50th Anniversary Report 2019 - 2020 by The British School of Milan

50TH ANNIVERSARY REPORT

2019 - 2020

Development Office

A YEAR-LONG CELEBRATION 2019-2020 The BSM SJH 50th Anniversary was celebrated through a multifaceted year-long campaign. Preparations were launched a year prior to the official celebration commencing September 2019 to August 2020. The Anniversary year marked a milestone for the school; it was also a moment to reflect and to celebrate the significance of our accomplishments, our heritage, and our vision for the future. Despite the Coronavirus pandemic which took place half-way through our anniversary year, we were able to feature some flagship events. Our 50th Anniversary year focused on celebrating our heritage, and strengthening and broadening community relations. In this report, you will find a summary of some of the main activities carried out during this time. Although our Golden Jubilee has now concluded, our heritage project continues. We look forward to carrying on the legacy of BSM SJH and our community. Thank you, Amie Louie Development Director The British School of Milan

BSM 50th Anniversary Report

GROUND WORK & PREPARATIONS BSM Sir James Connect and Alumni Database A new alumni community platform BSM Sir James Connect was set-up and implemented in May 2018. The website and app bsmsirjamesconnect.com helps to establish widespread community engagement through its newsfeed, directory, job listings, mentorship opportunities, albums and events. A monthly newsletter with top stories is sent to an alumni database of over 3090 contacts every month. The newly created alumni database combines contacts collected from old school records including paper files retrieved from storage, School Management, PASS, iSAMS, Wordpress forms, Excel files and Linkedin. The Alumni network is now established with 805 registered members; of which 73% are willing to help and give back.

Alumni Social Media The use of social media has become increasingly important in communication strategies. New alumni focused public-facing accounts on Instagram and Facebook have been created, cultivating community relations and affinity with the use of nostalgic photographs and storytelling. Hashtags: #BSMSJH50thAnniversary, #BSMSJHCommunity and #BSMSJHeritage were created and accompanied our series of Alumni Success Stories and the Throw Back Thursday Campaign which have become regular fixtures across our social media accounts, including LinkedIn. Alumni Stories have become part of a wider script as their success reflects our community’s success. 04

BSM 50th Anniversary Report

The 50th Anniversary Logo To sustain an Anniversary theme throughout the year, we started by designing a 50th Anniversary logo. Keeping within the school’s brand guidelines, the regular logo was incorporated in a symbolic number 50 emblem. An illustrious tag line, ‘Golden Jubilee’ was purposely chosen to reflect the school's prestige. A wide range of items was conceived to reach the community in their daily lives. Limited-edition items and souvenirs with the use of the 50th Anniversary logo covered a period of two years, from January 2019 to December 2020. Some examples of 50th Anniversary logo usage included: 1. 2. 3. 4. 5.

Branding of school’s website and Newsletter Branding of alumni website and Newsletter T-shirts Mugs Institutional roll-ups and welcome flags used during Open Days, Sports Days, Presentation Evening and other major school events 6. Large photo backdrop used during Leavers’ Dinner, Alumni Fair, Alumni Cocktail, Family Day and other major events 7. Tablecloth and table runner 8. Sports flag and School ‘marching band’ banner used during official events 9. Pens given out during Open Days, Careers Fair and made available to staff 10. External communications including email footer for all staff 11. Computer screensaver throughout the school 12. New stationery, including letterhead, business cards, comp cards and student planners 13. PowerPoint presentation template and other document templates 14. All school posters, programmes and publications 15. Celebration cakes for Family Day and Heritage Exhibition

BSM 50th Anniversary Report

ADVERTISING CAMPAIGN The Crescendo Campaign The Crescendo Campaign: ‘50 Years of Growing Together’ was created to communicate: Heritage, Prestige, Excellence, Growth, Values and Connections. A dedicated photo-shoot was coordinated with students from various year groups representing the school‘s diversity. Students from ages 3 – 18 created a visual timeline of growth, marking 50 Years of Growing Together. The symbolic gold colour was added to the school branding to emphasize the Golden Jubilee. The campaign’s objectives were to create awareness of the School’s Heritage and 50 years of excellent educational standards. Other key messages were coordinated simultaneously to promote school events, such as the Family Day, Carmine Concert and Heritage Exhibition. A series of visuals ’50 Years of Growing Together’ was created to promote 6 key messages: 50 Years of Learning Together 50 Years of Music Together 50 Years of Sports Together 50 Years of Art Together 50 Years of Drama Together 50 Years of Friendship

BSM 50th Anniversary Report

Selected media included: Dynamic: 50th Anniversary fully customized decorative tram circulated in key neighbourhoods in the historic centre of Milan on tramlines 1, 5, 10, 19, 33 for a total of eight weeks: 6 September – 31 October 2019 Web: Facebook, Instagram, Linkedin, Youtube (throughout the year) Print: Corriere della Sera, ViviMilano (CdS), La Reppublica (during targeted dates)

Heritage Campaign As part of the marketing campaign promoting BSM’s 50th Anniversary, a series of posts, videos and adverts were created especially focused on celebrating the school’s legacy. See the following pages for more details on the 50 Formation Drone Video, Time Capsule Video, Heritage Exhibition and BSM in 50 Objects.

BSM 50th Anniversary Report

50TH ANNIVERSARY EVENTS Summer Aperitivo – 50th Anniversary ‘Countdown’ Theme 20 June 2019 Organised together with the Friends of BSM, the Summer Aperitivo featured a 50th Anniversary countdown theme. Games and entertainment featured a 50th Anniversary Puzzle Hunt and a 50th Anniversary Signature Cocktail, ‘The Golden Jubilee’, enjoyed by parents and staff. Sponsor acquisition contributed to a school fundraising project of new theatre staging. Sponsors included Montenegro, Coca Cola, Sperlari, Neovision and Fidenza Village.

BSM 50th Anniversary Report

50th Anniversary Time Capsule 26 September 2019 A selection of 50 items was collected and buried on campus to commemorate the 50th Anniversary with representatives from Primary and Senior School, the Friends of BSM, the Board of Governors and the Alumni Community. Items included early editions of The Henderson Herald dating back to the School’s foundation years, a USB key with a copy of 1972 school musical, old photographs, student reflections and memorabilia. A special weather-proof stainless-steel capsule was fabricated for the event, with a custom-engraved plaque displaying the 50th Anniversary logo. Preliminary site visits and ground preparation to install an underground cement encasing took place to ensure the Time Capsule will be intact for its opening during the School’s Centennial in 2069. The ceremony was documented with a video recording which was edited for part of our Heritage Campaign – boosted on social media with over 18,000 views.

BSM 50th Anniversary Report

BSM Family Day - ‘Celebrating 50 Years of Growing Together’ 6 October 2019 The second annual BSM Family Day, ‘Celebrating 50 Years of Growing Together’, brought together the extended BSM Community including parents, students, staff, alumni, family members and friends of BSM making it the largest social gathering organized by the School with 873 registered participants. Endorsed by the Comune of Peschiera Borromeo and The British Chamber of Commerce for Italy, the event hosted 14 sports activities and 24 free classes including a charity swim relay and tennis tournament sponsored by our venue partner, David Lloyd Club Malaspina. The Music Department opened the event with a Primary School Samba Concert. A children’s area with games and activities was organized by CAS students. In addition, BSM showcased some excellent cocurricular activities including Forest Club, Irish dancing and fencing. €8.501,00 in proceeds was raised and dedicated to the Bursary Fund which aims to transform the lives of students with an opportunity to experience a world-class education at BSM and our charity partner Fondazione Corti which sustains St Mary’s Hospital Lacor, Uganda.

BSM 50th Anniversary Report

Other Activities: Charity Raffle Bake Sale Musical Art Chairs Firefighter Obstacle Course Visit an Ambulance Food stands organized in conjunction with the Alpini volunteers With the Patronage of: The British Chamber of Commerce for Italy, Comune di Peschiera Borromeo Sponsors and Contributors: David Lloyd Malaspina, Citterio, Bearing Point, Coca Cola HBC Italia, Ca’ Bonelli, Brussels Airlines, Arena, Vismara, Morabella, Latticini Colombo, Zaini, Sperlari, Palzola, Vittoriasedici, New Promomark

BSM 50th Anniversary Report

Alumni Christmas Aperitivo 19 December 2019 The Alumni Christmas Aperitivo is an annual appointment launched in 2017 for alumni to reunite during the holidays. Proven to be popular with recent leavers, the event is part of a larger strategy of staying in touch with young alumni and ‘bringing them home’ each year. This year’s event saw an increased number for both long-serving staff members with over 10 years of service at BSM, and a greater range of year groups as result of a larger alumni database, with an increased number of constituents and social media followers. A range of distribution channels (alumni website, newsletter, e-blast and social media) generated the widest platform reach to date. 13 year groups from Classes of 1974-2019 reconnected. Opportunities such as these allow us to rekindle relationships. For some it was the first time back in a long time - one participant recounted it was her first SJH reunion 20 years after leaving. The venue change to a more elegant and trendy location, God Save the Food on Piazza Carmine, also raised the profile of the event this year.

BSM 50th Anniversary Report

50th Anniversary Heritage Exhibition 13 - 17 February 2020 The Heritage Exhibition displayed a collection of photos and memorabilia celebrating the legacy of BSM SJH and its 50 years of history. The collection exhibited on two floors at LIS10 Gallery in the Lambrate Design District was assembled over the course of 2.5 years. From past to present: hundreds of photo panels and tiles from the school’s foundation years to more recent moments were exhibited, including the recall of The ‘50 Years of Growing Together’ campaign theme; history panels recalled the school’s past; an illustrated timeline spanning 8 metres marked BSM’s milestones and evolution; an interactive wall allowed guests to share their vision of the future of the school; a Wall of Fame highlighted distinguished teachers with over 25 years of service; Alumni Stories told the success of our students; a mannequin corner dressed in time-honoured school uniforms displayed school tradition and pride. Laid out on the memorabilia table were nostalgic items such as Miss Dean's notebook, Mr Biggs's conducting baton, the Lady Henderson Cup, and the original 1981 Yearbook mock-up. The Exhibition comprised a slide show of contemporary photographs and a video installation from the 50 Formation and Time Capsule events. The Opening Night Cocktail, attended by circa 180 guests, included a ceremonial cake cutting and toast by Chair of Governors, Mr John Martelli and Principal & CEO, Dr Chris Greenhalgh. Over the course of 5 days, the exhibition was viewed by more than 650 visitors, including 17 class trips. BSM 50th Anniversary Report

50th Anniversary Gala Evening The 50th Anniversary Gala Evening, planned at the prestigious location, Palazzo Bovara, was postponed and ultimately cancelled due to the pandemic. A Heritage Gala will be hosted in its place at the next possible occasion. Endorsed by The British Embassy, The British Consulate General in Milan and The British Chamber of Commerce for Italy, the party-style event was expected to host over 300 guests from the school’s community, including HM Ambassador and Consul General in Milan. Committee Members composed of 9 parents, led by the Development Director, helped with the organisation and set up a Silent Auction with proceeds going to the Bursary Fund. An online auction App is being used to maximise engagement and bidding activity will take place from 14 - 24 June 2021.

BSM 50th Anniversary Report

OTHER KEY FEATURES 50 Formation - Drone Video and Photoshoot June 2019 Over 300 students and staff members were choreographed to create a symbolic number 50. Shot from above, precise calculations were worked out for the drone to visualize the number 50 from the correct distance, while not exceeding limitations of the no-fly air zone. The formation was mapped out on school grounds in an area measuring 11x6 metres. Participants were coordinated to wear dark blue in unison. Rehearsal took place prior to the shoot with representatives from 18 classes. Credited to several weeks of planning, the photoshoot itself was executed in under 60 minutes, with minimal disruption to the school schedule. The footage was used to create a time-lapse video which launched the 50 Years of Growing Together campaign at the start of the academic year and gained over 71,000 views on social media.

BSM 50th Anniversary Report

The BSM SJH Archive The BSM SJH Archive started with the Yearbook Campaign which recovered missing editions of old yearbooks, and the digitalization of its content. Thousands of pages from 38 editions were scanned and numbered into a filing system. Selected photos were cropped and saved for the #TBT Campaign (Throwback Thursday). All digital versions were then uploaded and made accessible on the alumni network, BSMSirJamesConnect.com. Furthermore, the school photographer from 1976 – 1998, Filippo Occhino was tracked down and a relationship fostered, allowing us to retrieve over 2,000 photo negatives. Detailed cross-referencing with a photo registrar book was necessary to retrace the photo timeline. 350 photos from the school's foundation years were digitalised for the Heritage Exhibition. An ongoing appeal to parents, staff, alumni and community members contributed to the collection of other photographs and memorabilia: sports jerseys, school uniform, publications, programmes and much more.

BSM 50th Anniversary Report

The Publication: The History of BSM in 50 Objects A commemorative publication featuring a selection of 50 objects tells the story of BSM. Each object has its own mirco-history. Together they create a narrative of the first 50 years. Objects chosen range from the traditional leavers’ pen to the slight quirky photocopy machine with an Out of Order sign. The publication, originally scheduled to be given as a souvenir gift during the 50th Anniversary Gala Evening, will be distributed in June 2021.

BSM 50th Anniversary Report

OTHER INITIATIVES 5xMille – Give Me Five Campaign The 5xMille Campaign during the 50th Anniversary year saw a culmination of stewardship and work built up over the past 2 years. A record amount of €45.439,36 was raised, a 500% increase from the previous 5-year average of €7.642. This placed the school’s ranking at the top 1.2% of the 68,030 not-forprofit organisations in Italy participating in the 5xMille scheme. The 2020 campaign during the Golden Jubilee year celebrates progression and the achievement of a new benchmark. Funds will be spent on classroom technology including state-of-the-art, next-generation interactive smart boards and enhanced learning tools for students.

BSM 50th Anniversary Report

Congratulatory Message from Buckingham Palace As a British school following British customs and traditions, we sought recognition from the Royal Family during this milestone anniversary. Contact was sought through the British Consulate in Milan and our network of governors, parents, and alumni. Multiple correspondences with invitations for a Royal Visit were sent to Her Majesty The Queen, HRH The Prince of Wales and The Duchess of Cornwall, TRH The Duke and Duchess of Cambridge and TRH The Duke and Duchess of Sussex. Among the replies was a letter from Buckingham Place with a congratulatory message from The Queen. The original letter was one of the items buried in the 50th Anniversary Time Capsule. It reads, “Her Majesty appreciated your thoughtfulness in writing as you did and, in return, has asked me to send her warm good wishes to you all for a most memorable anniversary year.”

Letter from HRH The Duchess of Cornwall "I am delighted to have this opportunity to express, once again, my admiration for your achievements as you celebrate the milestone of your half century. Your students, representing an astonishing 44 nationalities, receive outstanding teaching and pastoral care, and are given access to a remarkable range of extra-curricular activities. For the past fifty years, their time at the British School of Milan has enabled them to go on to top universities and leadership positions across the globe. You must be extremely proud to be part of this very special community."

BSM 50th Anniversary Report

All Aboard for Mars 2020 The founding of the school in 1969 coincided with the first man to walk on the moon. Fifty years later, exploration for knowledge continues with Nasa’s Rover Mission to Mars. Aligned with the school’s own values and commitment to learning and exploration, it was a fitting opportunity to have the school’s name sent to the Red Planet. The British School of Milan Sir James Henderson was stencilled on a chip affixed to the Perseverance Rover. We were left with a souvenir boarding pass now buried in our own Time Capsule to be discovered by future generations.

BSM 50th Anniversary Report

Launchpad for New Communication Efforts The 50th Anniversary has opened the way for a new kind of storytelling. Our dialogue continues with the creation of History Bites from 'Lifetime of Memories’ albums and 'The History of BSM in 50 Objects'. Another example is Alumni Stories, a visual storyboard with an emphasis on alumni university destinations and career paths. It aims to reach a new audience of prospective families while celebrating our community and its members. Our strong sense of community and membership of a life-long network is reaffirmed by the phrase, ‘Once a Sir Jameser, Always a Sir Jameser’.

BSM 50th Anniversary Report

CONCLUSION The 50th Anniversary project celebrated the school's heritage and significantly increased the school's visibility while reconnecting with the larger BSM Community, both in person and virtually. In addition to our aim of evoking fond memories of the school’s past, achieving a proud sense of belonging and school pride, campaign efforts have set in place an infrastructure to move forward, despite the challenges of an unparalleled year caused by the Coronavirus. The impact made during the 50th Anniversary is clear evidence of our community’s bond. Hundreds of people attended our events attesting to their desire for personal connection. Over 2.9 million impressions were made through advertising and social media campaigns, associating BSM’s world-class education with a message of prestige and heritage. The new alumni database, website and school archive will continue to serve the school for many years to come.

BSM 50th Anniversary Report

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