Singapore Raffles Music College’s new campus launch Case Study

EASTWEST PR (EASTWEST) leveraged and supported the launch of Singapore Raffles Music College (SRMC)’s new campus launch at Alexandra Road. EASTWEST PR supported with media relations, press conference and the media tour. About SRMC Singapore Raffles Music College (SRMC) is a tertiary institution registered with the Committee for Private Education (CPE), and has been one of Singapore’s most established institutions of higher learning for music and dance education since 2001. It is the only music and dance focused education institution being awarded the 4-Year EduTrust Certification Award by CPE. Steeped in the tradition of excellence, SRMC possesses not only comprehensive curricula, excellent infrastructure, innovative teaching methods but also a team of highly qualified, dedicated and professional academic team. In 2010, SRMC partnered with London College of Music, University of West London (UWL) – one of the most prestigious tertiary institutions in UK – to offer various music and dance degree programmes. SRMC prides itself as the first private tertiary institution outside UK to offer these programmes. Client Briefing SRMC approached EASTWEST to leverage its campus launch at Alexandra Road amongst its stakeholders, in a focused and strategic manner in Singapore and China. As part of the engagement EASTWEST supported by developing an effect communications outreach programme, achieving SRMC’s two main objectives:

  1. To position SRMC as the school of choice for music and dance in Singapore.
  2. Raise brand awareness for SRMC and its offerings in Singapore and China.

Deliverable EASTWEST focused on raising brand awareness for SRMC and build thought leadership for key spokesperson through relevant tier one media interviews and press release announcement. The press release was translated into Mandarin and distributed among relevant media in China, making it more relevant and newsworthy for the media in the market.

  1. EASTWEST conceptualized event flow and agenda.
  2. EASTWEST supported in the invitation of media and influencers to the launch event.
  3. EASTWEST developed one press release in English and translated it into Mandarin.
  4. EASTWEST distributed the release in Singapore, China, Malaysia, Philippines, Thailand, and Vietnam.

Five interview meetings were arranged for SRMC spokesperson, Mr Ryan Goh, Executive Director, SRMC, and their industry partners, Mr Lee Si Song and Mr Lee Wei Song. In Singapore, EASTWEST secured three (3) interview opportunities with top-tier media outlets, such as Lianhe Zaobao, i-Weekly and justsayin.ASIA for Ryan Goh, Executive Director, SRMC.

EASTWEST also supported SRMC in developing the ministerial invitation and invitations to the various media outlets.

Challenges In its initiative to enable SRMC to successfully leverage its launch of the new campus, EASTWEST PR team did come across certain challenges. One of the challenges was to highlight the uniqueness of the school offering dance and music only programs, as compared to other arts institutions. Another challenge was faced on the day of the launch, the Singapore government released statistics on the music scene in Singapore, which caused the media to go into a frenzy to chase the news angle and get comments from the governmental bodies. The team with its strong media relations ensured that SRMC’s launch event was still successful with tier-one media attending the event.     A third challenge that was faced by the team was the short lead-time to invite a VIP of the ministerial calibre to attend the event. In a short-span of two weeks, EASTWEST created a funky and unique invitation in the form of a violin case, with the SRMC agenda, invitation and event information enclosed within the violin case and sent it across to Minister Grace Fu and Baey Yam Keng. However, due to the short-lead   time, their schedules were full and were unable to attend the event. Regardless, EASTWEST managed to secure 86 pieces of coverage despite the lack of a minister at the event. The team also had to develop relevant pitches involving the key objectives that SRMC had desired to convey to its stakeholders, and linking those message to current developments in the music scene, in order to pique further interest from the local media.  Results The press releases and interviews proved successful for SRMC’s initiative with EASTWEST PR successfully enabling to publish 86 articles across various important top-tier media publications such as Xinhua, iWeekly and Lianhe Zaobao.

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