Cucina
- Service: Service
- Sector: Sector
Cucina operates in the private sector, providing catering services to schools. The organisation has a passion for ‘great food, great service and learning.’
Brief
Marketing PRojects has been working with Cucina since its startup in July 2006. A PR strategy was developed and followed which supports well targeted personal selling by Cucina’s Managing Director against tender submissions for school catering contracts around the UK.
Marketing PRojects objectives for Cucina:
* To support Cucina’s tendering activity with PR appearing locally in the targeted schools’ areas pre and post tender period.
* Develop a constant stream of ideas for activities and events for schools and Cucina e.g. sponsored fundraising events, BBC Children in Need, ‘kitchen theatre’ learning opportunities, parents involvement.
* Constant appearances in national educational, national catering and the national press. This includes tackling issues like “School dinners post Jamie Oliver”.
* Developing ongoing relationships with press contacts on Cucina’s behalf.
* Support and promotion of activities for awards for Cucina e.g. Soil Association, training and catering awards.
* Reinforce Cucina’s company messages and corporate values.
* To achieve levels of press appearances agreed between Cucina and Marketing PRojects.
Target audiences:
* Pupils, staff, parents, neighbours, stakeholders and employees at prospective and existing Cucina-catered schools.
* Education professionals.
* Catering professionals.
* School catering professionals
Campaign strategy & tactics:
Photo-led PR run by Marketing PRojects through a network of talented photographers developed for Cucina’s work. Total autonomy for Marketing PRojects to key objectives, this includes running the online press office for Cucina’s website. Copy is always approved by client before issue, however.
Budget: PR fees £1,500 per month. Photography & press monitoring: £550 per month.
Results
Cucina’s turnover has exceeded expectations, quadrupling to £1.5m in the last 12 months. All schools involved continue to believe Cucina is innovative and delivers exceptional service and the highest quality of fresh, nutritional food. Children at the schools remain involved and enthusiastic with industry leading levels of school meal takeup. Cucina wins nearly every contract for which it bids.
PR continues to be the only marketing tool needed.
