1. Creating The Marketing Function In A School
Nadir Farrell
Communications Manager
St Paul’s Catholic School

2. Creating the marketing function in a school
Communications audit – looked at existing channels and materials
Competitor research
Formal/informal discussions with school leadership, teachers, support staff and governors
Online research with parents

4. Strengths
Reasons To Choose St Paul’s
Marketing Thoughts
Use academy independence to do things differently and better
St Paul’s treats each child as an individual.
Website is more dynamic and involving. Defined sections for parents, students, business. Greater use of news makes the site more instant and appealing – gives a flavour of what is happening in the school.
Students have a 28 hour week
Clear branding, consistently applied on publications.
Students spend extra time on English and Maths – daily spend an hour on numeracy and literacy
Added value numeracy and literacy – workshops, reading groups etc
Prospectus is image strong, more modern. Looks friendlier.
Start KS4 in year 9 so an extra year of study at this level. Yr 11 students can take additional GCSE exams or Level 3 qualifications
New academic year starts after Pentecost half term so students move up to next year
Greater use of visuals.
School is open until 6.30pm so children encouraged to do homework there or take part in extra-curricular activities
Children can take part in extra-curricular activities. Late buses arranged to allow children to participate.
Produced three different newsletters – one general one, one for children moving up to the academy and one for primary schools. Don’t seem to have done this since 2011 – too onerous, not read?
Excellent food, cooked on site
Food cooked on site. Also provide catering for other schools.
Interesting use of student polls on a variety of topics (school and home related)

5. Creating the marketing function in a school
Discussions highlighted:
Strengths included community, care, inclusivity, broad and balanced curriculum, support, pastoral care, opportunities
Weakness included poor communication, dated image, reactive, insular

6. Creating the marketing function in a school
Research with parents showed:
27% visit website regularly, 66% regularly but 63% only sometimes find what they’re looking for
72% used Facebook
40% would definitely follow us on social media
37% would maybe follow us on social media
Liked newsletter but wanted more varied content

7. Creating the marketing function in a school
Our priorities:
Brand refresh
Strengthen online presence
Improve quality of marketing materials
Introduce social media
Proactive media relations

8. Brand refresh Invited three companies to pitch
Reviewed competitors, visited school, talked to staff, students, governors
Consulted with students, staff and parents
Process took from June - December 2015
Brand rollout from February 2016
Produced brand guidelines (and quick guide)

10. Website revamp Tender process – June/July 2015
Wireframing – September/October 2015
Design/build – November 2015 – January 2016
Website population – February/March 2016
New website went live April 2016

12. Improve quality of marketing materials
Invested in professional design/photography
Created PowerPoint templates
Revamped prospectuses
Annual reports
Leaflets
Updated internal publications
New signage

14. We’re rolling out new signage across the site

15. We’re using Facebook and Twitter

16. We’re proactive about sharing our good news
Regularly featured in local press
BBC have filmed our last two GCSE results days
Our website and social media are key to delivering good news

17. Some observations There is an appetite to change/do things better
Research, strategy, priorities
Schools have plenty of good news
The workload can be overwhelming
The communications role is not clearly defined
It can be a lonely role
The job is rewarding and frustrating in equal measure
Implications for future recruitment?