It’s round about now – in the days before the AMCIS Annual Conference explodes into life – that I tend to take stock.
In the fast-paced world of independent schools, where competition for students is fierce and the landscape is constantly evolving, the roles of marketing, communications, and admissions professionals are undergoing a transformation.
We will announce the winners of our IMPACT Awards during the conference, and I am struck by the depth and strategic complexity of the submissions. What emerges is not merely a series of isolated campaigns but a sophisticated orchestration of initiatives that encompass every facet of school life.
I like to think that these schools are part of a vanguard, no longer relegating marketing and admissions as ancillary tasks at the periphery of the school but embracing them as integral components of the educational mission.
“The roles of marketing, communications, and admissions professionals are undergoing a transformation.”
It does seem that, for a growing number of schools, these roles are now firmly established in the fabric of the institution, their influence reaching far beyond the realm of recruitment brochures and social media posts. In fact, what we are beginning to witness is a paradigm shift towards a more holistic approach to communications – one that recognises the interconnectedness of students, staff, parents, alumni, and the wider community.
Central to this evolution is the recognition that effective communication is not merely about broadcasting messages; it is about nurturing meaningful connections and engagement.
From mammoth undertakings such as Headington School’s merger with Rye St Anthony, to Dame Allan’s School’s sensitive championing of the needs of pupils living with colour blindness, marketing and admissions professionals are now actively involved in shaping the narrative of the school. They are helping to craft whole-school initiatives as well as the resulting news stories that resonate with diverse audiences and reflect their school’s ethos.
“Many campaigns bring together stakeholders from across the school community in a shared effort.”
Moreover, the increasing involvement of school leaders reflects the growing recognition of the strategic importance of marketing and communications in achieving institutional goals. In an era marked by economic uncertainty and shifting demographics, schools are acutely aware of the need to differentiate themselves in a crowded marketplace. This can prompt a renewed focus on branding and market positioning, with admissions and marketing professionals playing a pivotal role in shaping the public perception of the school and driving enrolment.
At the heart of this lies the beginnings of a fundamental shift in mindset – from seeing marketing and admissions as transactional functions to recognising them as strategic partners in advancing the mission of the school. This is reflected in the collaborative nature of the campaigns we have seen, many of which bring together stakeholders from across the school community in a shared effort.
However, this is not yet the case everywhere. From navigating complex regulatory requirements to leveraging technology for targeted outreach, marketing and admissions professionals are at the forefront of efforts to ensure the long-term sustainability of the institution. Whether they are always acknowledged as such is another matter.
The days of viewing marketing as a purely discretionary expense are certainly dwindling, but sadly my impression is that schools continue to expect more and more of their marketing and admissions teams without equipping them with realistic budgets. This is confirmed by the results of this year’s Confidence Index, to be launched at the AMCIS Annual Conference next week.
“The days of viewing marketing as a purely discretionary expense are certainly dwindling.”
There is still some way to go before all school leaders consider investing in marketing to be an essential part of maintaining their school’s financial viability.
Nevertheless, there is much to celebrate. As we applaud the winners of this year’s AMCIS IMPACT Awards, we will praise their achievements but also recognise the broader trends shaping the field of marketing, communications, and admissions in independent schools. From ever more diverse communication channels to strategic alignment with institutional goals, these professionals are setting new standards for excellence in their field. One thing is clear: the influence of admissions, marketing and communications will continue to grow, shaping the narrative of independent schools for years to come.
The AMCIS 2024 Annual Conference is on 13 & 14 May. It is fully booked.