Market Research and Digital Strategy Case Study:
Brighton and Hove Food Partnership
We provided initial research and then an overarching digital strategy and execution plan which enabled the Food Partnership to run a full programme of revenue-generating cookery classes.
SERVICES WE PROVIDED:
Social Media Action Plan
The Process
Brighton and Hove Food Partnership (BHFP) is a non-profit organisation helping people learn to cook, eat a healthy diet, grow their own food and waste less food.
The Food Partnership was started by local residents in 2003, and now has over 10 staff delivering a range of projects. They work with a wide range of partners including community organisations, statutory agencies, local businesses and individual residents to food at the heart of all they do.
BHFP were experiencing a reduction in available funding. Consequently, the charity’s management were considering a range of new commercial revenue streams, in the form of a cookery school. We stepped in to work with the senior team, to put together market research and then marketing strategies.
Our research project helped to determine optimal course types, times, pricing, length of courses, demographic interest and marketing messaging for a range of different audiences. Focus groups investigated & shaped the brand identity, as well as potential conflicts between the charitable operation of the Food Partnership and a commercial money-making business unit.
We created strategies to be implemented during the launch window for the project. The objectives were direct sales of tickets and increased awareness of the Community Kitchen among residents of Brighton and Hove. We also worked closely with the senior team to put together a range of marketing strategies which would help boost awareness, while also boosting the knowledge and confidence of the BHFP internal marketing team.
THE RESULTS
Since our engagement in summer 2018 BHFP has run 100s of cooking classes with over a 1000 attendees raising £000’s in new income for the Food Partnership.
The marketing strategy has been an overwhelming success. Many of the cookery courses have been sold out.
“Creative Bloom’s support gave us the confidence to launch a new enterprise and they understood the importance of ethics and values for us as a non-profit organisation. We would highly recommend their help to anyone taking a similar step for their enterprise!”