The Royal College of Music (RCM) launched its Young Bassoon Programme in response to a UK-wide decline in playing what is now often referred to as an "endangered instrument." The goal was to recruit 15 bassoonists (ages 11-18) to join a new, free program that offers peer support. As a result of the marketing campaign, which had a strong digital focus, we exceeded the target by 233% and filled 50 places, with 51 on the waiting list. This success was also reflected in views to the RCM website's woodwind faculty pages, which increased by 31% during the three weeks of the campaign. To develop the campaign, we researched the state of bassoon teaching and learning in the UK and engaged with specialist woodwind organizations. We honed the messaging, created new imagery, and dug into the RCM’s archive to find unique bassoon recordings, all to appeal to our target audience. To round it off, we secured press coverage in a number of UK publications.
From the Judges
This groundbreaking campaign aimed to cultivate a nationwide community of bassoon players, vital for nurturing future talent in music conservatoires. The campaign tailored its messaging to resonate with teachers and parents, while showcasing diverse imagery to appeal to a broad demographic. Remarkably, a modest budget of £500 and a judicious allocation of resources, particularly in targeted Facebook advertising, yielded impressive results and significant website traffic. This campaign exemplifies strategic prowess and resource optimization, setting a new standard for pipeline initiatives in music education.
