Culinary Arts Campaign

THE NEED
College of the Mainland launched its new Culinary Arts program and needed to drive awareness and new program enrollment starting with zero applicants. Collateral needs would include print and digital community outreach through social media, video, newspaper, magazine, email marketing, postcards, and more (not all assets are shown above).

MY APPROACH
Working with various stakeholders and collaborating with all members of the marketing team, a strategy was outlined defining target audiences and time-sensitive approaches. An overarching theme was developed aligned to a culinary look and feel. Photo shoots were directed and assets were developed with a human-centric focus for an exciting future career.

THE RESULT
The COM Culinary Arts campaign drove 6,243 website visits and nearly 100 RSVPs for a key event in July 2024. The campaign went on to win Gold in both the 2024 MarCom Awards and the 2024 NCMPR Medallion Awards. The campaign also met enrollment capacity quickly and created a waiting list for the program.

Culinary Arts Campaign, Gold Award, 2024 MarCom Awards.

Culinary Arts Campaign, Gold Award, 2024 NCMPR Medallion Awards.

MY ROLE
Design thinking and strategy, branding, graphic design and layout, co-editor, photo shoot director, project management