Bringing the Lunchroom into the Digital Age and Changing the Future of School Nutrition.
SchoolCafé is a SaaS solution from Cybersoft, a leading developer and provider of innovative software solutions. It takes the worry out of the complicated logistical details of running a school food and nutrition program and enables school nutrition professionals and families to focus on what really matters: the students and their food.
School nutrition has grown beyond the clichéd lunch tray topped with barely nutritious and hardly tasty fare. Providing healthy nutrition to our nation’s students requires an advanced, connective software platform that streamlines processes. Team Avocet was tasked with launching a new cloud-based SaaS platform as THE all-in-one solution to a broad and national audience of users, including district leaders, school administrators, nutrition directors, IT managers, cafeteria managers, cashiers, and parents. This required a comprehensive and integrated approach that would touch on all points of an awareness-building campaign. The campaign positioned SchoolCafé in a marketplace alongside established big players with loud voices.
To move forward we took a step back to understand the competition, where the product fit in, excelled, and was different. We distinguished the platform from its parent brands, Cybersoft and PrimeroEdge, while highlighting the historic relationship and brand equity both held for customers and prospects.
Creative played a major role in establishing immediate and memorable Aha! moments to evoke a sense of relief. SchoolCafé’s audience juggles a lot; introducing them to a SaaS infrastructure designed to maintain and help direct all day-to-day operations provides comfort. CafeteriYEAH! became a point of bonding and excitement and even a cry of Hallelujah! when they realized that this all-in-one solution provided everything they needed to get time back in their days.
You get one chance to launch a product. It needs to be big, bold, and memorable. We launched SchoolCafé at the most prestigious school nutrition conference. The message: Today’s school nutrition requires – and deserves – the same technological synthesis and big data insights that drive the most sophisticated enterprise-level businesses. SchoolCafé is that solution.
Our omni-channel approach started with awareness, moved deeper to encourage interest, and quickly created desire, action, and ultimately referrals and new customers. We introduced the brand in three phases:
The concert of interdependent strategies resulted in thousands of people stopping by the booth. Undoubtedly attracted by the bright and bold illuminated signage, online and print ad campaign, and our intriguing tagline (CafeteriYEAH!). The SchoolCafé team was able to demonstrate their product with hundreds of potential customers.
Relationships were built with editors and reporters, the launch announcement was well received, and an ongoing contributed article series in the industry’s number one publication was secured. Thought Leadership with bylined and contributed articles by key SchoolCafé leadership added another important layer to the campaign. The connections established will benefit future pitching of the SchoolCafé solution.
© 2000-2024 Avocet Communications Company
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