketing and communications for major foodservice brands and manufacturers. Domino’s Pizza, for instance, allows Twitter users to order pizza simply by using the matching emoji. Taco Bell (with the help of 30,000 supporters) introduced a emoji, which is now being used by 92% of the online population (according to Emogi, a messaging platform). According to a 2015 survey of SNA members, 96% said that their student participation at breakfast increases during NSBW. With that in mind, make sure to engage with student customers (and other stakeholders) during this week on all available forums. Emojis are endlessly versatile! This is the time to let your creativity shine! Before ,American stores spotted schedule, look SNA’s online marketing services, PR resources and downloadable hand-outs. (Translation: Before National School Breakfast Week, look at SNA’s online marketing tools, PR resources and downloadable handouts.) Visit www.schoolnutrition.org/nsbw as your portal for everything you need. The comprehensive 2018 NSBW Toolkit should be your first stop, but don’t overlook the other resources available to help you create a “berry” impressive celebration, including social media tips, a sample proclamation, activity sheets for young students and more. Themed t-shirts, aprons, posters and other campaign support materials, available at the Emporium (emporium.schoolnutrition.org), are simple tools to share the message during NSBW, but be sure to use our shareable social media content to hype your “eggs-traordinary” messages about the importance of school breakfast in the weeks leading up to the event. Indeed, they can help drive breakfast participation before and after NSBW, too! Just think of all the learning you’ll fuel and minds you’ll nourish with your promotional efforts! Finally, in March, don’t forget to let us in on your “cereal-sly” “egg-citing” action during NSBW and after. Send your photos and -able emoji themes to us at either email@example.com or share with us via Instagram (@schoolnutritionassoc) Facebook (@School NutritionAssociation) and Twitter (@schoollunch). Be sure to use #NSBW18 on all social media posts. With all of these options, ideas, and resources, planning a that all your customers will -bout will be easy as ! So just plan—have fun with emojis all long during 2018! (Translation: With all of these options, ideas, tools and resources, planning a delicious celegration that all your customers will talk about will be easy as pie! So, don’t just plan—have fun with emojis all week long during National School Breakfast Week 2018!) TOP 10 FOOD EMOJIS USED IN THE U.S. 1) [Pizza] 2) [Coffee/Hot Beverage] 3) [Poultry Leg] 4) [Cherries] 5) [Slice of Cake] 6) [Hamburger] 7) [Doughnut] 8) [Ice Cream Cone] 9) [Strawberry] 10) [Lollipop] Source: swiftkey.com EMOJI DICTIONARY Directly translated from Japanese as “picture writing,” emojis are small illustrations that can be included in text messages or on social media. They have become so ubiquitous that they often replace the written word altogether! Sometimes, the symbol is pre-loaded onto a mobile device’s keyboard. But you can also create many of these by using standard key combinations. Following are some fun emojis to inspire your NSBW décor and communications, along with the keyboard character combinations that create them: Penguin (“)> Sunglasses B) Owl ^o,o^ Snail _@v Dazzled (**) Heart
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