Insights
Marketing in education – Let’s start at the very beginning
School leaders are no strangers to thinking about the big picture. Whether that’s shaping a school vision or pursuing the best outcomes for pupils – it’s in their DNA.
But when it comes to presenting their school or Trust to the outside world, it can seem that too few are asking:
“Are we doing enough to tell our story and stand out?”
Marketing in education is often reactive – a response to falling pupil numbers, a need to engage more on social media, a way to recruit staff. It’s also used widely to promote success – think Ofsted judgements, alumni success, awards and accreditations.
But an effective education marketing strategy shouldn’t just be about fixing problems or celebrating wins.
It’s about taking the time to build a brand that reflects who you are, inspires trust and really connects with your audiences – in your case, parents, pupils, staff and the wider community. Because if you don’t do this, your marketing efforts may not achieve the impact you are looking for.
At the heart of great and effective marketing lies a firm grasp of your identity, crystal-clear messaging and a deep understanding of your audience.
Without these foundations, your marketing efforts become disjointed. But when they are in place, every initiative – a website redesign, a recruitment campaign or a social media strategy – works harder and stands a better chance to succeed.
Build your framework
Think about beginning at the beginning and digging deep into:
- Redefining and road-testing your identity
Your vision and values define your identity. They shape your ethos, curriculum and the experiences of your pupils.
But are they embedded in your communications activities – are they clear and compelling? If they don’t stand out, neither will you.
- Crafting your key messages
Consistency in educational practice is so critical to embedding learning, and you need to make sure you carry that habit throughout the way you talk about yourselves.
A well-defined set of key messages will help you build a narrative that reflects your identity and reinforces your brand in every communication.
- Understanding your audience
Whether you’re trying to reach parents, prospective members of your team or local stakeholders, if you think about what motivates and challenges them – maybe even conduct some research into their views – you’ll be able to address what really matters to them. The best marketing strategies are based on insights, not assumptions.
Seeing the benefits of getting it right
By going through these stages, you’ll find that:
- You’ll speak in an authentic voice
Your vision, values and ethos will shine through your communications. You’ll develop your individual voice, and your activity will unmistakably belong to you.
- You’ll act with your audience in mind
Your audience will feel that you are talking to them because you will speak directly to their needs.
- You’ll be consistent
Everything will sound like it comes from you, and your audience will rely on what you have to say which is so important for parents entrusting you with the education of their children.
Standing out in a crowded space
Marketing in education is more than building a website or making a banner advertising your open day. While yes, they are super important, if you can build them on solid foundations, they will work so much harder for you.
It’s an ongoing process of reflection, storytelling and connection. And by doing it right, you can lay the groundwork for success.
Education is a competitive space. You need to be able to get attention and keep hold of it. Done brilliantly, marketing can help you tell your story, engage your parents and your wider community and inspire confidence in what you offer.