Overview
Year Out Drama, an intensive, full-time course based in the heart of Stratford-upon-Avon, has long inspired young creatives. For decades, the programme has attracted 18–25-year-olds looking to immerse themselves in drama training, building both skills and confidence. Yet, like many institutions, Year Out Drama faced unique challenges in the post-Covid landscape, particularly in reconnecting with its target audience, reigniting interest among potential applicants, and re-engaging its alumni network. The Year Out Drama team approached us for support in revamping their marketing, communications, and brand strategy to boost recruitment, increase website traffic, and restore excitement for new applicants and alumni alike.
What We Did
To help Year Out Drama reconnect with its audience and strengthen its appeal to the next generation of young performers, we began with an in-depth marketing audit. This process allowed us to identify gaps in the current strategy, gain insight into the post-Covid expectations of young talent, and analyze trends among similar institutions. Reviewing competitor approaches and tracking social media engagement patterns revealed valuable insights that would help us prioritise the most effective platforms and channels for reaching prospective students.
Building on the audit findings, we developed a comprehensive marketing and communications strategy to drive website traffic, generate excitement, and increase applications. This new strategy put an emphasis on creating practical, behind-the-scenes content to give prospective students an authentic glimpse of the Year Out Drama experience. We focused on expanding social media presence on platforms popular with Gen Z audiences, using these channels to engage current students, reconnect with alumni, and foster a strong sense of community for new applicants.
In collaboration with a branding team, we also refreshed Year Out Drama’s visual identity, ensuring it was both visually appealing to younger audiences and representative of the programme’s heritage. The new branding goes beyond aesthetics, bringing to life the vibrancy and professionalism that defines Year Out Drama. The updated visuals and tone of voice align with the dynamic, supportive environment that makes Year Out Drama such a valuable experience.
Another priority was the development of a new, user-friendly website. A seamless and visually engaging website is crucial for attracting applicants, so we oversaw the creation of a redesigned site that would streamline the user journey. Key improvements included enhanced navigation to make it easy for potential students to explore course information, alumni testimonials, and application details. Recognizing that many young users primarily browse on their phones, we ensured the site was mobile-optimized for a smooth experience on any device. A simplified application pathway was also created to boost conversions and make it easier for prospective students to take the next step.s
To further elevate Year Out Drama’s visibility, we implemented a structured PR and social media plan. We designed a social media content calendar that highlighted student life, alumni success stories, and curriculum updates to keep audiences engaged and informed. Additionally, we collaborated with alumni and influential voices in the drama community to broaden Year Out Drama’s reach. Targeted advertising campaigns were also set up to connect with young creatives who may be considering a career in drama.
Results
Since launching the new strategy and brand identity, Year Out Drama has seen encouraging early results. Website traffic has increased as young actors and their families are drawn to explore the re-imagined website, while social engagement has risen noticeably, with students and alumni sharing their experiences and boosting the programme’s visibility. Most importantly, the programme has seen a marked rise in inquiries and applications, a promising sign of renewed interest in the course among prospective students.
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