We provided a full media relations service which entailed running and managing a press office on behalf of the Academy.

St Anne’s Academy, Rochdale, faced two challenges; local opposition to the Academy’s name change from a long-standing foundation, and the possible removal of a WW2 memorial plaque.

The local newspaper jumped on the bandwagon and launched a campaign to ‘save’ the original name with its associations of history and heritage. At this stage, we were brought in to manage the reputation issues for the Academy and to pro-act an appropriate media strategy to counter the local newspaper-led campaign.

We worked with all key stakeholders to broker an agreement whereby the foundation would be acknowledged on literature and letterheads and suggested a contemplation garden to mark the contribution made by WW2 veterans.

Stakeholders were happy with these compromises and the campaign quickly wound down. We followed up this reputation management work with a proactive media strategy which built on the recent positive outcomes and fed in a managed flow of positive media stories around key markers such as the new uniform, new logo and the provision for post-16 education at the Academy.

We devised and delivered a comprehensive consultation strategy around the brand identity, encompassing stakeholders such as staff, current students, pupils from feeder primary schools and parents.

We devised creative solutions to engage wide groups of stakeholders which included a competition for young people, workshops and managed feedback sessions for all. This resulted in a real sense of ownership and pride in the Academy’s new identity.

Similarly we expanded the consultation processes now in place for the development of a uniform policy, devising a questionnaire for all stakeholders.

We have been responsible throughout for the design, development and delivery of the Academy’s website (including hosting, url/domain names/registering and buying space) and have written and designed (including management of all photography) the new prospectus.

We also conducted a signage audit throughout the site, providing creative solutions for signage and wrote, designed and distributed a number of newsletters for the local community.