Seoul international culinary academy(2012.3.2)
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Seoul international culinary academy(2012.3.2)

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Presentation for Seoul Int'l culinary academy exhibition in south korea by kotra

Presentation for Seoul Int'l culinary academy exhibition in south korea by kotra

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  • 1. www.seoulculinary.or.krSEOUL INTERNATIONAL CULINARY ACADEMY 2012 Proposal 2012. 3. 2 1
  • 2. I. Culinary Surroundings in KoreaII. Direction of SEOUL CULINARY 2012III. Seoul Culinary 2012IV. Exhibition CenterV. Exhibition PlanVI. Booth LayoutVII. Possible ExhibitorsVIII. Publicity Strategy 2
  • 3. I. Culinary Surroundings in Korea 1 2 Globalization of Korean Food Global Culinary Academy by Government measure in 2009 advanced into Korea Market Getting interested culinary industry 3 4 Famous chefs of Korean Diversity of Culinary Industry has working overseas  Increasing the number of culinary academy 3
  • 4. I. Culinary Surroundings in Korea Culinary Academy in Korea Professional High School University College Culinary 31ea 197ea 72ea Academy 800ea (Provided by Korean Ministry of Education, Science and Technology) 4
  • 5. I. Culinary Surroundings in Korea Major Countries for learning culinary arts in korea students - France, Swiss, Italy, US, Japan, China, Singapore, Australia, New Zealand Singapore 5
  • 6. II. Direction of SEOUL CULINARY 2012 [Exhibitor] [Visitor] Global Various Together Target (University, College, Academy) (Middle & High school students) Dynamic Exhibition Challenge   Business Information 6
  • 7. III. SEOUL CULINARY 2012 SEOUL INTERNATIONAL CULINARY ACADEMY 2012 Outline Organizer KOTRA Date May 8(Tue)~11(Fri) 2012 / 4days Venue KINTEX Hall 7A Volume 100 exhibitors, 200 booths Exhibitor High school, College, University, Professional Food Academy, Food Channel, Food Consulting Culinary Arts, Baking & Pastry Arts, Food Service Management, Food & Beverage Exhibit Item Management, Food Marketing, Hotel & Restaurant Management, Culinary Nutrition Visitor Middle & High school student, University & College student and so on 7
  • 8. IV. Exhibition center 8
  • 9. V. Exhibition Plan B2B B2C Hall 7 A Hall 7 B Hall 8 KINTEX 1 SEOUL FOODTECH, SEOUL FOOD&HOTEL HALL 6 : KOREA COFFEE FISTIVAL / HALL 7A : SEOUL CULINARY 2012, 7B : ORGANIC&NATRUAL KINTEX 2 HALL 9, 10 : KOREA FOOD EXPO 9
  • 10. VI. Booth Layout 10
  • 11. VII. Possible Exhibitors Le Cordon Bleu Tante Marie IMI SHMS,SMU,IHTTI, HIM CIA Johns&Wales University University of Canberra University of Queensland At-sunrice tsujicho Nakamura Education hattori Cornell University CATC(Think Education) William Angliss Otago University Alma 11
  • 12. VIII. Publicity strategy Direct Target Information Exhibitors Main Visitors (University, College, (Middle & High Academy, school students) Government Agency) Business 12
  • 13. VIII. Publicity strategy [The total estimable number of Visitors in Korea] Middle school students 911,369 High school STUDENTS students 928,012 University, Graduat VISITORS TO es SEOUL CULINARY 2012 Teachers General Public Parents Visitors who are looking for culinary education overseas Other adults group Visitors who prepare own businesses 13
  • 14. VIII. Publicity strategy [Strategic plan to attract targeted visitors by various effective methods] 1. TM/DM/EM 2. Indirect - 3. Indirect- 4.Direct- Online Offline Offline • Provide Phone marketing • SEOUL CULINARY 2012 • Advertising articles and • Dispatch advertising posters, calls to middle & high school Official blog poster will be reported on flyers to middle school, high students magazines, papers. schools, university and • Build Social Network Services • Support from Metropolitan culinary school& academy • Co-advertise with partner • Radio advertisement office of education for (Direct to the students. ) cooperation’s official website attracting students • Send invitation letter • Send E-letter, E-DM, E-official letter 14
  • 15. VIII. Publicity strategy [Strategic plan to attract targeted visitors by assorted media group] - Credible Data : Each visitor group has their best media sorts 1.Media 2. Publisher 3. SNS . . EBS TV channel: Korea’s leading P.A.S.S: The exclusive High school education broadcasting media paper which publishes every week and Blog site: Post dispatches to 1,020 schools over the exhibitors’ interview, Sending DM, E-letter to EBS’s members Korea Education Press: The upload PowerPoint countries teachers’ paper. Publish by slide using SlideShare. TARGET: Middle school, High Provides opportunity TARGET: High school students The Korean Federation of school students and their to share and and teachers Teachers’ Association teachers and parents communicate among organizer, exhibitors Send official letter and and visitors. visitors information to Attract their students. Facebook: will make connection easier Food TV channel: A professional Food Daehak Naeil: University students’ throughout people broadcasting media who are interested in must-read weekly magazine. TARGET: 200,000 teachers Seoul Culinary 2012 Co-produce advertising video clips Advertising articles and poster will be Send DM, manage SNS in Korea reported TARGET: Exhibitors TARGET : General public and TARGET: University, Specialized and Visitors who feel students who are interested in schools and academy students comfortable with SNS Culinary and Food 15
  • 16. Thank you 16