Case study: devising a national schools campaign
Between 2021 and 2024 Abigail D’Amore Associates devised and managed a 3 year schools campaign for our client Printed Music Licensing Ltd.
Devised by Abigail D’Amore Associates, Every Copy Counts had its inception in April 2021 as a three year data collection strategy with the following aims:
1) Raise awareness of the Schools Printed Music Licence (SPML) and its benefits for schools
2) Increase the quantity and quality of data being reported by schools
3) Provide schools with materials and resources to support composing and songwriting in the classroom
4) Increase awareness of the music publishing industry
We delivered a complex strategy, working with a varied set of Associate expertise. This included:
Strategy: strategy development and implementation; team recruitment and management; establishment of partnerships with multiple stakeholders including government departments, local Music Education Hubs and individual teachers; regular reporting to PMLL board of directors.
Data collection: supported with development of online portal; delivered an Ambassador Schools programme; facilitated a series of events, webinars and competitions to incentivise teachers to submit data; collated, analysed and reported portal data including analysis and profiling of schools.
Resources: created learning materials, guides, resources, films and webinars; developed our ‘Teacher Studio’ workshop of music teachers as resource developers.
Communications: devised and implemented a significant communications strategy including brand establishment, website development, PR campaign, mailouts, newsletters and social media campaign.
Research, evaluation and development: conducted user experience research; prototyped an AI solution for extracting data; produced a comprehensive evaluation and a legacy pack of materials for schools.
Read our evaluation report here.
“Abi and the team were very, very patient and quite resilient in repeatedly going back again creatively with new ideas. So I think that's what will probably stick with me the most is that kind of ability to pivot and think creatively about what more we could do and really, really interrogate the challenge, which is a huge one of trying to engage with a very disparate school community in an area where music is often sidelined and with teachers who are too always too busy to do anything additional so I think it's that energy and that creativity and resilience stand out to me”. Music Publisher interview
ADA associates who worked on the ECC campaign were: Abigail D’Amore, Nicola Burke, Lawrence Becko, Eleanor Rattenbury, Sarah Mawby, Helen Hendry, Mairéad Duffy, Tom Dent, Fran Hannan.
