
Wednesday 19 February to Thursday 20 February 2020 at Dulwich College London UK
- Team Bookings – Team & Multiple Bookings Welcome [Jump]
- Delegate Costs – Package Prices [Jump]
- Payment – How To Pay [Jump]
- Booking – How To Book Online Or Offline [Jump]
- Partners – Conference Exhibitors and Sponsors [Jump]
- About EMCdigital – The Conference Organisers [Jump]
40+ SPEAKERS / 13+ KEYNOTE PRESENTATIONS / 35+ TALKS & WORKSHOPS & TALKS
Booking has now opened for this unmissable conference for Independent and International Schools & Colleges taking place at Dulwich College London UK.
This is the only conference of its kind providing unique information, insights and advice about audiences and how to improve enquiries, registration and enrolment.
KNOW YOUR AUDIENCE will explore and explain how the needs and expectations of prospective parents and pupils are changing, how schools and colleges can measure, track, attribute and analyse their behaviour and what influences them, and how best to reach, engage and convert them.
The 40+ inspirational speakers will include:
> Headteachers, Senior Management and Marketing & Admissions professionals from UK and International schools and colleges;
> Leading researchers including YouthSight, MTM Consulting, ISC Research, The Student Room Insight, RSAcademics, Reed Brand Consulting, Carthy Communications;
> Expert speakers on key tools and platforms such as Survey Monkey, Shareable, Google Analytics, Hootsuite, Unify, OpenApply.
FOR NEWS & UPDATES…
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SOCIAL MEDIA GUIDES
Meet our team of ‘Social Media Guides’ at KNOW YOUR AUDIENCE – young people ready to explain how they use social media and to demonstrate the different platforms and channels where they spend most of their time, including: Instagram, Snapchat, Facebook, TikTok, WhatsApp, Twitter and others.
This is a great opportunity to learn how young people interact with each other and the advertising and promotion targeting them online and to discover how they find information, what influences them and what content engages them!
CONFERENCE SPEAKERS & TOPICS
13+ KEYNOTE PRESENTATIONS
Keynote speakers at KNOW YOUR AUDIENCE will include:
- Ben Vessey, Headmaster, Canford School
- Cameron Pyke, Deputy Master (External), Dulwich College
- Mungo Dunnett, Consultant, Mungo Dunnett Associates
- Jane Scott, Director of Communications, Dulwich College
- Gemma Gray, Director of Marketing & Admissions, Fettes College
- Rachael Henshilwood, Governor for Marketing & Admissions, Lord Wandsworth College (Director Of Development, St Edward’s School, Oxford)
- Josephine Hansom, Managing Director, YouthSight
Niall Byrne, Director, Customer Operations, Survey Monkey
- Donna Stevens, Head of Research, Independent Schools Council (ISC)
- Duncan Heath, Strategy Director, Fresh Egg
- Will Bedford, Business Development for EMEA, ISC Research
- Debra Price, Head of Philanthropy, RSAcademics
- James Leggett, Research Director, MTM Consulting
30+ TALK & WORKSHOP SPEAKERS
Talk & Workshop Speakers at KNOW YOUR AUDIENCE will include:
- Lauren Taylor, Marketing Director, King’s Group of International Schools
- Ferdinand Steinbeis, Managing Director, von Bülow Education
- Craig Tredenick, Director of Admissions & Enrollment, American School of Dubai
- Ruth Thorogate, Marketing Manager, The Mall Prep School
- Carrie Bennett, Director of Marketing & Communications, Wolverhampton Grammar School
- Kim Davies, Marketing Business Partner, Henley Business School
- Luke Hay, UX Consultant and Google Analytics Trainer
- Joshua Surtees, Training Team, Hootsuite
- Angela Patrikios, Marketing and Communications Manager, Haileybury School
- Nolan Cowzer, Director, Shareable
- Scott Arlow, Digital Storyteller, Fettes College
- David Somerville, Strategy Director, Fresh Egg
- Fiona Carthy, Education Marketing Consultant, Carthy Communications
- Duncan Heath, Strategy Director, Fresh Egg
- Kerwyn Salmons, Director, 15th Media
- Robin Berting, Admissions Manager, International School of Brussels
- Heidi Leigh, Registrar, Claire Court School
- Carolyn Reed, Creative Director, Reed Brand Communications
- Jane Morris, Admissions Registrar, Wolverhampton Grammar School
- Sean Corrigan, Head of School Improvement, King’s Group of International Schools
- Natalie Zindani, Admissions Assistant, Fettes College
- Harriet Leith, Marketing Officer (Design, Web & Multimedia), Wolverhampton Grammar School
- Lawrence Salisbury, Creative Director, The Restless
- Philippa J Scudds, Director of Marketing and Communications, Canford School
- Claudine Hakim, Head of Advancement, Transitions and Student Support, International School of London (ISL)
- Katie Cardona, Consultant, Reed Brand Communications
- Sophy Walker, Director of Marketing UK & Global, Felsted School
- Nishanth Dharmaseelan, Training Team, Hootsuite
- Jayne Burton, Director of Marketing and Admissions, Chigwell School
- Catalina Gardescu, Manager of Admissions & External Relations, American International School of Bucharest
35+ KEYNOTE PRESENTATIONS, TALKS & WORKSHOPS
Keynote Presentations, Talks & Workshops at KNOW YOUR AUDIENCE will include:
- What A Wonderful World – The Importance Of Aligning Educational Dreams With Reality
- Things You Need To Know About GEN Z (But Haven’t Asked Yet)
- Fee-Paying Parents – Who Are They And How Do They Choose Our Schools?
- From Waitrose To Aldi – How School Buyers Have Changed Since 2004
- Championing The Customer
- Using Nudge Theory To Increase Enquiries, Visits, Registrations And Enrolments
- Understanding And Leveraging Your Social Media Audiences
- How To Attract The Best International Pupils By Better Understanding Families’ Challenges Searching For Schools Abroad
- Developing A Robust Retention Plan
- Attracting Families To An Independent Education Outside The South East
- Managing The Recruitment Pipeline – From Marketing To Enquiry To Registration To Enrolment
- Understanding The Millennial Parent: Everything You Need To Know About Prep Parents Now
- The Brief’s The Thing! How To Write A Watertight Marketing Research Brief
- 10 Things You Can Learn About Your Prospective Parents & Students From Google Analytics
- Understanding Gen Z – Strategies For More Effective Sixth Form Marketing And Admissions
- How To Win Hearts & Minds In A Competitive World
- Gain Powerful Insights And Improve Your Website Now By Testing With Real People
- Making Your Marketing And Admissions More Effective With A Strong Visual Identity And Personalisation
- “I Would Be Delighted To Help You…” Reflections Of A Teacher Turned International Recruiter
- Transforming The Admissions Interview And Tour Into An Experience That Models The Teaching And Learning In Your School
- Parental Fee Affordability And Time – The Pressures Of An Ever Changing World On Your Student Recruitment
- Analytics And Reporting For Admissions In The Digital Age – The Possibilities Are Endless!
- Customising Resources For Prospective Parents And Students Visiting Your School
- How To Use Google Analytics To Segment And Target Different Audiences Visiting Your Website
- Are Your Marketing & Admissions Teams Working Together Effectively?
- The Power Of Digital Storytelling
- Bringing Prospective Parents On-Side – Devising A Recruitment Campaign That Turns Doubters Into Advocates
- Segmentation And Integration – Making The Most Of Digital
- How To Use Analytics And Tracking To Inform Your Marketing And Exceed Your Admissions Targets
- Moving Your School Along The ‘Social Media Maturity Curve’
- Advice, Tips And Best Practice For In-House Market Research Success
- How To Use ‘Predictive Analytics’ To Anticipate And Influence What The Future Holds For Your School Or College
- Senior School Recruitment – Multiple Entry Points, Multiple Audiences
- 10 Steps To Increasing Admissions Enquiries Through Effective Marketing Techniques
CONFERENCE ATTENDEES
WHO SHOULD ATTEND?
KNOW YOUR AUDIENCE will be of interest to:
- Headteachers & Principals, Deputy Heads and Senior Management Team
- Governors & Trustees
- Registrars & Admissions Staff
- Marketing, Communications & External Relations Staff
- Heads of Departments
- Bursars and Business Managers
- Development & Fundraising & Alumni Relations Staff
SAVE 10% EXTRA ON ‘EARLY BIRD’ DISCOUNTED PRICES – Group bookings are welcome – we are pleased to offer an extra 10% off the ‘Early Bird’ delegate package price for additional (2nd and subsequent) delegates booking from the same school or college. (We appreciate this event is likely to appeal to a number of colleagues attending together from any one school or college.)
WHY ATTEND?
By attending KNOW YOUR AUDIENCE you will:
- Benefit from exclusive access to latest research on Parent & Youth demographics, interests, behaviours, values, opinions and needs;
- Gain unique insights into your existing audiences and the new audiences you could be attracting… whether for day and/or boarding, local, national and international;
- Hear best practice from over 40 speakers including leading practitioners from UK and International Schools and Colleges;
- Discover how to turn understanding of your audiences into better marketing, communications, engagement, recommendation and retention;
- Get expert advice on how to boost the effectiveness of your Admissions, Marketing, PR and Communications using the latest research and tools;
- Have the opportunity to benchmark your current activity;
- Talk with expert consultants and suppliers;
- Meet and network with like-minded professionals.
CONFERENCE PROGRAMME
DAY 1 – WEDNESDAY 19 FEBRUARY 2020
Hear from thought leaders, Marketing and Admissions practitioners, research organisations and school leaders on how this generation of prospective parents and pupils are radically changing how they access and consume information about schools and colleges like yours.
DAY 2 – THURSDAY 20 FEBRUARY 2020
After hearing from our expert keynote speakers, select from a choice of over 50+ best practice, “how to”, insight, advice and bench marking sessions. Learn how to measure, track and analyse your audiences and to better engage and convert them.
TIMINGS
The 2-day KNOW YOUR AUDIENCE conference will run from 0915 to 1730 on Wednesday 19 February 2020 (with a social event in the evening for those able to attend) and from 0915 to 1700 on Thursday 20 February 2020 at Dulwich College London (scroll down this page for information on the venue). All delegates are invited to attend a free evening social networking event on the Wednesday evening, for those staying at the conference hotel (scroll down for information) or nearby.
We suggest you aim to arrive by 0900 to ensure you don’t miss the start of main programme. (Registration will remain open until 1430 for later arrivals.)
The conference reception and exhibitors area will be open from 0815 with refreshments available and the opportunity to meet sponsors and exhibitors and network with fellow delegates before the start of KNOW YOUR AUDIENCE at 0915 on each day.
TRANSFERS
A shuttle coach transfer service will run at the end of the conference on Wednesday from Dulwich College to the conference hotel, and back to Dulwich College from the conference hotel on the Thursday morning. (Car parking will be available at the College each day for anyone travelling by car, and at the conference hotel for anyone staying overnight.)
ONE & TWO DAY DELEGATE PLACES
Subsidised ‘Early-Bird’ booking discounts are currently available for a limited period for 1-day and 2-day residential and non-residential delegate places (scroll down for the Booking Form).
We are also pleased to offer an extra 10% off the ‘Early Bird’ delegate package price for additional (2nd and subsequent) delegates booking from the same school or college. (These do not have to be booked at the same time as the first delegate place.)
EMCdigital CONFERENCES
RECOMMENDED BY PREVIOUS DELEGATES:
“One of the best conferences I’ve been to. Thanks!”
“Great, very informative… the speakers were all very professional and knowledgeable and appeared to have a lot of experience. Very pleased I attended, thank you.”
“A useful day – pleased I took the time out to attend.”
“The content was excellent… the Marketing Managers from all of our schools would benefit from this.”
“A great day with interesting topics covered. Inspiring to take back to College and think about how we can implement. Thank you.”
“I have really enjoyed the day – interesting thoughts and people and things to take forward.”
“Great content!”
FULL PROGRAMME
DAY 1 PROGRAMME (Wednesday 19 February 2020)
TIME | SESSIONS | |
---|---|---|
0815-0915 | Registration, Refreshments & Networking | |
0915-0930 | KNOW YOUR AUDIENCE OPENING – DAY 1 – WELCOME & INTRODUCTION | |
Matthew D’Arcy, Programme Director, EMCdigital and Dr Cameron Pyke, Deputy Master (External), Dulwich College | ||
0930-1050 | KEYNOTES – Session 1 | |
> Dr Cameron Pyke, Deputy Master (External), Dulwich College > Josephine Hansom, Managing Director, YouthSight |
The Opportunities and Challenges of Engagement with Local, National and International Education
Wider engagement is central to the College’s educational mission and is subject to increasing scrutiny from a variety of stakeholders and interested partners.
How, then, should our partnerships and access work be directed, and how is it most effectively articulated to and understood by the wider community?
The College’s relationship with Dulwich College International, as founding school of Commonwealth of Schools, offers a complementary but distinctive dimension to these questions.
The College, and the wider educational landscape, have changed dramatically over the last two decades, with significant implications for knowing one’s audience and for identifying key messages.
Relationships with the wider community and a variety of interested external partners, both locally and nationally, bring into prominence the opportunities and challenges of this engagement.
This is equally the case with the story of the College’s first-hand experience of international education, raising questions of liaison with key overseas stakeholders and managing such relationships from afar, in tandem with assessing impact on local stakeholders.
Drawing together this experience of engagement with local, national and international education enables some conclusions to be drawn as to how these contexts may develop over the next decade.
Keynotes – Session 1: 09:15-10:50 on Wednesday 19 February 2020 with Cameron Pyke, Deputy Master (External Relations), Dulwich College
Cameron Pyke, Deputy Master (External Relations), Dulwich College
Dr Cameron Pyke, Deputy Master (External) of Dulwich College, annually inspects the Dulwich College International schools to ensure quality and support the development of meaningful educational links between students and staff of the Dulwich group of schools.
Cameron was previously Head of Upper School in London for eleven years, and now oversees the College’s educational partnerships and engagement with the local community.
He read history at Sidney Sussex College, Cambridge, and remains a highly committed teacher of the subject. His academic interests also include musicology. His book, Benjamin Britten and Russia, was published in the summer of 2016 and reviewed on BBC Radio Three.
A glimpse into the future for Gen Z – what you need to know and how to react
This thought provoking presentation will challenge your preconceptions about the future and what it is like to be young in 2020.
Josephine will share some the latest data captured by YouthSight’s State of the Youth Nation tracker, which has been tracking the attitudes and behaviours of Gen Z since 2015.
Expect a bit of science, a bit of romance and more than a bit of internet culture.
Josephine will also share some practical tips to improve your marketing strategy with some brand examples to inspire you.
Keynotes – Session 1: 09:15-10:50 on Wednesday 19 February 2020 with Josephine Hansom, Managing Director, Insight
Josephine Hansom, Managing Director, Insight
Josephine oversees all youth research and insight at the award-winning agency, YouthSight.
Leading a team of specialist researchers, she helps clients grow by better understanding the needs of Millennials and Gen Z.
During her eighteen years as a researcher Josephine has worked with many university clients as well as brands like the BBC, BMW, Facebook, Google, Tinder and Sport England.
She is the mastermind behind the State of the Youth Nation – a dynamic insight product that has kept clients plugged into youth culture since 2015.
Josephine is a regular on the conference circuit, speaking in the UK and abroad (including Milan, Chicago, Boston and Vienna).
TIME | SESSIONS | |
---|---|---|
1050-1130 | Refreshments & Networking | |
1130-1330 | KEYNOTES – Session 2 | |
> Donna Stevens, Head of Research, Independent Schools Council (ISC) > James Leggett, Research Director, MTM Consulting > Will Bedford, Business Development for EMEA, ISC Research |
Fee-paying Parents – who are they and how do they choose our schools?
In her keynote Donna will be diving into the vast bank of information held at the Independent School’s Council (ISC), sharing important insights and trends of interest to anyone concerned with marketing, communications, admissions and strategic development and management of an independent school or college.
Donna will address key questions such as where fee-paying parents work, what they earn, what factors influence their school choice etc, and also discuss how the landscape is changing for independent schools in the UK, identifying both opportunities and challenges for the sector.
Keynotes – Session 2: 11:30-13:30 on Wednesday 19 February 2020 with Donna Stevens, Head of Research, Independent Schools Council (ISC)
Donna Stevens, Head of Research, Independent Schools Council (ISC)
Donna leads the research team at the Independent Schools Council (ISC) delivering a number of research projects annually. The most well-known is probably the ISC Annual Census which is a vast data collection covering all 1,376 ISC schools and covering a range of topics from schools fees and bursaries to teacher numbers and school partnerships.
In addition, Donna commissions and runs in-house a number of bespoke research projects that inform key strategic decisions within the sector, such as parent profiling surveys and assessing the economic impact of independent schools on the UK economy.
Prior to ISC Donna worked within the corporate sector for seven years conducting corporate research and advising a number of leading multinational organisations on their business strategies.
More recently she has four years’ experience in the social sector working with organisations such as The Challenge Network and Action Tutoring.
Donna attended a comprehensive school in South Wales then went on to study maths at Oxford University, graduating in 2002.
From Waitrose to Aldi – How school buyers have changed since 2004
Having analysed the profiles of over 250,000 independent school pupils since 2004, James Leggett will draw on 15 years of socio-economic research and demographic analysis to detail the changes he and his colleagues have seen over time, notably how the types of families using an independent school have changed and what that means for you.
James will share important insights from the postcode research MTM are able to carry out (identifying over 800 variables on the individuals living within the 15 homes at that location) and the analysis MTM are able to conduct from any location on five different modes of transport at any time of the day or night, exploring “typical” and “atypical” families.
Identifying the trends underway now as well as future opportunities and challenges, James will:
- Detail how the ‘profile’ of independent school families have changed over time and what they want from an independent school education.
- Detail how the travel times to schools has changed since 2004 and what the impact that has on parental decision making.
- Discuss the messaging schools these families are responsive to, encouraging their initial enquiry, and also during the admissions stages and enrolment process.
- Reveal the current UK “hot spots” and giving tips on identifying ‘micro hot spots’ locally, wherever your school is located.
- Explain how to monitor and better understand your local catchment areas.
Keynotes – Session 2: 11:30-13:30 on Wednesday 19 February 2020 with James Leggett, Research Director, MTM Consulting
James Leggett, Research Director, MTM Consulting
James heads up the MTM Consulting Research team having joined in 2008.
One of the aspects of his role he most enjoys is meeting inspirational educators and leaders who are united in their passion to achieve the best outcome for all. He has developed MTM’s unique MARKETLED EDUCATOR products with them in mind.
James is a member of the Market Research Society and applies the latest innovations and developments to the education research sector.
James was educated at Norwich School, where he was Chorister for 5 years. Musical to the core he’s a pianist, drummer and guitarist too.
International Market Development - Key audiences to consider (Keynote) - Will Bedford (ISC Research)
International Market Development – Key audiences to consider
With global student mobility in the higher education sector greater than ever before, worldwide demand for English medium education is at an unprecedented level and continues to grow.
This presentation will cover past, present and future perspectives on the global international school market, focusing on where new schools have opened, and plan to open in the future, changes in regulations, and market trends and innovation.
We will also explore the differing perspectives of the various key stakeholder groups and audiences who must be considered by schools when attempting to capitalise on this opportunity.
Keynotes – Session 2: 11:30-13:30 on Wednesday 19 February 2020 with Will Bedford, Schools Business Development Manager for Western Hemisphere, ISC Research
Will Bedford, Schools Business Development Manager for Western Hemisphere, ISC Research
After graduating with a degree in Business from the University of Liverpool, Will Bedford completed a PGCE and initially embarked on a career in teaching but quickly diversified into the Business Management of UK independent schools, most recently leading on whole-school commercial strategy and international development.
These senior leadership positions included a role as the Development and Business Manager at St Benedict’s School London UK before moving to take up the role of Head of External Relations at Clayesmore School in Dorset UK.
Will is now the ‘Schools Business Development Manager for Western Hemisphere’ at ISC Research, working closely with Heads, Bursars, Governors and Development Directors to help them identify commercial opportunities within the international K-12 schools market.
Based in the UK, he spends much of his time visiting schools in the Western Hemisphere, advising them on the international school market and associated opportunities for development.
TIME | SESSIONS | |
---|---|---|
1330-1430 | Lunch & Networking | |
1430-1600 | KEYNOTES – Session 3 | |
> Debra Price, Head of Philanthropy, RSAcademics > Mungo Dunnett, Consultant, Mungo Dunnett Associates |
How could your alumni become your school’s greatest advocates and supporters?
Your alumni are highly influential members of your school community – their insights, opinions and actions will continue to impact on your school’s admissions, staff recruitment and potential fundraising years – even decades – after they leave.
Carefully crafted research and analysis of your alumni community’s thoughts, and attitudes towards your school, has the power to craft strategies to shape communications and marketing activities to help ensure that your alumni have a positive impact on your school community for years to come.
This session will explain how an online survey, created from the highly successful RSAcademics SchoolPulse survey methodology, takes respondents on a ‘hearts and minds’ journey that can be utilised to help bring your alumni closer, and identify and develop future alumni support.
Keynotes – Session 3: 14:30-16:00 on Wednesday 19 February 2020 with Debra Price, Head of Philanthropy, RSAcademics
Debra Price, Head of Philanthropy, RSAcademics
Debra Price became Head of Philanthropy at RSAcademics in January 2016 following 26 years at Benenden School as Development Director and later as Deputy Head.
Debra was appointed in 1990 to establish and lead the development function at Benenden and is believed to have been the first School Development Director in the UK. She led Benenden’s Development Office for over 20 years before being appointed as the school’s Deputy Head.
As Development Director, Debra established one of the most successful school fundraising operations in the UK. She created models and structures to support an ambitious program of philanthropy and sustainable giving and hallmarks of her work were the development of innovative communications and cultivation programmes in support of every aspect of the giving process.
Debra has twice chaired the CASE Europe Annual Schools Conference and addressed professional association conferences both in the UK, and Asia, on a wide range of fundraising topics.
As Deputy Head of Benenden, Debra was responsible for many aspects of the school’s operation and worked closely with the board of governors. Debra is also a former governor herself, and currently is a board member of four Harrow International Schools in China, Bangkok and Hong Kong.
Direction of Travel: Where the Sector is Heading
Over this insightful talk sharing insights and experience from his work day-to-day with Independent schools of all types, Mungo will explore a wide range of topics including:
- How affordability changes everything: changing parental behaviours and expectations
- Sociological and class changes: startling realignments
- A better informed parent body: cleverer, more able, better connected than ever before
- Local battles: your future, as defined by your school’s value and quality vs nearby independent competitors – and vs the ‘quasi-private’ sector
- The emergence, and characteristics, of each local market’s ‘alpha’ school
Keynotes – Session 3: 14:30-16:00 on Wednesday 19 February 2020 with Mungo Dunnett, Owner, Mungo Dunnett Associates
Mungo Dunnett, Owner, Mungo Dunnett Associates
Mungo was educated in Scotland and has an MBA from the Kellogg Graduate School of Management, Northwestern University, Chicago. He had a number of senior roles in leading banks – including as Head of Marketing for Fred Goodwin – before setting Mungo Dunnett Associates (MDA) in 2002.
Since 2011, Mungo and his research team have carried out detailed research projects for 214 schools, entailing 30,000 parent interviews, which is the largest body of ongoing insight into the market movements within the independent sector.
This extensive and ongoing activity with independent and state schools has more recently led on to depth consumer work in the university sector too.
TIME | SESSIONS | |
---|---|---|
1600-1630 | Refreshments & Networking | |
1630-1730 | TALKS & WORKSHOPS – Concurrent sessions A | |
> Choose from 8 talks and workshops |
Feedback Fundamentals
A critical component in knowing your audience is to connect and truly understand their point of view.
In this workshop on Feedback Fundamentals, Niall and Ashleigh will explore and explain the initial stages of establishing on open and on-going conversation with your pupils/students, parents, staff and alumni, sharing tips, advice and best practice.
Talks & Workshops (T&W) – Concurrent sessions A: 16:30-17:30 on Wednesday 19 February 2020 with Niall Byrne, Director of Customer Operations, SurveyMonkey and Ashleigh Brecknell, Customer Engagement, SurveyMonkey
Niall Byrne, Director of Customer Operations, SurveyMonkey
Niall is Director of Customer Operations at SurveyMonkey responsible for leading customer facing teams in North America and Europe.
He has a degree in Computer Science from Trinity College Dublin which led him to his 20 year career in the tech industry, where he has focused on business operations, customer engagement and success.
Prior to joining SurveyMonkey Niall led global Customer Support for HubSpot helping their customers build marketing automation and sales funnel solutions and managed a number of support teams in Google supporting their customer’s Adwords and Google Analytics products.
Niall is passionate about Education and actively seeks out opportunities to engage and support the industry.
During his time at Google, Niall led their EMEA education outreach program engaging and funding organisations that supported Girls in Tech and other underrepresented groups in the STEM. He currently sits on the Board Of Management of his local school helping with operations, policy and regulatory compliance.
Ashleigh Brecknell, Customer Engagement, SurveyMonkey
Ashleigh is a full-time data enthusiast! Having been part of the global Customer Operations team at SurveyMonkey for the past year, Ashleigh has been supporting users from all over the globe find effective ways to gather, analyse and uncover the true value of their survey data.
With a 10 year Marketing and Analytical background in the Tech and Retail sectors, Ashleigh came from an analyst role at high street retailer Primark, supporting the Buying function to identify their customer and deliver the right product at the right time in the right setting.
Ashleigh intends to excite and inspire about how effective data management can unveil valuable information about your audience, be it your internal School departments or parent and pupil community. The focus of her workshop will be the ‘whys’ and ‘hows’ you’re able to achieve this with your surveys.
Making the most of Digital with Segmentation & Integration
Digital communications are central to any school’s admissions and marketing initiatives. The challenge for schools is to cut through the digital ‘noise’ to reach their wide range of audiences effectively and quickly in the most relevant and appropriate way.
To address this, Canford’s innovative website introduced distinct entry points, tailored copy and bespoke calls to action while maintaining an overall integration of the brand.
In this session, Director of Marketing and Communications Philippa Scudds will share the rationale for the site, the school’s dynamic digital journey incorporating social media and the demonstrable outcomes in terms of audience engagement.
Canford’s work was recognised through selection as a finalist in the CX Engage Awards for digital engagement against some of the best known corporates in the UK including EE and Talk Talk.
Talks & Workshops (T&W) – Concurrent sessions A: 16:30-17:30 on Wednesday 19 February 2020 with Philippa Scudds, Director of Marketing and Communications, Canford School
Philippa Scudds, Director of Marketing and Communications, Canford School
Philippa Scudds has over twenty five years’ experience working in marketing and communications across a diverse spectrum of business and industry sectors. A Chartered Marketer, she established her career in the City, both in-house and agency side, and gained a reputation for delivering original and successful communications for major PLCs and SMEs. Since 2003, she has specialised in the independent education sector, working with both prep and senior schools developing effective marketing and PR strategies tailored to specific target audiences.
For the past decade, Philippa has combined consultancy advice through Cathcart Communications www.cathcomms.co.uk with an in-house role as Director of Marketing and Communications at Canford School in Dorset www.canford.com.
The school has a diverse range of stakeholders to satisfy, from prospective, current and former parents and pupils through to national and international community links and users of the school’s commercial facilities.
Canford is currently enjoying the highest pupil roll in its history and has been nationally recognised for the high quality of its education, most recently as Tatler Public School of the Year (2019) and Boarding School of the Year (2018).
Philippa contributes editorial for industry publications on the latest marketing issues affecting the sector, was a judge at this year’s ISP Awards and is a regular speaker at both education-based and corporate communications events.
Philippa is married with two teenage sons and lives in Dorset.
How to use ‘Predictive Analytics’ to anticipate and influence what the future holds for your School or College
Which applicant should we admit? What is the likelihood of this student enrolling? Where are all the ‘mission appropriate’ students who will likely enrol in our school? These are ageless questions that, until recently, we have struggled to answer with a great degree of confidence. Enter Predictive Analytics.
In this session Craig Tredenick will discuss the use of predictive analytics in everyday life and will then transition into case studies across the world of education. The session will end with some opportunities and resources available to schools & colleges.
Talks & Workshops (T&W) – Concurrent sessions A: 16:30-17:30 on Wednesday 19 February 2020 with Craig Tredenick, Director of Admission & Enrollment, American School of Dubai
Craig Tredenick, Director of Admission & Enrollment, American School of Dubai
Craig currently serves as the Director of Admission & Enrollment at the American School of Dubai where he has been since 2018.
Prior to ASD, Craig served as the Director of Enrollment Management at All Saints’ Episcopal School in Fort Worth, TX.
A certified Admission & Enrollment Management Professional, Craig has presented internationally on Enrollment Management at more than a dozen conferences.
In addition, Craig has served as a faculty instructor, Cohort Leader, Guest Blogger, and presenter for the Association of Independent School Admission Professionals (AISAP).
10 Things You Can Learn About Your Prospective Parents & Students From Google Analytics
Tools like Google Analytics are often used for measuring and analysing school and college marketing campaigns and the admissions process online. They are used less often for finding out about who prospective parents and students are and what they are doing on the website.
In this workshop Luke will run through the key reports you should be looking at in order to better understand who is using your website. There is a wealth of information available in analytics packages that is often overlooked.
Luke will cover not only what information is available, but how it can be used to practically inform your marketing, communications and admissions decisions.
By attending this workshop you will learn how to interrogate your analytics data to find out who is using your website in order to better communicate with, engage and convert them into Prospectus requests, Open Day bookings, registrations and enrolments.
Talks & Workshops (T&W) – Concurrent sessions A: 16:30-17:30 on Wednesday 19 February 2020 with Luke Hay, Conversion Services Director, Fresh Egg
Luke Hay, Conversion Services Director, Fresh Egg
Luke Hay is a UK-based ‘User Experience’ (UX) Consultant working in online communications since the 1990s. Author of “Researching UX: Analytics”, a book about taking an ‘analytics first’ approach to UX projects, Luke prides himself on taking a ‘user-centric’, analytical approach to design, development and optimisation of websites and apps.
For the last 8 years Luke has delivered training seminars and consultancy for EMCdigital and Click-Recruit-Enrol to staff from Schools, Colleges and Universities on key topics including Analytics, Online Reputation Management, Website Improvement and User Experience (UX).
Luke’s career experience includes time working as a ‘Website & Email Manager’ for Sussex Enterprise and Wired Sussex, and providing Analytics & UX consultancy to clients of all sizes in Europe, the Middle East and Australia for the agencies Fresh Egg and No Pork Pies.
Most recently Luke has provided training to many organisations, institutions and businesses and spoken at a number of Education and non-Education related conferences and events including Brighton SEO, EMCdigital, UX Camp Europe and MeasureFest.
International Market Development For Schools: Current Opportunities and Typical Routes to Market
With an increasing number of schools attempting to develop a presence within international markets, many are exploring the prospect of opening a campus overseas.
This workshop will provide an update on the significant market opportunities available to schools and give an insight into important regulatory and market conditions to consider.
Will, will cover the common business model types and typical commercial terms for schools wishing to enter the market. He will also advise on how a school can begin searching for their business partner, and the key factors to consider when appraising an investor opportunity.
Talks & Workshops (T&W) – Concurrent sessions A: 16:30-17:30 on Wednesday 19 February 2020 with Will Bedford, Schools Business Development Manager for Western Hemisphere, ISC Research
Will Bedford, Schools Business Development Manager for Western Hemisphere, ISC Research
After graduating with a degree in Business from the University of Liverpool, Will Bedford completed a PGCE and initially embarked on a career in teaching but quickly diversified into the Business Management of UK independent schools, most recently leading on whole-school commercial strategy and international development.
These senior leadership positions included a role as the Development and Business Manager at St Benedict’s School London UK before moving to take up the role of Head of External Relations at Clayesmore School in Dorset UK.
Will is now the ‘Schools Business Development Manager for Western Hemisphere’ at ISC Research, working closely with Heads, Bursars, Governors and Development Directors to help them identify commercial opportunities within the international K-12 schools market.
Based in the UK, he spends much of his time visiting schools in the Western Hemisphere, advising them on the international school market and associated opportunities for development.
Direction of Travel: Where the Sector is Heading
Following on from his earlier talk entitled “Direction of Travel: Where the Sector is Heading”, during this interactive discussion session Mungo will elaborate further on what he has said in his keynote and answer questions from those attending, covering (but not exclusive too) the topics previously explored:
- How affordability changes everything: changing parental behaviours and expectations
- Sociological and class changes: startling realignments
- A better informed parent body: cleverer, more able, better connected than ever before
- Local battles: your future, as defined by your school’s value and quality vs nearby independent competitors – and vs the ‘quasi-private’ sector
- The emergence, and characteristics, of each local market’s ‘alpha’ school
Talks & Workshops – Concurrent sessions A: 16:30-17:30 on Wednesday 19 February 2020 with Mungo Dunnett, Owner, Mungo Dunnett Associates
Mungo Dunnett, Owner, Mungo Dunnett Associates
Mungo was educated in Scotland and has an MBA from the Kellogg Graduate School of Management, Northwestern University, Chicago. He had a number of senior roles in leading banks – including as Head of Marketing for Fred Goodwin – before setting Mungo Dunnett Associates (MDA) in 2002.
Since 2011, Mungo and his research team have carried out detailed research projects for 214 schools, entailing 30,000 parent interviews, which is the largest body of ongoing insight into the market movements within the independent sector.
This extensive and ongoing activity with independent and state schools has more recently led on to depth consumer work in the university sector too.
Understanding and leveraging your Social Media audiences
In this workshop Nolan Cowzer will explain how to measure, define and ultimately engage your social media audiences.
Focusing on the importance of effective review, analysis and reporting of social media activity and using Shareable’s reporting functionality as an example, Nolan will explain how tools and platforms can help you understand, communicate with and bracket your audiences better, from the demographics and other information available on them to the ways they interact with and share your posts.
Nolan will then share tips and advice on storytelling as a social marketing technique (explaining ways to transform your followers into ‘brand advocates’) and give an overview of the other features and functionality available in Shareable for managing your social media.
The workshop will finish with a Q&A session to cover any specific issues or questions.
Talks & Workshops (T&W) – Concurrent sessions A: 16:30-17:30 on Wednesday 19 February 2020 with Nolan Cowzer, Director, Shareable and Sophy Walker, Director of Marketing UK & Global, Felsted School
Nolan Cowzer, Director, Shareable
Having effectively grown-up in the Marketing & Design Industry in the UK, Nolan now has over 20 years of professional consumer and corporate design, PR and marketing experience.
With a huge database of previous clients, he considers himself very lucky to have worked with some of the biggest brands in the world as well as household names in the UK.
With significant experience in creative marketing strategy for both new and established companies, message is key in everything Nolan does for his clients and connecting them with their customers via storytelling remains his business focus.
Nolan’s passion for his job is obvious, and it’s this passion that helps him bring such zest to it. He is very much results-oriented with the ability to combine a holistic approach to business understanding, with creative, strategic and conceptual marketing thinking.
Sophy Walker, Director of Marketing UK & Global, Felsted School
Sophy has 24 years of global marketing experience in the Finance and Education Sectors, with roles including Brand, Advertising and Direct Marketing Manager for JPMorgan Fleming Asset Management Europe and Examination Marker for the Chartered Institute of Marketing.
Sophy created the Felsted Marketing Department in 2014 and has helped to grow the school from 750 students to over 1050 today. Felsted Marketing has been shortlisted twice for Marketing Campaign of the Year at the TES School Awards 2018 and 2019.
Sophy’s role as Governor at Writtle University College provides additional stimulation and any spare time involves family and her passions for sport and travel.
TIME | SESSIONS | |
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1730 | KNOW YOUR AUDIENCE CLOSING – DAY 1 – ENDS | |
1930- | (Optional) EVENING SOCIAL NETWORKING EVENT – Drinks, Food & Socialising – Free to all delegates Venue: Westow House pub, 79 Westow Hill, Upper Norwood, London SE19 1TX |
DAY 2 PROGRAMME (Thursday 20 February 2020)
TIME | SESSIONS | |
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0815-0915 | Registration, Refreshments & Networking | |
0915-0930 | KNOW YOUR AUDIENCE OPENING – DAY 2 – WELCOME & INTRODUCTION | |
Dr Cameron Pyke, Deputy Master (External), Dulwich College and Matthew D’Arcy, Programme Director, EMCdigital | ||
0930-1050 | KEYNOTES – Session 4 | |
> Ben Vessey, Headmaster, Canford School > Jane Scott, Director of Communications, Dulwich College > Gemma Gray, Director of Marketing & Admissions, Fettes College |
What A Wonderful World – The importance of aligning educational dreams with reality
Schools and colleges across the globe offer a wonderful, diverse and enriching education for their students. So why are some audiences dissatisfied and critical?
Is it because the dreams and aspirations which prospective parents and students have as they contemplate what lies ahead are unrealistic and not aligned with reality? Or are schools not always clear and honest in what they are capable of offering and delivering? Or perhaps some aspects of both?
In this keynote, Ben Vessey, Headmaster of Canford School, will highlight the importance of honesty and openness in appealing to audiences which are the best fit.
In challenging economic times, it is all too easy to mis-sell and misrepresent in order to attract families, but remaining genuine, authentic and true to your educational vision, mission and values is vital to both current and future success. Alongside developing pupils, knowing yourself as a school is fundamental to creating a united, committed community of staff, parents and pupils.
Through case studies, reflections and active engagement with marketing and admissions practice, Ben will draw on his experiences of working in four very different schools (Canford, Christ’s Hospital, Millfield and Dauntsey’s). He will offer insight and raise questions into some of the challenges, disappointments and highlights and how problems have been overcome, leading to positive recruitment and customer satisfaction.
Keynotes – Session 4: 09:15-10:50 on Thursday 20 February 2020 with Ben Vessey, Headmaster, Canford School
Ben Vessey, Headmaster, Canford School
Ben Vessey was educated at Magdalen College School, Oxford and Southampton University where he studied History. He spent four years in the City before moving into education. A Masters in History was followed by an MBA focused in Educational Management.
His first teaching post was at Dauntsey’s, where, during his nine years at the school, he was a boarding housemaster and Head of History. During five years at Millfield, he became Head of the History, Politics and Law faculty and was a member of the body overseeing the school’s academic curriculum.
In 2008, Ben took up the post of Senior Deputy Head at Christ’s Hospital and during his time there, he played a key role in the strategic development of the school and a restructuring of co-curricular life.
On joining Canford as Headmaster in 2013, Ben undertook a full strategic review and put in place a five development year plan which has now been completed. Within that period Canford has seen improved and enhanced structures, particularly within the co-curricular and pastoral areas of busy boarding school life, while maintaining a firm commitment to the high academic achievement for which the school is well recognised.
Canford School is currently enjoying the highest roll in its history. A second phase of strategic planning is now well underway to improve the educational offering and preparation for life beyond Canford for all pupils, present and future.
Ben currently sits on the HMC Professional Development sub committee as Vice Chair. In 2019, he was part of an ISC group selected to represent the independent sector to MPs showcasing the range of partnership work undertaken by member schools.
Ben is a keen sportsman, rugby in particular, and has coached pupils at various levels during his career. He also takes great interest in the arts. Ben is married to Harriet and they have three sons, Ned, George and William.
The Brand Health Check – The gap between the perception of a School brand and its reality
Received marcomms wisdom identifies that there is often a gap between the perception of a brand and its reality.
In her keynote Jane Scott will explain how, with so many different marketing and communications channels now available in the Independent and International schools sector and with multiple stakeholders, including (but not exclusively) prospective parents, parents, influencers in the local community and, in the case of Dulwich College, international community and media too, she and her colleagues have worked to move the Dulwich College brand between 2009 (when Dr Joe Spence was appointed Master) and 2019 (the College’s quatercentenary), and what they plan to do next.
Keynotes – Session 4: 09:15-10:50 on Thursday 20 February 2020 with Jane Scott, Director of Communications, Dulwich College
Jane Scott, Director of Communications, Dulwich College
Jane Scott is a graduate of the University of Edinburgh (MA Hons) and of London Business School (MBA).
Jane started her career as a Graduate Consultant at Andersen Consulting – now Accenture – before moving into media at The Daily and Sunday Telegraph.
She subsequently held management board positions at the Financial Times (International Director of Marketing and Communications), the BBC (Controller Strategy for BBC Broadcast and Controller Strategy and Marketing for BBC Television) and Channel Five (Executive Director of Marketing).
While taking time out to raise her children, Jane taught part-time at Kings College London and launched a chocolate company, securing orders from Waitrose and Selfridges.
Jane has been Director of Communications for Dulwich College since 2013.
Championing The ‘Customer’
Referring to prospective families as ‘customers’ can seem like an alien concept when we are all about the personal touch, so, how can schools embrace tried and tested business strategies without losing the personal touch?
In her talk Gemma will share ideas and advice on how to maximise your conversions from ‘prospective’ to ‘current’ by understanding tracking & ROI, perfecting tone of voice, developing a clarity of communication and empowering all your school or college staff to become brand ambassadors.
She will give key insights and practical tips that you can take back to your school and will leave you mulling over questions such as:
- Are we doing all we can as a school to truly deliver the best experience to prospective families?
- When was the last time we evaluated the customer journey?
- Do my entire team understand the financial impact of a negative visit?
- How can I get the whole school to support us in the visit process?
Keynotes – Session 4: 09:15-10:50 on Thursday 20 February 2020 with Gemma Gray, Director of Marketing & Admissions, Fettes College
Gemma Gray, Director of Marketing & Admissions, Fettes College
Gemma Gray is Director of Marketing & Admissions and a member of the Senior Management Team at Fettes College, Edinburgh, one of the UK’s leading co-educational boarding schools.
Starting at Saatchi & Saatchi London, Gemma has over 20 years’ experience in advertising and marketing including major national and international campaigns for high-profile brands such as Johnson & Johnson, VisitScotland and Danone.
For the last 13 years Gemma has worked at Fettes College promoting their full-boarding ethos, all-round education, wealth of co-curricular opportunities and exceptional community spirit embracing the advancements in digital communication and social media along the way.
Gemma champions a ‘customer-focussed’ approach to Admissions and Marketing ensuring that prospective families receive relevant, concise, informative and engaging communications that answer the questions that matter to them.
Gemma is passionate about promoting the benefits of independent education in Scotland and widening access to it.
When not at work, Gemma can be found walking in the great Scottish outdoors with her husband, daughter & faithful whippet.
TIME | SESSIONS | |
---|---|---|
1050-1120 | Refreshments & Networking | |
1120-1215 | TALKS & WORKSHOPS – Concurrent sessions B | |
> Choose from 8 talks and workshops |
Empathy Mapping
Empathy Mapping is an essential tool to use when you are looking to understand more about your audiences.
In this interactive workshop, David will talk explain what an empathy map is, what the benefits of using one are and how to use it.
You will then get a chance to create your own empathy maps by working in groups and sharing what you find.
David will also show what the next steps are within a typical audience research project, following empathy mapping.
Attending this workshop will not only give you a solid overview of this useful technique, but will also allow you to put this into practice yourself in the future.
Talks & Workshops (T&W) – Concurrent sessions B: 11:20-12:15 on Thursday 20 February 2020 with David Somerville, Strategy Director, Fresh Egg
David Somerville, Strategy Director, Fresh Egg
After studying for a Behavioural Sciences degree, David began his career in marketing, working for the Kent and Sussex Courier newspaper as a sales and marketing executive.
David then moved to the Friday Media Group and worked in a number of marketing management roles in his 14 years with the company, including heading up the online content division. During this time, his work was nominated twice for the annual OnRec industry marketing awards. In 2011, he took on a newly created role of social media manager, with responsibility for managing social media activity across the entire Friday Media Group.
In 2012 David made the move from client-side to agency and joined Fresh Egg as a senior social media strategist. He worked on a number of key customer accounts before being promoted to head of social media in May 2013 and then head of inbound marketing in 2014, with overall responsibility for Fresh Egg’s content and social media teams.
In 2017 David moved into the role of Strategy Director, which sees him help clients create and implement their digital marketing strategies. A stand-out project that David has been providing this strategic direction on is called “Good Thinking”, which is an online service that has the aim of improving the mental wellbeing of Londoners.
He has worked with businesses such as: King’s College London, Open University, Vodafone, Adecco, Network Rail, Confused.com, NHS, King’s College London, Harper Collins, Kinleigh Folkard & Hayward and Photobox.
David and Fresh Egg have won several awards for this work from The Drum, BIMA, European Search Awards and the DMA.
Impactful Insights
As you continue to engage and gather feedback from your audience it’s critical to turn that into meaningful action.
This workshop on Impactful Insights will explore the tools and techniques to really get the most out of your School or College’s feedback streams, amplifying your audience’s voice.
Talks & Workshops (T&W) – Concurrent sessions B: 11:20-12:15 on Thursday 20 February 2020 with Ashleigh Brecknell, Customer Engagement, SurveyMonkey and Niall Byrne, Director of Customer Operations, SurveyMonkey
Ashleigh Brecknell, Customer Engagement, SurveyMonkey
Ashleigh is a full-time data enthusiast! Having been part of the global Customer Operations team at SurveyMonkey for the past year, Ashleigh has been supporting users from all over the globe find effective ways to gather, analyse and uncover the true value of their survey data.
With a 10 year Marketing and Analytical background in the Tech and Retail sectors, Ashleigh came from an analyst role at high street retailer Primark, supporting the Buying function to identify their customer and deliver the right product at the right time in the right setting.
Ashleigh intends to excite and inspire about how effective data management can unveil valuable information about your audience, be it your internal School departments or parent and pupil community. The focus of her workshop will be the ‘whys’ and ‘hows’ you’re able to achieve this with your surveys.
Niall Byrne, Director of Customer Operations, SurveyMonkey
Niall is Director of Customer Operations at SurveyMonkey responsible for leading customer facing teams in North America and Europe.
He has a degree in Computer Science from Trinity College Dublin which led him to his 20 year career in the tech industry, where he has focused on business operations, customer engagement and success.
Prior to joining SurveyMonkey Niall led global Customer Support for HubSpot helping their customers build marketing automation and sales funnel solutions and managed a number of support teams in Google supporting their customer’s Adwords and Google Analytics products.
Niall is passionate about Education and actively seeks out opportunities to engage and support the industry.
During his time at Google, Niall led their EMEA education outreach program engaging and funding organisations that supported Girls in Tech and other underrepresented groups in the STEM. He currently sits on the Board Of Management of his local school helping with operations, policy and regulatory compliance.
Using practical and affordable research to bring about change
Kim uses a case study to show how in-house practical research (questionnaires/focus groups), competitor knowledge (mystery shops) and use of data, brought about change in stakeholder engagement and perception.
As well as identify new products and a creative ‘content driven’ campaign that drove revenue and retention.
Talks & Workshops (T&W) – Concurrent sessions B: 11:20-12:15 on Thursday 20 February 2020 with Kim Davies, Marketing Business Partner Executive Education, Henley Business School
Kim Davies, Marketing Business Partner Executive Education, Henley Business School
Kim Davies, currently Marketing Business Partner at Henley Business School, has over 17 years’ experience as a marketing professional in the education sector.
Prior to Henley, Kim has held a variety of marketing and communications roles in independent schools and before that in further education. An early digital adopter, learning to build a college’s website using code, Kim has an all-round marketing background supported by CIM and IDM qualifications.
During her time (2013-2019) at Claires Court (a diamond model, non-selective, through school, for 4-18 years), Kim headed up the Marketing and Admissions Departments and was responsible for driving a 15% growth in pupil numbers.
Her experience gained as Schools’ Marketing and PR Manager for a charity operating three diverse school, brought to light the importance of understanding the customer journey to improve conversion; and her time a BCA, a FE college, communication and engagement where the key areas of her work.
Over the years Kim has recognised that to bring about change and to challenge the norm, evidence and data is a crucial part of any strategy, and this, along with a creative flair, has been the key to her success.
Understanding Gen Z – Strategies for more effective Sixth Form marketing and admissions
Over the past two years Carolyn and Katie have talked to Sixth Formers from a variety of schools about why they chose to either stay at their school or to move to join a different Sixth Form for A levels or the IB, and the role that marketing and communications played in this important decision.
Over the session Carolyn and Katie will share their research, their insights into Generation Z (and how they view the world) and their conclusions and ideas on what it all means for those responsible for marketing and admissions for 16+ entry.
There will also be an opportunity for Q&A and discussion about effective marketing and admissions for this interesting group of young people who are either making this decision themselves with their parent’s support or are heavily influential in determining where they will do their final two years of secondary education, in preparation for higher education and employment.
Talks & Workshops (T&W) – Concurrent sessions B: 11:20-12:15 on Thursday 20 February 2020 with Carolyn Reed, Creative Director, Reed Brand Communication and Katie Cardona, Consultant, Reed Brand Communication
Carolyn Reed, Creative Director and Katie Cardona, Consultant, Reed Brand Communication
Carolyn has a design and marketing background in FMCG and retail/service brands.
Katie has a background in research and has been working with Reed since she met Carolyn through her role as Marketing Governor at Woldingham School.
They have been advising schools and colleges on their marketing strategy and brand communications for the last 10 years and are passionate about using insight to inform strategic decision making.
Carolyn is a member of RSA and an awarded member of D&AD. Katie is a member of MRS, RSA and Chair of Governors at Rydes Hill Preparatory School and Nursery.
Each year Reed undertake a major self-funded research project relating to an aspect of schools’ marketing.
They are looking forward to presenting their insights on knowing your audience to the delegates at the Know Your Audience Conference.
Attracting Families to an Independent Education
Student recruitment is a challenge for most independent schools but not all schools face the same challenges.
In this workshop Jane and Harriet will introduce the recruitment challenges for independent day schools outside the South East and explain how they have overcome them.
From recruitment to conversion, print to digitalised media, they will share their experiences and ideas for engagement with:
- First time buyers
- Middle income families
- Families where English is not a first language
Talks & Workshops (T&W) – Concurrent sessions B: 11:20-12:15 on Thursday 20 February 2020 with Jane Morris, Admissions Registrar, Wolverhampton Grammar School and Harriet Leith, Marketing Officer (Design, Web & Multimedia), Wolverhampton Grammar School
Jane Morris, Admissions Registrar, Wolverhampton Grammar School
Jane is Admissions Registrar at Wolverhampton Grammar School. She has over 13 years of experience in the Independent sector, recruiting students during challenging times in an area which has seen economic hardship in recent years.
The School has seen many changes over the years, in terms of headship and strategy going forward but 2019 has seen the biggest intake of Year 7 students since the mid 1990’s.
Jane is passionate about admissions and understands the importance of sensitivity, tact and diplomacy when communicating to parents on an individual basis. She understand the necessity of providing each parent with a personalised admissions journey in an ever changing environment.
Harriet Leith, Marketing Officer (Design, Web & Multimedia), Wolverhampton Grammar School
Since graduating from the University of Wolverhampton, Harriet has developed a strong foundation of marketing knowledge within the private and education sectors. Stretching across Higher and Further Education, and now the Independent schools market Harriet has experienced a range of regional recruitment challenges.
Harriet is a passionate graphic designer and digital marketer and joined Wolverhampton Grammar School in July 2018.
Harriet recently oversaw the redevelopment of the School’s website and brand identity, which helped lead on to the largest Year 7 intake.
Harriet is fully aware of the ever-changing design trends and spotted a gap in the market on how to promote the School’s key unique selling points.
Last year saw Wolverhampton Grammar School move away from their “traditional” tried and trusted printed student recruitment techniques, to dynamic digital content. From animated GIFs and infographics across all social media platforms, to CGI photography and a high definition video which showcases how the School is at the forefront of digital technology. These were all new and exciting ways which proved successful, but a new year poses new challenges and ideas.
Using Benchmarking, Research and Data Analysis to Understand your Market
As marketers it’s vitally important to be able to measure impact of our activity and to ensure our strategic decisions are underpinned by robust evidence.
We need to profile our markets, understand what motivates them and use data to shape content and improve impact and return on investment.
This workshop will explore the key research and data required to create a dynamic and realistic marketing strategy.
It will outline how to establish benchmarks to track progress and how to build a system of monitoring and evaluation using a core range of metrics.
As part of the workshop we will create a framework and reporting structure that you can take away and use to improve engagement with your school executive and build more strategic support for marketing developments.
Talks & Workshops (T&W) – Concurrent sessions B: 11:20-12:15 on Thursday 20 February 2020 with Fiona Carthy, Managing Director, Carthy Communications
Fiona Carthy, Managing Director, Carthy Communications
Fiona has over 25 years’ experience of working in marketing and communications in the public sector, schools and colleges and is a Fellow of the Chartered Institute of Marketing.
Fiona has worked across the UK and Australia and New Zealand where she was retained by four leading AHISA schools in Sydney and Melbourne and worked with leading independent schools marketing expert Dr Stephen Holmes.
In the UK Fiona has provided strategic marketing and market research services for a number of independent schools including Millfield School, Sidcot School, LVS Ascot, Hassocks and Oxford, and Crosfields School.
Her company Carthy Communications offers range of consultancy and outsourced services to the education sector and focuses more on research and strategy, creating an evidence based approach to market positioning.
Demonstrating the equal value of offline and online marketing
360 degree marketing is an important mix of any successful marketing strategy.
Demonstrating the value of offline vs online can be complicated, this session will be an opportunity to share learnings, observations and best practices.
Talks & Workshops (T&W) – Concurrent sessions B: 11:20-12:15 on Thursday 20 February 2020 with Lauren Taylor, Marketing Director, King’s Group and Sean Corrigan, Head of School Development and Quality, King’s Group
Lauren Taylor, Marketing Director, King’s Group
Lauren is the Marketing Director of King’s Group, mother company to the well-known King’s College schools whom have 10 internationally located British schools across Europe and Latin America.
The organisation’s Central Services is based in Madrid, where she leads a team of 8 in-house marketers, as well as having 10 dotted line reports from each of the school’s Head of Admissions.
In her role, Lauren is responsible for both on and offline marketing strategies and campaigns, corporate brand identity, marketing budgets, marketing & communication policy/procedures, the customer journey, admissions lead generation & nurturing, as well as overall go-to-marketing strategy.
Lauren has 7 years’ experience in the educational marketing industry, as well as an array of experience in sales and team leadership. Her mantra is “love what you do and have passion for your work – if you do, your results will be exceptional” which is how she has had the pleasure to recruit and build her team, to ensure that quality and excellence is an intrinsic part of the King’s College brand.
Sean Corrigan, Head of School Development and Quality, King’s Group
Sean first joined King’s Group as an intern during his Erasmus year at university. After graduating with a First Class Honours Degree in Business and Management he returned to King’s to lead the implementation of the Group’s new Management Information System (MIS) and wider data strategies.
In his role, Sean leads the process of standardisation and harmonisation across a number of key areas for the schools, with both academic and non-academic focuses.
Responsible for the reporting strategies and processes to senior leadership, the focus of Sean’s role is reviewing school progress and performance, benchmarking using in-house data and analytics.
Working in partnership with other in-house teams such as Marketing and ICT Sean has spearheaded the introduction and management of an integrated and streamlined approach to Admissions reporting.
Using tools such as PowerBI and Qlik Sense, the organisation now works with effective and efficient data reporting information dashboards, which highlight useful insights and trends to allow for strategic decision-making.
TIME | SESSIONS | |
---|---|---|
1215-1310 | TALKS & WORKSHOPS – Concurrent sessions C | |
> Choose from 8 talks and workshops |
Transforming the Admissions Interview & Tour into an experience that models the teaching and learning in your School
Over the last few years, the International School of Brussels (ISB) has transformed the admissions visit and tour into an experience for prospective families that models the teaching and learning going on in the school: authentic, innovative, inclusive, collaborative, gamified and above all, differentiated to the needs of each family.
In this workshop, Robin Berting shares how ISB uses a specially designed room with unique furniture, a giant screen and interactive activities that focus on having rich conversations with families instead of overloading them with information during visits.
There will also be discussion around the process leading up to this qualitative transformation of the admissions visit at the school and reflections on its effectiveness. Participants will have the opportunity to consider the possible relevance of aspects of the ISB experience to their own school’s admissions visits.
Talks & Workshops (T&W) – Concurrent sessions C: 12:15-13:10 on Thursday 20 February 2020 with Robin Berting, Admissions Manager, International School of Brussels (ISB)
Robin Berting, Admissions Manager, International School of Brussels (ISB)
Robin Berting, originally from Vancouver, Canada, has worked over the past fourteen years in admissions at international schools in South Korea, Spain and now Belgium where he has been Admissions Manager at the International School of Brussels since 2014.
Robin regularly presents at international schools admissions conferences and has had articles appear in a wide range of publications related to international education.
A former university instructor and high school teacher who speaks French, Spanish, Catalan, and Korean, Robin is particularly interested in finding the best ways to have rich, meaningful conversations with a wide range of prospective families about their children’s education.
For almost two years now, Robin and the Admissions Team at ISB have been meeting with families in the ISB Experience Room where they make admissions an interactive learning experience that reflects the kind of learning going on at their school.
Research tips for the time poor and money-strapped school marketer
This session will explore ways in which schools can effectively understand, reach, engage and convert their audiences on a limited budget.
We will cover market research, including surveys and polls, hiring a mystery shopper, conducting focus groups and holding informal events to see how you can monitor audience perceptions and needs internally, saving your budget for the bigger projects requiring external support and expertise.
Talks & Workshops (T&W) – Concurrent sessions C: 12:15-13:10 on Thursday 20 February 2020 with Ruth Thorogate, Marketing Manager, The Mall Prep School
Ruth Thorogate, Marketing Manager, The Mall Prep School
Ruth joined the press office of National ISIS (then ISCis, now ISC) in December 1997 where she was the first point of contact for all national and local media enquiries about the independent schools sector. She also provided member schools with support on crisis management, including drafting statements and press releases.
At the end of 2000, Ruth was moved to a new position as PR Officer within the ISCis London and South East regional office and then promoted to Marketing Manager in 2004. These roles focussed on increasing and enhancing the profile of independent education to parents within the region. She also supported the 600 member schools with their own marketing, providing INSET sessions and running courses on PR and crisis management.
From 2007 until 2016 Ruth worked as a self-employed consultant offering schools, companies and individuals a variety of educational services. She was retained by St Dunstan’s College in Catford for eight years, managing all marketing activity and conducting a wide portfolio of market research projects.
Ruth has also worked on long term projects and placements with a number of small all-through independent schools and more recently, Limpsfield Grange School, the only state boarding school in the UK for girls with autism. She has also delivered a number of talks on choosing schools to employees at a number of city banks.
In June 2016 Ruth joined The Mall, a boys’ prep school in Twickenham. Ruth sits on the SLT and is responsible for all marketing and communications at the school as well as oversee elements of the admissions process. In April 2017 the school announced that it was phasing out Years 7 and 8 to become a school for 4-11 year olds and Ruth took the lead in managing the communication of this change to all relevant stakeholders.
Are your Marketing & Admissions teams working together effectively?
Take two of the busiest departments in any school, ask them to work together collaboratively and naturally there may be bumps in the road.
When day-to-day firefighting is the norm, how do you prioritise strategy, maximise synergy and create a harmonious working relationship between marketing, communications and admissions?
In this workshop, Gemma Gray, Fettes’ Director of Marketing & Admissions, and Natalie Zindani, Fettes’ Admissions Assistant, will discuss the ‘easy wins’ of cross-departmental collaboration and the small steps that can be made towards success without the headaches.
This talk is perfect for those ‘in the thick of it’ and Heads, Senior Leadership & Governors looking to invest in their marketing & admissions offering.
Topics covered in this session will include:
- Why investing in Marketing & Admissions is key to success
- Finding the similarities and appreciating the differences
- How to champion & raise profile
- Developing pride and appreciation of collaboration
Talks & Workshops (T&W) – Concurrent sessions C: 12:15-13:10 on Thursday 20 February 2020 with Gemma Gray, Director of Marketing & Admissions, Fettes College and Natalie Zindani, Admissions Assistant, Fettes College
Gemma Gray, Director of Marketing & Admissions, Fettes College
Gemma Gray is Director of Marketing & Admissions and a member of the Senior Management Team at Fettes College, Edinburgh, one of the UK’s leading co-educational boarding schools.
Starting at Saatchi & Saatchi London, Gemma has over 20 years’ experience in advertising and marketing including major national and international campaigns for high-profile brands such as Johnson & Johnson, VisitScotland and Danone.
For the last 13 years Gemma has worked at Fettes College promoting their full-boarding ethos, all-round education, wealth of co-curricular opportunities and exceptional community spirit embracing the advancements in digital communication and social media along the way.
Gemma champions a ‘customer-focussed’ approach to Admissions and Marketing ensuring that prospective families receive relevant, concise, informative and engaging communications that answer the questions that matter to them.
Gemma is passionate about promoting the benefits of independent education in Scotland and widening access to it.
When not at work, Gemma can be found walking in the great Scottish outdoors with her husband, daughter & faithful whippet.
Natalie Zindani, Admissions Assistant, Fettes College
Stakeholder Satisfaction Surveys
A whole school approach to development and improvement using satisfaction surveys with key stakeholders.
The importance of working with professional third party providers and the journey as to selecting appropriate partners.
Talks & Workshops (T&W) – Concurrent sessions C: 12:15-13:10 on Thursday 20 February 2020 with Lauren Taylor, Marketing Director, King’s Group and Sean Corrigan, Head of School Development and Quality, King’s Group
Lauren Taylor, Marketing Director, King’s Group
Lauren is the Marketing Director of King’s Group, mother company to the well-known King’s College schools whom have 10 internationally located British schools across Europe and Latin America.
The organisation’s Central Services is based in Madrid, where she leads a team of 8 in-house marketers, as well as having 10 dotted line reports from each of the school’s Head of Admissions.
In her role, Lauren is responsible for both on and offline marketing strategies and campaigns, corporate brand identity, marketing budgets, marketing & communication policy/procedures, the customer journey, admissions lead generation & nurturing, as well as overall go-to-marketing strategy.
Lauren has 7 years’ experience in the educational marketing industry, as well as an array of experience in sales and team leadership. Her mantra is “love what you do and have passion for your work – if you do, your results will be exceptional” which is how she has had the pleasure to recruit and build her team, to ensure that quality and excellence is an intrinsic part of the King’s College brand.
Sean Corrigan, Head of School Development and Quality, King’s Group
Sean first joined King’s Group as an intern during his Erasmus year at university. After graduating with a First Class Honours Degree in Business and Management he returned to King’s to lead the implementation of the Group’s new Management Information System (MIS) and wider data strategies.
In his role, Sean leads the process of standardisation and harmonisation across a number of key areas for the schools, with both academic and non-academic focuses.
Responsible for the reporting strategies and processes to senior leadership, the focus of Sean’s role is reviewing school progress and performance, benchmarking using in-house data and analytics.
Working in partnership with other in-house teams such as Marketing and ICT Sean has spearheaded the introduction and management of an integrated and streamlined approach to Admissions reporting.
Using tools such as PowerBI and Qlik Sense, the organisation now works with effective and efficient data reporting information dashboards, which highlight useful insights and trends to allow for strategic decision-making.
Understanding how to run a successful Paid Social campaign to reach new Parents in 2020
Covering everything from audience targeting to advertising copy – this workshop, delivered with will show you how to successfully structure and run paid social advertising campaigns that yield results.
We’re really keen to provide as much value as possible during our workshop, keeping with the theme of ‘understanding your audience’ we want to help you understand how parents are responding to paid social advertising, and in turn provide them with the tools to structure and run a successful paid social campaign.
During this workshop we’ll touch on how to structure paid social campaigns using the R.A.C.(E) model that 15th Media have developed over the past year.
We will begin with a discussion surrounding why we believe Paid Social is such an effective platform in comparison to more traditional marketing methods.
By drawing upon case studies and our own experience the workshop will then dive into each area of our model as follows:
Reach (Reaching the right people)
- Persona marketing
- Layering Interests
- Lookalike audiences
Act (Getting into the mind of Parents)
- Optimising ad copy and creatives to ensure parents head to your website
- Choosing the right ad placement’s
- Picking the best CTA’s
Convert
- Retargeting your highest quality traffic
- Optimising your website for conversions
- Understanding ROI and attribution
(Engage)
- Re-engaging existing parents
Talks & Workshops (T&W) – Concurrent sessions C: 12:15-13:10 on Thursday 20 February 2020 with Kerwyn Salmons, Managing Director, 15th Media and Angela Patrikios, Marketing and Communications Manager, Haileybury School
Kerwyn Salmons, Managing Director, 15th Media
I am the Managing Director of 15th Media, a young and creative advertising agency specialising and passionate about transforming the way schools market themselves with social media.
My Interest in marketing and social media stems from my time at school where I watched platforms like Facebook and Instagram grow significantly in influence in the space of a few years.
The impact of growing up with social media as well as an interest in politics and current affairs has resulted in my obsession with understanding the role of social media in everyday life and business.
Fortunately I was able to turn my obsession into a successful business, 15th Media! My journey with 15th Media has been invaluable, from helping small independent schools and businesses to running large scale campaigns with national retailers, I’ve been privileged enough to meet and work with such a wide range of people from various industries and sectors.
As a business we’ve helped shape the digital strategies for a number of leading brands, and I feel that it is this experience with structuring and managing successful campaigns, as well as our transparent and accessible approach to working, that enables us to successfully transform the way schools view and use social media.
Angela Patrikios, Marketing and Communications Manager, Haileybury School
Angela Patrikios has been the Marketing and Communications Manager at Haileybury, a co-ed school for 11-18 year olds for nearly 1.5 years.
She previously worked in a Marketing & Student Recruitment function, for two Universities, in both London and Hertfordshire. Prior to that she has spent 12 years in the private sector, in Business Development and Account Management for some of the UK’s leading analytical services providers, including the multinational Eurofins Laboratories Ltd.
Angela has also spent time conducting scientific research in France, Australia and Finland and completed her education in Australia and holds an MBA from the University of Portsmouth.
Angela has a keen interest in digital marketing and enjoys finding out how data can be used to steer marketing decisions. She has an interest in business and marketing strategy and enjoys travelling and baking.
Moving your School along the ‘Social Media Maturity Curve’
Before taking up her post as Director of Marketing and Admissions at Chigwell School, Jayne Burton was Head of Consumer Marketing at the British Medical Journal responsible for overseeing more than 100 social media contributors, editors and community managers.
In this workshop Jayne will share her experience and advice for developing and improving your social media presence, drawing on your understanding of your target audiences and using whatever resources you have available in-house (whether a single ‘jack of all trades’ or someone able to share the social media workload with colleagues).
Over the workshop Jayne will cover:
- Social Media management platforms – when to switch from native to managed
- The ‘Social Media Maturity Curve’ – how to plot your school’s progress and plan your next steps
- Tailoring your social strategies to different audiences; from prospective families, to press, current students, alumni and more
- Maximising your posts for better reach and engagement
- Creating advocates and managing best practice
Talks & Workshops (T&W) – Concurrent sessions C: 12:15-13:10 on Thursday 20 February 2020 with Jayne Burton, Director of Marketing and Admissions, Chigwell School
Jayne Burton, Director of Marketing and Admissions, Chigwell School
Jayne Burton is currently Director of Marketing and Admissions at Chigwell School, a leading co-education independent School for ages 4 – 18 with a history dating back almost 400 years.
Jayne brings 16 years of experience in the corporate sector to Chigwell.
Formerly Head of Consumer Marketing at the British Medical Journal, and with a marketing career spanning a variety of industries including publishing, online learning, and the events sector, Jayne brings a fresh perspective to the newly created role for the School.
How To Attract The Best International Pupils – By better understanding the challenges families face searching for schools abroad
In this session Ferdinand Steinbeis will share his experience as an international agent introducing European families to British boarding schools, giving his unique perspective on the way schools and colleges market themselves and his advice on how they might do this more effectively.
Ferdinand will explain the expectations and challenges international families face when looking at British boarding schools, from the initial information they see and the way schools communicate with them through to their experience visiting and touring schools and the on-going support and assistance they receive during the admissions and enrolment process.
He will emphasise the importance of clear differentiation in marketing and branding and discuss the implications when the reality fails to match expectations and the impact this can have on retention and the word-of-mouth recommendation, which is so important to future student recruitment in any location.
Finally, Ferdinand will host a Q&A session answering questions about working with foreign agents and share further insight and tips on how schools and colleges can strengthen their relationship with international families and agents and maximise the return on their investment in this key recruitment channel.
Talks & Workshops (T&W) – Concurrent sessions C: 12:15-13:10 on Thursday 20 February 2020 with Ferdinand Steinbeis, Managing Director, von Bülow Education
Ferdinand Steinbeis, Managing Director, von Bülow Education
Ferdinand Steinbeis, Managing Director of German educational consultancy von Bülow Education, is himself a product of the British education system. Aged 16, he traded his school in the backwoods of rural Bavaria for Sevenoaks School in Kent where he did the International Baccalaureate (IB). He loved England so much that he went on to study philosophy and economics at the LSE in London.
After that Ferdinand’s CV gets rather quirky. Thanks to a passion for music he chose the music industry as a first career move and became a marketing director and talent scout for record company SonyBMG in Munich and New York.
Ferdinand then launched a start-up together with three friends – an online-enabled housekeeping service in London. It failed in fairly spectacular fashion after only one year.
Ferdinand went on to do an MBA at INSEAD business school in France. Afterwards, he joined innovation and design consultancy IDEO, where he stayed for five years helping companies like Crown Plaza, Michelin, Chiquita and BMW create new products, services, even entirely new businesses.
Five years ago Ferdinand bought educational consultancy von Bülow Education and since then he has been dedicated to helping to place German-speaking pupils in British boarding schools.
Conversion & Retention strategies for Marketing & Admissions – 10 Top Tips
10 top tips for deploying a joined-up approach to creating and executing conversion and retention strategies… including how to engage Head and the Senior Leadership in the ‘sales’ process, to create a collaborative culture for recruiting pupils and achieving targets.
Kim and Heidi will share tips through their real experiences of two large independent schools and offer a sounding board for current issues to bringing marketing, admissions and heads on to the same page.
Talks & Workshops (T&W) – Concurrent sessions C: 12:15-13:10 on Thursday 20 February 2020 with Kim Davies, Marketing Business Partner Executive Education, Henley Business School and Heidi Leigh, Registrar, Claires Court Schools
Kim Davies, Marketing Business Partner Executive Education, Henley Business School
Kim Davies, currently Marketing Business Partner at Henley Business School, has over 17 years’ experience as a marketing professional in the education sector.
Prior to Henley, Kim has held a variety of marketing and communications roles in independent schools and before that in further education. An early digital adopter, learning to build a college’s website using code, Kim has an all-round marketing background supported by CIM and IDM qualifications.
During her time (2013-2019) at Claires Court (a diamond model, non-selective, through school, for 4-18 years), Kim headed up the Marketing and Admissions Departments and was responsible for driving a 15% growth in pupil numbers.
Her experience gained as Schools’ Marketing and PR Manager for a charity operating three diverse school, brought to light the importance of understanding the customer journey to improve conversion; and her time a BCA, a FE college, communication and engagement where the key areas of her work.
Over the years Kim has recognised that to bring about change and to challenge the norm, evidence and data is a crucial part of any strategy, and this, along with a creative flair, has been the key to her success.
Heidi Leigh, Registrar, Claires Court Schools
With over 12 years of experience in Admissions, Heidi joins us to explore the diverse stakeholders making daily enquiries and the skills we all have to unlock the information we need to ensure a positive outcome.
Working in both College and Independent Schools, each day has challenges that she handles with customer care and satisfaction at the forefront.
Growing up in a family retail business gave Heidi the best insight into dealing with the general public, thinking fast on your feet and remaining calm and professional no matter what was happening around her.
Heidi has a huge passion and enthusiasm for Admissions and indeed for life, which will be apparent when you meet her!
TIME | SESSIONS | |
---|---|---|
1310-1410 | Lunch & Networking | |
1410-1530 | KEYNOTES – Session 5 | |
> Niall Byrne, Director, Customer Operations, Survey Monkey > Duncan Heath, Strategy Director, Fresh Egg > Rachael Henshilwood, Governor for Marketing & Admissions, Lord Wandsworth College (Director Of Development, St Edward’s School, Oxford) |
Winning in the Feedback Economy
Feedback is pervasive, public, and powerful.
The total transparency of social media coupled with the fundamental human desire to be heard means feedback is constantly surfacing about every aspect of your School or College.
Those that listen better and faster than their competitors can adapt — and win — in the feedback economy.
Keynotes – Session 5: 14:10-15:30 on Thursday 20 February 2020 with Niall Byrne, Director of Customer Operations, SurveyMonkey
Niall Byrne, Director of Customer Operations, SurveyMonkey
Niall is Director of Customer Operations at SurveyMonkey responsible for leading customer facing teams in North America and Europe.
He has a degree in Computer Science from Trinity College Dublin which led him to his 20 year career in the tech industry, where he has focused on business operations, customer engagement and success.
Prior to joining SurveyMonkey Niall led global Customer Support for HubSpot helping their customers build marketing automation and sales funnel solutions and managed a number of support teams in Google supporting their customer’s Adwords and Google Analytics products.
Niall is passionate about Education and actively seeks out opportunities to engage and support the industry.
During his time at Google, Niall led their EMEA education outreach program engaging and funding organisations that supported Girls in Tech and other underrepresented groups in the STEM. He currently sits on the Board Of Management of his local school helping with operations, policy and regulatory compliance.
Using Nudge Theory To Achieve A Competitive Advantage For Your School Or College
Nudge theory was developed formally in the mid-90s by social scientists looking to alter people’s ‘unhealthy’ behaviours.
Now more than 80 countries have dedicated government units specialising in the practice of nudging and are seeing massive social impact.
Duncan Health will discuss why nudge theory is so attractive and how it can be applied to the Education sector to help with everything from pupil/student recruitment to reducing caretaking costs.
Duncan will share some case studies covered including how a bank saved $20 million by simply adding a personal touch to their letters and how the Open University increased course registrations using clever countdown banners.
Keynotes – Session 5: 14:10-15:30 on Thursday 20 February 2020 with Duncan Heath, Strategy Director, Fresh Egg
Duncan Heath, Strategy Director, Fresh Egg
Duncan Heath is a digital marketing trainer, conference speaker, author and consultant, specialising in the subjects of User Experience (UX) and Conversion Rate Optimisation (CRO).
Duncan’s extensive digital marketing experience and test-and-learn approach has seen him advise some of the biggest brands online, helping build optimisation programmes for international brands such as The Open University, Vodafone Australia and John Lewis Finance.
Duncan believes that good UX and CRO is pretty simple – understand your audience, test with a robust methodology and challenge your presumptions and ego every step of the way.
Having joined Fresh Egg in 2009, starting in the Search Engine Optimisation (SEO) department before leading Fresh Egg’s conversion services offering, and then moving into the role of Strategy Director.
Internal vs. External Audiences – How different governance structures can better support their competing demands
More often than not Admissions and Marketing teams focus on the external, on PR, brand awareness, marketing, Open Days & events, endless administration, numbers and achieving targets. Meeting budget requirements of the school typically rest near solely on the success or failure of these departments.
Yet how many of them are represented at Senior Management Team (SMT) level? How many of your Governors (and senior leadership) are meaningfully engaged in your process instead of simply requesting statistics that within a day of publishing have changed?
In this session Rachael Henshilwood will discuss how different governance models can streamline productivity and processes and give you the visibility and voice that is so often needed.
Rachael will also be exploring how investment in positively developing your internal audience, from the Staff room to Governors, Parents to Alumni, can have a significant impact on your results.
Keynotes – Session 5: 14:10-15:30 on Thursday 20 February 2020 with Rachael Henshilwood, Governor, Lord Wandsworth College (Director of Development, St Edward’s School, Oxford)
Rachael Henshilwood, Governor, Lord Wandsworth College (Director of Development, St Edward’s School, Oxford)
Rachael Henshilwood has been a Governor of Lord Wandsworth College, Hampshire for six years. She is also a Trustee of the Windsor Learning Partnership, a Multi Academy Trust for State Schools in Windsor & Maidenhead, and a Trustee of Fulham Reach Boat Club which enables deprived young people in London to achieve their potential through rowing.
Rachael’s role in all of these charities is to support marketing, communications, admissions and fundraising.
A highly accomplished educational fundraiser with fourteen years’ experience leading development teams within the top independent schools in the UK and Australia, Rachael is currently working at St Edward’s School, Oxford and previously has been with Eton College, Marlborough College and Melbourne Grammar School, helping them all deliver authentic community engagement programs that have led to multi-million pound fundraising achievements. She moved into fundraising following a successful background in international sales and marketing.
TIME | SESSIONS | |
---|---|---|
1530-1600 | Refreshments & Networking | |
1600-1700 | TALKS & WORKSHOPS – Concurrent sessions D | |
> Choose from 8 talks and workshops |
Means-tested Bursaries
191 boys are in receipt of a bursary at Dulwich College this year, most on bursaries that cover 75% or more of fees.
It is the ambition of the College that we can be ‘needs-blind’; that is to say, that we will be able to offer financial assistance to every boy who passes our entrance exams and whose family needs some support with fees.
How will we achieve this?
This workshop will look at the plans to take Dulwich College from over a third of boys in receipt of financial support with scholarships and, increasingly, means-tested scholarships to ‘needs-blind’ and asks that participants to share their own bursary plans.
Talks & Workshops (T&W) – Concurrent sessions D: 16:00-17:00 on Thursday 20 February 2020 with Jane Scott, Director of Communications, Dulwich College
Jane Scott, Director of Communications, Dulwich College
Jane Scott is a graduate of the University of Edinburgh (MA Hons) and of London Business School (MBA).
Jane started her career as a Graduate Consultant at Andersen Consulting – now Accenture – before moving into media at The Daily and Sunday Telegraph.
She subsequently held management board positions at the Financial Times (International Director of Marketing and Communications), the BBC (Controller Strategy for BBC Broadcast and Controller Strategy and Marketing for BBC Television) and Channel Five (Executive Director of Marketing).
While taking time out to raise her children, Jane taught part-time at Kings College London and launched a chocolate company, securing orders from Waitrose and Selfridges.
Jane has been Director of Communications for Dulwich College since 2013.
Making your marketing and admissions more effective with a strong visual identity and personalisation
With competition for pupils and students increasing between schools and colleges, first impressions formed on and off line through initial “touch points” and communications are now more important than ever.
In our fast-moving digital world, it’s essential that your school marketing has impact and your admissions process builds on positive first impressions, with your school logo, website, prospectus, social media and written and spoken communications all reflecting the outstanding education and experience your school has to offer.
However, despite best intentions, the various visual elements that make up your school’s identity can become disjointed, confusing or just feel out-of-date over time, and the pressure of workload and resources can mean communications become impersonal.
In this workshop Lawrence Salisbury will share best practice for identifying and implementing ways to ensure you make the right impression when you reach your intended audience, covering the principles of branding, strong visual identity and more personalised communications to differentiate your school from competitors.
Talks & Workshops (T&W) – Concurrent sessions D: 16:00-17:00 on Thursday 20 February 2020 with Lawrence Salisbury, Creative Director, Restless – Unify For Schools
Lawrence Salisbury, Creative Director, Restless – Unify For Schools
With a design career spanning almost 30 years, Lawrence has worked with a wide range of organisations across multiple sectors, including education, travel & leisure, manufacturing, retail, and finance.
As a Designer, Art Director and Creative Director he is focused on partnering with clients, creating strong relationships to deliver effective communication, meeting business objectives.
He develops brands through visual identity and integrated, multi-channel campaign projects for clients including; Mitsubishi Electric, GE, Panasonic, Pearson, Sylvania, lastminute.com, Hayter and easyJet.
“I believe that effective communication begins with uncovering simple truths and from an understanding that as humans, we all think based on instinctive emotions that drive behaviour.”
Strategic Enrolment: Take 10!
In highly competitive independent school sectors in the UK and around the world, there is constant demand on schools to position themselves ahead of the game.
Looking at factors influencing enrolment in a strategic manner is key. This session will shine a light on 10 of the most important factors to consider, will invite discussions on solutions and potential case studies and will allow for time to consider participants’ challenges in their respective schools.
Claudine Hakim and Catalina Gardescu bring together over 20 years of work in private education and have seen schools go from tens of students to a thousand and back again.
They are well versed in strategic enrolment practices and for the past 15 years have been involved in worldwide workshops and conferences around school admissions and advancement.
Guaranteed: you will leave the session with at least one good idea to enhance your enrolment strategy.
Talks & Workshops (T&W) – Concurrent sessions D: 16:00-17:00 on Thursday 20 February 2020 with Catalina Gardescu, Manager of Admissions & External Relations, American International School of Bucharest and Claudine Hakim, Head of Advancement, Transitions and Student Support, International School of London (ISL)
Claudine Hakim, Head of Advancement, Transitions and Student Support, International School of London (ISL)
Claudine Hakim is Head of Advancement, Transitions and Student Support at the International School of London (ISL) and is the leader of the award winning ISL Crossroads Transitions programme. Claudine was previously a Head Teacher at an independent Special School and another International School.
Claudine holds a Masters degree from the University College of London, Institute of Education in Educational Leadership and Management and a BA in Psychology and Counselling from Richmond International University.
Having lived in 3 continents, Claudine is passionate about fostering well-balanced and inclusive international communities. Claudine is a member of the ECIS Admissions Special Interest Committee and is a Board member of Safe Passage Across Networks (SPAN).
Catalina Gardescu, Manager of Admissions & External Relations, American International School of Bucharest
With over 15 years experience in school marketing and admissions, Catalina Gardescu currently heads the Admissions, Communications and External Relations Department at the American International School of Bucharest.
Catalina’s portfolio of work includes parent interviews, admissions projections, publications and communications, parent relations, fundraising, alumni relations and strategic marketing.
She is part of the leadership team of the school and helps create the school budget, marketing and communication strategies, as well as conducts the school fundraising program. She sits on the tuition support committee and heads the school’s scholarship committee.
Over the past 10 years, Catalina has been actively involved in creating the first ever ECIS Admissions Committee, Open Apply admissions workshops – of which she designed and led Admissions Certification Courses in Shanghai, Singapore and Sofia – founded the International Admissions Bulletin (currently published by Open Apply) and continues to support the profession in any way she can. Her next endeavour will be an Advancement Job-A-Like, bringing together schools from the Central and Eastern European Region.
In her free time Catalina likes spending time with her family, reading, working out and walking her dogs. Find Catalina on LinkedIn or through her professional website www.ideact.net, including her full profile and blog posts she enjoys writing.
Attract, Engage, Convert – Ten Steps
Felsted Marketing has been shortlisted twice for Marketing Campaign of the Year at the TES School Awards 2018 and 2019.
In this workshop Sophy will explain how the Marketing Department at Felsted has achieved this recognition and helped grow the school from 750 students to over 1050 today.
Sophy will outline ten steps to increasing admissions enquiries through effective marketing techniques design to attract, engage and convert.
Talks & Workshops (T&W) – Concurrent sessions D: 16:00-17:00 on Thursday 20 February 2020 with Sophy Walker, Director of Marketing UK & Global, Felsted School
Sophy Walker, Director of Marketing UK & Global, Felsted School
Sophy has 24 years of global marketing experience in the Finance and Education Sectors, with roles including Brand, Advertising and Direct Marketing Manager for JPMorgan Fleming Asset Management Europe and Examination Marker for the Chartered Institute of Marketing.
Sophy created the Felsted Marketing Department in 2014 and has helped to grow the school from 750 students to over 1050 today. Felsted Marketing has been shortlisted twice for Marketing Campaign of the Year at the TES School Awards 2018 and 2019.
Sophy’s role as Governor at Writtle University College provides additional stimulation and any spare time involves family and her passions for sport and travel.
Bringing Prospective Parents On-side – devising a recruitment campaign that turns doubters into advocates
Staff responsible for marketing, communications or admissions are sometimes called upon to explain something special about their school or college to prospective parents and students but it can be a challenge to do so in a way that is credible and effective, especially when some parents are initially unsure about the school’s approach.
In this workshop Carrie will outline how she and her senior colleagues took the view that Wolverhampton’s pupils should be as prepared as possible for the digital world but then had to ensure all staff were equally committed to being tech ready and to deal with ‘push back’ from parents unsure about the move away from traditional teaching practice and worried about screen time and social media.
Carrie will explain how she and her colleagues addressed this by creating an innovative approach to recruitment to help prospective parents not only understand why Wolverhampton Grammar School puts such strong emphasis on the use of technology in teaching and learning, but also to encourage them to become strong advocates of it.
The new marketing and admissions programme has proved a great success, explaining to prospective families how and why Wolverhampton Grammar School is at the forefront of its use of technology across every aspect of School life – from the classroom, to pastoral support; teaching and learning to support services; reading for pleasure and parent and student communications.
As well as sharing how she and her colleagues developed and implemented this alternative recruitment campaign Carrie will also give tips for getting your marketing and communications voice heard in the Board Room and across the Senior Management Team.
Talks & Workshops (T&W) – Concurrent sessions D: 16:00-17:00 on Thursday 20 February 2020 with Carrie Bennett, Director of Marketing & Communications, Wolverhampton Grammar School
Carrie Bennett, Director of Marketing & Communications, Wolverhampton Grammar School
Carrie has worked in senior marketing and communications positions in Higher Education, the NHS and Local Government for over twenty years and was part of the team awarded Senior Leadership Team of the Year by the Times Education Supplement in 2018.
She is known for building successful teams and ensuring marketing an organisation becomes everyone’s responsibility.
Carrie leads a team at Wolverhampton Grammar School responsible for admissions, marketing, development and front of house and has completely overhauled the school’s approach to student recruitment and stakeholder engagement.
School numbers have seen year on year growth since her recruitment in 2014.
The Power of Digital Storytelling
Fettes College has a dedicated digital storyteller who works across all social media, captures the life of the school and presents it beautifully to the world.
In this workshop you will gain insights, advice and ideas from their Director of Marketing, Gemma Gray and their Digital Storyteller Scott Arlow, discovering why even when budgets are tight, taking time to understand social media can really pay off.
Topics covered during the workshop will include:
- How social media really impacts your admissions figures
- Why stats are your friend (especially when presenting to Bursars and Governors)
- Why placing value on visual beauty should be prioritised
- How digital advertising can help you build a worldwide community
Talks & Workshops (T&W) – Concurrent sessions D: 16:00-17:00 on Thursday 20 February 2020 with Scott Arlow, Digital Storyteller, Fettes College and Gemma Gray, Director of Marketing & Admissions, Fettes College
Scott Arlow, Digital Storyteller, Fettes College
Scott Arlow is a Digital Storyteller and a member of the Marketing Team at Fettes College. Graduating as a Digital Designer in 2016, Scott is well versed in the implementation of online narrative.
Scott is passionate about visual communication and has benefited from working on a wealth of digital campaigns since graduating – from coordinating the rebrand of one of Scotland’s fastest growing Letting Agencies to creating marketing materials for international hotel chain COMO Hotels & Resorts.
At Fettes Scott uses his creative skills and analytical thinking to celebrate the daily life of Fettes, while implementing the school’s digital strategy and seeking out prospective families.
Outside of Fettes, Scott is a keen illustrator and photographer and can usually be found out and about with his husband.
Gemma Gray, Director of Marketing & Admissions, Fettes College
Gemma Gray is Director of Marketing & Admissions and a member of the Senior Management Team at Fettes College, Edinburgh, one of the UK’s leading co-educational boarding schools.
Starting at Saatchi & Saatchi London, Gemma has over 20 years’ experience in advertising and marketing including major national and international campaigns for high-profile brands such as Johnson & Johnson, VisitScotland and Danone.
For the last 13 years Gemma has worked at Fettes College promoting their full-boarding ethos, all-round education, wealth of co-curricular opportunities and exceptional community spirit embracing the advancements in digital communication and social media along the way.
Gemma champions a ‘customer-focussed’ approach to Admissions and Marketing ensuring that prospective families receive relevant, concise, informative and engaging communications that answer the questions that matter to them.
Gemma is passionate about promoting the benefits of independent education in Scotland and widening access to it.
When not at work, Gemma can be found walking in the great Scottish outdoors with her husband, daughter & faithful whippet.
Developing a Robust Retention Plan
As the factors that work against sustainability for schools continue to increase in both number and significance (from demographic and income to competition and cost) many schools are beginning to recognise the integral role of ‘enrolment management’, designing and developing retention programs that will support their enrolment goals.
When families choose to leave our schools (whether it be due to cost, academic experience, overall fit etc) the cost to replace that student coupled with the potential cost of negative word-of-mouth marketing can impact a school’s enrolment numbers significantly.
During this session Craig Tredenick will explore these issues and challenges and introduce opportunities for schools and colleges to develop a retention program through the lens of strategic enrolment management, for better positioning to hit targeted enrolment while also helping shape culture and build community.
Talks & Workshops (T&W) – Concurrent sessions D: 16:00-17:00 on Thursday 20 February 2020 with Craig Tredenick, Director of Admission & Enrollment, American School of Dubai
Craig Tredenick, Director of Admission & Enrollment, American School of Dubai
Craig currently serves as the Director of Admission & Enrollment at the American School of Dubai where he has been since 2018.
Prior to ASD, Craig served as the Director of Enrollment Management at All Saints’ Episcopal School in Fort Worth, TX.
A certified Admission & Enrollment Management Professional, Craig has presented internationally on Enrollment Management at more than a dozen conferences.
In addition, Craig has served as a faculty instructor, Cohort Leader, Guest Blogger, and presenter for the Association of Independent School Admission Professionals (AISAP).
Social Media Customer Engagement
This workshop will not only enable you to better manage your customer service workflows, but analyse incoming social media engagement effectively.
You’ll also learn how to innovate with social insights, using emotional data to better understand the customer and employee experience.
Talks & Workshops (T&W) – Concurrent sessions D: 16:00-17:00 on Thursday 20 February 2020 with Joshua Surtees and Nishanth Dharmaseelan, Training Team, Hootsuite
Joshua Surtees and Nishanth Dharmaseelan, Training Team, Hootsuite
CONFERENCE VENUE
The KNOW YOUR AUDIENCE conference will take place at Dulwich College London.
Dulwich College is located at Dulwich Common, London, United Kingdom SE21 7LD.
TRAVELLING BY TRAIN
- West Dulwich (5 minutes walk) – on the line between Victoria to Beckenham Junction, Bromley and Orpington. Trains leave Victoria every 15 minutes and the journey takes 12 minutes.
- Tulse Hill (15 minutes walk) – on the lines from London Bridge and Charing Cross to Sutton and Leatherhead, and to East Croydon, Purley, Caterham, Redhill etc.
- North Dulwich (15 minutes walk) – on the line from London Bridge to East Croydon.
- Gipsy Hill (20 minutes walk) – on the line from Victoria, Battersea, Clapham, Wandsworth, Streatham Hill to Crystal Palace, and East Croydon, and to Norwood Junction, West Croydon and Sutton.
TRAVELLING BY BUS
- Bus routes Numbers – 3, P4, P13 and 115 pass close to the College. Other routes within walking distance include numbers. 12, 37, 40, 63, 68, 176, 185 and 227.
TRAVELLING BY TAXI
- Taxis are in short supply in the area and we recommend booking in advance if possible, the Conference hotel has suggested the following taxi service in the Crystal Palace area but others may be available and more suitable depending on your requirements (also, we are offering a shuttle coach service between the College and hotel – please see below): Greyhound Taxi +44 (0)203 388 3388
TRAVELLING BY CAR
- Free Car Parking For Delegates – Entrance to the College is from Dulwich Common (the South Circular, A205) only.
TRAVELLING BY AIR
Gatwick Airport is probably the easiest airport for travelling to Dulwich College and the conference hotel in Crystal Palace by train (and is reasonably fast by car).
London City Airport and London Heathrow Airport are within reasonable travel times by train and car.
Travelling from London Stansted Airport and London Luton Airport to Dulwich College and the conference hotel in Crystal Palace by train or car will take longer than from the other London airports.
PLANNING YOUR TRAVEL
Please ensure you check travel times and routes before planning your travel, helpful websites may include:
CONFERENCE ACCOMMODATION
Our official conference hotel, the Best Western Queens Crystal Palace hotel, is approximately 15 minutes from Dulwich College by road (a coach shuttle transfer service is included, please see below).
BEST WESTERN QUEENS CRYSTAL PALACE HOTEL
The Best Western Queens Crystal Palace hotel is a moderately priced 300 bedroom original Victorian 3 star hotel that has recently been upgraded throughout.
It offers a pleasant atmosphere and a range of attractive guest facilities including newly refurbished air-conditioned bedrooms, free wi-fi access throughout, a bar and lounge and an on-site restaurant.
Check-in is from 2pm, check-out is at 11am.
The hotel is located at: 122 Church Road, Crystal Palace, London United Kingdom SE19 2UG.
(The hotel is ISO 9001:2008, ISO 14001: 2004 & BS OHSAS 18001:2007 certified.)
BOOKING ROOM NIGHTS
We have negotiated special rates and terms at the Best Western Queens Crystal Palace hotel for conference delegates.
To take advantage of these special rates please book the room nights you require on the Book Here page.
The delegate price for staying at the hotel on Wednesday 19 February includes a B&B en-suite hotel room, the evening social event and the use of the shuttle coach service between Dulwich College and the conference hotel at the end of the conference on the Wednesday, and the return coach shuttle service from the hotel to Dulwich College on the Thursday morning.
Accommodation for Tuesday night 18 February and/or Thursday night 19 February may also be booked online via the booking form below.
If you want to stay other nights please contact Liz Martin by email or call: +44 (0) 1980 620575.
For those travelling by road, car parking is available at the hotel at a cost of £10 per 24 hours, to be paid direct to the hotel on arrival. (There is also free car parking available for delegates at Dulwich College during the days of the conference.)
For those travelling by train, the nearest railway station to the hotel is Crystal Palace, which provides direct, regular Overground and Southern Rail services to and from London Bridge, London Victoria and East Croydon.
For further location details and directions for the hotel please click on the link to view the Queens Hotel website.
(We reserve the right to make changes to or withdraw the accommodation packages should this be necessary, or to withdraw the ‘early bird’ discounted booking prices at any time as they are subject to availability.)
OTHER ACCOMMODATION OPTIONS
There are only a limited number of hotel and B&B options in the immediate area around Dulwich College, so if you are unable to stay at the conference hotel or prefer to stay elsewhere we suggest you consider areas within a reasonable travel time via train or car (depending whether you are travelling by public transport or road) where there is more choice, by train these include Brixton (5 minutes from West Dulwich station), London Victoria (13 minutes from West Dulwich station), London Bridge (13 minutes from East Dulwich station).
Other hotels in the immediate vicinity include:
- The Half Moon Pub, 10 Half Moon Lane, Herne Hill, London SE24 9HU. (Approximately 10 minutes by car from Dulwich College.) Website: www.halfmoonhernehill.co.uk
- Tulse Hill Hotel, 150 Norwood Rd, Lambeth, London SE24 9AY. (Approximately 10 minutes by car from Dulwich College.) Website: www.tulsehillhotel.com
- Travelodge London Crystal Palace, Yeoman House, 61 – 63 Croydon Rd, London SE20 7TS. (Approximately 20 minutes by car from Dulwich College.) Website: www.travelodge.co.uk
- Best Western London Peckham Hotel, 110 Peckham Rd, Peckham, London SE15 5EU. (Approximately 20 minutes by car from Dulwich College.) Website: www.thelondonpeckhamhotel.co.uk
To explore discounted pricing on accommodation booking websites please see:
CONFERENCE DELEGATE COSTS
The ‘Early Bird’ discounted non-residential delegate prices include the delegate place, refreshments, lunch, social networking event and presentation slides.
The ‘Early Bird’ discounted residential prices also include en-suite B&B hotel room for 1-2 people in the conference hotel in nearby Crystal Palace. (Extra nights in the conference hotel are available at a cost of £75 + VAT per night.)
Group bookings are welcome – we are pleased to offer an extra 10% off the ‘Early Bird’ delegate package price for additional (2nd and subsequent) delegates booking from the same school or college.
Once the ‘Early Bird’ offer ends the delegate prices will revert to the ‘Standard’ full ticket price.
FIRST DELEGATE
2-DAY DELEGATE PACKAGES – EARLY BIRD
Wednesday 19th February to Thursday 20th February 2020:
- 2-Day Conference + 1 night* = £560 + VAT
(Full Price from 20 January = £660 + VAT)
- 2-Day Conference only = £480 + VAT
(Full Price from 20 January = £580 + VAT)
The conference cost includes the Social Networking Event on Wednesday evening 19 February 2020.
1-DAY DELEGATE PACKAGES – EARLY BIRD
Wednesday 19th February 2020:
- 1-Day Conference + 1 night* = £320 + VAT
(Full Price from 20 January = £370 + VAT)
- 1-Day Conference only = £240 + VAT
(Full Price from 20 January = £290 + VAT)
Thursday 20th February 2020:
- 1-Day Conference + 1 night* = £320 + VAT
(Full Price from 20 January = £370 + VAT)
- 1-Day Conference only = £240 + VAT
(Full Price from 20 January = £290 + VAT)
ADDITIONAL DELEGATES
There is an 10% discount off the cost of the ‘Early Bird’ discounted packages for any additional delegates attending from the same school or college. (These do not have to be booked at the same time as the first delegate place.)
2-DAY ADDITIONAL DELEGATE PACKAGES – 10% OFF EARLY BIRD
Wednesday 19th February to Thursday 20th February 2020:
- 2-Day Conference + 1 night* = £504 + VAT
(Full Price from 20 January = £594 + VAT)
- 2-Day Conference only = £432 + VAT
(Full Price from 20 January = £522 + VAT)
The conference cost includes the Social Networking Event on Wednesday evening 19 February 2020.
1-DAY ADDITIONAL DELEGATE PACKAGES – 10% OFF EARLY BIRD
Wednesday 19th February 2020:
- 1-Day Conference + 1 night* = £288 + VAT
(Full Price from 20 January = £333 + VAT)
- 1-Day Conference only = £216 + VAT
(Full Price from 20 January = £261 + VAT)
Thursday 20th February 2020:
- 1-Day Conference + 1 night* = £288 + VAT
(Full Price from 20 January = £333 + VAT)
- 1-Day Conference only = £216 + VAT
(Full Price from 20 January = £261 + VAT)
EXTRA NIGHTS ACCOMMODATION
If you require more than one night’s accommodation (in addition to the residential delegate packages) the cost will be £75 + VAT for each additional night.
SOCIAL NETWORKING EVENT
All delegates are invited to attend the evening Social Networking Event on Wednesday 19th February, at no extra cost.
TEAM & MULTIPLE BOOKINGS
Team and multiple bookings are welcome – you and your colleagues may find attending as a group helpful as an “away day” focusing on your marketing, communications and admissions strategy, to fully embrace the potential for digital communications.
We are pleased to offer an extra 10% off the ‘Early Bird’ delegate package price for additional (2nd and subsequent) delegates booking from the same school or college. (These do not have to be booked at the same time as the first delegate place.)
CONFERENCE PAYMENT
BY CREDIT CARD
To pay by Credit Card online please select this option in the checkout process below.
BY BACS/INTERNATIONAL WIRE TRANSFER
If you wish to pay by BACS/Wire Transfer please select this option (to be invoiced) in the checkout process below and we will send you the BACS/International Wire Transfer payment details.
BY CHEQUE
Please send a cheque payable to “Which School Ltd” to:
Liz Martin
KNOW YOUR AUDIENCE Conference
isbi Schools (Which School Ltd)
Tilshead House
Tilshead
Wiltshire
United Kingdom SP3 4RX
CONFERENCE BOOKING
[Scroll down for an OFFLINE BOOKING FORM if you prefer to book offline.]
Please book your delegate place(s) and/or any extra nights accommodation in the conference hotel using the booking form below, clicking on “Add To Basket” and proceeding to checkout.
If you have any difficulties completing your booking online or making a payment please contact Liz Martin by email or call: +44 (0) 1980 620575.
Please click on the link to view the KNOW YOUR AUDIENCE Booking Terms & Conditions.
ONLINE BOOKING FORM
DELEGATE TYPE | BOOK YOUR PLACE(S) | DATES | DELEGATE PACKAGE | ‘EARLY BIRD’ DISCOUNTED PRICE |
---|---|---|---|---|
First Delegate | £560.00 |
Wednesday 19 February to Thursday 20 February 2020 | 2-day Conference + 1 night* | £560 + VAT (Full Price: £660 + VAT) |
Additional Delegates | £504.00 |
Wednesday 19 February to Thursday 20 February 2020 | 2-day Conference + 1 night* | £504 + VAT (Full Price: £594 + VAT) |
First Delegate | £480.00 |
Wednesday 19 February to Thursday 20 February 2020 | 2-day Conference | £480 + VAT (Full Price: £580 + VAT) |
Additional Delegates | £432.00 |
Wednesday 19 February to Thursday 20 February 2020 | 2-day Conference | £432 + VAT (Full Price: £522 + VAT) |
First Delegate | £320.00 |
Wednesday 19 February 2020 | 1-day Conference + 1 night* | £320 + VAT (Full Price: £370 + VAT) |
Additional Delegates | £288.00 |
Wednesday 19 February 2020 | 1-day Conference + 1 night* | £288 + VAT (Full Price: £333 + VAT) |
First Delegate | £240.00 |
Wednesday 19 February 2020 | 1-day Conference | £240 + VAT (Full Price: £290 + VAT) |
Additional Delegates | £216.00 |
Wednesday 19 February 2020 | 1-day Conference | £216 + VAT (Full Price: £261 + VAT) |
First Delegate | £320.00 |
Thursday 20 February 2020 | 1-day Conference + 1 night* | £320 + VAT (Full Price: £370 + VAT) |
Additional Delegates | £288.00 |
Thursday 20 February 2020 | 1-day Conference + 1 night* | £288 + VAT (Full Price: £333 + VAT) |
First Delegate | £240.00 |
Thursday 20 February 2020 | 1-day Conference | £240 + VAT (Full Price: £290 + VAT) |
Additional Delegates | £216.00 |
Thursday 20 February 2020 | 1-day Conference | £216 + VAT (Full Price: £261 + VAT) |
All Delegates | £75.00 |
Tuesday 18 February 2020 | B&B en-suite accommodation for 1 night for 1-2 people | £75 + VAT |
All Delegates | £75.00 |
Thursday 20 February 2020 | B&B en-suite accommodation for 1 night for 1-2 people | £75 + VAT |
*We assume you will probably want to stay on the Wednesday night but you may want to use the 1 night’s accommodation for either the Tuesday, Wednesday or Thursday night – you choose the night you need.
Please click on the link to view the KNOW YOUR AUDIENCE Booking Terms & Conditions.
OFFLINE BOOKING FORM…
If you do not want to use the online booking form below please click on the link to download and/or print the offline KNOW YOUR AUDIENCE Conference PDF Booking Form.
You can type directly into this special PDF Booking Form or print it off and complete it by hand.
SPONSORS & EXHIBITORS – 2020 KNOW YOUR AUDIENCE CONFERENCE
Our thanks to the following partners for their support… please give them your support!
OpenApply is a modern online admissions office supporting every stage of the applicant journey from enquiry to enrolment. Our cloud-based interface works seamlessly across devices for both families and staff, streamlining the process and reducing stress.
From custom-built forms to robust information management tools, sophisticated analytics to automated messaging, OpenApply supports every key function in the admissions office.
Today over 450 schools in over 80 countries rely on OpenApply to help manage their admissions process.
OpenApply is built by the creators of ManageBac, the world’s leading curriculum first learning platform, which has been serving the international school community since 2006.
CONTACT OPENAPPLY
Telephone: +44 (0)1603 727750
Email: hello@openapply.com
Website: www.openapply.com
SOCIAL MEDIA
Twitter: @openapplyteam
Facebook: www.facebook.com/openapplyteam
UNIFY FOR SCHOOLS – www.unifyschools.co.uk
Imagine being able to update, tailor and personalise every single school prospectus you ever send out!
Unify provides schools with the ability to divide an existing prospectus into single pages, organise them into sections, such as school introduction, nursery, prep, senior and sixth form.
Then think of other useful information, such as travel arrangements, boarding, food, after-school activities, pastoral care etc.
Then start thinking outside the box – what else would you add if you could? Head boy or girl introduction, introductions for each year of entry, a day in the life at the school per year of entry?
The opportunities are endless.
CONTACT UNIFY
Telephone: +44 (0)1279 732436
Website: www.unifyschools.co.uk
Address: The Foundry, Parvilles Farm, Sparrows Lane, Hatfield Heath, Hertfordshire, CM22 7AT, UK
SOCIAL MEDIA
Twitter: @LibrisUnify
LinkedIn: www.linkedin.com/in/steve-hunt-23aab74
SHAREABLE – www.shareableschools.co.uk
In today’s competitive schooling landscape how a school positions itself is more important than ever.
Independent schools, in particular, face many challenges, not just from competitors, but with their communications, parental engagement, technology, and budgets.
All of these things are reflected in a school’s unique marketing output. This is where Shareable Schools can help.
Our one-of-a-kind social media software will give you all the tools you need, from planning and collaboration to engagement and analytics.
There is no better way to streamline how you manage your social media.
Schedule your free 1-hour demo with us today, and begin your month’s free trial. We’re sure you’ll want to continue to use it. If not, there’s no obligation and no contract.
CONTACT SHAREABLE
Telephone: +44 (0)20 3900 1919
Email: hi@shareable.co.uk
Website: www.shareableschools.co.uk
Address: The Foundry, Parvilles Farm, Sparrows Lane, Hatfield Heath, Hertfordshire, CM22 7AT, UK
SOCIAL MEDIA
Twitter: @shareableschool
Facebook: www.facebook.com/shareableschools
Instagram: www.instagram.com/shareable_schools
LinkedIn: www.linkedin.com/company/shareable-schools
ISA SCHOOLS – www.isaschools.org
The International Schools Association (ISA) was founded under Swiss Law in 1951 and as such is the most senior organisation in the world of international education. It is an international non-governmental organisation and the first educational NGO to be granted consultative status at UNESCO.
Since 1951, ISA has been dedicated to consulting and providing educators with the necessary guidance needed to encourage the creation of new international schools and to help schools define their understanding of the term “international” in education.
CONTACT ISA SCHOOLS
Email: info@isaschools.org
Website: www.isaschools.org
Address: 25 rue Schaub, CH 1202 Genève, Switzerland
SOCIAL MEDIA
Twitter: @ISAssociation_
Facebook: www.facebook.com/International-Schools-Association-1593413167604064
LinkedIn: www.linkedin.com/company/international-schools-association
EXHIBITION AND SPONSORSHIP OPPORTUNITIES
Are you interested in exhibiting, sponsoring and/or partnering at KNOW YOUR AUDIENCE?
For information about Exhibition and Sponsorship packages please email us or call Liz & Siobhan, tel: +44 (0) 1980 620575.
ABOUT EMCdigital – THE CONFERENCE ORGANISERS
Following the tremendous success of the 2016 & 2017 Brighton EMCdigital FORUMs, the Masterclass workshop series and the annual isbi Marketing & Admissions Conferences, the KNOW YOUR AUDIENCE conference has been organised by Click-Recruit-Enrol and isbi Schools as ‘EMCdigital’, to meet the continuing need for innovative, informative and thought provoking conferences, training and events for the marketing, communications and admissions sector, for schools and colleges.
If you are involved in management, admissions and/or marketing in an Education institution (large or small) you are probably wrestling with the challenge of maintaining some ‘traditional’ marketing and communications (with prospective, current and former students, parents, staff and other key influencers and friends) while maximising all the opportunity provided by digital… with search, websites, news and blogs, multimedia, social media, professional networking, instant messaging, chat and email, live chat, online advertising, analytics etc.
EMCdigital events are designed with you in mind – don’t miss this opportunity to gain information and hear insights, advice and best practice presented in plain language (with comparisons and examples) by expert practitioners, covering key applications, topics and themes.
If you have any questions please contact Siobhan, Liz and Matthew at EMCdigital by KNOW YOUR AUDIENCE, or call: +44 (0) 1980 620575.
KNOW YOUR AUDIENCE Conference
isbi Schools (Which School Ltd)
Tilshead House
Tilshead
Wiltshire
United Kingdom SP3 4RX
FOR NEWS & UPDATES…
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