The mtmconsulting 2009 School Marketing Survey has revealed a substantial discrepancy in the provision of marketing staff at schools throughout the country. The online survey of 200 schools produced by our educational research team shows that, even in today’s highly competitive climate for pupil recruitment, one in ten respondents has no member of staff responsible for school marketing.
Conversely, four in ten respondents have a full-time dedicated staff member for school marketing whose duties may include overseeing pupil recruitment, prospectus design, marketing strategy production, school website design co-ordination and catchment area research.
When we enquired about marketing staff training, we found that just over half (53%) of school marketing staff had had no relevant professional training, while just over a quarter (27%) had AMDIS (Association for Marketing and Development in Independent Schools) courses and 21% had had other training.
mtmconsulting’s education staff recruitment consultant, Joe Faulkner, said, “It really is interesting to see the fluctuations in school marketing provision. During the current recession there is a great need for schools to ensure that they have effective means for pupil recruitment. In the recruitment of school and college marketing staff that we have undertaken for our clients we are increasingly finding a need for either a strong marketing track record or formal marketing training.”
To request a copy of the 2009 School Marketing Survey report please contact office@mtmconsulting.co.uk / 01502 722787.
