Communication is a two way process. This obvious, profound observation confirms that no communication strategy works without participation from both parties.
Target Audience
We communicate in every aspect of our business and community including;
- Young people
- Parents
- Teachers
- School Leadership teams
- Music Teachers
- Charities
- DfE
- Local Businesses
- Delivery Partners
- Venues
- Local Authority and Children’s Services
- Executive Board Members
- Local Businesses
- Trustees of Friends of Blackpool Music Service charity
- Local bands/musicians
- Strategy and Use
There are various ways to contact the Music Service. We have an extensive online presence through our website and social media sites, all of which are available for sending messages and questions through to the admin team at the Music Service. Parents often use these channels to ask about ensembles, lessons and events. We aim to respond to these messages within 48 hours.
Schools and Delivery Partners often contact the Music Service via email or by phoning directly. We aim to reply to these messages as soon as possible to ensure smooth daily running of our Service for example, the weekly timetabled lessons or the planning and running of our events.
If we encounter a problem that needs escalating, the Head of Service will always be first to advise how to handle the issue. This may involve communicating with schools, parents and Music Service staff. We take all issues seriously and handle them in a fair and professional way that resolves the issue and prevents it from happening in the future.
We pride ourselves in building relationships with the CEOs and Managers of Blackpool’s large venues. Communication and transparency on both sides means increased collaboration and enhances trust. When organising an event, we will arrange a meeting with the venue to discuss the preliminary stages of the event such as venue hire costs, dates and times, and to discuss the specific needs of the event.
We then communicate with our schools and ensembles to gauge interest and involvement. Once this is established we will send out further information and resources via email, and in some cases, arrange for a CPD meeting, especially for new school teachers who have not been involved in Blackpool Music Service events before.
We publicise the event through a variety of channels. Advertising posters are mailed out to participating schools, we will promote the event on our website, social media and venue sites, and may promote through local radio and newspapers. During and after the event communication plays a large role. During the event we communicate with teachers, pupils, parents, compere, judges, a photographer and media company to ensure the event runs smoothly. After the event we celebrate by posting on the website, social networks and the local newspaper. Parents will contact BMS to purchase DVDs as a memento of their child performing on stage.
We then send DVDs and photos to schools via email and post, as well as selling them to parents who have ordered either at the event in person or by email or phone call.
In May each year, we begin the process of preparing Service Level Agreements (SLAs) with our schools for the following academic year. This is a considerable task which involves communicating with over 50 schools, each with music leads, business leads, finance officers, leadership teams and Headteachers, and the Music Service’s peripatetic teaching staff. This allows us to create a working timetable for the Music Service to deliver the school’s musical education needs for the next academic year. The SLAs are posted and emailed and we are then in constant communication with each school. This is not only before the academic year begins, but throughout, as challenges may arise during the year which could mean that timetables need altering to meet the school’s needs and works with our teachers availability.
Before the beginning of each academic year we email/telephone all schools to ensure our contact information is kept up to date at all times. The same is done for each of our Music Service ensemble members, updating their contact information to ensure that information for events, rehearsals and other news reaches members, parents and family. We also ask for emergency contact details and request that we are made aware of any allergies or medical requirements.
Throughout the year we run our Music Medal programme which requires communication between peripatetic teachers, schools, parents, pupils and ourselves. Peris must communicate appropriately with schools, pupils and parents in order to obtain permission for the pupil to take a music medal examination. The peris then deliver the relevant documents to the office either with cash/cheque payment. The office staff are also able to arrange various online payment methods with the parent or school.
Once payment for the medal is received, the peri teacher will conduct the exam with the pupil. The office team arrange for a medal and certificate to be taken to school and handed to the pupil, who is often presented with this during the school assembly.
A similar process takes place for external examinations with ABRSM and the office communicates with ABRSM/peri teachers/parents to arrange exam dates, exam location and also for an accompanist where required.
Communications and Engagement Plan
Blackpool Music Service communicates through a variety of channels and many of these are open, public and, reach multiple audiences. The principal communication channels are:
- Website: www.blackpoolmusicservice.co.uk
- YouTube channel:@Blackpoolmusicservice5006
- Facebook: Blackpool Music Service
- Twitter: @Bpoolmusicserv
- Press and media releases
- Blackpool Children’s Services portal: www.blackpool.gov.uk
- Blackpool Council’s Headteachers’ bulletins
- Blackpool Council’s Governor Services communication
- Blackpool Council Hub (Council intranet)
- Annual SLA contracting process with schools (Sept – Aug)
- Direct e-mailing to target audiences
Our website is the main source for key information and activities. It details the Music Service’s vision, aims and priorities and the following documents are available to view:
- Programme of activity
- Progression strategy
- Communication strategy
The website for Blackpool Music Service allows stakeholders, parents and carers to contact through a Contact form. There is also an email address for the Music Service, a phone number and links to social networking sites for sending messages on most of the web pages.
Feedback processes and opportunities
We gather views from stakeholders formally through:
- annual survey in June – October
- contact form on the website
- customer satisfaction questionnaire on the website
- consultations feeding into our needs analysis with all school colleagues in June.
- our complaints and compliments process – stakeholders are asked to make contact with the Head of Service
- project and event evaluations on an ongoing basis, at both Service and partner levels
We also monitor informal feedback received throughout the year and encourage our partners to share informal feedback they receive when working with Blackpool Music Service.
Digital assets which enrich communications
We gather evidence of the Music Service’s work in the form of photographs, sound clips and videos. These may be generated by participants or partners we work with, and they are uploaded to the most suitable of our social media channels. We link to these in media releases, posts, newsletters, reports and text documents. Publication and use of digital assets by the Music Service comply with our safeguarding policies and respect the rights of the Intellectual Property holder.
Audience Analysis
| Audience | Key messages | Channels and tools | Frequency or dates | Success measures | Owner |
| Head teachers | Opportunities for school partnerships, live performances and networking. Partnerships with extensive list of partners on an annual and one off basis including Charanga and Music Mark Membership. | BMS Email Council’s Head teacher bulletin, website articles telephone | Ad hoc | Responses Various media website Hits. | Head of Service |
| High School Heads of Music | Opportunities for school partnerships, live performances and networking. Partnerships with extensive list of partners on an annual and one off basis including Digital and composition workshops. | E-mails Network meetings Distribution of online resources Email telephone | Termly Ad hoc Termly | Attendance Student Feedback Number of schools involved. | Head of Service |
| Primary Music Co-ordinators | How to get involved in Music Service projects – focus on Vocal Strategy CPD | Emails Network meetings telephone | Ad hoc Termly | Attendance | Head of Service |
| Non-specialist teachers | Continue to promote Charanga through SMDP. Promote CPD including EDI and Ofsted | Emails Emails and online booking forms telephone | Termly Ad hoc Termly | Participation Rate | Head of Service |
| Partners | Ongoing communication of key Music Service messages | Email / Teams / Face to Face meeting | Ad hoc / Termly | Frequency of partner feedback | Head of Service |
| Council/CCG/Police | Key messages on Music Service Impact to Head of the Council | Written Report Documents telephone | Annually and through ongoing conversations with Directorate SLT Termly | Council recognises Music Service Impact All schools contacted re guidance | Head of Service |