Balzac Case Study 2

Client Case studies:

Strategic Account Management

Complete Marketing Program

Program Promotion

reputation development

category creation

brand reintroduction

business-to-business marketing

event management

Program Promotion

Background:
The client is a school of service and hospitality, run by and based out of an historic Napa Valley winery. The school has trained more than 15,000 individuals on the finer points of restaurant service, including all aspects of food, wine and spirits.

Situation:
The public relations department of the school was very carefully targeted and has little time for any additional outside projects. The school was seen as a way of reaching key audiences by providing a critical value to them - education in the technical field of wine service.

Action:
The agency has promoted the school with a series of intensive media contact programs and regional press release campaigns. The agency has helped focus attention on this project with an alumni survey which is widely anticipated and covered by the media.

Results:
The school has become a major force in on-premise programs across the country, and has been featured in virtually every trade publication and every article on restaurant service.