SOFHT Student Award
Objectives
In 2013, The Society of Food Hygiene and Technology (SOFHT) launched its first Student Award, in the hope of encouraging young people to choose a career in the food industry and to drive student membership. Leapfrog was tasked with raising awareness of the award.
Strategy
We devised a PR strategy to target food science faculty heads. This was done through letters, posters and a media relations campaign to target food industry influencers, as well as specific activity with university magazines and websites. We also launched a social media campaign, creating dedicated SOFHT Student Twitter and Facebook pages which were used to promote the award and other food hygiene issues.
Results
- Trade press coverage in key titles such as Food Manufacture, Meat Trades Journal, Meat Management, as well as local and university press coverage.
- SOFHT Student Award was such a success that the following year it was sponsored by Tesco who were keen to recruit their own food science graduates.
Testimonials
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Whitmore PR and now Leapfrog has opened up many opportunities for SOFHT, to promote the Society and its benefits through a range of publications.
They have provided links and contacts to people and companies that may mutually benefit from the services and benefits of the Society and as a result, the Society has benefitted from new membership. Stephanie is a forward thinking person and has original marketing ideas and suggestions. A great person and company to work with
Catherine Watkinson