Royal College of Organists.
Leading Lines: pulling out all the stops for this professional body and music charity
The Royal College of Organists (RCO) is an international charity and membership organisation which has supported and represented organists and choral directors for more than 150 years, promoting the best in musicianship, nurturing interest in the instrument and encouraging engagement with its history and repertoire.
Leader provides the College with a comprehensive, integrated and fully outsourced marketing function.
Following an initial marketing and reputation audit in 2005 we created and launched a new brand identity, featuring a fresh logo designed to be equally at home on digital platforms as printed alongside the College’s traditional coat of arms. Emphasising brand evolution over sudden reinvention, the logo has been supported by carefully chosen colours and fonts which balance tradition and modernity.
The RCO website was redesigned and considerably expanded to support a huge range of marketing and operational activities, and in 2016 we led the launch of iRCO, a sophisticated online learning environment which delivers a wide range of online services and resources for College members.
Leader Director Marc Sanderson represents the College as its Head of Marketing, leading a multi-disciplinary marketing team comprising a mixture of Leader, RCO and third-party personnel. Together they support all aspects of the College’s marketing strategy, communication and engagement with members, donors, the media, key influencers and other stakeholders.
Today’s Royal College of Organists enjoys a reputation as an innovative and dynamic organisation with a rising membership and a wider range of activities and services than ever.
Social media and other digital activities have helped the College establish an influential online presence, and the College’s own publications have been revised and modernised in response to changing technologies and tastes. Media relations has achieved excellent levels of coverage in newspapers and major music titles, as well as broadcasts on national radio.
Major marketing projects carried out in recent years have included support for the College’s 150th anniversary celebrations, a major legacy fundraising campaign, the design and commissioning of a bespoke CRM system, a major market research project, and the launches of a string of new member service and customer experience initiatives.
RCO Chief Executive Sir Andrew Parmley said:
It would be hard to overstate the value we place on our enduring partnership with Leader. Marc and his colleagues have become an integral part of the College team, providing exceptional strategic, creative and technical marketing support for everything that we do. I have no hesitation in recommending Leader.
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