"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 Aitken, Head of Marketing and Jack Dougherty, Multi- Media Officer, 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, 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.
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.
the Search Engine Optimisation Techniques You Should be Using to be Found and Prosper!" - Matthew D'Arcy (EMCdigital, Click-Recruit-Enrol) and Luke Hay
parents and pupils are looking for your School or College right now, as you read
problem is... they don't know the name of your School or College and the Search
Engines are taking them to your competitors.
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
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.
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
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)
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.
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
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.
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.
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
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
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.