Bridging the Gap in the Staff Room: Marketing In Schools

One of the most common challenges faced by those working within marketing in schools is the division between teaching staff and the business side of the school. This issue has been widely discussed in various professional development events, and recent research, such as the Confidence Index 2023, indicates that schools continue to struggle with unifying these two aspects.

In this blog post, I aim to explore how teaching staff and senior leadership teams can support their marketing team, which plays a crucial role in the success of educational institutions. In the next one, I will delve into what steps marketing and admissions staff members can take to further foster collaboration.

Rethink the Terminology

Let’s start by reconsidering the way we refer to our colleagues in marketing, admissions, finance, and estates teams. They are not support staff, administrative staff, nor should they be labelled as “the girls in the office.” Instead, they are highly qualified and experienced professionals who have chosen to bring their expertise to the school sector. One commendable term, suggested in a recent MTM webinar, is the “Business Operations Team.” This name recognises their value and conveys professionalism and is the term that I will be using going forward.

Promote Equality

At the recent launch of the Confidence Index 2023, stories were shared highlighting instances where Business Operations staff received different treatment compared to teaching staff. Disparities like celebratory chocolates being given only to teachers following ISI inspections or staff rooms that exclusively welcome teachers can contribute to a growing divide. Initiatives like well-being programs, such as free yoga classes, should consider accommodating the schedules of all staff members. Equality should be a guiding principle in all aspects of school life.

Empower Your Marketing and Admissions Team

It is crucial to provide opportunities for the marketing and admissions team to explain their role to the rest of the staff. Their responsibilities go far beyond managing social media or creating visually appealing posters. Many teachers may not be fully aware of the intricacies involved. Offering a regular INSET slot dedicated to sharing insights into their work can foster understanding and appreciation. Additionally, including a representative from the marketing and admissions team in the Senior Leadership Team (SLT) can further bridge the gap.

Celebrate Their Achievements

Recognising the significant role that marketing and admissions play in the school’s success is essential. For example, if increased pupil numbers lead to higher-than-inflation pay raises for staff, clearly communicate the part that marketing and admissions efforts have played in achieving these results. Celebrating their achievements emphasises the impact they have on the school and demonstrates how their work drives the business forward.

Coming Soon

Improving relationships between teaching staff and the marketing and admissions teams requires joint efforts. In the next blog post, we will explore the steps that marketing and admissions professionals can take to foster collaboration and bridge the staff room divide.

Stay tuned!