Events
Keys2Marketing Autumn Conference a Success
November 2009
Last week saw the much-anticipated Grebot Donnelly Associates' (GDA) Keys2Marketing Conference take place at the Chartered Institute of Public Relations (CIPR) in London.
With the topic - 'An outstanding school: Success acceleration through PR and Marketing' - and an exciting line-up of speakers that included a BBC News Presenter, Headteachers and a PR guru, the day promised to be insightful, helpful and interesting - and it didn't disappoint.
Charlie Stayt, BBC News Presenter and Conference Chair, opened proceedings, giving a warm welcome to all the delegates and introducing the speakers for the day.
First up on that list of names was Elisabeth Lewis-Jones, last year's President of the CIPR and Managing Director of Liquid Public Relations. As well as defining what PR really is, and stressing the importance for schools to create their own identity, her presentation focused on the growing popularity of social media as a communications vehicle in PR and marketing, especially in light of the decline in sales of regional newspapers. She suggested that social networking websites such as Twitter could be a good way for schools to keep in touch with parents and deliver news - thus marketing themselves positively.
While her points were thought-provoking and many recognised its potential marketing power, many were also quick to question the effectiveness of Twitter as a marketing tool for schools. How, for example would consistency of message be maintained using Twitter? How would you evaluate? What about negative feedback from parents/stakeholders? This is clearly an area that needs exploring further when considering the future of schools marketing.
Claire Boag, Headteacher of St Richard's with St Andrew's School in Richmond, was next to address the delegates. During her presentation, her belief in the importance of marketing for schools was plainly obvious. Indeed, Claire has successfully raised the profile - as well as the achievements - of her school since she was appointed in 2005. With the help of GDA, among the key things Claire did was set-up a marketing group with representatives from the whole school community, and develop an annual marketing and PR schedule. Since she arrived at the school, the roll has increased by 30% and the school has gone from Ofsted category 'satisfactory', to 'good', with results improving year on year. The school now manages its own marketing and PR, employing a part-time member of staff and, according to Claire, the school governors now see that marketing is central to the school's ongoing improvement and success.
The debate that followed Claire's address - 'should schools spend money on PR?' - sparked a host of lively comment. The general consensus was that even if a school enjoys a good reputation, PR is key to keeping that momentum going. However, it was noted that it is still difficult to get headteacher's to put aside budgets for marketing, especially if a school is at full capacity with a waiting list. With that in mind, Macia Grebot, of GDA, rounded off the debate with a vital point - that a school with a historically good reputation might retain that for a period of time, however, if not maintained, perceptions in the community will eventually start to be affected.
Another marketing success story came from Alison Jerrard, Headteacher of Ricard's Lodge High School for Girls in Wimbledon. When Alison joined Richard's Lodge in 2005, she faced negative local perceptions of the school. But, through a carefully planned and executed marketing campaign, including setting up a Parents Teachers Association and a school-based marketing group, a new uniform, prospectus and website, things at Ricard's Lodge have changed. Over 80% of applications for Year 7 are now first choice, feedback from the local community about the school is positive and the school features regularly - and positively - in local media. The school continues to work with GDA, who provide ongoing marketing and PR advice.
The final speaker, Jan Martin, Head of Education at the London Borough of Merton, knows the importance of marketing only too well, having created a borough-wide PR and marketing strategy with the objective of raising the profile of secondary education within the borough. She was keen to stress that schools need to work with other schools - the marketing message needs to be collaborative.
The conference closed with a debate entitled 'PR and Marketing - why bother?' with the overall consensus being that we should definitely bother - even in already-successful schools. In the words of one delegate, 'PR and marketing is not only about your school, but education in general'.
The conference certainly raised some extremely valid points - and we are that all who attended would agree that it offered valuable insight into the hugely important topic of PR and marketing in education.
 |
 |
|
| BBC News Presenter Charlie Stayt opens the debate | Jan Martin, Head of Education for London Borough of Merton talking about being the school of choice in your community | |
 |
 |
|
| Alison Jerrard, Headteacher Ricards Lodge High School, Wimbledon discusses the pros and cons of rebranding a school | Clair Boag, Headteacher St Richards with St Andrew’s Primary School talks about her how she used marketing to make hers the school of choice | |
 |
||
| An engaged audience |