3 Lessons Learnt From Working in Schools

As I write I’m on my way to Cornwall with my partner and kids, then from there we’ll be flying across to the Scilly Isles. I’m picturing an Enid Blyton meets Swallows and Amazons style holiday, although with two young children and the equally unreliable British weather, it could be more along the lines of Lord of the Flies.

My return from holiday will, however, bring some exciting times, as there are new beginnings in all areas.

As one independent education consultant said to me recently, I’ve come over to the dark side – and she wasn’t talking about my forthcoming wedding. I’m delighted to be joining MTM at the end of August as their new Marketing Manager.

My career so far…

I’ve spent the last decade working on the inside within independent schools. In my most recent role as Head of Marketing and Communications I was responsible for bringing the story of the school to life, through a fully integrated marketing strategy. From branding to event management, developing and overseeing multi-platform ad campaigns to budget management, working with external agencies to producing promotional films to leading on school strategy as the only female member of the Senior Leadership Team (sometimes the most frustrating part of the job!).

Prior to that I worked within business development in a private hospital. While this involved promoting anything from life-saving cardiac procedures to Botox, it also involved attracting more consultants to the hospital and a large part of this involved corporate hospitality.

I had a fantastic couple of years sailing around the Solent, sipping champagne at the races and cheering the English Rugby Team on at Twickenham. I’m sure it was hard work at the time but looking back it does sound a little like one long party!

All a far cry from my original desire to work in politics. A year working in Westminster for an MP, who shall rename nameless, rather put me off that – and, as I watch the news in disbelief nowadays, I couldn’t be more grateful!

Reflection

The school holidays have, for me, always been the time to reflect and plan, to look back on what has and hasn’t worked, and to set the foundations for marketing activity further down the line. This year is no different as I’ve reflected on my time working within two schools, and the differences and similarities between them.

My first school was a girls’ school that was in financial trouble, dating back a number of years, and one that ultimately went on to have a successful merger with its main competitor. The second, a thriving boys’ school with a relatively new co-educational sixth form which launched 18 months after I joined. It was here that I first came across MTM, working with them on a market research project.

The school was performing very well but, as planning for the future should always be a priority for SLT and governors, we wanted to know what the landscape may look like in ten to fifteen years’ time (although even MTM couldn’t predict the pandemic!).

Culture

I’m really looking forward to getting to know more of my colleagues working in schools, academies and other settings within the education sector. While there is huge variety in terms of the type of organisation for which you work – from small prep schools, large city secondaries, to multi academy trusts – there are countless shared values, aims and aspirations, just as there are also shared frustrations and concerns.

Looking ahead

The next few years will be a tough time for many parents, as the cost of living crisis impacts families in all areas and purses inevitably tighten. The threat of losing charitable status for independent schools, combined with the prospect of VAT on school fees, aren’t looking quite so pie in the sky anymore.

All businesses will need to be making decisions based on solid, data-backed evidence and schools are no exception. During uncertain times market research can provide clarity, open eyes to new opportunities and shine a spotlight on untapped potential and I’m excited to be a part of this.

Marketing struggles

School are fantastic communities but yet marketing within a school can sometimes feel a little lonely, many working individually or in very small teams, and the staff room isn’t always the place to talk about yet more marketing activity. If that feels relatable, then do get in touch and arrange a chat, either virtual or in real life.

The Emily Down Way

Originally from Cornwall, I now live in Bristol with my son Teddy, step-daughter Tabatha and my partner Paul – plus one enthusiastic Labrador and a rather grumpy cat.

Last year saw me put all my project management skills to the test while renovating my Victorian terrace and having my first children’s book published. When I’m not talking all things education, parenting and marketing (unavoidable when my partner also works in marketing), I can usually be found on a beach somewhere – whatever the weather. A nod to my Cornish roots!

Lessons from my time working in schools:

• Your presence in the staff room is invaluable. While email can seem the default when you need information from staff or are planning the detail for an event, taking the time for coffee with a teaching colleague at their break time could cut out a huge number of emails and kick-start a project that had been lagging. And of course, it will continue to cement those all-important relationships that will help with my next point.

• Getting teaching staff on side is key – and perseverance and eternal optimism is essential here! There are times that, while teaching or support staff often understand their immediate colleagues’ frustrations, they don’t always translate across those two groups. It’s important to remember in those moments that it isn’t personal and instead of focusing on the differences between the two groups, to remember the things that unite you all such as shared values and a desire to deliver the very best for the students.

• The role of Head of Marketing and Admissions (or similar) is a key role within a school and it is now more important than ever that this is reflected within the Senior Leadership Team. After all, this is the person responsible for the communications, admissions and marketing within the framework of the school’s strategic plan and, as schools increasingly have to adapt to new threats and challenges, the importance of their input to this strategic plan cannot be underestimated.

And remember, no matter what industry you are working in, data can be a marketing professional’s best friend. In my experience it is far more difficult for a Head or Bursar to say no to your latest idea, when you are presenting them with the statistical analysis and clear evidence as to why it is needed!

What have been your biggest takeaways from working in schools? Let us know in the comments below.

To find out how we can boost your school marketing strategy, email me at emily@mtmconsulting.co.uk.

For free school marketing tips and updates, follow Emily on Linked In.