Park City Culinary Institute is a respected culinary school headquartered in Salt Lake City, Utah. The institute offers both in-person and online culinary education programs designed for two distinct audiences: aspiring professional chefs seeking to enter the culinary industry and home cooks looking to enhance their cooking skills. PCCI's curriculum combines traditional techniques with modern approaches, providing students with practical, hands-on culinary training.
When PCCI approached our agency, they had virtually no social media presence across major platforms. Despite offering quality culinary education, they struggled with brand awareness and reaching potential students beyond traditional marketing channels. The institute recognized the need to showcase their expertise and educational offerings to a wider audience but lacked the internal resources and expertise to create compelling content consistently. Additionally, the competitive landscape of culinary education demanded a distinctive approach to stand out and demonstrate the tangible value of their programs.
Our primary objectives for PCCI's social media strategy were to:
We developed a strategy centered on educational short-form video content that would position PCCI as an authoritative yet approachable source of culinary knowledge. Our comprehensive approach included regular on-site filming sessions at the institute, capturing instructors demonstrating essential culinary techniques, sharing professional tips, and teaching fundamental cooking skills. Content creation focused on highly informative, visually appealing videos that delivered genuine value to viewers. Rather than simply promoting the school, we created content that taught viewers something useful in under a minute, whether it was knife skills, flavor combinations, or cooking techniques.
The results of our social media campaign for Park City Culinary Institute exceeded expectations. Within just two months, PCCI's YouTube channel grew from zero to over 500,000 followers, indicating genuine engagement with the educational content. The success demonstrated how educational content that provides genuine value can drive exceptional growth, even in specialized fields like culinary education.
