Franchise Takes the Stage with Brand Awareness

Posted 09/08/2018 : By: Debbie Dennis

Stagecoach Performing Arts a performing arts school which is celebrating its 30th birthday this year and welcoming 1 million part-time students through its doors over the that time, have been announced as the winner of the Brand Awareness Award category at the reputable annual bfa HSBC Franchise Awards 2018.

In 2014, the company began to look more closely at how its business was perceived and conducted detailed research with all of its stakeholders - current customers, franchisees, teachers, head office staff and potential customers. In response to this research, 2015/16 saw a rebrand of the entire business, investing in new marketing collateral, new websites and new uniforms for students. Franchisees, who were initially concerned about how the Stagecoach rebrand could affect their business, wholeheartedly embraced the change, and within six months, the entire UK network had adopted the new brand identity.

As Stagecoach enters its 30th anniversary year, the network does so with a buoyant feeling of excitement and anticipation. 2018 began with a renewed focus on PR and increased social media activities. When the company rebranded, the strategy was to become a credible source of thought-leadership pieces for the children’s performing arts sector. This has evolved, and this year Stagecoach will be commissioning more articles about the extended skills and well-being required to sustain a love of the arts. This will also be supported by a range of anniversary events for teachers and franchisees from a Global Franchisee Conference and TeacherFest, to a Guinness World Record attempt to achieve the most simultaneous live performances of a stage show - Disney’s Beauty and The Beast Junior. Their 30th anniversary year will then culminate with the inaugural ‘Creative Courage For Life’ Awards, a special initiative for the birthday year, which celebrates the students and teachers in its network.

On winning the Brand Awareness Award, Jo Scalpello, Head of Global Marketing for Stagecoach Performing Arts said, “We are absolutely delighted to have won the Brand Awareness Award. This award is the cherry on the cake after a period of a lot of hard work and determination to turn the brand around. It has been an incredible and enjoyable journey for all involved and to have that work recognised with such a prestigious award is another great boost of energy to continue our plans. We would like to thank our network of passionate franchisees without whom this wouldn’t have been possible. We have really felt the benefit of working with the bfa throughout the whole process and would like to thank all involved for their support.”