Marketing teams come in a range of different sizes – from the ‘one-man band’ to the team of many. The number and expected outcomes of their responsibilities should be reflective of the size and skillset of the team members, but this is often not the case and as budgets tighten, marketing and communications staff are sometimes the ones feeling the pinch.
When an under-resourced marketing team is already stretched thin over routine tasks, the risk is that they lack the bandwidth to innovate, improve processes and thoughtfully strategise the best way to attract prospective families. When ‘this is the way we’ve always done it’ or ‘this is the easiest way to do it’ becomes the default response, and there is no time in the workflow to proactively tackle industry issues or trends, the cost of missed opportunities and the failure to evolveis immense and often incalculable.
Heads frequently struggle with the call to better resource their marketing communications efforts, when down the hall there’s a teacher shortage or facilities needing a ‘face-lift’. The team may be told there is no possibility to increase the manpower, yet the workload grows, the constantly evolving digital landscape changes again and demand for high-quality output continues to skyrocket. The available resources don’t align with the expectations … or sometimes even the basic needs of the school.
We often refer to this as a champagne appetite on a lemonade budget. And it’s this ‘marketing as an expense’ mindset that can inhibit school success and cement an industry-wide reputation, therefore making it difficult to attract and retain exceptional marketers.
What does a marketing team do?
Marketing and communications is routinely perceived as the department that ‘makes things look (and sound) good’. While this is true in part, the reality is that marketing is a cornerstone of school growth and sustainability, responsible for amplifying brand awareness, generating demand, engaging existing families and supporting enrolment retention.
In most schools, the marcom team serves as the bridge between your school’s goals and the marketplace. On top of the day-to-day of social media posting and advertising bookings, for example, Marcom teams are also expected to manage:
- marketing strategy
- brand management
- content creation
- demand generation
- digital platform management
- customer engagement
- events and partnerships
- data analytics and research
- internal alignment.
Unlike other industries where specialisations are often managed by separate teams, school marcom teams operate at a rapid pace, frequently wearing multiple hats and usually with a modest budget. Stretched too thin and the cracks will begin to show, risking:
- decline in output quality
- burnout and turnover
- missed opportunities
- reputational damage.
As school leaders, part of your job is to allocate resources where they can drive the most impact. Think of marketing not as a cost centre; it’s a revenue generator. Every dollar invested (well) in marketing has the potential to multiply in terms of enrolments and long-term brand equity.
Without the right number of mission-fit families, your vision will go unrealised.
So next time you are reviewing the structure and resourcing of your marketing communications team – whether it’s talent acquisition, technology and tools, budget allocation or offering a seat at the leadership table – consider what you’re truly investing in. Are you trying to do too much with too little?