Dine Out for
No Kid Hungry
The Campaign to End Childhood Hunger
“Drive Business – Engage Employees
with Social Media and Cause
Marketing”
August 31, 2011
Hosted by:
Fishbowl Marketing
Presented by:
Amanda Hite, CEO
Talent Revolution
Sheila Bennett, Director
Dine Out for No Kid Hungry
Dine Out for No Kid Hungry
Share Our Strength’s Dine Out for No Kid
HungryTM
• Driving hungry diners to 5,000 participating restaurants
September 18-24, 2011
• Food Network PSA’s running 18 times per week
featuring judges from the TV Show Chopped
• TV Satellite media tour featuring Food Network,
Chopped Judge Marc Murphy
• Radio Satellite media tours
• Ads in USA Today, promoted by companies throughout
the US
• twEAT OUT – Monday, September 19, 2011
– Use the hashtag #nokidhungry
– Follow @dine_out
– Post your fundraising promotions and encourage followers to dine
with you
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Top 10 tips to a successful Dine Out
1. Visit the participant resource center at
DineOutforNoKidHungry.org
2. Complete press release and send to local media outlets
3. Download and customize the employee training guide
4. Order POP materials and display
5. Invite suppliers, friends and the community to dine with you
September 18-24, 2011
6. Show the Scott Pelley video to employee’s
7. Implement incentives for employees that raise the most funds
Participant Resource Center: www.dineoutfornokidhungry.org Click the words –
participant resource center below the family dining photo
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Top 10 tips continued….
8. Food drops to local radio stations with a paragraph on
your promotion
9. Post your promotion on the restaurant website with a
link to DineOutforNoKidHungry.org
10.Participate in the September 19 twEAT OUT and
encourage employees to use the power of social
media to drive hungry diners to your restaurant
Participant Resource Center: www.dineoutfornokidhungry.org Click the words –
participant resource center below the family dining photo
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Participant Resource Center….
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Customizable Templates
Standard Materials
Media & Customer Outreach Tools
Case Studies
Fact Sheets
Logos and Logo Guidelines
Videos
Employee Engagement: Templates and Training Guides
www.DineOutForNoHidhungry.org – click - participant resource center
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Let’s get excited!
Activating Social Media for the Greater
Good
* Led by Amanda Hite · CEO · Talent Revolution
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Get the Message Out through Social
Media!
• Shift taking place – Companies DO NOT own the medium it’s
community owned and driven.
• Personal Relations is the new Public Relations.
• Life digitally, with superpowers. Leverage your strengths.
• Best Marketing Strategy ever?... CARE!
• Who is involved in Social Media?
– (1 of the fastest growing community >35).
• Create FUN and EXCITEMENT!
• Engage employee’s, customers, community
Source: Talent Revolution
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2011 twEAT OUT Goals
Tweet‐a‐Thon - twEAT OUT
• Goal – engage 2,000 contributors
• Become a trending topic in 5 markets
• 40 million impressions
Interactive Google Map
• Viewed 92,490 times, with over 40,000 of those views coming on September 20th
(launch Tweet-a-thon). The traffic might have been higher, but the Google Map
functionality crashed due to the traffic load (functionality has been enhanced for
2011 and results are expected to double).
Facebook
• Dine Out and Share Our Strength Facebook fans received communications and
promotion details during the month of September.
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Dine Out for No Kid Hungry On-line Audience
• DineOutforNoKidHungry.org - annual (past 12 months)
• Unique visitors to the homepage: 47,242
• Unique visitors to the map: 107,522
• Social Media Followers (current):
Share Our Strength: 16,522
Dine Out for No Kid Hungry: 2,439
Share Our Strength: 21,436
• DineOutforNoKidHungry.org - September 2010
• Site visits: 65,704
• Recruitment Webinars & E-Newsletters
• Page views: 135,781
• Year-round
• Time on site: 1 minute, 15 seconds
• audience is industry professionals
• New visitors: 87% of visitors were new
• Taco Bueno Case Study is included in webinar
• Bounce rate: 42.50% (compared to 62.55% for Strength.org)
• CMO and CEO participated in webinars
• Average number of searches/map visitor: 2.5
• Newsletter reach is over 7500
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1. Be There
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2. Listen to the conversation
Use and follow the Dine Out @dine_out and the
No Kid Hungry Hash Tag #nokidhungry
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3. Join in the conversation
• Respond to the people who are talking about
your brand
• Be personal, authentic and conversational
• Let them know about The Dine Out for No Kid
Hungry
• Write a Blog
• Record a YouTube video explaining the Dine Out
• Post in your social communities
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4. Host Meetups and Tweetups in your
restaurant the week of the Dine Out
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5. Play Foursquare
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6. Recruit and engage online influencers and
brand ambassadors
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7. Leverage the power of video
.
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8. Participate in the Dine Out for No Kid
Hungry twEAT OUT and offer online prizes
on September 19th
9. Distribute a special offer
during Dine Out week on
Twitter and Facebook
10. Run contest for those
whose participate in the
Dine Out
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Dine Out for No Kid Hungry
Share Our Strength
The leading organization working to end childhood hunger in America
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CHILDHOOD HUNGER IN THE U.S. IS A CRISIS
• More than 17 million American children,
almost one in four, don’t know when their
next meal will come.
• Almost one-third of these hungry
children are under five years old.
• More than 10 million eligible kids don’t
get free or reduced price school breakfast.
• 16.3 million children qualify for summer
meals but don’t receive them.
The Crisis Can Be Solved:
In the world’s wealthiest nation, no child should grow up
Hungry and state leaders are looking to Share Our Strength for Solutions.
Dine Out for No Kid Hungry
Share Our Strength’s Dine Out for No Kid
Hungry
An Authentic Brand Fit for the Restaurant Industry
September 18-24, 2011
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www.DineOutforNoKidHungry.org
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Dine Out for No Kid Hungry
2011 Sponsors and Partners
National Sponsors
Promotional Partners
Partners
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Community Investments
Funds raised through our platforms (Taste of the Nation, Great
American Bake Sale and Dine Out For No Kid Hungry) fund community
based organization in all 50 states.
• Helping afterschool programs provide nutritious snacks and
meals.
• Helping to feed more kids during the summer when school
meals are not available.
• Helping more kids start the day off right by making school
breakfast available.
• Helping more families meet their nutritional needs at home by
expanding access to SNAP (food stamps) and WIC.
• Teaching families how to prepare affordable, healthy and tasty
food and increasing fresh food options in high-risk communities.
www.dineoutfornokidhungry.org
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Why Dine Out is SO RIGHT, RIGHT
NOW!
• 79% of people want to work for a company that makes an impact in society.
• 64% say social & environmental activities make them MORE loyal to their
employer
• 56% will not work for a company that is not socially minded
• 69% are aware of their company’s social impact.
Source: Cone Corporate Citizenship Study
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Dine Out for No Kid Hungry
How to Participate in the Dine Out for No Kid
Hungry for the Greater Good
 Register on line: DineOutforNoKidHungry.org
 Multi-units - Download and return the excel spreadsheet and insert restaurant
listing for the consumer Google map
 Go to on line Participant Resource Center and download support materials
 Identify and plan your restaurant promotion
 Order in store marketing materials through Calagaz Printing
 Promote to the local media
 Train staff using the employee training guide
 Promote the event and participate in the national twEAT OUT, Monday,
September 19, 2011
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Dine Out for No Kid Hungry
Thank You!
Sheila Bennett, Dine Out for No Kid Hungry
sbennett@strength.org/ 678.333.7384
Amanda Hite, CEO, Talent Revolution
ahite@talentrevolution.net
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