CASE Presents: Storytelling that Celebrates your Institution's Identity-Presentation

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The Royal College of Art (RCA), founded in 1837, is a specialist postgraduate university in London focusing exclusively on art and design. Hosting over 2,500 international and UK students annually, it operates across three London campuses and four schools: Architecture, Arts & Humanities, Communication & Design. The RCA prides itself on research-active academic staff, collaborating with industry and policymakers to make tangible real-world impacts.<br /><br />The college’s Engagement, Brand & Marketing team comprises Communications and Marketing units. Communications manages RCA’s reputation through digital content, social media, public relations, and internal communications. Meanwhile, Marketing aims to attract a diverse student body via the website, advertising, email, and events.<br /><br />Celebrating 10 years as the world's number one art and design university, RCA showcases student work and innovative projects that exemplify its identity. The ‘Local Heroes’ campaign highlights notable female technicians at the RCA, whose numbers have increased by nearly 20% since 2012, reaching 44% in 2024. This initiative includes featured stories on the RCA website and Instagram, emphasizing RCA’s commitment to inclusion and community recognition.<br /><br />Key audiences targeted by RCA’s campaigns include prospective and current students, alumni, staff, employers, donors, industry partners, and sector peers. The college’s storytelling approach focuses on celebrating institutional identity and impact, engaging stakeholders through compelling narratives that reflect its values: collaboration, curiosity, inclusion, and integrity.<br /><br />Overall, the RCA’s strategic marketing and communications efforts reinforce its global reputation, attract diverse talent, and showcase its contributions to art, design, and society, affirming its position as a leading institution in creative education.

Keywords

Royal College of Art

RCA

art and design university

postgraduate university London

creative education

student diversity

Local Heroes campaign

female technicians inclusion

strategic marketing communications

collaboration and curiosity