Access Denied: strong strategic leadership in marketing and admissions is needed
“In today’s shifting economic and political landscape, independent schools face unprecedented challenges. Schools must compete more strategically than ever to ensure enrolment remains strong. At the heart of this challenge lies a group of professionals who too often go unrecognised and under-rewarded – those working in admissions, marketing and communications.
“When I was appointed directly to the senior management team of a large northern day school, as director of marketing – subsequently director of external relations – way back in 2000, little did I realise how fortunate I was. Yes, there were times when I felt alone and somewhat misunderstood by the teaching body, but I was very much party to strategic decision-making and senior level discussions, which gave me an insight and capacity for impact that was hugely beneficial to my role.”