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2019 Keynote Speeches and Workshops

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Price: £245.0


"Helping More Parents Choose Your School” - Mark Rhodes

Mark will share how anyone can improve their confidence, communication and abilities in "selling without selling” with the right attitude, approach and communication.

The mindset of success and communication separates those that struggle and those that succeed and achieve amazing success.

In Marketing and admissions, we need to be confident effective communicators.
At times we need to be persuasive and able to engage a number of different types of people. We need to be able to get our own way more often!

We often need to be able to encourage teachers and other members of staff to support us and to contribute material for their marketing and we need to have influence and be persuasive with the Head and Senior management team (to get agreement for their plans etc.)

How we engage with parents, prospective parents and other members of the community is also vitally important to the success of our roles and ultimately the school’s success.

A presentation full of mindset and skillset tips and techniques that you can use straightaway, including some selling tips and tools, advice on communication and engagement, and building confidence.

Change Management and Strategic Marketing - Dr Mike Milner, Head of Senior School, Reddam House

Attract, Engage - Convert Sophy Walker, Director of Marketing UK & Global and Jack Dougherty, Marketing Manager, Felsted School

Ten steps to increasing admissions enquiries through effective marketing techniques


Why Current Parents Should Play a Significant Role in a School's Marketing Strategy – Gabriele Richardson, Marketing Strategy Consultant, The Concept Factory

Is your school's marketing strategy predominantly focused on prospective parents and achieving a full capacity in terms of school roll? Do you feel that as a marketeer you have gone above and beyond attracting prospective parents and feel you need to find more ways to reach your audience? The workshop will discuss methods and case studies of independent schools who have found a variety of strategies that have allowed them to grow their school roll!

How Can Customer Journey Strategy Help You Achieve Your Admissions Goals? - Katy Wrench, Marketing Leader, Halcyon School

Great customer experience is THE most important marketing technique for achieving your admissions targets for the year. From start to finish, you need a clearly defined procedure to achieve that.

We know that collaboration is key when it comes to a school’s marketing, communications, alumni and admissions departments. When uncoordinated, handing off customer leads between different departments can be tricky and confusing, leading to a lack of fluidity in the customer service delivered.

This hands-on, interactive workshop will show you how to create your own customer journey workflow, from marketing and admissions to alumni and development, highlighting the key interactions between you and your customers.

You will come away from this session with a developed understanding of the process and interactions your leads go through to become a customer. This visualised management structure will help you identify points where inter-team collaboration may provide an opportunity for improvement, or where the customer journey could be streamlined.

"The Concept of Campaigns" Embracing Context and Delivering Creative Results - Miles Latham, Affixxius Film

Miles Latham from Affixxius Films talks about the importance and usefulness of implementing campaigns for marketing your school. Independent schools should start adopting one of the marketing strategies the commercial sector have used for decades, The Campaign. It's not an overhaul of your brand, but rather what you want to say about your school and its context, now, and how can you create that 'hook' and make it last.

Maximising Your School's Social Media ROI - Alta Justus, Digital Marketing Education Specialist, The Virtual Marketer

Social media marketing can be a dynamic powerhouse that solidifies your school brand, creates quality leads, and drives Admissions. Or, it can be a complete waste of your time. The key is to know how to strategically create, carry out, and measure your overall plan.

In this workshop I’ll reveal secrets to maximising your school’s social media return. Just a few of the areas we'll cover:
  • how to track your social media results in Google Analytics
  • social media tools to give you the competitive advantage
  • creating content for each stage of your Admissions funnel
  • remarketing + how to create custom audiences for social advertising

Learn how to use social media the right way and raise your school’s online profile!

"Making it Happen – Helping More Parents Choose Your School by Mastering Your Next Open Day” - Mark Rhodes

How to run an exceptional open day and how to make sure you have an effective follow through process in place afterwards.

Start developing a powerful "Attract, Engage, Convert” process for your next Open day with the aim of converting more parents to choose your school for their kids.

Have a plan and strategy for how to manage your customer at each stage of their journey – understand what they need at each point and therefore how to tailor the information and the way that information is communicated depending at what point of the decision process the are at (again following the attract, engage convert model).

Getting teachers, cleaners, gardeners, administrators .. the whole school to understand they have a role to play in how the school is presented and perceived by visitors/parents/prospective parents – getting everyone on board with marketing the school.

Compelling Content Strategy for Busy Marketers - Olivia Malaure, Marketing Manager, Finalsite

Are you a marketer who knows you ‘should’ be working on a content strategy but you haven’t had the time? Or have you created a content strategy - but the work ahead looks daunting?!
In this workshop we’ll break down the steps to plan an engaging, purposeful content strategy that focuses on plugging the ‘leaks’ of any admissions funnel. We’ll explore how you can use blogging, social media, email marketing and even webinars and podcasts to promote your school brand while focussing on how these activities can be realistically (and calmly) implemented by small and busy marketing teams.

"How to Audit and Improve your Website to 'Attract, Engage and Convert' Prospective Parents and Pupils" - Luke Hay (EMCdigital) and Matthew D'Arcy (EMCdigital, Click-Recruit-Enrol)

In an increasingly competitive marketplace your School or College website must continue to attract and inform your target audiences and deliver ever better results with increased enquiries, visits, applications and enrolments.

'User Experience' (UX) is all about making sure that your website is an informative and enjoyable experience for prospective parents and pupils, alumni, key influencers and others.

This workshop will provide you with an audit template you can use to review your website's performance and give you a solid introduction to the tools and techniques used by User Experience' (UX) consultants to improve the usability of websites, which you can apply to your own website.

The session will cover:

*  Auditing your web presence with an audit template
*  An introduction to User Experience (UX)
*  Understanding your users
*  Simple UX techniques for optimising your website

The workshop will be highly relevant to anyone responsible for managing and developing a School or College website, especially those committed to continuous improvement of an existing website and those planning to invest in developing a new website who want to maximise their return on investment.

"Learn the Search Engine Optimisation Techniques You Should be Using to be Found and Prosper!" - Matthew D'Arcy (EMCdigital, Click-Recruit-Enrol) and Luke Hay (EMCdigital)

Prospective parents and pupils are looking for your School or College right now, as you read this.

The problem is... they don't know the name of your School or College and the Search Engines are taking them to your competitors.

‘Search Engine Optimisation’ (SEO) is more than just a buzz term... it is crucial to a well performing, successful website and online presence on YouTube and other key platforms.

In an increasingly competitive marketplace your School or College should be easy to find for your target audience.  Search Engine Optimisation (SEO) offers proven methods for ensuring your website is read and understood by Google and Bing and given a high page rank against relevant search terms.

This workshop will give an introduction to a range of SEO techniques and tools you should be using in your marketing and admissions, with practical tips you and your colleagues can implement after the conference to be found online... and prosper!

Marketing to Milliennials (AKA prospective prep parents!)’ – Carolyn Reed and Katie Cardona, Reed Brand Communications

Built from extensive research findings, Carolyn and Katie will present a comprehensive picture of current and future prep parents and how to engage with them in the most effective ways
  • What influences them
  • what their challenges are
  • What they expect from schools
  • How this differs from previous generations
  • And most importantly…how you can reach them

Strategic use of Benchmarking, Research and Data Analysis in Schools Marketing – Fiona Carthy, Managing Director of Carthy Communications

As marketers it’s vitally important to be able to measure impact of our activity and to ensure our strategic decisions are underpinned by robust evidence. We need to profile our markets, understand what motivates them and use data to shape content and improve impact and return on investment. This workshop will explore the key research and data required to create a dynamic and realistic marketing strategy. It will outline how to establish benchmarks to track progress and how to build a system of monitoring and evaluation using a core range of metrics. As part of the workshop we will create a framework and reporting structure that you can take away and use to improve engagement with your school executive and build more strategic support for marketing developments.

#ContentShock: how will Gen-Z find your school online in the future?” - Simon Noakes, Founder & CEO, Interactive Schools

The rate of content production has far surpassed the rate in which humans can consume content. This intersection is known as #ContentShock - and it is getting worse every day. Humans are lazy by design, and we are driven to do things by complex, but innate, biology that makes us human.
Technology is a great enabler, but are we all becoming slaves to it because we do not understand people. We buy the latest technology in the hope that it enriches our lives, and in many cases it can. But with so many new channels, platforms and ‘windows’ being connected to the internet  every day - both the content producer (you/schools) and the consumer (prospects/parents) are finding it harder to curate/find the right content, at the right time, in the right channel.
We too often rely on Google to serve us the results we desire, but human nature dictates that we look no further than the first page of results! Can you trust that is the best content available - and is it consumable in a way that is fitting of the trailing generations? Doubtful!
Will machine learning and AI bridge this gap? How do Marketing & Admissions departments in ISBI Schools put the right foundations in place now? Or are you happy being stuck 'chasing content’ like #BusyFools!
The #FutureSchool requires transformational thinking. Simon’s presentation will be the catalyst to starting that conversation at your school.
Just ask yourselves this. Will your school still be ‘relevant’ in the future. Many won’t!

The future of branding is personal - How independent schools can inject character back into their brand. - Joshua Moses Creative Director at Joshua Agency

In this workshop, we will look at how independent schools can bring personality back to their brand. Through a series of exercises, we will define the human traits of your school and help you deliver those throughout your campaigns. We will cover in action, examples from both the education and the corporate sector, giving you the confidence to amplify your brand identity.

"How to build a 'Measurement Plan' and identify the analytics you really need to report on as part of your Marketing & Admissions strategy" - Luke Hay (EMCdigital)

One of the great benefits of digital is the opportunity to review and report (and then adapt and improve) on your marketing, admissions and communications, and also fundraising, alumni relations and reputation management too.

However it is often difficult to know what you should be focussing on and how best to report that information to your colleagues, Senior Management Team and Governors.

This practical workshop will tackle that problem… uncovering what you can report on using tools like Google Analytics and helping you focus on the information which is most relevant to your institution.

By the end of this session you'll know how to produce a comprehensive Measurement Plan which can serve as the foundation for all of your analytics reporting for your School or College.  Whether you are relatively new to analytics or an advanced user you will benefit from this exercise and approach.

How to Engage New and Existing Parents Using Visual Marketing Through Various Forms of Video, Animation and Photography - Adam Millbank, JonesMillbank

The digital world has now revolutionised the way in which parents gather information. A mix of promotional material and parent opinion, as well as journalism, all form perception.

So how can you make sure that you’re not only visible in the marketplace, to the right audience, but also seen as unique? How do you remain visible and relevant to your current students and parents for retention?

In our workshop we’ll look at the ways visual marketing, through various forms of video, animation and photography, can be the most effective form of communication for your school. We’ll provide a walkthrough of methods that you can implement yourselves to keep content on-brand, consistent and relevant. We’ll also explore how your own staff and students can be involved and include top tips for content creation and distribution.

You’ll go away with a toolkit for not only creating the right content but the ways in which you can make it a powerful, cost effective marketing medium.

Reaching Your Marketing Goals – Rosie Paxton, Finalsite

This interactive discussion will help you tie your online content and website design to your school’s brand and marketing goals. We’ll be sharing the secrets and science behind how top independent school websites are successfully nurturing prospective families through the admissions funnel to enrolment. We’ll ask for volunteers for our group brainstorming as well.

The Essential Digital Marketing Strategy - Alta Justus, The Virtual Marketer

Developing and implementing a digital marketing strategy can be a confusing and overwhelming endeavour. Even if your school currently has a strategy in place, are you confident it’s effective? Get the school year off to a good start by joining this informative workshop on the essentials of an effective digital strategy. Learn how to leverage the various digital channels to reach your marketing goals and the steps to tracking – and improving upon – your results. A digital marketing strategy needn't be complex. What it needs to be is one that you can easily implement and measure. Take the guess work out of your school’s digital marketing – create your strategy today

Time Well Spent: Innovative Admissions Initiatives from Around the World – Ashley Kirk, Faria Education Group

We often consider what we can do to free up valuable time, but rarely put as much thought into the many ways in which this time could be gainfully spent. If time were no object, what changes would you make to your admissions department? What new ideas would you implement to provide a world-class admissions experience to prospective families?

From visiting admissions teams at hundreds of schools around the world, Ashley has gained insight into some of the more unique and interesting practices and processes implemented by schools to attract and convert new families. During this session, Ashley will share interesting variations of some of the more common admissions practices - such as school tours or open house events - as well as delving into more experimental and left-field ideas, and the success (or failure!) that came with them.

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