Now or Never
The last six months are going to be forever etched in our memory. As lockdown was announced, cabinet ministers scrambled for their briefing notes and schools around the world sought to understand the intricacies of Microsoft Teams and Zoom at rapid pace.
What followed not only highlighted the stark inequalities within British education, but showcased the very best and very worst of our independent sector. The adaptability, resilience and pupil-centricity shown by prep schools was beyond inspirational. However, the lack of preparedness for online learning and digital transformation was worryingly primitive.
Charlotte Prep School, United States
As a father of four children at four different schools I’ve witnessed the entire spectrum of digital capability first hand. My inspiration for Interactive Schools came whilst looking at schools for my eldest daughter, but my passion for digital transformation within the education sector has been reignited during the last six months.
Rather than pining for a return to ‘normal’, leaders must actively welcome change. We always hear that 65% of today’s students will eventually work in jobs that don’t yet exist. Does this mean schools can’t prepare them? Not at all. It’s unlikely that we’re ever going to return to a world where lamplighters, human alarm clocks and switchboard operators are again seen as common professions, so schools must focus on developing ambitious, adaptable and inquisitive learners who embrace new things and have a high level of digital literacy.
This is easier said than done. We’re all a product of our surroundings and if pupils aren’t being educated by teachers who embrace change and champion digital transformation, then what hope do they have? In many cases, it requires a complete change of mindset from the top down.
Ahead of the Game
At Interactive Schools, disruption, transformation and empowerment are entwined in our DNA. Many of the enquiries we’ve received in the last six months have been from schools seeking support with online open events, virtual admissions centres and parent communication.
Whilst this was uncharted territory for many schools, these are initiatives we’ve been championing for many years. We created our very first virtual reality prospectus in 2010, allowing a small number of schools to enhance their desirability when visiting conferences around the world.
Through augmented reality prospectuses we have been able to place prospective pupils and staff into classrooms from the other side of the world, allowing them to imagine themselves as part of the school community before they become part of it.
Now or Never
I really believe that it’s now or never for schools to embrace digital transformation and do what they always talk about: bringing learning to life!
25 independent schools have already closed their doors for good as a direct impact of the pandemic and, while many are reporting admissions enquiries above and beyond the norm, there is undoubtedly uncertainty ahead. Whatever the future looks like, it certainly isn’t going to be the same as it was 12 months ago and nor should we want it to be.
Wimbledon High School for Girls, UK
As a marketer, my advice is simple. Create bold, brazen and beautiful marketing campaigns that are driven by data and truly differentiate your school from the competition. Don’t just focus on the tangible, but instil a sprinkling of fairy dust that effectively communicates your unique, indescribable qualities.
As a parent, I ask that you embrace the future with open arms. I know that I want my children exposed to innovation at every possible opportunity, allowing them to embrace the future NOW! It starts at the top and must infiltrate every crevice of what your school offers to ensure that your pupils are truly prepared for a life where new ideas and entrepreneurial spark will define success.
Your Marketing Checklist
Stand out brand identity that differentiates you from the competition
Virtual admissions centre that allows prospects to engage and experience your school digitally
In depth understanding of your audiences
Understanding of return on investment across all marketing channels
An agency that challenges conventional thinking and aspires for greatness.
We See Things Differently
I’m incredibly proud to lead a company that collaborates with some of the best schools on the planet. In the last six months, we’ve looked hard at who we are, what we offer, and how we do it.
As a result, we’ve grown our team by 12 and significantly enhanced our capabilities in data analysis and insight, strategy and digital advertising. With Interactive Schools, you can be assured of a human-first marketing strategy that engages audiences and drives action.
Whatever your pain points, I’m incredibly confident that my team and I will find the solution that catapults your school into the stratosphere of marketing success. It’s time to look beyond what your competitors are offering and to stop copying their approach. Look ahead, set new benchmarks and drive true innovation. Your pupils will thank you for it in the future.
I’m up for the challenge, are you?