Opening a brand new, state-of-the-art music institute in the heart of the UK’s heavy metal homeland became an even more challenging project in a global pandemic.
Resonance is located the Black Country, the birthplace of iconic bands like Led Zeppelin, ELO and Black Sabbath. It offers degree-level popular music performance and production courses and is operated and supported by some of the most influential names in the music industry.
I came on board in 2019 to write the Resonance website and worked alongside the management team until the opening a year later, devising strategies and campaigns to promote the institute to potential students and their teachers and collaborating with outsourced design and PR agencies.
With the unwelcome arrival of the Covid pandemic in March 2020, it became impossible to run the college roadshows and open days that provided fertile recruiting opportunities. Resonance’s marketing had to work even harder: we used a flexible combination of online content, emails, advertising, PR and social media to successfully attract the first student cohort the following September.
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