When it comes to appointing a deputy head, a bursar or a head of modern languages, most school business leaders know exactly how to go about it.
The parameters of the job may differ from school to school. The extent of involvement required in other school activities may vary. By and large, though, schools know what they want and know how to recognise the professional and personal qualities which will make a successful appointment to suit their education strategies.
But when it comes to appointing a Director of Marketing in independent schools – as more and more schools and colleges are doing – there’s no such fund of received wisdom. Most school leaders don’t know what to look for, what constitutes a successful record in commercial marketing, don’t even recognise what the job titles signify.
And, fatally, many are torn between a desire to find someone who “understands what schools are about” and a half-hearted resolve to appoint an out-and-out marketer who will challenge the cosy complacency of staff and governors about promoting the school and enhancing pupil recruitment.
Therefore, finding somebody with the right background can prove difficult. With a lower staff turnover rate than other industries, a candidate with experience gained in other independent schools’ marketing departments may prove hard to come by, while somebody who has achieved well in commercial or public enterprise may not prove attuned to the idiosyncrasies of the education sector.
So the recent past is littered with the casualties, schools as well as individuals, of ill-advised marketing appointments. At a time like the present, when getting your school or college’s marketing right is essential, you don’t want to be adding to that list.
Here are some fundamental questions to ask and answer to ensure that your school’s marketing appointment is an appropriate and successful one:
- Full-time or part-time? A good case could be made for a full-time marketing appointment in every school but if your budget will only stretch to part-time, remember that no-one can do the job successfully in less than three days a week.
- 38 weeks or 48 weeks? Much of a school marketer’s most important work will be done out of term time and the contract – and the rewards package – should reflect that.
- How’s your education business’s sales department? The work of even the most gifted marketer will be wasted unless there is a seamless rapport with the school sales (ie admissions) process.
- How big is the job? Does it include responsibility for the pupil admissions process too?
- Internal or external? If you appoint an enthusiastic member of staff, remember they may need training. Education marketing is a professional discipline, not a job for a dilettante or a keen part-timer.
- SMT or not SMT? Ultimately the success, even the survival, of your school will depend on how good your marketing is. That importance should be reflected in the management seniority of the school or college marketing director.
- Do you know where to find school marketers? Where do they look for jobs when they want promotion or for a new challenge?
- Who will be your flannel detector? Do you have a school governor with marketing experience to help you make the appointment or do you need an expert adviser?
- What about support and review? Should you consider an external school marketing audit before and after you appoint your candidate, or on-the-job support and guidance to ensure progress is being made?
mtmconsulting has years of experience of advising schools on making marketing appointments, and helping to support them afterwards. In all our work we look to ensure that your school’s marketing compliments your overall education business strategy or school development planning. For more information, contact us here.
This article is taken from the mtmconsulting School Matters newsletter (issue 02). Click here to download the full newsletter [pdf:1.53mb]
