Under the artistic leadership of Tamara Harvey and Daniel Evans the RSC has a bold new vision. While each production offers different ways of demonstrating this, they’re also keen to communicate consistency – the qualities always present, the RSC brand DNA – motivating people to get involved because its the RSC and that means something.
The marketing, digital and comms teams are excited by this and eager to convey this fresh RSC, so audiences and potential new understand its intention and can see its relevance. A promise, no matter what it is, it will be distinctly RSC.
To support them in this, we worked with artistic and marketing, brand and content teams to create a brand story toolkit – empowering guidelines and guardrails – giving everyone the tools they need and the confidence to execute effectively and represent the Artistic Directors’ vision for the new RSC.
We’re now delivering regular ongoing “surgery sessions” to support marketing, brand and content teams in the implementation of this approach, as well as sessions with development to ensure this approach can support them too.
Following on from this we facilitated a process for the Brand and Audiences team to develop a robust Audience Development Plan to increase return on the team’s efforts to grow and widen audiences, build RSC brand relationships, and increase revenue.
