Challenge

To show how AIBTM is trying to help baking industry
Inform and spread awareness about Assocom Institute of Bakery Technology & Management (AIBTM)
Inform media about expansion plans of the training base by Assocom for all grain based industries, hospitality and related fields
Encourage various institutions in Noida to participate in the workshop
To inform about the attraction of the program which was International Short Courses offered by Dr.Kirk O’Donnell, AIBTM Board Member. The associated workshop provided hands on training on different Artisan Bread production, Advanced Cookie and Cracker Production and Baking Science and Quality Assurance

Result/Key Achievement

Beside coverage, an interest about baking class and its scope was witnessed
Workshop was a great success as it entertained over enthusiastic crowd who were willing to know more about baking and the short term training classes of AIBTM
There was lot of queries about how to share recipes on social media
Crowd supported and applauded the initiative taken by the organization in organizing the event

"World Bakers' Day"
Communication Objective: To strengthen government policy of ‘Make in India’ by encouraging people to innovate and bake. By observing World Baker’s Day, Assocom Institute of Bakery Technology & Management (AIBTM) set off to convey India can achieve anything if sphere of knowledge is broadened and if there is enough scope for experimentation with proper guidance. The company has plans to train 2000 persons associated with baking industry as it holds immense potential to multiply present estimated market cap of Rs 200 billion.

Situation:
Baking industry is at a nascent stage in India and has a lot of potential to earn big revenues. By observing days like these, country is trying to open gates for skilled workers and those interested in baking industry. Country is trying to explore all grain based industry to promote skill and increase employment opportunities. Government institutions are organizing training programmes to interested individuals.

Strategy:

Build up pre-event excitement
Create an aura about the programme
Invite foodies, chefs and gourmet writers
Send invite at the right time and ensure there is enough attendance
Arrange for photoshoot
Post-event follow up by our team in Uttar Pradesh for coverage
Circulate photographs for encouraging people to post, share and use in their write-ups

Working Methodology:
Our team tirelessly worked for contacting institutes and informing them about the event by AIBTM. Bakery associations were informed about the workshop and tips that are going to be shared during the workshop. Media was duly informed for ensuring proper coverage of the event. Our team constantly kept in line with ‘Make in India’ policy, this encouraged people to attend the show as there was high level of curiosity among the public to find out how government is helping the baking industry as well.