BOA is the first specialist digital, creative and performing arts academy outside of London and is partnered with the BRIT School.
Rewired was appointed to raise awareness of the academy in the run up to its opening to support admission enquiries and staff recruitment. This included:
- Supporting the academy during and after its launch period.
- Generating coverage in regional print and broadcast press as well as national and trade press.
- Generating coverage in wider regional publications to support the key message that the academy accepts students from the wider West Midlands area.
Rewired worked with the academy to issue a series of news releases in the run up to the opening of the academy. Subjects written about included information about the admission/aptitude processes and the number of jobs the opening of the academy will create.
Rewired liaised with students from outside the Birmingham area who had been awarded a place at the academy to secure coverage in wider regional titles.
During its launch period Rewired worked with BOA to provide support on a number of activities including former BRIT School attendee Jessie J's visit to the school. Rewired assisted with the planning and logistics on the day and managed all press in the lead up, during and after the event, including managing a press conference with the artist herself.
Rewired worked closely with BOA staff to ensure a sustained media presence in Birmingham's regional press, as well as national and trade press.
This included double page spreads in the Birmingham Mail and Post as well as regional television coverage. During the week of the launch events/performances, Rewired secured coverage in regional print, broadcast and national press.
In the four months that Rewired worked with BOA during the launch period it achieved a PR value worth over Ã�Â£1.3 million, and reached over 15 million people.
Rewired has now been retained by BOA to deliver its PR and marketing throughout 2012.