13 June 2023

Why is it so important to get the leadership of admission and marketing teams correct?

By: Hayley Mintern

In the ever-evolving education landscape, independent schools face numerous challenges. The increasingly competitive environment makes the crucial functions of admissions and marketing to attract and enrol pupils even more vital. The importance of admissions and marketing in schools and their profound impact on shaping the future of education cannot be understated. Admissions and marketing efforts in schools play a significant role in promoting educational institutions, therefore ensuring their sustainability and ability to provide quality education to students. That is why hiring the right people can make all the difference.

Creating Brand Awareness

Effective marketing strategies help schools establish a strong reputation and increase awareness among prospective students, parents, and the community. Admissions and marketing teams are responsible for building and maintaining a brand image that highlights the institution’s unique strengths, values, and achievements, which will generate interest and attract a diverse pool of potential students.

Recruitment and Enrolment

An institution’s success depends on its ability to recruit and enrol; by developing comprehensive recruitment strategies, schools can attract talented and diverse students who contribute to the overall growth and vibrancy of the institution. Admissions teams are critical in this process, from initial inquiries to final enrolment. They serve as the first point of contact, providing information, answering queries, and guiding prospective students and their families through the application admission process. The key is ensuring all process touchpoint staff are fully trained, and the school’s USPs are understood in an often crowded marketplace.

Enhancing Diversity and Inclusion

By actively promoting their commitment to diversity, schools can attract students from different backgrounds, cultures, and experiences; admissions and marketing efforts are instrumental in fostering diversity and inclusion within schools. This enriches the learning environment, encourages a broader perspective, and prepares students for an increasingly interconnected world. Effective marketing campaigns can showcase the inclusive atmosphere of the school, helping students feel welcomed and valued.

Financial Stability

A robust marketing strategy can increase admissions and facilitates fundraising efforts, partnerships, and sponsorships. As many schools rely on a stable financial foundation to sustain educational programs and provide high-quality learning experiences, admissions and marketing teams contribute significantly to this stability by effectively communicating the schools value proposition to stakeholders; contributing to financial sustainability and long-term success and therefore attracting a steady stream of students and generating revenue.

Student-Parent Engagement

Admissions and marketing efforts extend beyond attracting students; they also involve engaging parents and families. Strong relationships with parents create a sense of trust and collaboration, fostering a supportive educational ecosystem. Admissions teams often organise tours, open days, and informational sessions to involve parents in the educational journey. Schools build partnerships with parents by addressing concerns, sharing success stories, and facilitating communication channels, enhancing the student’s overall learning experience.

Continuous Improvement

Through market research, surveys, and feedback, admissions and marketing departments play a crucial role in collecting and analysing data to improve the school’s performance. The insights gained into the needs and preferences of students and parents help schools refine their educational programs, develop targeted marketing campaigns, and make strategic decisions that align with the evolving educational landscape. Admissions and marketing serve as a valuable feedback loop, ensuring schools stay responsive and adaptive to changing demands.

Shortage of Talent

The independent school sector needs more experienced admissions and marketing professionals. School leaders need to look beyond direct competitors to bring in new talent and innovative ideas. There are several areas that we can explore to bring new talent. Traditional areas such as Higher Education have large admission teams and a good understanding of dealing with many enquiries and international partners. However, by broadening the recruitment sphere, leaders can look at non-traditional candidates who demonstrate the key traits needed to be successful in admissions and marketing roles, such as those in the hospitality and highly customer-focused sales industries and marketing professionals operating within iconic brands who understand how to make a product stand out.

Admissions and marketing are indispensable components of a successful school. By focusing on brand building, pupil recruitment, diversity promotion, financial stability, parent engagement, and continuous improvement, admissions and marketing teams contribute significantly to the growth and development of schools. Their efforts attract students and shape the educational experience, empowering students with quality education and preparing them for future success. By recognising the importance of these teams, we can foster an educational ecosystem that thrives on innovation, inclusivity, and excellence. In challenging times, we must continue to invest in marketing and admission functions, and by getting the correct people and team structure, the impact can be seen across the school.


Hayley has supported the education sector for the last ten years, providing executive search and interim and consultancy solutions to Independent Schools, Academy Trusts, FE Colleges, and Universities. Her speciality is understanding the education sector and connecting talent that is passionate about providing high quality inclusive education.

If you are interested in or considering a role in an independent school, you can contact Hayley via LinkedIn or email at hayley.mintern@andersonquigley.com.