Working with the sponsor, UBS, we developed and delivered a successful communications strategy which has taken the Academy from the initial planning stage through to site construction, to the school opening in temporary accommodation, and then moving to it's new building on Laburnum Street.

The relationship continues following the school’s opening in September 2007 and beyond, as the Academy’s PR needs change and develop.

The activities have covered:

• Stakeholder engagement and consultation on the proposal for the new school
• Developing a brand identity for the school
• Regular newsletters to local schools and the local community
• Media relations
• Development of the website
• Launch management
• Recruitment communications service
• Signage advice and delivery

We have an excellent working relationship with the school’s sponsor, UBS, and are able to be responsive to their requirements at all times, including providing 24/7 cover service.

Strategic communications advice

We developed an overarching communications strategy for The Bridge Academy, Hackney, with key milestones, working alongside the sponsor’s in-house project team.

This has included development of key messages, question and answers, agreeing statements and briefing key speakers at public events.

A key part of our work has been around reputation management and establishing excellent relationships in the local area.

Stakeholder engagement and consultation

We project managed the public consultation on the new school, covering a range of activities.

We devised a questionnaire for parents and community organisations, and developed the first phase of the website.

We devised and ran a range of open days and evenings for local people to find out more about the proposals.

We also developed a series of meetings with key education stakeholders, including councillors, head teachers and school governors, as part of this process.

We have also coordinated a series of meetings with tenant and community organisations. There is ongoing face-to-face communication with key groups and stakeholders.

Developing a corporate identity

We managed the entire process for the academy’s corporate identity, which included developing an agreed holding design identity for the new school and finalising the longer-term corporate identity and roll out covering stationery, signage, school uniform and the colour palette for the school.

Regular newsletters to local schools and the local community

We devised two levels of paper communication to cover work with local schools and residents.

A regular newsletter is distributed to local primary schools to inform prospective parents of primary age children about the development of the school and give updates on issues such as curriculum development.

For people living near the school site we have created a regular flow of communication through a separate residents’ newsletter. This has covered issues like the building work timetable and has been targeted to reach people who are going to be the school’s neighbours.

The aim is to develop positive relationships over time.

Media Relations

We have been responsible for managing relationships with the media, particularly the local press.

This has involved identifying positive stories and having an early warning system in place for potentially negative stories.

Development of new website

We developed two websites for the Academy; one up to the launch date and one which went live following the opening of the school in September 2007.

The website has brought together all the ingredients listed earlier. It was an important tool during the consultation period and when applying the final corporate identity for the school.

The new website is now the official site for the academy.

Launch Management

We devised and delivered a strategy and plan for the launch of the school’s opening in October 2007, an event that was attended by David Miliband.

Students were on hand as ambassadors, showcasing the Academy’s specialisms and all staff received a formal invitation