Case Study: Child Nutrition Services of the Christina School District
The Child Nutrition Services of the Christina School District (CNS) conducts a summer feeding program for high-risk children in the Wilmington/Newark area of Delaware. CNS desired higher participation among its target audience.
Position the Summer Feeding Program as a desired alternative to cooking at home and as a fun social gathering place for kids and their parents.
The program was re-branded to The Summer Lunch Crew to make it more appealing to kids and their parents. A marketing ecosystem including web, print materials, radio and transit ads was developed to reach the target audience. Participation increased over 50% from the previous year.