Case Study: Cooks Academy
HURTIGRUTEN HOME INSTEAD SENIOR CARE ALOHA HOLIDAYS JJ YOUNG & SONS
COOKS ACADEMY ADVANCED RADIOLOGY CENTRE BERMUDA TOURISM BELLAGIO RESTAURANT
The Challenge
Increase awareness of the recently established cookery school with the media and the public. Generate bookings for the range of cookery course. Ensure the campaign was as cost effective as possible.
The Results
Project PR ensured all the leading food and cookery writers knew about Cooks Academy by keeping them regularly updated with events taking place at the cookery school. Whenever possible media were invited into the school to experience it for themselves. Methods utilised by Project PR included writing and issuing regular news releases, securing radio interviews and features, arranging events in the school, working closely with the owners of Cooks Academy to make sure all publicity opportunities were fully exploited, creating a strong image library for publicity purposes, where appropriate cross-promoting Cooks Academy with Project PR's other food-related clients.
Project PR also assisted with creating direct mail campaigns. These encouraged the use of Cooks Academy as a venue by other food PR companies and also targeted large organisations looking for corporate entertainment events. Project PR also advised on content of all print materials.
Opportunities for creating relationships with other food-related outlets in order to raise the public profile were developed by Project PR. These included farmers markets, organic box distribution companies and speciality food products.
By the end of the year-long campaign a strong profile of the venue was established, the courses were almost always fully booked, the school was regularly being hired as a venue by outside companies and a strong relationship between the founders and the media had been developed which continues to this day.