School of Food

PR and Advertising

Client Background

The School of Food in Thomastown, Co. Kilkenny is a not-for-profit centre specializing in the training of modern culinary technique. Established in 2015 under the EU LEADER scheme, this Social enterprise food business offers a new course to those wishing to change career, start a new business, job seekers, kitchen hero’s and foodies. They incorporate industry training, Irish-centric culinary training, knife skills and important add-ons, such as HACCP, Health & Safety and manual handling certification. The School of Food is a community-based organisation which educates, has community gardens, and offers an incubation kitchen to start-up food businesses.

Overview

This was a fast-paced and driven project which involved increased brand awareness in a short space of time and laying strong foundations for future endeavours. It involved press, radio, social media, display adverts and Pay-Per-Click. The set budget was controlled by Efitz Marketing and expenditure was well considered and allocated accordingly.

Challenge:

Within a fixed budget and a deadline of two weeks, we were tasked with launching an intensive PR and Advertising Campaign almost nationwide in Ireland.   A multi-faceted approach was decided upon to include Facebook advertising, radio interviews, radio and press advertisements, online advertising and Google Ads. The purpose of this campaign was to recruit new students to the focal cookery course before the closing date for applications.

Result:

Earned PR from newspapers and radio was achieved in the form of interviews and PR releases

Saving of just under €3,000 was made

Scheduled adverts at prime time spots

Unique adverts designed for press and recorded for radio to coincide with the deadline

Targeted Facebook advertising achieved a reach of 9,502

Lead generation

Search Optimisation improvements

Consulting and advice for future campaigns

Visit the School of Food website here