Schools & Education
Plan to be Stronger
Since entering the education sector in 2015, all the schools I have worked with enjoyed their highest open day attendances and registrations ever! Why? Through a planned approach, developing a strong brand identity with marketing strategies and spend diverted to a digital focus across web and social media. In addition, the strategies implemented, purposefully, improved positive parent engagement with the school. Remember, your parents are your best sales force, but they only sell what they know and feel.
My approach with schools is to work with leadership and the marketing personnel using a bespoke Marketing model to assess where the school is and where it wants to be. It may be a focus on open days and recruitment or it may be an all singing and dancing review of the school brand. In each case I would use my proven ‘ Key 2 Marketing’ model to ensure success. In brief the model will review
the school’s vision, values, essence and the supporting brand elements, school assets and ways of working. i.e; what’s the school story that encourages parents, pupils, staff to engage and stirs an emotion that makes all feel positive and committed
What are the target audience ‘buckets’ e.g. Toddler/Nursery; Years R-2; Sixth Form; Day v Boarding;
Review the channels of communication and the role they play for the respective audiences now, what’s working and what are opportunities
All marketing activity - internal and external - to adhere to three core communication rules - Wins for all stakeholders; Simplicity & Consistency and Wow & Talk value
If you would like to understand the Key 2 Marketing approach in more detail I would love to share the process. Please do get in touch Contact Caroline
Schools:
Coworth Flexlands Part time role 2015- 2017: New website writing all copy; implemented social media strategy https://www.coworthflexlands.co.uk
Ursuline Preparatory School, Consultant role 18 months 2017 - 2018. Launched new Head (Mr Chris McGrath) and worked with Governors and Head to refresh brand identity, build new website and introduce social media strategy for parent engagement and admissions. As a result the school has been able to move to paperless, single strand of communication with parents. The web and creative are still pretty much as I left it in 2018. Refer to https://www.ursulineprep.org (note secure parent portal) and social media links.
King Edward’s Witley & Barrow Hills School. Maternity cover January to October 2019. Both schools enjoyed the highest open day visitors in recent years achieved through move from print to digital spend with 8-week lead up to open days. Due to contractual issues had to pitch for, recruit and implement new website for King Edward’s, which achieved to 90% completion pre leaving https://www.kesw.org. Wrote and started to implement social media strategy.
“Thank you so much for all you have done for us – you have been a breath of fresh air. I really enjoyed the ‘brand personality’ evening - it was fun, instructive and very helpful.”
Deputy Head Academic, Senior Boarding & Day School
“Thank you for your continuing support. You have set up a lovely structure and I’m really enjoying my new role”
Marketing Manager, Prep School.