The power of direction & the limits of internal implementation.

Approach: One recognizable umbrella

We brought all the silos together under one overarching message: "We know everything about nutrition and train the best people." To convey that authority, we developed:

• A content calendar with annual highlights (trade shows, events, training launches) and seasonal themes.
• Social proof via alumni and apprentice stories, plus collaborations with trade associations.
• Marketing automation so that social posts, newsletters and website updates were seamless.

Result: Increased visibility & online authority

Within a short time, we saw a growth in quality registrations, positive buzz on social media and better findability in Google. The school was increasingly seen as the place for anyone aspiring to a future in the food industry.

The final choice: Back to simplicity

Despite the successful content approach and integrations, Ter Groene Poorte later chose to switch back to a standalone WordPress site. The reason lay mainly in their internal (school) structure and budgetary priorities. While this limited the further rollout of our strategy, the foundation we had laid-merging departments together under one authority-message remained a valuable lesson for all involved.

Conclusion

This case shows how a school, with diverse departments, can position itself more strongly as an authority through a clear focus and structured content calendar. At the same time, it highlights the limits of internal implementation: without sufficient support and budget, a professional strategy remains difficult to maintain. Yet the solid foundation proves that even organizations with "loose islands" can make huge strides, provided they maintain one recognizable course.