The ingredients were all there—the challenge was finding the right recipe to promote a well-respected but under-exposed culinary academy looking to expand its enrollment.

Fortunately, the Culinary Academy of Austin brought it to the creative kitchen of Bells Advertising.

“They have everything you want in a client—a very good reputation, a very qualified staff and connections in the industry,” said Diana Hyland, Marketing Development Manager with Bells Advertising. “Our goal was to make the community more aware of those desirable characteristics to increase enrollment for their programs.”

Like all great culinary creations, the real work took place in a mixing bowl. While the Culinary Academy offered a range of programs for both career-track chefs and curious home-cookers, the public wasn’t getting a true taste of the versatility of the operation. The solution turned out to be a deliciously styled brochure that conveyed healthy portions of information on all of the academy’s offerings.

“It was definitely made-to-order,” Hyland said. “And it had a very colorful, very professional, very cutting-edge look that positioned the company among the leaders in the culinary training industry.”

The brochure turned out to be just what would be-chefs hungered for, whetting their appetites for other CAA programs. And for dessert, Bells whipped up a focused public relations campaign, including news releases on special events sponsored by the academy.

“It’s helped keep them in the public eye, and when you’ve got something people really want, all it takes is a taste and they’re coming back for more,” Hyland said.

10/01/06