Jupiter is a manufacturer of brass and woodwind instruments.
This is what Jupiters website says
Since 1930 the JUPITER company has been dedicated to helping schools and culture. This simple definition still represents the primary goal of the JUPITER brand today.
To that end Jupiter have been involved in a project called SoundStart
SoundStart began in September 2001, when 30 young pupils from Elmwood Primary School in Croydon became the first to try this unique musical experiment. Unlike most music tuition that takes place outside the classroom, Soundstart takes a whole class from beginner to concert in one term. Jupiter brass and woodwind and their UK distributor Korg UK, working with Croydon Music Services, gave each child an instrument of their choice – a wide range from flutes to saxophones, some of which the children had never seen or heard before.
And the benefits.... well, as one child explained “Do you realize if we weren't doing this music project we could be out nicking cars?".
Or how aboout this
All this is translating into better results for the school overall. Poor attendance and lateness have been virtually eradicated. Homework completion has gone up from 67 % to 97%. There has been a significant decline in children involved in "disruptive behaviour" in and, especially out of class, with three/four incidents a week down to less than one a week.
From the Jupiter website is a list of benefits:
Great enthusiasm from pupils, teachers and parents
Supports the school's music curriculum
Enhances music's status in the school
Provides development for teachers
Proved to be fully replicable in other authorities
Comprehensive resource material and support provided
Publicity opportunity for schools
Benefits for schools in the community and with parents
Leads to increased take up of Music Service tuition
Help to create "life-long enthusiasm“ for music.
Having just read the article - I am reminded that as we always argued at SMLXL finding innovative ways to support and engage individuals and their wider community is the future of brands that want to be successful.
As we say in our little book of engagement marketing
Engagement Marketing could help sell a product, an industry, a region, combat a social issue. Engagement Marketing is about connecting large or small communities with engaging content to a commercial or social agenda
It creates a better more rewarding context for people to want to be involved. The brand or institution becomes dynamic rather than static - it plays a more relevant role in peoples lives.
Korg UK and Jupiter who have put a great deal of effort into this project have equally benefitted. It is a self assured and mature approach to marketing. Aligning several key objectives through one inititiative.
As Glen Urban said:
Evidence is building that the paradigm of marketing is changing from the push strategies so well suuited to the past 50 years of mass media to trust based strategies that are essential in a time of information empowerment
Brendan Le Page who initated the scheme in Croydon says
There's no doubt in my mind that a good musical experience should be given as a right to every schoolchild. They shouldn't even have to want it. We don't offer reading to pupils who want it. It would cost something like £200 per child for a one-year project of sufficient depth to be worthwhile. Compared with the cost of other ways of dealing with poor behaviour, low self-esteem, barriers to learning, and anti-social behaviour, this is truly a drop in the ocean, but it would release a tidal wave of positive energy.
So the schools win, the kids win, the parents win, government ministers win, and the company that supplies the instruments win, by now having the permission to talk to heads of music and government about their initiatives. And to sell more products.
This initiative has changed lives, and changed schools for the better. Jamie Oliver would be proud.
Jupiter and Korg have gone from just selling instruments to saying and delivering on the position "we care about music education." The results are there for all to see.
Or you could carry on spending large amounts of money interrupting people with messages that are out of context, that do not engage in media which is proven to be increasingly inefficient.
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