Launching the country’s first specialist Academy for the digital, creative and performing arts outside of the capital

 
 
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The Challenge

 

The BRIT School, London. Dedicated to education and vocational training for the performing arts, media, art, design and technology. Infamous for developing some of the UK’s biggest names in the performing arts, from Amy Winehouse to Adelle. 

Could The BRIT School’s success be repeated in Birmingham?

When plans were gathering pace to launch the country’s first specialist Academy for the digital, creative and performing arts outside of the capital, partnered with the BRIT School, we were appointed to sit on the steering group to advise on the marketing strategy.

In the year running up to BOA’s launch, we needed to achieve high profile national and regional coverage, reaching out across the West Midlands region that it was established to serve.

A key aim of this initial work was to ensure that the school received a high number of applications from gifted and talented young people. Although free to attend, BOA students would be required to undertake an audition and aptitude tests, so it was vital that BOA not only received high numbers of applications, but that these applications were of the highest standard.

In addition, applications were sought from across the West Midlands region, not just from Birmingham. It was vital to communicate the special nature of the Academy to encourage many students, and their parents, to overcome the potential barrier of travelling longer distances then they may have been used to.

 
 
 
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Our Approach

 

We were initially appointed to raise awareness of BOA in the run up to its opening to support admission enquiries and staff recruitment, and to continue to support the Academy during and after its launch period.

During the launch we worked with BOA to event manage a visit by Jessie J, which included managing a press conference for regional and national media.

Our brief expanded to include on-going profile- raising for the school, its pupils and its staff, alongside event management and the project management of the Academy’s annual review.

Rewired developed a strong working relationship with the Academy’s Principal, ensuring a comprehensive overview of BOA’s multifarious activity.

 

We used our strong media relationships to ensure BOA was front-of-mind for print, online and broadcast opportunities relating to education. Additionally, we provided BOA with event management support, securing industry guests and speakers, and managing invites and press.

Rewired developed a strong working relationship with the Academy’s Principal, ensuring a comprehensive overview of BOA’s multifarious activity.

We used our strong media relationships to ensure BOA was front-of-mind for print, online and broadcast opportunities relating to education. Additionally, we provided BOA with event management support, securing industry guests and speakers, and managing invites and press.

 
 

The Results

 

Birmingham Ormiston Academy opened in September 2011 in a brand-new landmark building, located at the hub of the digital and creative industries in the West Midlands, with superb facilities for academic, vocational and extra-curricular activities.

It was over-subscribed for it’s initial intake, and continues to achieve year on year growth in terms of enquiries and applications. 

  • We generated over 80 pieces of coverage for the Academy’s launch
  • Blanket coverage across regional TV and radio
  • National press coverage including Daily Mail, The Mirror
  • BOA was oversubscribed for it’s first intake,

Following the Academy’s launch, we sustained a regular media presence for BOA in the region’s key media, alongside national mainstream and education press, including comment pieces and case studies.

BOA’s success is now set to be replicated with the launch of BOA2, a specialist digital media academy.

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