When students graduate, their relationship with the school is far from over. In fact, the key to building an engaged and connected alumni network starts long before graduation.

In today’s competitive education landscape, personalisation is no longer just a marketing trend — it’s an expectation. Prospective families are looking for connection, care and confidence when making their decision and every interaction with your school contributes to this perception.

A job title doesn’t define the most crucial marketing role at your school; it’s defined by the impact it has. Many school Heads of school believe they’ve checked the marketing box by hiring a Director of Communications, but the reality is more complex.

Parents often choose a school in the same way they choose a laptop – by weighing value, selecting a familiar system and choosing features which fit their child’s needs. This challenges schools to rethink how families decide on a school, by focusing on perceived value and loyalty to build trust that endures.

We talk a lot about storytelling in school marketing – and rightly so. But not all stories are created equal. In fact, many aren’t stories at all. True storytelling isn’t about what’s said – it’s about what’s experienced, felt and remembered.

Families care less about job titles and more about how your school makes them feel at every step … they care about the experience. When marketing and enrolments aren’t aligned, the story they hear and the experience they live don’t match. That mismatch can cost you the enrolment.

School Heads should focus on leading strategy rather than constantly reacting to problems. By shifting from ‘lifeboat’ firefighting to ‘lighthouse’ leadership, they create clarity, empower teams, and build a sustainable culture of trust and strategic alignment.

In the rush to do more with less, Heads are being asked to embrace AI as a way to speed up everything from enrolment communications to curriculum content. But what if the real opportunity with AI isn’t acceleration — it’s deceleration? What if AI gives you the space to lead with deeper insight, better questions and more thoughtful strategy?

Someone once said a creative’s work is only as good as the number of uncomfortable conversations she is willing to have with her client. Positive results are dependent on the successful navigation of a variety of fraught topics – expectations, budgets, deadlines – and breaking them down takes guts. From both parties.

Your school’s brand will always have flaws, but these imperfections can be a strength if embraced and woven into your story. By acknowledging mistakes, humanising your brand, and showing progress over perfection, schools can build authentic connections with families.

Great school brands are not built overnight. They are crafted with care, consistency and a long-term vision that transcends immediate results. But what does it really mean to build a brand that lasts? The answer lies in shifting from short-term tactics to strategic, long-term brand building.

As school Head and leader of marketing, who you hire or task a project to is ultimately your call. This often means stepping outside your zone of expertise and into a zone where anyone can call themselves an expert. Often, there are no objective standards or qualifications to guide you, so how do you decide?