In the middle of the pandemic in April 2021, Paul Parson started a new career in school nutrition as a school area supervisor in Knox County Schools. In addition to supporting 18 school cafeterias, he is also contributing to the marketing and promotion of the School Nutrition Department. Paul shared that his background in print journalism and marketing, as well early childhood education, led him to a unique opportunity to communicate the importance of school nutrition in the district.

While Paul is visiting and supporting schools, he is also documenting both sides of the serving line with his camera. He hopes to tell the story of the heart and soul of the cafeteria – the staff who pour their hearts into serving their students and the students who receive not only food but also love with each meal. Paul, who has been given the nicknames of ‘Paul-Parazzi’ and ‘Lunch Dude’ by staff and students, loves his role of documenting the daily work and fun that happens in the school cafeterias.

Below are some of Paul’s tips for how you can maximize your efforts while marketing school meals:

• Utilize your smart phones to snap pictures at schools whenever you get an opportunity to highlight a meal, student or staff member.
• Build relationships with your other team members so they can catch moments when the marketing person isn’t there, then text them over.
• Make sure to get smiles and positive pictures.
• Be sure that the students you are photographing have consent to be photographed.
• Look for trends and themes to keep things relevant: National Hot Dog Day or St. Patrick’s Day.
• Spotlight a staff member to create a human-interest connection.
• Tag the schools and get your principals, staff and parents to be on the lookout for posts.
• Pepper in information that parents, staff and students need to know about menu changes or updates to your program.
• Utilize Canva or other tools to create eye-catching graphics.
• Train staff to assemble a tray for “Meal of the Day” photos.
• Have conversations with students and staff to glean their input for a post—like interviewing children to determine their favorite condiments for a ranked list.
• Rally around friendly cafeteria/nutrition challenges; for example, their second annual Great Pumpkin decorating contest this fall. Pumpkins were donated, and school cafeterias worked to create and showcase their themes. Voting happened through social media. This was great for morale both by staff and students

The bottom line: Whether or not you have a Paul on your team, your district may be able to use social media to tell your story. Identify someone who can help capture photos and stories to ensure staff, students and the community know more about your meal program—and entice more students to eat with you each day.