CASIO Music Education Initiative

National (UK) Above-The-Line, CASIO Music Education Awareness Initiative

Project Analysis

Raising awareness for lack of funding for Piano Teachers. Conceived & delivered Piano Teacher Network (An Online Community with Membership Benefits) A Nationwide tour of schools and music colleges, with a brand ambassador (Ivor Novello Award-Winning, Sony Music Recording Artist, Laura Mvula) to shine a spotlight on the importance of music education in schools.

Children were encouraged to nominate their favourite teacher for the ‘Music Teacher of The Year’ awards hosted by national radio, brand partner CLASSIC FM, hosted at Royal Albert Hall. A series of films and digital assets were created and deployed as part of a large social media awareness campaign.

National Media coverage obtained in The Guardian and Daily Telegraph Newspaper (Print & Online) and PR management. x500 Piano Teachers were recruited to a membership scheme that offered financial support, classroom learning resources, and raised funds for three partner charities, including Great Ormond St Hospital.

Result 1

PR - The Guardian
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Result 2

Art Direction
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Result 3

POS Concept
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Services Utilised

  • Full Digital Marketing Audit and Plan
  • CRM Framework Conception, Installation, Integration
  • Art Direction
  • Customer Persona Development
  • Data Analysis and Marketing Metric Reporting