Effective School Marketing takes a holistic view of school marketing – looking at all aspects of how the school relates to its past, current and future pupils and students and how it relates to the community in which it is situated.
Like many things, marketing has changed substantially in recent years. Digital technology has created new ways to reach customers, new ways to sell products and new ways for consumers to buy products. Schools are not immune from these changes. While it is likely that no parent has ever enrolled their child in a school because of a tightly-written tweet, an inspirational Instagram post or the snappiest of Snapchats, that doesn’t mean these things don’t matter. They do; and increasingly so.
If you were to rank the most important factors for parents when selecting a school, what would you include in the top five? Examination results? School reputation? Facilities?
This masterclass unpicks some of the basics of good school marketing.
WHO SHOULD ATTEND
School Business Managers, Bursars, Business Directors, Operations Managers, Administrators, Digital Media Officers, Headteachers and Senior Leadership
KEY LEARNING OBJECTIVES
This masterclass will enable you to:
Look at the main features of school marketing
Consider what do parents really want
Develop an understanding of potential audience –past, present and future
Explore different opportunities to market school effectively
Explore physical and digital marketing strategies
Consider what makes your school different
Recognise reputational good news and damage
FACILITATOR
Martyn is currently Head of Education for a large Local Authority. Having originally trained as a primary teacher, he has been privileged to teach in primary, secondary and Further Education, working as both a Secondary Headteacher and senior leader in a number of settings.
He has worked in both academies and LA schools and has a comprehensive understanding of all aspects of school leadership from curriculum development through to school business operations, community engagement, sixth form and governance. Martyn worked at a large Local Authority as a senior manager in the £300m Building Schools for the Future team and project managed 10 new school builds/ refurbishments. He has led the operational functions of a MAT and been recognised as an open, honest, hands on leader who is able to get back to basics and make a difference. He is passionate about creating a positive step change in the education and life chances of young people and believes collaboration, partnership and teamwork is the key to success. Away from work he is an accomplished musician and maintains sanity as a musical director for amateur dramatics and choirs. He is married with two secondary age children.
