London College of Music Examinations - Ronin Marketing
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London College of Music Examinations

London College of Music Examinations (LCME) is an examination board with 135 years of experience in providing high quality examinations worldwide. It caters for all levels of ability from early learning to diploma, across a wide range of subjects in the fields of drama and communication as well as music. It is uniquely among music and performance examination boards, part of a London university, the University of West London.

When the COVID pandemic struck in 2019, LCME found itself in an extremely difficult situation; unable to continue with its traditional in-person examinations its revenue streams were completely severed. At the same time communications with its customers became troublesome as staff were isolated. Consequently its social media channels became a public forum for complaint.

 

LCME engaged Ronin to reopen communications with customers and restore its bruised relationships. This then provided a healthy platform for the launch of the college’s digital exams, which allowed candidates to progress their studies throughout the pandemic, taking their exams online or via recorded submission.

In partnership with the International School of Musicians, which provided London College of Music Examinations’ new digital platform, Ronin created a global campaign to launch the new exams and to support the college’s international network of representatives. LCME was able to recover the revenues lost from in-person examinations, whilst the digital exams have now become a permanent option for candidates.

 

With restrictions easing, and in-person exams starting up again, Ronin continued with promotion of the exam options on LCME’s social media channels. The content included highlighting the benefits of different exam formats using images and video examples of candidates from across the world taking their assessments. LCME’s social media platforms have now become a place for positive news stories, keeping representatives, teachers and candidates informed, and a port of call for any queries pertaining to exams.