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The National Restaurant Association Educational Foundation (NRAEF) was preparing to launch their Third Edition ServSafe food safety training program. But this was much more than a new edition. It also represented the NRAEF's opportunity to expand their market and redefine the ServSafe brand in the face of increasing competition.

The big challenges:

• Develop a comprehensive communications strategy
• Apply the communications strategy to extremely diverse segments, ranging from single operations to national organizations such as McDonald's
• Develop a new brand positioning and ServSafe brand identify
• Create a multi-faceted campaign across different segments and multiple online and offline channels
• Generate measurable ROI and increased penetration of training
• Establish a marketing infrastructure from scratch, from developing a lead generation process to creation of a database strategy and program metrics

The first step in the launch campaign development was crucial, because it would drive every subsequent action. The Jacobs & Clevenger team needed to develop a strategy that would work on every level, for every audience, in every channel.

During this key phase, the team immersed itself in the NRAEF and its customers, prospects and instructors. We researched the competition and explored every opportunity for growing the NRAEF's market share. But to really gain first-hand experience, we took the ServSafe training and passed the certification.

Armed with an in-depth analysis of the customer base and their motivators, plus practical and first-hand experience, Jacobs & Clevenger realized that ServSafe represented much more than a training program. It was actually a mindset, which translated into a constant commitment to food safety. The idea that best captured this mindset was a multichannel campaign titled "Go by the book."

This campaign hit every possible target. It showed that the right way was the only way. And it put a sharp focus on the most recognizable element of ServSafe training: the textbook used by every instructor and student. The campaign was also highly targeted, with each segment receiving tactics based upon their value.

The "Go by the book" campaign was also the strongest performing campaign to date for the NRAEF. It generated extensive new leads, increased penetration in every segment, and created a stronger and more defined brand presence for the NRAEF's flagship training program.