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Recipe for Success: Brand Positioning & Course Content Development

Case Study: Central Kitchen Craft Food Classroom

SERVICES: Clarity: Brand positioning, Brand narrative | Creative: Website, Brand video production  | Communications: Content marketing, Online course development

Craft Food Classrom HEader

Clarity: Strategic Organization of Complex Offerings

Central Kitchen is established as the region’s premier craft food accelerator. They help craft food entrepreneurs gain the education, funding, and support to launch their brands. After hiring a talented design firm for a new name, logo, and website design, Central Kitchen saw that unclear brand positioning left potential clients confused and disengaged. Our team stepped in to: 

  • Define their WHY as "helping entrepreneurs achieve their fullest potential" 
  • Structure offerings into three clear entrepreneurial stages: Exploring, Launching, and Scaling 
  • Simplify complex program offerings for easy navigation  
  • Create targeted messaging for each entrepreneurial stage, reducing confusion and bounce rates 
  • Develop strategic response to pandemic challenges through new revenue opportunities 
Central Kitchen Web Copy Before
Central Kitchen Web Copy After

Creative: Compelling Audience Experiences

Once we established brand clarity, we wrote new website copy designed to convert and sell. Our approach made complex business concepts digestible while maintaining brand consistency. 

  • Designed a comprehensive website strategy guiding entrepreneurs to appropriate programs 
  • Produced engaging drip email campaigns to nurture prospect relationships 
Craft Food Classroom Website
CTK Casestudy Design

Communications: Multi-Channel Community Building & Educational Content

Supported by new website copy, we transformed Central Kitchen's knowledge into accessible, engaging learning content. Our team: 

  • Developed the name and course themes for "Craft Food Classroom"  
  • Created a structured curriculum based on Central Kitchen staff’s industry expertise 
  • Filmed video content in our studio reinforcing key entrepreneurial learning objectives 

In addition to the course, we leveraged existing Central Kitchen relationships and created new engagement opportunities during the challenging pandemic environment. 

  • Branded and supported the launch of a producers' co-op division as new revenue streams during restaurant shutdowns 
  • Leveraged local food industry connections to gather pandemic response intelligence 
  • Facilitated partnerships with five like-minded organizations for wider community reach 

Overview of course week 1 module

Results: Recipe for Entrepreneurial Growth

Through a confident, defined brand position, Central Kitchen is now positioned to: 

  • Be recognized as THE resource for food entrepreneurs  
  • Build an inclusive community connecting food entrepreneurs 
  • Develop a pandemic-resilient business model supporting the local food ecosystem  
  • Secure $44,000 in scholarship funding to make the program more accessible for aspiring food entrepreneurs  
  • Teach 78+ students in the region in the first year of the Craft Food Classroom launch  
  • Earn five-star ratings for the online course 

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