The California Culinary Academy, part of Career Education Corporation and the Le Cordon Bleu family of culinary schools, needed a new sales piece geared towards a young demographic of graduating high school seniors and community college attendees in the process of deciding their career path. The piece needed to serve as both an academic catalog as well as a promotional brochure covering the academy's Culinary Arts, Baking and Pastry and Hospitality & Restaurant Management programs.
Used as part of a fulfillment kit for student prospects responding to our extensive new advertising and direct marketing campaign, the catalog needed to be informational as well as aspirational in nature. This design job called for a high-end brochure with elegant new photography, a sophisticated, yet modern look, success stories from past graduates and an overall sense of quality and opportunity. It needed to make a huge impression.
Special inks, choice paper stock, and a spot satin aqueous varnish as part of its high quality finishing all played an appropriate role in producing a quality piece that conveyed the impression the academy was looking for, and proved to be instrumental in securing prospects' enrollment in the academy.
The lead generation campaign utilized direct mail, print and online advertising, television commercials and an educational video to promote the California Culinary Academy (Le Cordon Bleu College of Culinary Arts in San Francisco) and to recruit future culinary stars. Those who responded received the scrumptious new catalog.
The school’s website also went through a major overhaul with regard to overall design, user interface and functionality.