8 October 2024
Now is not the time to underinvest in your admissions and marketing people.
As parents face the tough decision on whether to send their children to independent schools, the role of marketing and admissions in a school has never been more crucial. Melanie Pye explains the changing role of the marketing and admissions team, and the importance of finding and developing talent in your team.
Admissions is the first step in building a strong school community.
For many parents, education is the single biggest investment that will be made outside of their home, and they are becoming savvier when it comes to understanding what they are paying for and if they are getting value for money. The success of a school was once determined by the curriculum and results. However, parents and pupils are now used to consuming information through the use of technology; whilst curriculum and results remain important, schools must have a more holistic approach combining technology and the human element, including overall facilities such as sports, teaching and shared spaces, as well as pastoral care and of course, an up to date technology offer to ensure that they have a robust strategy for success.
The admissions process is a crucial element for UK Independent Schools, and having the right people in the role who serve as the initial interaction between prospective families and the school is critical. A well-structured admissions process does more than fill places; it carefully selects students who align with the school’s ethos, culture, and academic expectations. This alignment is vital for fostering a cohesive school community, which is the bedrock of a successful educational environment.
Admissions teams have more to offer in terms of diversity inclusion, and community engagement for the school.
In an increasingly globalised world, diversity within the school community is essential. Independent schools have always recognised the importance of admitting pupils from a variety of backgrounds – cultural, socio-economic, and international – as this diversity enriches the learning environment and prepares pupils for life in a multi-cultural society.
Clear communication about the school’s values, expectations, and the admissions criteria ensures that families can make informed decisions. Schools that are transparent about their processes and open to answering questions are more likely to attract families who align with their values and ethos. This is where it is crucial to ensure you have the right skills in your marketing and admissions team to convey a compelling story for your school.
How does the marketing and admissions team support your school?
Over the years, senior leadership teams have been reviewing what they need from their marketing and admissions teams, thus resulting in the need to restructure and create new structures/roles.
Admissions and Marketing are closely intertwined, effective marketing strategies encompassing digital technologies help attract pools of prospective families who are well-suited to the school, thereby supporting the admissions process. Whatever the structure, admissions and marketing must not only interact with each other but the broader school community to ensure that the overarching school strategy is achieved.
Admissions feedback and market intel can, for instance, support the understanding, motivations, and concerns of prospective families and can help tailor marketing messages to address these target customers more directly. Additionally, data collected during the admissions process can be used to identify trends and adjust marketing strategies to target the right demographics more effectively.
Adaptability is key; the importance of dynamic and responsive marketing strategies cannot be underestimated. Schools that can adapt their messaging to reflect current concerns and showcase their ability to provide a safe, high-quality education are more likely to succeed. Similarly, admissions processes must also be flexible and inclusive, accommodating the diverse needs of modern families.
The Marketing and Admissions teams are not only ambassadors for the school but also the resident sales force.
Over the summer we have seen an increase in vacancies for senior admissions, marketing, and external relations professionals, but with a shortage of talent across the industry, how do we resource the gap?
I’ve been supporting schools to explore alternative sectors to grow the talent pool, such as those in high-end customer-centric industries like tourism, retail, and events. These individuals generally have sound transferable skills and understand the importance of customer service, and are able to write compelling marketing stories.
As the educational landscape continues to evolve, UK Independent Schools that prioritise and integrate their admissions and marketing efforts will be better equipped to navigate challenges and capitalise on opportunities, ensuring their continued success and relevance.
If you’re looking to develop or boost your admissions and marketing team, please drop me a line to have an informal conversation to see how I can support you at melanie.pye@andersonquigley.com.
