RADA Business: All the Workplace is a Stage

THE BRIEF

PR Agency One was appointed to create an integrated B2B PR strategy to build the brand’s reputation and generate leads.

RADA Business is the commercial arm of the world-renowned Royal Academy of Dramatic Arts (RADA), which transfers the actor training disciplines taught at RADA to the workplace.

It offers courses, tailored in-house programmes, one-to-one coaching and team building.

INTEGRATED PR STRATEGY

We created the All The Workplace Is A Stage report, which identified the direct transferability of skills between the stage and workplace. This drew on a survey of UK workers.

The report also included tips and advice from the world-leading tutors at RADA Business on how to improve professional skills using acting techniques.

This was published on the RADA website, and acted as an authoritative source of information for media titles to link back.

RESULTS

• 80 pieces of coverage
• 47 links to the website secured in media coverage
• Links generated in coverage had an average domain authority of 68/100
• Share of voice for RADA Business increased by 275% following this campaign
• Brand mentions for communication skills training increased to an average of 55/100, in comparison to 5/100 before the campaign begun

Coverage highlights included:

• The Times,
• Reward Guide,
• Small Business,
• HR Director,
• Recruiter and
• CEO Magazine