The business case for school marketing

Simon Hepburn and Justin Smith discuss the importance of school marketing and communication

In 2020 and 2021 we believe school marketing and communication ‘came of age’ – the importance of listening, and effectively communicating, became paramount at a time when there were so many changes, and so many complex messages for parents and students to follow to keep communities safe and children learning.

In 2022 we need to build on this step change and use our new skills and communication technology to understand the needs of our communities and meet the business needs of schools including…

• Ensuring our schools are full, despite falling birth-rates, so income is maximised.
• Engaging our parents and carers so that they support learning at home.
• Recruiting and developing the best teachers, and filling subject areas with severe shortages.
• Maximising income from community sources including lettings, grants and local business links at a time when parental income is stretched.

What do schools need to do?

1. Listen to their communities – this is often overlooked but is easier than ever with online surveys and focus groups using the tools schools brought onboard during the pandemic.
2. Be innovative in meeting these needs – many schools did this during the pandemic when they co-ordinated local services and provided support well beyond learning.
3. Communicate better – all schools are amazing, and I love visiting and working in them, but this perception doesn’t always make it beyond the school gate!
4. Underpin these creative activities with effective planning, monitoring and evaluation – so that grant applications are focused, prospective parents are tracked, and recruitment costs are cut using activities such as creating talent banks.

We’re going to share some real life examples, including…

• the primary school that responded to falling pupil numbers by engaging all members of staff and, as a result, recruited 25 new pupils to reception in three months;
• the Ofsted-outstanding boys’ secondary school that realised that this grade wasn’t enough by itself to fill its places – so it set out to re-define what single-sex education means today;
• schools that have raised thousands of pounds through focused income-generation activity.

To find out more come and join Simon and Justin at their seminars at EdExec LIVE NORTH and EdExec LIVE SOUTH.

To register your interest for free or discounted tickets email [email protected] quoting the subject line ‘I want to learn more at EdExec LIVE!’