Beacon developed a comprehensive marketing plan to build awareness of the Center for Culinary Arts (Cromwell, CT) Grand Opening. Although Morse invested significant capital in a state-of-the-art culinary facility, it did not have a reputation in the culinary field, or an unlimited budget. To encourage enrollment of professional and amateur food artists, Beacon launched a coordinated effort of targeted advertising and creative media relations techniques to gain significant press coverage on the school's opening. The first day of school boasted more than 600 inquiries, full attendance, and a waiting list for new classes.