Overview
The Institute of Culinary Education (ICE), with locations in New York and Los Angeles is ranked the No. 1 Culinary School in America* and is one of the largest and most diverse culinary schools in the world. Established in 1975, ICE offers award-winning six to 13-month career training programs in Culinary Arts, Pastry & Baking Arts, Health-Supportive Culinary Arts, Restaurant & Culinary Management and Hospitality & Hotel Management, plus professional development programs in Bread Baking and Cake Decorating — with more than 15,000 successful alumni, many of whom are leaders in the culinary and hospitality industries. ICE also offers continuing education for culinary professionals, hosts more than 500 special events each year and is home to one of the world’s largest recreational cooking, baking and beverage programs with more than 26,000 students annually. *USA Today, 2019 & The Daily Meal, 2016
Target Audience
- Future Career: 17 – 24-year-olds with dreams of becoming an award-winning chef, successful restaurant or bakery owner, or leader in the culinary and hospitality industry. Individual with no plans to get a 4-year college degree.
- Career Changer: 25 – 34-year-olds looking to turn their passion for food/cooking and goal of being a business owner into a reality. Flexible schedules and online programs are appealing.
- Career Advancer: 21-34-year-olds already working in entry or mid-level positions within the culinary or hospitality industries looking to upskill and advance in their career. They desire a successful, rewarding, lifelong career within these industries.
Goal
- Provide qualified leads that convert within the average 6 months from inquiry to enrollment.
- Effectively target and convert key audience personas. Personas need to be developed and may vary by campus location and online programs.
- Display, social and video campaigns need to capture the emotion and passion of target audiences through imagery, headlines and ad copy. A consistent creative thread for ads, landing pages, and videos is key across all channels.
- Creative needs to convey a modern, friendly, exciting, engaging, high-quality look & feel.
Design Choices
Use of strong imagery of students in action to highlight a vibrant learning community. Strong implementation of brand colors to differentiate ICE from competitors. Impactful headlines designed to promote emotional responses from prospective students and encourage action. This creative conveys a modern, friendly, exciting, engaging and high-quality look & feel.
