Brand messaging plays a crucial role in ensuring that all stakeholders, from customers to franchisees, understand what a brand stands for. It is essential to keep this messaging refreshed and renewed, reflecting the evolving values and aspirations of the brand. This involves taking a look introspectively, assessing how well the brand’s mission and values are communicated and perceived. For over 35 years, Stagecoach Performing Arts has steadfastly pursued its mission to instil Creative Courage for Life in children both in the UK and around the world. To stay relevant and competitive for prospective students and franchisees, the brand has launched a bold new campaign that clearly and compellingly reinforces this mission.
Here, CEO Andy Knights discusses the importance of maintaining vibrant and dynamic brand messaging. He shares insights into the strategic decisions behind the new campaign and how it aims to resonate with both current and potential members of the Stagecoach family. Joining him is Head of Marketing Dijana Radisevic, who elaborates on the creative process and the collaborative efforts that brought the campaign to life.
For any franchisor, it is crucial to periodically reassess and refresh brand messaging to keep it vibrant and relevant By bringing the entire franchise network into the conversation, you not only craft a message that is clear and engaging but also one that truly resonates with the shared values and goals of everyone involved.
Getting feedback from franchisees, employees and customers is key. It gives you a well-rounded view of what is working and what is not, helping you tweak your messaging so it stays true to your brand’s mission while adapting to evolving needs.
This approach not only injects new ideas into the mix but also fosters a stronger sense of unity and shared purpose across the network. And, by offering thorough training and support, you equip your franchisees to communicate the new messaging effectively. The result? A brand message that is always vibrant, relevant and consistently on point, with everyone pulling in the same direction.
At Stagecoach, we are passionate about making sure the Creative Courage for Life that we nurture in children goes beyond the classroom. We want that confidence to shine through at home, in school and in every part of their lives. That is the powerful message Dijana and the team were determined to capture in our new campaign’s marketing materials, ensuring that this radiating presence is front and centre.
“Our goal was to create powerful, unique and inspiring imagery that stands out and sparks curiosity,” said Dijana. “This campaign is more than just a recruitment tool; it truly represents the beating heart of our brand values. By collaborating closely with our global team of franchisees and incorporating feedback from our regular franchisee sentiment surveys, we’ve achieved a vibrant new look for Creative Courage for Life.
“Parents want their children to grow up as confident, well-rounded individuals who can achieve their dreams,” explained Dijana. “But they also need support in teaching their children the essential life skills needed for success, especially as schools increasingly move away from the arts.
“Creative Courage for Life represents the journey of our students, many of whom become teaching assistants, teachers, managers or even franchisees. Some, years later, bring their own children to Stagecoach, creating a familiar circle of life within our network. Our new imagery captures the Creative Courage we instil in the classroom and how it continues to grow and influence students beyond those four walls. Our campaign video takes us on a journey with the student, truly bringing Creative Courage for Life to life.”
Although the rollout is just getting started, the incredible response we have seen from our franchisee network is a testament to our approach of involving franchisees from every corner in the development process. Thanks to the dedication of Dijana and the entire marketing team, this new campaign has us more inspired than ever. We are excited to keep empowering children with Creative Courage for Life while supporting our amazing franchisees who bring this mission to life every single day.
