Current situation

Reorganisations and mergings are found even in the world of education. Mergings of higher educational institutions promised to be beneficial for the responsible of the education policy in Switzerland. As a result the music drama and dance schools were merged into the academy of music and performing art (Zurich School of Music, Drama and Dance SMD).

Problems and disadvantages

Each name of the former individual schools were abandoned in favour of the new name SMD. The public recognition diminished and the students hardly changed their identification with the new formation of the school. The number of visitors at the events decreased as well as the quality of the internal communication processes.

Our study shows the following solutions:

1. Change from conservatory to SMD

Improvement of internal communications:

• Distribution of information via channels independent of time and location such as Email or Intranet
• Revision of existing communication channels such as information board and information screen
• Clear definition of communication between school directors and students

Awareness:

• Consistently use of the name SMD
• Publicise the new name SMD with logo as often as possible (Merchandising, screensaver, stationary)

1. Event marketing

• Marketing measures for a larger public
• User friendly calendar of events
• New services to find events on the online agenda
• Use of free event agendas, for example the calendar of event of the city of Winterthur
• Implementation / introduction of an event newsletter via internet
• Organise events more frequently in the public. The aim is to bring these events closer to the public instead of bringing the public into the house of SMD