Summer Food Service Program Marketing and
Outreach Strategies: Community Outreach 101
A toolkit designed by the Child Nutrition Outreach Program to provide Summer Food Service Program
(SFSP) sponsors and site coordinators with best practices, templates, and checklists to organizing
successful kickoff and community outreach events.
Summer Food Service Program Marketing and Outreach Strategies: Community
Outreach 101
Table of Contents
1. Why You Should Priotize Program Marketing and Kickoff Events
1. Why Are They Important?
2. Examples of program marketing/kickoff events
2. Getting Started: Checklists & Timeline
1.
2.
3.
4.
Location & Logistics: Checklists
Inviting advocates and partner organizations : Check lists
Template for Advocate Invitation
Creating an agenda and schedule of events
3. Media
1.
2.
3.
4.
5.
How to Engage your Media Outlets : Checklist
Template Media Advisory
Template Press Release
Template Photo Releases
Frequently Asked Questions
4. Social Media
1. Promoting Your Event Media Samples
2. Day- Of Social Media Best Practices
3. Day Of Social Media Samples
5. Telling Us Your Stories: How to
1. Tips for Writing a Good Blog Post
Community Outreach 101
1.0 Why You Should Prioritize Summer Food Service Program Kickoff Events
Organizing a kickoff event may seem like just another item on your busy to-do list as a Summer
Food Service Program (SFSP) sponsor. However, a kickoff event can help:
1. Demonstrate the community commitment to the SFSP.
2. Inform families how to locate a summer meal sites in their communities.
3. Build a fun and welcoming atmosphere around the SFSP.
4. Engage elected officials and media outlets and help raise awareness about the SFSP.
1.2 Examples of Examples of Program Marketing/Kickoff Events
Photo 1 (right): Southbridge “Cops n Kids”
hosted a successful kickoff event this past
summer and received press from the
Worcester Telegram & Gazette.
Photo 2: (left) Congressman McGovern led a tour of SFSP sites in
early July last year, engaging federal, regional, state, and local
officials. The media tour received substantial press coverage,
including a feature on WBUR’s “Morning Edition” and “All Things
Considered”.
Community Outreach 101
2.1 Location and Logistics: Checklists
When selecting a location for a kickoff event you should take a few factors into consideration. Try to
select a centrally located site within in your community or a popular summer food sites.
If your community hosts an “End of the School Year” or “Summer Kickoff” event with other
community organizations, you may want to consider joining this event. Collaborating with other
community organizations will likely reduce your work load while increasing your potential audience
and likelihood for press coverage.
For early season kickoffs, ensure site sponsors apply for be sponsors earlier during the application
process so they can claim their meals.
See the below table for additional help regarding location logistics.
Action Item
Brainstorm & Secure Location
Propose 3 Dates and Time*; Track
Preferred Times
Finalize Date and Time**; Track RSVPs
Send Invitations; Track RSVPs
Begin compiling supply/material list
Timeline
Staff Lead
Notes
1-2 Months
Before
1-2 Months
Before
1 Month
Before
1 Month
Before
1 Month
Before
Purchase any supplies needed
3 Weeks
Before
Make copies of all printed materials
2 Weeks
Before
2 Weeks
Before
Confirm logistics, room set up and hire
vendors or confirm A/V room set up
Target Date
Collect and pack supplies and printed
materials
1 Week Before
Deliver materials to site
1 Day Before
*Proposing 3 dates and tracking preferred times will help you select the best date for you and collaborating
organizations or attendees. If you are organizing a kickoff entirely independently and are not looking for resources
or contribution from partner organizations, you may also select a date independently.
An example of when proposing 3 dates may be helpful is if you are planning to invite advocates such as elected
officials or other key program stakeholders such as USDA representatives, school officials etc. to your event.
Reaching out to the advocates’ respective offices with 3 potential dates to see their availability prior to finalizing
your date to increase the likelihood they can attend.
Community Outreach 101
**Keep in mind it is unlikely that every organization and advocate will be available on the same day
Recommended Event Supply Checklist:
□
□
□
□
□
□
□
□
SFSP Banner
Podium/Sign
Camera
Photo Waivers
Directional signage
Press Kit Folders
Easels for images
Guest sign-in sheets
□
□
□
□
Press sign-in sheets
Blank name tags
Water for attendees
SFSP Site Lists/Promotional Materials
2.2 Inviting Advocates and Partner Organizations
Successful kickoff events engage partner organizations and existing, or potential, advocates. You may
consider inviting the following:
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

Partner/Funding Organizations (Massachusetts Department of Elementary and Secondary
Education, Project Bread, Child Nutrition Outreach Program, New England Dairy Council)
Local government (city council, mayors, county executives, superintendents/school officials,
other health & wellness groups)
State government (governors, state representatives and senators, statewide officials)
Federal government (Members of Congress, USDA and other federal agency officials)
Managing the schedules of partner organizations and elected officials is challenging. To find the contact
information for any state or federal representatives for your area, you may visit:
www.malegislature.gov/People/Search. See below for a screenshot of the webpage:
Community Outreach 101
If you would like assistance reaching out to your elected or are unsure of how to best engage with your
elected officials, please reach out to Samantha Bennett at Samantha_bennett@projectbread.org .
The below timeline will help you set a timeline and action plan for inviting advocates to your event.
Action Item
Timeline
Reach out to advocates/influencers’
staff with potential dates/invitations
asking for feedback
(Samantha_bennett@projectbread.org)
Confirm date, time & location with all
invited advocates/influencers
(Samantha_bennett@projectbread.org)
1-2 Months
Before Proposed
Dates
Follow up email/phone call to ensure
the invite was received and reviewed
by the scheduler
Follow up to confirm if the elected
official or a staff member is able to
attend & if they want to make brief
remarks
Within 1-2 week
of confirmed
date & time
1 week-3 days
before
Follow up with your contact or the staff
attending to ensure they are still
attending. Send a finalized agenda
including location, information about
other attending dignitaries, program
background information & speaking
points*
1-2 days before
Send a thank you note to staff
Within 2 days of
event
Target Date
Staff Lead
Notes
ASAP
2.3 Invitations for Advocates and Elected Officials: Templates
Template:
I am reaching out on behalf of the INSERT PROGRAM NAME. We are the providers of the Summer Food Service
Program (SFSP)* in INSERT COMMUNITY NAME. The SFSP is a federally funded, state administered nutrition
program that provides free meals to kids 18 and under in eligible areas during the summer months. To help raise
awareness about the SFSP, we are organizing a SFSP Kickoff Event. As a respected member of our community, we
would love for you to attend this event.
In Massachusetts more than 400,000 children qualify for free and reduce price school meals during the school
year. When school ends for the summer children and families often find it difficult to absorb the additional meal
costs. This puts students at risk for hunger, malnutrition, and increased summer learning loss. Last summer,
however, only 15% of eligible youth participated in the program. This summer, we’re working hard to change this.
Summer is rapidly approaching and we are working to finalize a date for our SFSP Kickoff Event. Ideally we would
like to have our event on DATE 1, DATE 2, or DATE 3 from INSERT TIME to INSERT TIME at the INSERT LOCATION.
Would X be interested and available during one of those times?
Community Outreach 101
If you are interested in learning more details about the event or joining us, please reach out to me directly at
INSERT PHONE NUMBER and EMAIL at your earliest convenience. Thank you for your time and consideration!
Best,
*If possible, insert link to your website or SFSP site lists. If you don’t have a website, you may link to
www.meals4kids.org/sfsp.
2.4 Creating a “One Pager”: Agenda, Background Information, & Speaking
Points
A “one pager” is immensely helpful way to quickly communicate all of the important information an
attending advocate or elected official may need to know in advance of the event. A “one pager” should
include:

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
Event time & location
Program Background Information
Speaking points, if offering a speaking portion
Approximate schedule of events
If parking is an issue, provide appropriate directions
We encourage you to make brief opening remarks welcoming attendees to your kickoff. Your remarks
should thank those who attended and welcome any officials to make remarks, please extend them the
opportunity here.
Other ideas to include in your agenda:



Attending dignitaries cut ribbon on the first day of SFSP in respective communities
Get the USDA’s Power Panther to attend your kickoff. Please download the toolkit here.
Ask local businesses to hand out freebies or local food bank or local community organizations to
hand out backpacks of food or incentives to program participants
Sample One Pager: Place on Organization’s Letterhead.
This one pager is from a SFSP Event hosted last summer at the Ciarlone Park.
Revere Summer Food Service Program Event:
th
Ciarlone Park, 107 Newhall Street Revere MA Wednesday August 12 11:30-12:00pm
What:
Revere Summer Food Service Program Event
When:
Wednesday August 12, 2015 11:30-12:00pm
Where:
Ciarlone Park 107 Newhall Street Revere, MA
Who:
Congresswoman Katherine Clark, (D-MA 5 )
Dr. Eric Weil, Chair, Board of Health, City of Revere, and Associate Chief for Primary Care,
Massachusetts General Hospital
Candice Stoiber, Acting Deputy Regional Administrator, USDA, Food and Nutrition Service,
th
Community Outreach 101
Northeast Regional Office
Cheryl Fogerty, Branch Chief for School and Nutrition Programs, USDA, Food and Nutrition
Service, Northeast Regional Office
Robert Leshin, Acting Executive Director for the Office for Nutrition, Health, and Safety at MA
ESE
Representative RoseLee Vincent, Revere
Mayor Dan Rizzo, Revere
Dr. Paul Dakin, Superintendent of Revere Public Schools
Christopher Malone, Assistant Superintendent of Revere Public Schools
Ira Novoselsky, Councilman, Revere
Dan Maguire, Revere Public School Committee Member
Stacey A Rizzo, Revere Public School Committee Member
Donna Wood Pruitt, Revere Public School Committee Member
Susan J. Gravellese, Revere Public School Committee Member
Ashley Krebs, Director of Child Nutrition Outreach Program
Schedule of Events: Each Speaker to Introduce Speaker following them.
11:30-11:31—Welcome Remarks—Robert Leshin, Acting Executive Director for the Office for Nutrition, Health, and
Safety at the MA ESE
th
11:32-11:34—Congresswoman Katherine Clark, (D-MA 5 District)
11:34-11:36— Candice Stoiber, Acting Deputy Regional Administrator, USDA, Food and Nutrition Service,
Northeast Regional Office
11:37-11:39— Dr. Eric Weil, Chair, Board of Health, City of Revere, and Associate Chief for Primary Care,
Massachusetts General Hospital
11:40-11:42—Representative RoseLee Vincent, Revere
11:43-11:44—Mayor Dan Rizzo
11:45—11:46—Ashley Krebs, Director of Child Nutrition Outreach
11:46-11:50—Photo Opportunities
11:50-12:00—Distribute Meals to Kids, Event Completion
Background Information:



The Summer Food Service Program (SFSP) is a federally funded, state administered nutrition program that
provides free meals to kids 18 and under during the summer months in eligible areas.
o At a federal level the Food and Nutrition Service, an agency of the U.S. Department of
Agriculture, administers the SFSP.
o At a state level the SFSP is administered by the MA Department of Elementary and Secondary
Education (ESE).The MA ESE’s Child Nutrition Outreach Program (CNOP) at Project Bread
provides outreach and technical support to sponsors throughout the state.
o At the local level meal programs are operated by sponsors.
Why is it important? Across the nation during the school year, many families rely on school meals to
stretch their food budget by applying for free or reduce price school meals. When school is out for the
summer, students lose access to these meals and these families frequently find it difficult to absorb the
additional meal costs. This puts students at risk for hunger, malnutrition, and increased summer learning
loss. The SFSP fills this meal gap, providing nutritious meals in a safe environment that help ensure every
child has access to the food they need in order to return to school ready to learn.
What is the need for the program in Massachusetts?
o During school year 2014-2015, more than 400,000 students in Massachusetts qualified for free or
reduced price school meals.
o As of last summer there were over 900 meals sites across the state. On an average day last
summer nearly 60,000 kids were served meals across the state, totaling over 2.7 million meals.
Community Outreach 101

This translates into 15% of eligible students in Massachusetts participating in the Summer Food
Service Program in 2014.
What is the need for the program in our community?
o INSERT STATISTICS FROM YOUR COMMUNITY: Sponsor information, total number of sites,
Number of students eligible, percent participating in SFSP, and July 2015 ADP.
Suggested Speaking Points: Tailor to fit your event’s needs



Acknowledge all federal, regional, state, local, and non-profit partners in attendance.
Acknowledge the work of the SFSP sponsors.
Discuss the Summer Program specifically.
o Include statistics for free and reduce priced eligibility meals during the school year. Reference
last summer’s participation rate in comparison to the statewide percentage. It is helpful to
provide attendees with a point of reference. For example, if your community has higher
participation than the statewide average, it shows your community is doing well. If it is lower
than the statewide average, it can be a call to action for the community to provide greater
support.
o Reference number of sites where any child 18 and under can go and receive a meal at no charge,
no registration required.
 Discuss the importance of the SFSP:
o Losing access to school meals puts students at risk for hunger, malnutrition, and increased
summer learning loss. The SFSP fills this meal gap, providing nutritious meals in a safe
environment that help ensure every child has access to the food they need in order to return to
school ready to learn.
o Summer food service programs are an investment in the future of our community.
o Summer food service programs offer alternative places for students to spend time during the
summer months, build community spirit
 Introduce next speaker, is there is more than one.
Community Outreach 101
3.1 Engaging Media Outlets: Checklists
Media outlets can be a powerful tool to raise awareness about your program. When reaching out to
invite media to your kickoff event, make sure you have the 5 W’s ready: What, When, Who, Why, and
Where.
Use the following checklist and templates to guide your efforts. CNOP Community Relations
Coordinator, Samantha Bennett, is available to assist or compliment your efforts. Reach out to
Samantha at Samantha_bennett@projectbread.org.
Action Item
Timeline
Create “press
plan”
1 month before
Approach
TV/Radio day-of
coverage
2-3 Weeks Before
Draft media
advisory & press
release, send for
approval from all
parties
1 Week Before
Secure quotes
from all parties
for post event
coverage
1 Week Before
Send out media
advisory
2-3 Days Before
Follow up with
calls to press
outlets on media
advisory
1 Day Before
Create press
packets for
attending media
outlets
1 Day Before
Send out post
event press
release with
photos
Immediately after
event
Follow up with
2 days after
information is
Target Date
Staff Lead
Note
Community Outreach 101
post event press
sent
Send information
to CNOP to be
featured on
website
After event
3.2 Template Media Advisory
PLACE ON ORGANIZATION LETTERHEAD
*** MEDIA ADVISORY***
[Insert Headline Here] [Example: Mayor To Prepare Lunch for Local
Youth at Summer Food Service Program]
[Insert Sub Heading Here] [Explanation or context for the headline]
<INSERT CITY OR TOWN> Mass. (DATE, 2015)— INSERT DETAILS ABOUT THE
EVENT/WHAT/WHEN/WHERE [Example: The Child Nutrition Outreach Program, Massachusetts
Department of Elementary and Secondary Education, and Project Bread, are kicking off the
Annual Summer Food Service Program in Massachusetts on January 21st, 2015 from 9:00 A.M. –
2:00 P.M at the Publick House in Sturbridge, Massachusetts. ]
WHO: List dignitaries in attendance [Example: Chef Ann Cooper, an internationally recognized
author, chef, educator, public speaker, and advocate of healthy food for all children, will speak
at the kick-off designed to encourage collaborative and innovative ideas among program
sponsors. Other representation will be present from the New England Dairy and Food Council,
the U.S Department of Agriculture Food and Nutrition Service, and the Eos Foundation.]
Event Details: The event will additionally recognize several programs that did exceptionally well
reaching children in their communities. Award recipients include Greater Fall River RECREATION; The Boys and Girls Club of Greater Haverhill; New Bedford Parks, Recreation &
Beaches, Brockton Public Schools; and Attleboro Area Council of Churches.
Why: Example: According to data provided by the Massachusetts of Elementary and Secondary
Education, 387,490 children across Massachusetts qualify for free or low-cost school meals
during the school year. When school ends for the summer, these children lose access to school
meals, often leading to unhealthy meals, fatigue, weight gain and learning loss. This leaves
many children unprepared to return to school in the fall.]
Why Optional paragraph 2: [Example: The Summer Food Service Program, administered by the
Community Outreach 101
Massachusetts Department of Elementary and Secondary Education with support from the
Child Nutrition Outreach Program at Project Bread, works to ensure these children have
continued access to nutritious meals. The program provides free meals that meet federal
nutrition guidelines to all children 18 years old and under, specifically at approved Summer
Food Service Program sites in areas with significant concentrations of low-income children. ]
What:
[Event Info]
When: [Date, Time]
Where:
[Address]
Media Contact: [Insert Name, Phone Number, Email]
3.3 Template for Press Release
PLACE ON ORGANIZATION LETTERHEAD
For Immediate Release
[INSERT CONTACT]
[INSERT NUMBER]
[INSERT EMAIL]
[INSERT TITLE] [Example: Summer Food Service Programs Kick Off in
Community]
[Insert Sub Heading] [Example: Summer Food Programs Ensure Low-Income Children
Have Continued Access to Nutritious Food When School is Not in Session]
(INSERT TOWN/CITY NAME–DATE 2015) [What: What is happening and why it is important] Example:
This summer, more than 50,000 children will enjoy a free, healthy breakfast, lunch, snack or dinner
at one of more than 600 sites across Massachusetts—all part of the Summer Food Service Program,
a federally funded nutrition program that provides free meals to children ages 18 and under when
school is not in session.
[Second Paragraph: Good explanation of the program and the basics of how it works so people
interested in getting involved understand how to do so immediately] Example: More than 387,000
children across Massachusetts qualify for free or low-cost school meals during the school year.
When school ends for the summer, these children lose access to school meals, often leading to
unhealthy meals, fatigue, weight gain and learning loss. This leaves many children unprepared to
return to school in the fall.
Community Outreach 101
[Third Paragraph: Provide more information on the program, not always necessary. This can be
combined into the second paragraph] Example: The Summer Food Service Program, administered by
the Massachusetts Department of Elementary and Secondary Education with support from the Child
Nutrition Outreach Program at Project Bread, works to ensure these children have continued access
to nutritious meals. The program provides free meals that meet federal nutrition guidelines to all
children 18 years old and under, specifically at approved Summer Food Service Program sites in
areas with significant concentrations of low-income children.
[Fourth Paragraph: Insert information on the Summer Food Service Program site]
Example: In <INSERT TOWN>, kids are able to get free [insert meal (s) or snack] breakfast and lunch
at the local <INSERT SITE(S)>, <INSERT DAYS> from <INSERT TIMES>. The Summer Food Service
Program also offers free and safe activities for youth starting at <INSERT TIME>. For more
information, please call [INSERT SPONSOR INFORMATION] or Project Bread’s Food Source Hotline at
800-645-8333, or please visit www.meals4kids.org.
[Fifth Paragraph: Insert the following information on SFSP]
The Summer Food Service Program, administered by the Massachusetts Department of Elementary
and Secondary Education with support from the Child Nutrition Outreach Program at Project Bread,
works to ensure these children have continued access to nutritious meals. The program provides
free meals that meet federal nutrition guidelines to all children 18 years old and under, specifically
at approved Summer Food Service Program sites in areas with significant concentrations of lowincome children.
###
[Insert Information about Organization]
[Insert Information about Project Bread] See examples:
Project Bread is the only statewide anti-hunger organization committed to providing people of all ages, cultures,
and walks of life with sustainable, reliable access to nutritious food. From community-based meal programs, to
early childhood and school nutrition initiatives, to improved access to farm-to-table resources, Project Bread
approaches hunger as a complex problem with multiple solutions. With funds raised through The Walk for Hunger
and other sources, Project Bread pioneers innovative initiatives and supports effective programs to eradicate
hunger in our state. For more information, visit www.projectbread.org, www.facebook.com/projectbread, or
www.twitter.com/walkforhunger.
[Insert Information about the Massachusetts Department of Elementary and Secondary Education]
The Massachusetts Department of Elementary and Secondary Education, sometimes referred to as the
Massachusetts Department of Education, is the state education agency for the Commonwealth of Massachusetts.
It is responsible for public education at the elementary and secondary levels, and is governed by the
Massachusetts Board of Education. For more information, visit www.doe.mass.edu.
3.4 Template for Photo Releases
Community Outreach 101
See below for an example of photo releases if your organization does not have an existing photo release.
School Breakfast and Summer Food
Consent and Photo/Video Release Form
Required Contact Information:
Please note that a form must be filled out for each child involved in the creation of or featured in the
photo/video submission.
Photo/Video Title:
Child’s Name(s):
School:
Photo/Video Release
The Child Nutrition Outreach Program (CNOP) is a service provided by the Massachusetts Department of
Elementary and Secondary Education (ESE) and administered by the statewide anti-hunger organization,
Project Bread—The Walk for Hunger. CNOP works with community members to increase participation in
both the School Breakfast and the Summer Food Service Programs. The undersigned gives permission for
CNOP, ESE, and Project Bread to use photographs and video submissions related to the School Breakfast
and Summer Food Service Program containing his/her likeness for publication, including, but not limited
to, an informational brochure, press kit, annual report, newsletter, website, and media submission.
_____________________________
_____________
Name
Date
_____________________________
Signature
_____________________________
Parent’s signature if under 18
Community Outreach 101
3.5 Frequently Asked Questions:
1) I don’t know anyone who works at my local paper, what should I do?
Most media outlets have a “contact page” or “submit news” feature. You can send news to the
“General News Line”. If your local news outlet has names of specific reporters listed, you may
try sending news about your community events to a “Community Reporter” or “Education
Reporter”. If you have received news coverage in the past for your programs, you should also
reach out to the reporter that wrote that article in the past.
You can also reach out to CNOP’s Community Relations Coordinator for assistance. Samantha
Bennett can be reached via e-mail at Samantha_bennett@projectbread.org or via phone at 617239-2578.
2) How can I increase my chances of getting my event covered? I have no media outreach
experience and am nervous.
Reaching out to press can be intimidating. Try employing the following best practices:
 Make sure your media advisory explicitly highlights the 5 w’s: What, When, Who, Why,
and Where.
 Keep your first email pitch brief. Attach the media advisory to the e-mail and place it
below your signature to make it as easy as possible for them to see it.
 Flattery counts- Do your research; if possible link your “pitch” to things they’ve written
in the past.
 When following up on a media advisory or press release with a phone call, always ask if
they have time to talk.
3) I’ve followed up on my media advisory and no one has confirmed that they are coming to my
event. What should I do?
This happens! Media outlets are busy and often do not have time to attend events. If possible,
ask the outlet if you can send them post event coverage with photos and approved quotes from
spokespeople.
4) They aren’t interested in post event coverage. What now?
Again, it happens. Try asking:
 Ask if you could write something brief for them about the event
 Ask if they could revisit your story at a later date
 Ask if they have a blog or social media outlet that could feature the story instead? If yes,
would they like you to write something for this blog or even better, you would like us to
have a program participant or stakeholder write a blog for you?
Community Outreach 101
4.1 Social Media: Promoting Your Event
Social Media is a powerful tool to promote your events. It allows you to instantly share news and
pictures from the event with all of your followers.
It is helpful to use the hashtags #summermeals, #SFSP, #CNOP to help track how far we spread the
word this year! It is also helpful to use the #hashtag for your community name so local outlets can pick
up the tweet.
Here are some sample tweets you can use leading up to your event:

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

Next week, @ insert twitter handle for attending officials is joining us to see #summermealsin
action! Learn more about getting involved: [LINK] #SFSP #CNOP #TownName
Excited for @ insert twitter handle for attending officials to join us at a #summermeals site next
week!
Join us for a #summermeals kickoff event with @ insert twitter handle for attending officials
next [DAY] in [#CITY]! Learn more: [LINK] #SFSP #CNOP
Tomorrow, @(insert twitter handle for attending officials) will be joining us in [CITY] to kick off
our #summermealsprogram! Learn more: [LINK] #NoKidHungry
Join us at LIST ADDRESS Tues, 6/4 to kick off #summermeals program w @ insert twitter handle
for attending officials! [LINK] #SFSP #CNOP
4.2 Day- Of Social Media Best Practices

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

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

Have at least one person dedicated to social media throughout the day so they can live tweet
pictures, videos, and quotes from people at the event.
Create a handout with all participating organizations’ and dignitaries social media information
(Twitter, Facebook, Instagram) with sample tweets to distribute at event
Thank any influencers (don’t forget to tag them) for joining the tour
Be sure to favorite and/or retweet anyone interacting with you
Tag the school or site if you are using (and thank them at the end of the day for their support)
Post a photo album of pics on your Facebook page
Tag @ChildNutri and/or @ProjectBread
4.3 Day- Of Social Media Samples
During the Event:



We're here with @(insert twitter handle for attending officials) in [#CITY] to talk about
#summermeals!
Here's @(insert twitter handle for attending officials) talking about #summermeals - text FOOD
to 877-877 to find a site in your area [picture] #SFSP #CNOP #Town/CityName
Excited to be at a #summermeals site in [#CITY] with @ insert twitter handle for attending
officials! Find summer meals on our website at: [INSERT LINK]
Immediately After Event: A big thank you to @twitter handles of attendees for joining us to talk about
the importance of #summermeals! [INSERT GROUP PICTURE]
Community Outreach 101
5.0 Telling Us Your Stories: How To
5.1 Tips on How To Write a Good Blog Post
So you want to write a great blog post. There are two main ingredients you’ll need to hook viewers and
have them returning to read about your program over and over again. The two ingredients? Stories and
pictures.
Stories illustrate human element of your program, putting your service to the community in a context
your readers can understand. Sure, most people agree that helping underserved populations access
food is a worthy cause, but not many people connect their belief in this principle with its more practical
counterpart: the kids next door should have enough energy to play a game of soccer with their friends
or work in a garden for the afternoon. Spelling out this connection helps people understand the
program, and the way to do it is with specific stories about real people.
Any effective story needs to be substantiated with detail. That’s especially true if the details are funny.
In reality though, any sense of setting and plot will capture your reader’s imagination. With kids, you
always have the opportunity to use their learning process as a narrative device to create a “before” and
“after” for your tale. Maybe a child at your SFSP site tried eggplant for the first time after not knowing
what it was. Maybe he went home and told her parents about it, and now the family is buying it at the
grocery store. Maybe another child learned the rules of wiffleball and hit her first home run that day.
These sometimes-overlooked moments make for great narrative hooks and lots of hits on your blog!
Once you’ve got people reading, you can make appeals to the community to ask them for support. This
could be in the form of volunteering, donations of equipment, or features of the program in local press.
You can direct interested neighbors to your blog, using it as a perfect encapsulation of your role in the
community. When you publicize your program and create a solid base of support among your neighbors,
you may not even need to ask for help; it may find you.
One note: make sure that when you’re featuring program participants in the blog, you ask your subjects’
permission. If they have any reservations, offer them the option to remain anonymous, but never write
about anyone who does not wish to have their experience shared.
Pictures are arguably even more important for creating a joyful experience for the reader of your blog.
No one wants to read a solid wall of text, no matter how nice the font, line-spacing, and presentation.
This is especially true for new readers who don’t know much about you yet. Their interest will be
tangential at first, until all the great food and activities happening at your meal sites begin to suck them
in!
So, include a lot of pictures. We all know that pictures are worth a thousand words. They convey an
immediate sense of what your site is all about: sunshine, fun, play, and great food. Readers connect with
the images and have an immediate positive impression because everyone loves to see kids have fun!
Whenever possible, add captions to your images. As we discussed earlier, you should make the captions
as specific as possible. Include names of the kids, tell the reader what they are doing, and, if possible,
make jokes. A blog is a chance to tell a story, both through images and words. You are the storyteller,
Community Outreach 101
and while the happenings at your sites are the raw material for your blog, you can inject your own flair
and personality into the re-telling.
There a couple basic logistical things to think about when using images on your blog. First, every post
should have what’s known as a “hero” image, which is the main, front-and-center picture people see
when they click on the post. The hero is the gateway to the text, drawing the reader in and giving a
visual hint about the written content. Make your hero image as striking as possible. This is the place to
put the photo of watermelon juice dripping down a chin, or a young soccer star’s mid-kick action shot.
You know your hero image when you see it because it commands an extra glance when you’re scrolling
through your camera roll. Its purpose is to entice the reader to live up to their title by actually diving into
the text of the post.
Secondly, you should think about including a small gallery at the end of every post. If the hero is the
hook that makes someone start reading, a gallery is a visual summary of the post and the events your
post summarizes. At this point, your reader will be curious about all the cool stuff you just described.
They also have the context they need to understand what’s going on in the images. The gallery is kind of
like the reward the reader gets for finishing the post, a visual dessert after reading through that hearty
meal of text.
As with stories, there is a caveat to using images on your blog: only use pictures of kids who have a
signed photo release from a parent or guardian.
Please reach out to Peter Steele at peter_steele@projectbread.org or Samantha
Bennett at Samantha_bennett@projectbread.org with any questions or
concerns regarding blog posts. Good luck!