The ‘New Normal’ Conference Sessions
Keynotes + Workshops + Panel Discussions
Detailed Conference Session Descriptions
Please scroll down this page for detailed descriptions of each Keynote, Workshop and Panel Discussion.
For a summary list of all the session titles please see our Conference page.
(A guide to all the 'Meet The Suppliers' Showcase sessions will be available nearer the time.)
Day 1 Conference Sessions
Keynotes + Workshops + Panel Discussions
Day 1 - Keynote Descriptions
[A2 | 9.30am, Wednesday 3 February 2021]
What Did You Do In The War Against The Virus? COVID-19 Communications – A School With Closed Doors But With A Heart Open To The Whole Community [Keynote]
Presenter: Shaun Fenton (Headmaster, Reigate Grammar School)
Description:
What Did You Do In The War Against The Virus? COVID-19 Communications – A School With Closed Doors But With A Heart Open To The Whole Community...
[Read more about Shaun Fenton]
[A4 | 12pm, Wednesday 3 February 2021]
9 Months Of COVID-19 - The Impact On Independent & International School Communication [Keynote]
Presenter: Catalina Gardescu (Manager of Admissions & External Relations, American International School of Bucharest)
Description:
It takes nine months to grow a baby … it has taken nine months to get all of us to where we are today!
In February 2020, almost overnight, we started the conception of 'the new normal' with distance learning platforms and plans, hundreds of emails with questions and complaints, moving our admissions offices to the virtual world and retraining our brains to think new paradigms, new education, new everything.
What do we take with us going forward from the 'former normal' and how do we manage the aspects the “new normal” brings?
In her keynote presentation Catalina Gardescu will discuss school communication in 2020 and beyond, in the context of admissions, marketing and fundraising.
[Read more about Catalina Gardescu]
[A5 | 1.15pm, Wednesday 3 February 2021]
Sustaining Authenticity In A COVID-19 World [Keynote]
Presenter: Beccy Johnson (Director of Admissions and Marketing, Notre Dame School, Cobham)
Description:
Notre Dame was delighted to receive the Marketing Campaign of the Year Award at the TES Independent School of the Year Awards 2020, following rapid growth in pupil numbers and applications and the school having become a first choice destination for many pupils, including for candidates of the highest calibre.
Back in September 2016, the pupil roll at Notre Dame School (a Surrey independent day school for boys 2-4 and girls 2-18) had been falling for a number of years and things were not so positive. But three years later, several year groups are full with waiting lists, 11+ applications are up by over 40% and Year 7 has increased to 4 form entry.
Notre Dame’s exhilarating journey to increased enquiries, applications and pupil numbers has been driven by passion, hard graft, and an unwavering belief in the school.
There has been a deliberate move away from traditional marketing campaigns towards a dramatically different approach, built on exceptional standards of customer care, that are underpinned by empathy and integrity.
The guiding principle has been to take Notre Dame’s deeply embedded living ethos of compassion and authenticity and turn it outwards. Through this lens, the role of the Admissions Team has been reframed as that of an advocate for families rather than a 'gatekeeper'.
The school now delivers an Admissions Journey that fully reflects its ethos: families are accompanied at every step through a journey that is accessible, transparent, kind and less stressful for parents and for children. Families experience this same living ethos when they join the school community, and through such authenticity the reputation of the school is transformed.
[Read more about Becky Johnson]
Day 1 - Panel Discussion Descriptions
[A8 | 3.50pm, Wednesday 3 February 2021]
Got A Question? Ask The Admissions & Marketing Agony Aunties! [Panel Discussion]
Presenters: Gemma Gray (Director of Marketing & Admissions, Fettes College), Sophy Walker (Director of Marketing UK & Global, Felsted School) and Sabine Richards (Admissions and Communications Director, Gordonstoun School)
Description:
Are you...
...frustrated with old-fashioned processes?
...irked that you aren’t on the Senior Management Team?
...being driven mad by a teammate?
...or desperately needing more budget from an unwilling Bursar?!
Ask the Admissions & Marketing Agony Aunties!
With decades of experience, they will give, calm, practical advise with a touch of sass.
Anonymous questions welcome!
[Read more about Gemma Gray, Sophy Walker and Sabine Richards]
[A8 | 3.50pm, Wednesday 3 February 2021]
International Schools Admissions & Marketing - Problem Shared, Problem Solved! [Panel Discussion]
Presenters: Claudine Hakim (Head of Advancement, Transitions and Student Support, International School of London), Robin Berting (Head of Admissions, Zurich International School) and Cristina Willows (Admissions & Marketing Manager, BEPS International School)
Description:
An opportunity to share problems, best practice, ideas and advice... participate in this panel discussion by submitting your questions and the challenges you are facing, and contribute your thoughts and experience alongside those of the panelists who, with decades of experience, will give their insight and practical advice on schools admissions and marketing.
[Read more about Claudine Hakim, Robin Berting and Cristina Willows]
[A8 | 3.50pm, Wednesday 3 February 2021]
Remote Communications & Events - Creative Marketing When 'In Person' Isn't Possible [Panel Discussion]
Presenters: Philippa Scudds (Director of Marketing and Communications, Canford School), Arabella Stuart (Director of Admissions, Sevenoaks School) and Theresa Homewood (Acting Head, Sevenoaks School)
Description:
Remote Communications & Events - Creative & Effective Marketing When 'In Person' Isn't Possible...
[Read more about Philippa Scudds, Arabella Stuart and Theresa Homewood]
[A6 | 2pm, Wednesday 3 February 2021]
10 Digital Strategies For Turning Prospects Into Parents [Workshop]
Presenter: Alta Justus (Digital Marketing Education Specialist, The Virtual Marketer)
Description:
Is each year a struggle for you to fill your admissions numbers?
It’s possible you’re overlooking opportunities to turn your lukewarm online prospects into red-hot leads that convert.
Whether it’s through digital advertising, social media or content marketing, you need to be actively – and effectively – nurturing parents through your admissions sales funnel.
In this session Alta Justus will present 10 digital marketing tactics designed to draw in new parents and successfully lead them along the path to admission at your school.
[Read more about Alta Justus]
[A6 | 2pm, Wednesday 3 February 2021]
Bringing Prospective Parents On-Side To Digitalised Education – Devising A Recruitment Campaign That Turns Doubters Into Advocates [Workshop]
Presenter: Carrie Bennett (Director of Marketing and Admissions, Wolverhampton Grammar School)
Description:
Staff responsible for marketing, communications or admissions are sometimes called upon to explain something special about their school or college to prospective parents and students but it can be a challenge to do so in a way that is credible and effective, especially when some parents are initially unsure about the school’s approach.
In this workshop Carrie Bennett will outline how she and her senior colleagues took the view that Wolverhampton’s pupils should be as prepared as possible for the digital world but then had to ensure all staff were equally committed to being tech ready and to deal with ‘push back’ from parents unsure about the move away from traditional teaching practice and worried about screen time and social media.
Carrie will explain how she and her colleagues addressed this by creating an innovative approach to recruitment to help prospective parents not only understand why Wolverhampton Grammar School puts such strong emphasis on the use of technology in teaching and learning, but also to encourage them to become strong advocates of it.
The new marketing and admissions programme has proved a great success, explaining to prospective families how and why Wolverhampton Grammar School is at the forefront of its use of technology across every aspect of School life – from the classroom, to pastoral support; teaching and learning to support services; reading for pleasure and parent and student communications.
As well as sharing how she and her colleagues developed and implemented this alternative recruitment campaign Carrie will also give tips for getting your marketing and communications voice heard in the Board Room and across the Senior Management Team.
[Read more about Carrie Bennett]
[A6 | 2pm, Wednesday 3 February 2021]
Developing a Robust Retention Plan [Workshop]
Presenter: Craig Tredenick (Director of Admissions & Enrollment, American School of Dubai)
Description:
As the factors that work against sustainability for schools continue to increase in both number and significance (from demographic and income to competition and cost) many schools are beginning to recognise the integral role of ‘enrolment management’, designing and developing retention programs that will support their enrolment goals.
When families choose to leave our schools (whether it be due to cost, academic experience, overall fit etc) the cost to replace that student coupled with the potential cost of negative word-of-mouth marketing can impact a school’s enrolment numbers significantly.
During this session Craig Tredenick will explore these issues and challenges and introduce opportunities for schools and colleges to develop a retention program through the lens of strategic enrolment management, for better positioning to hit targeted enrolment while also helping shape culture and build community.
[Read more about Craig Tredenick]
[A6 | 2pm, Wednesday 3 February 2021]
Facebook Advertising Self-Service 101 [Workshop]
Presenter: Matt Horne (Freelance Consultant)
Description:
As 'organic reach' drops to its lowest levels ever, you may have been tempted to try the 'Boost' post button to try and get your message heard.
But clicking the 'Boost' button is too simplistic... to get reach and engagement and show a real, measurable return on your financial investment you need to be using Facebook's Ad Manager.
In this session Matt Horne will:
* Explain how to plan and structure a campaign in Facebook Ads Manager
* Give a step-by-step guide on how to set up an Ads campaign, teaching you how to test over 1,000 different ad variations with minimal effort
* Share how the social media experts use campaign monitoring and optimisation
[Read more about Matt Horne]
[A7 | 3pm, Wednesday 3 February 2021]
An Introduction To Using SEO To Boost Your School's Online Presence [Workshop]
Presenter: William Barnes (Marketing Consultant and Technical SEO, Freelance Consultant)
Description:
Search Engine Optimisation (SEO) is the art of getting your website in front of your audience... prospective families, parents and students, agents, the media and key influencers... making sure it stands out from competitors within Google.
Done right, SEO can not only help create a stronger online presence for your school or college, it can also helps drive more relevant traffic and leads to your website and social media. Having SEO 'baked-into' any online communications strategy is therefore fundamental, and in this session we'll show you how to get started.
In this workshop William Barnes will cover the basics of how search works and how you can start making the most of it right now. From a primer on the history of search and what Google looks for, to actionable tips you can start putting in place now, this session is a must for any marketing and admissions teams looking to begin and progress their adventure in SEO.
[Read more about William Barnes]
[A7 | 3pm, Wednesday 3 February 2021]
How To Attract The Best International Pupils – By Better Understanding The Challenges Families Face Searching For Schools Abroad [Workshop]
Presenter: Ferdinand Steinbeis (Managing Director, von Bülow Education)
Description:
In this session Ferdinand Steinbeis will share his experience as an international agent introducing European families to British boarding schools, giving his unique perspective on the way schools and colleges market themselves and his advice on how they might do this more effectively.
Ferdinand will explain the expectations and challenges international families face when looking at British boarding schools, from the initial information they see and the way schools communicate with them through to their experience visiting and touring schools - or getting a virtual school tour, as is common at this time, due to COVID-19 - and the on-going support and assistance they receive during the admissions and enrolment process.
He will emphasise the importance of clear differentiation in marketing and branding and discuss the implications when the reality fails to match expectations and the impact this can have on retention and the word-of-mouth recommendation, which is so important to future student recruitment in any location.
Finally, Ferdinand will host a Q&A session answering questions about working with foreign agents and share further insight and tips on how schools and colleges can strengthen their relationship with international families and agents and maximise the return on their investment in this key recruitment channel.
[Read more about Ferdinand Steinbeis]
[A7 | 3pm, Wednesday 3 February 2021]
How To Sell The Intangible – Even In A Crisis [Workshop]
Presenters: Sarah Monaghan (Marketing Advisor, Sompting Abbotts Preparatory School and Director, Connected Copy) and Stuart Douch (Headteacher, Sompting Abbotts Preparatory School)
Description:
In this workshop Stuart Douch, Headteacher, and Sarah Monaghan, Marketing Advisor, will explain why it is so essential to position your school’s marketing so that the 'right-fit' millennial parents are drawn to your school... first with their hearts and then with their rational brains.
Drawing upon her experience and work as Marketing Advisor to Sompting Abbotts Preparatory School, Sarah will demonstrate the social media, parent communications and content marketing tactics she has taken to enable the school to:
* To retain and delight parents during the coronavirus lockdown
* To boost website traffic by +169%
* To increase enquiries by +97%
* To drive up enrolment by +39.7%
This success was recognised with an award by the judges at the UK Content Awards 2019, with Sompting Abbotts a runner up to the Open University in its category, described as a ""small school with a big voice"".
The award prompted the judges to say:
"The real-world results achieved by Sompting Abbotts are absolutely incredible, and a testament to the quality of the content being produced. As a result, it is reaping the benefits in the shape of social engagement, increased visits to the site, increased enrolment enquiries, and most importantly, increased pupil numbers. Fantastic work!"
[Read more about Sarah Monaghan and Stuart Douch]
[A7 | 3pm, Wednesday 3 February 2021]
Marketing Your School Through Good Communication [Workshop]
Presenter: Laura Walsh (Marketing and Communications Manager, Lambrook School)
Description:
It is tempting to focus solely on advertising when marketing a school but whilst this can be useful there are many other effective ways of doing so, with communication being a key tool.
In this current economic and political climate, it is vital that, as schools, we get our communications right; parents are busy and want to feel well communicated with and that they are getting good value for money.
In this session, Laura Walsh will talk about using effective communication to build a brand and a positive reputation.
She will use practical examples to demonstrate the importance of engagement and clear communication, not only with parents but also with staff, prospective parents, Governors, local schools, the local community, suppliers and other key stakeholders.
[Read more about Laura Walsh]
[A7 | 3pm, Wednesday 3 February 2021]
Moving Your School Along The 'Social Media Maturity Curve' [Workshop]
Presenter: Jayne Burton (Director of Marketing and Admissions, Chigwell School)
Description:
Before taking up her post as Director of Marketing and Admissions at Chigwell School, Jayne Burton was Head of Consumer Marketing at the British Medical Journal responsible for overseeing more than 100 social media contributors, editors and community managers.
In this workshop Jayne will share her experience and advice for developing and improving your social media presence, drawing on your understanding of your target audiences and using whatever resources you have available in-house (whether a single ‘jack of all trades’ or someone able to share the social media workload with colleagues).
Over the workshop Jayne will cover:
* Social Media management platforms – when to switch from native to managed
* The ‘Social Media Maturity Curve’ – how to plot your school’s progress and plan your next steps
* Tailoring your social strategies to different audiences; from prospective families, to press, current students, alumni and more
* Maximising your posts for better reach and engagement
* Creating advocates and managing best practice
[Read more about Jayne Burton]
[A7 | 3pm, Wednesday 3 February 2021]
Outsourcing - Getting The Best From An External Partner [Workshop]
Presenter: Sally Alexander (Director, Ambleglow)
Description:
Many marketing departments will need to outsource projects from time to time; whether it's web, digital or creative...
But how do you choose and what should you be looking for to ensure you get the best possible fit from your agency or freelancer?
If you're already working with an agency, how do you ensure that they are doing a good job?
Having worked on both sides... as an agency head and as someone procuring agency and freelance services, Sally Alexander will give you a non-biased view of the pros and cons of outsourcing, things to look for when finding a prospective agency or freelancer and tips to cement a positive working relationship to get the very best out of your partner.
[Read more about Sally Alexander]
[A7 | 3pm, Wednesday 3 February 2021]
Social Media Advocacy – What It Is And How To Introduce A Social Media Advocacy Programme In Your School Or College [Workshop]
Presenter: Alistair Beech (Senior Social Media Coordinator, The University of Manchester)
Description:
The '2020 Edelman Trust Barometer' cites technical and academic experts as higher in credibility than CEOs and Boards of Directors.
More than ever, trust matters for organisations across all sectors.
During this workshop Alistair Beech will share ways of working with advocates connected to your organisation (e.g. staff, supporters, alumni) to achieve marketing communications objectives.
He will demonstrate how to identify advocates and how to create a programme and tools and techniques to engage internal/staff advocates.
Alistair will also look at how to evaluate the effectiveness of advocacy programmes and offer tips from a programme he’s currently managing at The University of Manchester.
[Read more about Alistair Beech]
[A8 | 3.50pm, Wednesday 3 February 2021]
10 Things You Can Learn About Your Prospective Parents & Students From Google Analytics [Workshop]
Presenter: Luke Hay (User Research Director, Freelance Consultant)
Description:
Tools like Google Analytics are often used for measuring and analysing school and college marketing campaigns and the admissions process online. They are used less often for finding out about who prospective parents and students are and what they are doing on the website.
In this workshop Luke Hay will run through the key reports you should be looking at in order to better understand who is using your website. There is a wealth of information available in analytics packages that is often overlooked.
Luke will cover not only what information is available, but how it can be used to practically inform your marketing, communications and admissions decisions.
By attending this workshop you will learn how to interrogate your analytics data to find out who is using your website in order to better communicate with, engage and convert them into Prospectus requests, Open Day bookings, registrations and enrolments.
[A8 | 3.50pm, Wednesday 3 February 2021]
How To Save On Marketing Costs By Taking Your Own Photos & Video On A Smartphone [Workshop]
Presenter: Jeanette Lendon (Photographer, Jeanette Lendon Photography)
Description:
During this workshop Jeanette 'Jet' Lendon will share the secrets of getting natural looking photos on your smartphone... whether it’s for your school’s social media, your website or your new prospectus.
She will cover safeguarding issues, how the whole school can work alongside your marketing department to create fresh content and share some tips and tricks to get those creative shots.
Jet predicts you have an amazing camera in your pocket and is keen to help you to use it properly.
[Read more about Jeanette Lendon]
[A8 | 3.50pm, Wednesday 3 February 2021]
Instagram Stories Tips & Tricks [Workshop]
Presenter: Matt Horne (Freelance Consultant)
Description:
'Instagram Stories' is one of the key drivers of organic reach for universities, schools and colleges, brands, charities and celebrities engaging their audiences on Instagram.
But with its many different features, filters and a completely different way of orientating content, it isn't the easiest to master.
In this session Matt Horne will:
* Explore the key features of Instagram Stories and explain how to use them to reach and make a lasting impact on your audiences
* Demonstrate how to create your own stickers for Instagram Stories
* Give you content suggestions for better engaging your audience
[Read more about Matt Horne]
[A8 | 3.50pm, Wednesday 3 February 2021]
School Admissions: A Sales Process? [Workshop]
Presenter: Matt Craig (Sales Representative EMEA)
Description:
Sales is normally a ‘taboo’ term in school admissions... it shouldn’t be!
In this workshop Matt Craig will discuss the similarities between sales methodology and terminology and the admissions context, reflecting on good practices and presenting comparisons to help school admissions and marketing teams gain better insight into their admissions pipeline:
* How does your school’s admissions team sell the school to prospective parents?
* What aspects of your school do you highlight?
* What would you change?
* What does “selling” really mean in an admission context?
During this session Matt will seek to turn the 'admissions cycle' on its head from the perspective of a parent or interested family, reflecting on school admissions as a sales process and how this approach can help improve conversion rates and enrolment numbers... and sharing insight gained from conversations with schools in the UK and around the world.
Over the 40 minute workshop Matt will draw on his experience working as an admissions professional in UK International schools and as an Education Consultant assisting families applying to schools, and his most recent experiences in his current role working with admissions teams across the EMEA area.
[Read more about Matt Craig]
Day 2 Conference Sessions
Keynotes + Workshops + Panel Discussions
Day 2 - Keynote Descriptions
[B2 | 9.30am, Thursday 4 February 2021]
The Next Normal - Using The 'Art Of Storytelling' To Win Hearts And Change Mindsets [Keynote]
Presenter: Adam Williams (Headmaster, Lord Wandsworth College)
Description:
The Next Normal - Using The 'Art Of Storytelling' To Win Hearts And Change Mindsets...
[Read more about Adam Williams]
[B4 | 12pm, Thursday 4 February 2021]
What Happens Next Will Not Be Normal: Predictions On The Future Of Our Industry [Keynote]
Presenter: David Willows (Director of Advancement, International School of Brussels)
Description:
Discussion Sessions - There will only be limited time for questions in this Keynote session and as David will be raising a number of important themes of interest to all those responsible for Marketing & Admissions at their School or College, we will be running a series of (optional) facilitated discussion groups later today to explore these themes together and to network, from 4.45pm to 5.45pm (please see B10).
Change in society tends to come slowly and then all at once.
With the advent of COVID-19, the slow and gradual evolution of schools has accelerated to the point where it can sometimes feel like we are on a runaway roller coaster.
Trying to manage, let alone predict, enrolment when all of our tried and tested models and techniques are being challenged can be daunting. Nothing is 'normal' any more.
In this powerful and provocative address, Dr David Willows will look to some of history’s great philosophers for help in making sense of what is happening today and outline some predictions for the future of school marketing and admissions.
This Keynote will be followed later in the day by (optional) facilitated discussion groups looking at the issues and ideas raised by David, including 'truth' in schools marketing and admissions and big questions the industry is facing, such as:
1. What is the product that we are now selling?
2. How have the priorities of prospective families changed?
3. Do our websites and our lexicon of learning reflect the new reality?
4. How far will brand loyalty take us?
5. Is this the end of international/independent education as we know it?
[Read more about David Willows]
Day 2 - Panel Discussion Descriptions
[B8 | 3.50pm, Thursday 4 February 2021]
Got A Question? Ask The Admissions & Marketing Agony Aunties! [Panel Discussion]
Presenters: Gemma Gray (Director of Marketing & Admissions, Fettes College), Sophy Walker (Director of Marketing UK & Global, Felsted School) and Sabine Richards (Admissions and Communications Director, Gordonstoun School)
Description:
Are you...
...frustrated with old-fashioned processes?
...irked that you aren’t on the Senior Management Team?
...being driven mad by a teammate?
...or desperately needing more budget from an unwilling Bursar?!
Ask the Admissions & Marketing Agony Aunties!
With decades of experience, they will give, calm, practical advise with a touch of sass.
Anonymous questions welcome!
[Read more about Gemma Gray, Sophy Walker and Sabine Richards]
[B8 | 3.50pm, Thursday 4 February 2021]
International Schools Admissions & Marketing - Problem Shared, Problem Solved! [Panel Discussion]
Presenters: Wendy VanBramer (Director of Admissions, UWC Thailand International School), Julia Love (Director of Admissions, International School of Kuala Lumpur, Malaysia) and Claudine Hakim (Head of Advancement, Transitions and Student Support, International School of London)
Description:
An opportunity to share problems, best practice, ideas and advice... participate in this panel discussion by submitting your questions and the challenges you are facing, and contribute your thoughts and experience alongside those of the panelists who, with decades of experience, will give their insight and practical advice on schools admissions and marketing.
[Read more about Wendy VanBramer, Julia Love and Claudine Hakim]
[B6 | 2pm, Thursday 4 February 2021]
Diversity And Inclusion In Your School - A Role For Marketing & Admissions? [Workshop]
Presenters: Carolyn Reed (Creative Director, Reed Brand Communication) and Katie Cardona (Research & Insight Consultant, Reed Brand Communication)
Description:
Diversity and Inclusion are on everyone’s agenda at the moment and no more so than for the 'front line’ departments of Marketing and Admissions. Parents expect to find a diverse and inclusive culture at their children’s school, one in which all stakeholders feel welcome, valued and appreciated, and this starts from the initial messages parents receive when they are first looking at your school.
Accelerated by George Floyd’s death, and the Black Lives Matter (BLM) Movement, responses to these sensitive topics have evolved rapidly over the last five months and handling this is now an even more delicate matter.
Carolyn, Chloe and Katie from Reed Brand Communication will put diversity and inclusion in its current context, helping you to understand the subject and approach it appropriately. They will talk you through their research surrounding diversity and inclusion, citing examples of best practice initiatives from the world outside education, showing you how these can be adapted for and adopted in your school, in key departments.
This is an opportunity not to be missed.
[Read more about Carolyn Reed and Katie Cardona]
[B6 | 2pm, Thursday 4 February 2021]
GDPR And School Marketing – Friends Or Foes? [Workshop]
Presenters: Laura Amza (Information Technology Manager, American International School of Bucharest) and Catalina Gardescu (Head of Admissions, Communications and External Relations, American International School of Bucharest)
Description:
The implementation of EU 679/2016 General Data Protection Regulation (GDPR) posed a major change in the way schools gathered, stored and used information.
School admissions, fundraising, marketing and communication in general were impacted by the new regulations meant to support the right to privacy for every individual, at the same time limiting many of the procedures marketing professionals used to reach out.
This session will take the form of a dialogue between a Manager of Admissions and External Relations and a Certified Data Privacy Professional, exploring and outlining potential issues which will be relevant to your situation, school or college and solutions which you can implement.
[Read more about Laura Amza and Catalina Gardescu]
[B6 | 2pm, Thursday 4 February 2021]
Championing 'The Customer’ ...Online! [Workshop]
Presenter: Gemma Gray (Director of Marketing & Admissions, Fettes College)
Description:
How can schools provide brilliant customer service to prospective families online without losing the personal touch? In times of social distancing and virtual connections, how do you maximise impact to ensure prospective families get a feel for what your school offers even when face-to-face becomes screen-to-screen?
In this follow-up workshop, Gemma Gray will share ideas and advice on how to maximise your conversions from ‘prospective’ to ‘current’ by perfecting a virtual voice, developing a clarity of online communication and empowering staff to become brand ambassadors.
She will give key insights and practical tips that you can take back to your school and will leave you mulling over questions such as:
* Are we doing all we can as a school to truly deliver the best experience to prospective families online?
* What positives have we learnt from Lockdown in terms of communication with prospective families?
* How can I get the whole school to support us in the visit process... whether in-person or virtually welcoming prospective families?
[Read more about Gemma Gray]
[B6 | 2pm, Thursday 4 February 2021]
Developing A Social Media Channel Strategy For Your School Or College [Workshop]
Presenter: Alistair Beech (Senior Social Media Coordinator, The University of Manchester)
Description:
Channel strategies are easily missed by marketing professionals when managing social media, but, like content strategies, they can make a huge difference in the success of your digital presence.
During this workshop Alistair Beech will help you understand the types of metrics and goals you and your colleagues could track to measure social media success and how strategy work can help you focus your efforts on one or two key channels.
He will also provide you with a template document to help you identify key social media goals and objectives for channels within your school or college.
[Read more about Alistair Beech]
[B6 | 2pm, Thursday 4 February 2021]
How To Use ‘Predictive Analytics’ To Anticipate And Influence What The Future Holds For Your School Or College [Workshop]
Presenter: Craig Tredenick (Director of Admissions & Enrollment, American School of Dubai)
Description:
Which applicant should we admit? What is the likelihood of this student enrolling? Where are all the ‘mission appropriate’ students who will likely enrol in our school? These are ageless questions that, until recently, we have struggled to answer with a great degree of confidence. Enter Predictive Analytics.
In this session Craig Tredenick will discuss the use of predictive analytics in everyday life and will then transition into case studies across the world of education. The session will end with some opportunities and resources available to schools & colleges.
[Read more about Craig Tredenick]
[B6 | 2pm, Thursday 4 February 2021]
Keeping Graphic And Digital Communications In-House vs Using An Outside Agency [Workshop]
Presenters: Harriet Leith (Marketing Officer (Design, Web & Multimedia), Wolverhampton Grammar School) and Jane Morris (Admissions Registrar, Wolverhampton Grammar School)
Description:
Keeping Graphic And Digital Communications In-House vs Using An Outside Agency...
[Read more about Harriet Leith and Jane Morris]
[B7 | 3pm, Thursday 4 February 2021]
Research Tips For The Time-Poor And Money-Strapped School Marketer [Workshop]
Presenter: Ruth Thorogate (Marketing Manager, The Mall Preparatory School)
Description:
In this session Ruth Thorogate will explore ways in which schools can effectively understand, reach, engage and convert their audiences on a limited budget.
We will cover market research, including surveys and polls, hiring a mystery shopper, conducting focus groups and holding informal events to see how you can monitor audience perceptions and needs internally, saving your budget for the bigger projects requiring external support and expertise.
[Read more about Ruth Thorogate]
[B7 | 3pm, Thursday 4 February 2021]
Senior School Recruitment – Multiple Entry Points, Multiple Audiences [Workshop]
Presenter: Philippa Scudds (Director of Marketing and Communications, Canford School)
Description:
Schools with multiple entry points face multiple marketing challenges. What families look for at 11+ or 13+ are often different to their priorities for Sixth Form entry. Or are they?
In this session, Director of Marketing and Communications Philippa Scudds will share experiences developing recruitment strategies for both junior and Sixth Form pupil entry, the adaptions according to the audiences and the communications common to all.
This session will also include observations on market forces, the changing nature of the customer and examples of success.
[Read more about Philippa Scudds]
[B7 | 3pm, Thursday 4 February 2021]
Setting Up And Making The Most Of Facebook Groups For Community Engagement [Workshop]
Presenter: Matt Horne (Freelance Consultant)
Description:
As Facebook has pivoted its focus to Groups for building communities and engaging audiences they are becoming an increasingly important part of organic strategy for those that market on the network.
In this session social media expert Matt Horne will draw on his extensive experience in the Universities sector:
* To give step-by-step 'best practice' instructions on how to set up a Group as a Page on Facebook
* To share tips and techniques for building your Group membership
* To suggest content suggestions that will get your Group talking!
[Read more about Matt Horne]
[B7 | 3pm, Thursday 4 February 2021]
Social Media Lessons Learned From COVID-19 [Workshop]
Presenter: Alta Justus (Digital Marketing Education Specialist, The Virtual Marketer)
Description:
If there is one marketing lesson to be learned from the current pandemic situation, that is, social media is no longer the enemy.
Far from it. Social media is proving to be the glue keeping people all over the world connected. It has been our saving grace.
In moments of extreme vulnerability and social-distancing, social media has been the lifeline for schools, reinforcing a sense of community, bringing parents, pupils and teachers together despite the physical distance that separates us all.
Join Alta Justus to explore the social media lessons learned during our time of social-distancing and how you can use these powerful lessons going forward.
[Read more about Alta Justus]
[B7 | 3pm, Thursday 4 February 2021]
Starting At A New School – A Career As An Admissions Director In International Schools [Workshop]
Presenter: Robin Berting (Head of Admissions, Zurich International School, Switzerland)
Description:
Starting At A New School – A Career As An Admissions Director In International Schools...
[Read more about Robin Berting]
[B7 | 3pm, Thursday 4 February 2021]
The Power Of Influence - How To Get The Best Out Of Your Stakeholders [Workshop]
Presenter: Sally Alexander (Director, Ambleglow)
Description:
As a school marketer, how many times have you been faced with your Headteacher asking:
"Why you aren't doing X... like Y school down the road?"
Frustrating right? Especially when you are the marketing expert.
In this session, Sally Alexander will talk of the power of influence, as well as practical tips on how to engage with your Senior Leadership Team (SLT) and wider school to ensure that you get optimum buy-in and engagement in your marketing efforts.
[Read more about Sally Alexander]
[B7 | 3pm, Thursday 4 February 2021]
How COVID-19 Brought Us All Closer - The Benefits Of Teaching And Marketing & Admissions Staff Working Together [Workshop]
Presenters: Lucy Thornton (Head of Marketing & Admissions, Windlesham House Preparatory School) and Christopher Roche (Director of ICT, Windlesham House Preparatory School)
Description:
How COVID-19 Brought Us All Closer - The Benefits Of Teaching And Marketing & Admissions Staff Working Together....
[Read more about Lucy Thornton and Christopher Roche]
[B8 | 3.50pm, Thursday 4 February 2021]
10 Video Ideas For Marketing You Can Do With A Smartphone Tomorrow [Workshop]
Presenter: Simon Jones (Founder of Bonjour Photography, Bonjour Photography)
Description:
Drawing on his considerable experience in photography and video for schools marketing, Simon Jones will present 10 video ideas you can use immediately to aid your marketing strategy.
Simon promises an interactive, engaging and fun session explaining how you can to use your smartphone to create fantastic content to support your marketing strategy in the right way... you don’t need large cameras, you don’t need a movie Director... and it’s not what you’ve got, it’s where (and how) you use it.
[Read more about Simon Jones]
[B8 | 3.50pm, Thursday 4 February 2021]
Attracting Parents To The Independent Sector – A Case Study From Outside The South East Of England! [Workshop]
Presenters: Jane Morris (Admissions Registrar, Wolverhampton Grammar School) and Harriet Leith (Marketing Officer (Design, Web & Multimedia), Wolverhampton Grammar School)
Description:
Student recruitment is a challenge for most independent schools but not all schools face the same challenges.
In this workshop Jane Morris and Harriet Leith will introduce the recruitment challenges for independent day schools outside the South East and explain how they have overcome them.
From recruitment to conversion, print to digitalised media, they will share their experiences and ideas for engagement with:
* First time buyers
* Middle income families
* Families where English is not a first language
[Read more about Jane Morris and Harriet Leith]
[B8 | 3.50pm, Thursday 4 February 2021]
Pro Tips For Putting SEO At The Heart Of Your School Or College Marketing Strategy To Attract More Visits, Enquiries And Registrations [Workshop]
Presenter: William Barnes (Marketing Consultant and Technical SEO, Freelance Consultant)
Description:
Search Engine Optimisation (SEO) is not a siloed discipline, it needs to be at the centre of all your marketing activities, from campaign planning to implementation and review. Without it your marketing efforts will fall short of their full potential.
Ensuring SEO is part of your marketing workflow will not only help maximise your marketing 'value add', it will also improve your long-term return on investment (at ever lower cost).
In this session William Barnes will cover some of the more advanced SEO tools used by SEO professionals to make SEO easier, along with practical tips and tricks you can begin using right now to help integrate SEO into your marketing efforts.
From Google Search Console and SEMRush to optimising content and quick hacks for building a content strategy, this session is a must for anyone looking to begin supercharging their school's marketing strategy.
[Read more about William Barnes]
[B8 | 3.50pm, Thursday 4 February 2021]
The New Players - How TikTok And Instagram Stories Have Become Leading Video Content Platforms - And What Education Marketers Can Learn From Their Success [Workshop]
Presenter: Alistair Beech (Senior Social Media Coordinator, The University of Manchester)
Description:
In this workshop Alistair Beech will explore successful examples from education providers and the public sector of building a presence on the two fastest growing ‘new’ social networks - particularly popular amongst the teenage audiences.
He will explore why vertical content format is the key to long-term success on social media and whether providers should set up channels or simply listen.
For those marketers already in the space, Alistair will show they can start developing content vertically without losing sight of what their audiences are looking for.
The workshop has been designed for social media and community managers, digital communications managers and marketing managers looking for practical insights.
[Read more about Alistair Beech]