Boston Culinary Group
Marketing Objective:
To retain existing corporate clients, attract new customers and enter new markets under a new brand name more descriptive of the actual services provided to customers.
Assessment:
Within a week, The Seroka Group interviewed senior executives responsible for key markets and obtained information necessary for the brand assessment phase of the program. Once the name was selected, a report was generated and presented to management for consideration.
Strategy / Plan:
Once the assessment report was explained to management, Seroka developed a two phase strategy that allocated the majority of resources to traditional media, with some devote to social media and digital marketing.
Implementation:
A new logo was created, materials developed and the new brand was integrated into all aspects of the strategic marketing program.
Results:
Boston Culinary Group achieved all of its corporate branding objectives. The $240 million company was sold to a larger competitor. Centerplate and all accounts were integrated into the larger contract food service company.