Felsted School has just announced its new director of marketing, Jack Dougherty, who writes below about why he is so passionate about his new role.
Jack Dougherty: “Leading the marketing team at Felsted School is something I am extremely passionate about, not just on a personal level, but also because I am keen to make a difference in the marketing of independent education both in the UK and internationally.
Education marketing has evolved rapidly over the past 10 years. The landscape has changed dramatically, and it will continue to do so. Even before the pressures and challenges of the global pandemic, we were starting to see a huge shift in the way schools communicate with their external and internal audiences.
Many have made a conscious move away from traditional methods of marketing and towards digital technologies, with their offer of greater immediacy and more refined personalisation.
Taking a “digital first” approach to communications – making greater use of social media, online platforms, digital marketing techniques and some superb new individualised interactive tools – has allowed schools (and many other businesses) to achieve a much wider reach and this will be crucial in the future success of the independent education sector.
These exciting developments in digital technology invite us to find new and ever more creative ways to introduce our schools to prospective families and to maintain engagement with those who are already part of our school communities, driving both recruitment and retention. From teachers dancing on TikTok to podcasts and competitions – the list of potential marketing opportunities these technologies offer is endless, and one I am very happy to be a part of shaping.
Working in the education sector is incredibly motivating. As I start my 34th term at Felsted – I am moving to my new role from my previous one as marketing manager – I am ready to take on the new challenges, build new relationships and drive Felsted to the very top of an independent education sector.”
