2019 Annual Conference - Programme - Monday 13 & Tuesday 14 May 2019 - AMCIS
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2019 Annual
Conference
Monday 13 & Tuesday 14 May 2019
Programme
Conference Programme - Monday 13 May 2019 - Day One
Timings Conference Theatre Conference Suite 1 Conference Suite 2 Conference Suite 3 Conference Suite 4 Exhibition Hall Conference Atrium
Registration and Coffee with
09:30 - 10:00
Sponsors & Exhibitors
Conference Welcome
10:00 - 10:05 2019 AMCIS Chair, Caroline Routledge
and AMCIS CEO, Tory Gillingham
KEYNOTE SPEAKER
Generating Real Impact with
Social Media in 2019
Daniel Disney
In this session, Daniel will talk you
through the latest trends on social Not in use due to Not in use due to Not in use due to Not in use due to
10:05 - 10:50 media and how you can start using it to Keynote Session Keynote Session Keynote Session Keynote Session
deliver real impact and results across
2019/2020. The session will cover the
huge importance and value of your
personal brand, the impact of online and
social reviews and the latest tools and
technologies to make social media work
for you.
Who Really Thinks We Need to Have The Immediate Impact on Connecting the Pieces CASE STUDY
About Brand? a Word Admissions and Marketing of the Puzzle Going Co-ed: A Case Study
Anthony Butt, Keith Gabriel & Nicky Ginns, Departments of the Huge Nicki Scott, from Ipswich High School
Restless Branding Consultancy University of Warwick Rise in Teachers’ Pension Finalsite Lucy Beavon,
Scheme (TPS) Contributions Ipswich High School
What makes us ‘like’ a brand or product? Schools all do the same thing. Marketing, communications and
Kathy Campbell, Pair Education
They teach, you learn, you admissions often exist as In 2017, after nearly 140 years as a
How do we choose one brand over get qualifications, you leave. disconnected pieces of a puzzle girls’ school, Ipswich High School (for
Put simply, this 43% increase is
another? Why do we keep buying certain Marketers are essentially stuck and it doesn’t have to be this way! Girls) announced that it would be
having a significant impact on all
brands? with variations on a theme. We’re opening its doors to boys.
10:55 - 11:35 independent schools – albeit some
trapped in a prison of promotional more than others. Kathy explains During this session, we explore
It turns out that we all make decisions in predictability. how, with the right marketing This session will discuss the rationale
how it will impact upon admissions
a similar way, just not in the way you may tools and techniques, you can align for becoming co-ed via the diamond
and marketing departments and
think. We should treat copywriting as your strategies in order to create model, the opportunities and
what we can do to ensure that it
the file concealed in the cake. is not detrimental to the long-term a simple and effective admissions challenges faced by the marketing
Understanding the mechanics of how the process for both prospective team and the impact, results and
success of pupil recruitment. What
brain works is crucial to being an effective This session highlights how families as well as your marketing, lessons learnt by going through such
should we be mindful of? How
marketer. In this presentation we'll look creativity with words gives you communications and admissions significant changes.
can we further increase efficiency
at ways for Schools to communicate differentiation in the marketplace. team.
to make the budgetary savings
more effectively.
requested by our Bursars?
11:35 - 12:00 Coffee with Sponsors & Exhibitors
15 16
Conference Programme - Monday 13 May 2019 - Day One
Timings Conference Theatre Conference Suite 1 Conference Suite 2 Conference Suite 3 Conference Suite 4 Exhibition Hall Conference Atrium
CASE STUDY Feeder School Engagement Everything You Need to Audiences Demand Video New to Sector: How to
A 360 View – – Innovative Ways to Engage Know About Prep Content - The Question is Develop Your Overseas Market
Turning an Admissions Feeder Schools Parents Now How to Use It… on a Small Budget…
Department Around and Build Relations Carolyn Reed & Katie Cardona, Miles Latham, David Milner,
Sophie Langdale, Oli Adams, Reed Brand Communications Affixxius Films Sedbergh School
Wycombe Abbey Brentwood School
Built from extensive research A look at the successful use of video, This session is aimed at marketing
As the first ‘face of the school’, the In this session, Oli will talk through findings, Carolyn and Katie will across the world, in Independent and admissions professionals who
Admissions Office must regularly take Brentwood School’s extensive present a comprehensive picture of Schools. Examining the relationships are new to the independent schools’
a long hard look at itself. Sophie will annual programme of recruitment current and future prep parents: between school ‘brand’ and the role sector. The session will focus on the
12:00 - 12:40 consider how to approach a review events for feeder schools at 11+, that video has to play will show how the best ways of developing your overseas
• What influences them
and overhaul of the staffing, structures with lots of practical ideas and tips, medium can’t just be a ‘tick in a box’ agent network on a small budget and
and systems within the team. Having things to avoid, and how to keep • What their challenges are of a marketing strategy - if anything, it how best to communicate with agents
turned around two departments, and improve good relationships. defines it. We will look at the difference when promoting your school. Areas of
Sophie will present her view of best • What they expect from schools between technological development discussion will include: social media,
practice in admissions and how to and ‘trends’ and take on the problem overseas travel and UK agents.
establish and embed the team within • How this differs from previous of ‘content bombing’; when the desire
the school community at large to generations to tell your story tips over into annoying
ensure each and every member of the customer.
• How you can reach them
the school is a conscious stakeholder
within the recruitment process.
Online Reviews The Good, The Bad CASE STUDY Ten Video Ideas for Marketing GDPR - A Year On
- Ignore at Your Peril and The Ugly Developing an Award you can do with a SmartPhone Chris Cook and Emma Gross,
Red Abbott, Dominic Moon, Winning Marketing Tomorrow (Literally) SA Law LLP
Finalsite Metropolis Campaign Simon Jones,
Saskia Jordan, Bonjour School Photography We’re nearly one year on from the
When a person Googles your school As we know schools come in all Woldingham School implementation of the General Data
by name, it is very likely that online shapes and sizes but just how A session giving you ten instant Protection Regulation (GDPR) and it
review information is evident on the different can they be? This light Woldingham’s ‘Hidden Gem’ suggestions that *you* can use has certainly been a busy year for data
results page. Whether it is gold star hearted session will provide a visual marketing campaign was recently tomorrow to aid your marketing protection, with no signs that the topic
ratings or "out of five" scores, this is journey illustrating the huge variety awarded TES Independent Schools’ strategy. Video is a tool to help your will be fading into the background any
standard for schools in 2019. Learn of school offerings – from the good, Marketing Campaign 2019. The school’s marketing. This session will time soon. The UK had seen a “massive
12:45 - 13.25 from Finalsite's Red Abbott why the bad and the downright ugly! single-message campaign used show you how you can use your increase” in reports of data breaches
Google does this, how to assess your The question is…which category will social media, advertising and smartphone to execute parts of that since implementation of the GDPR
own review situation, and how to be your school be in? partnerships to raise awareness in marketing strategy in the right way. You and this will continue with harsher
proactive about ensuring that online a wider catchment area, resulting in don’t need large cameras, or a Director. penalties, new rights and classes of
reviews are an asset for your school a substantial and sustained increase It’s not what you’ve got, it’s where (and data, being just a few changes being
rather than a liability. in applications. This session will how) you use it. An interactive session, implemented.
cover: which you can take real actions from to
• Using geographic targeting to implement on Day One back at school.
increase awareness
• Identifying key messages
• Diversifying the media mix to
reach different audiences
17 18
Conference Programme - Monday 13 May 2019 - Day One
Timings Conference Theatre Conference Suite 1 Conference Suite 2 Conference Suite 3 Conference Suite 4 Exhibition Hall Conference Atrium
13:25 - 14:20 Lunch with Sponsors & Exhibitors
CASE STUDY The Forgotten Art of How to Uncover The Latest Intelligence Broadening Your School’s
Attract, Convert, Retain – School Branding – Hard to Reach Parents on International Appeal to Improve Political
How to Make Social Media an Fundamental Principles and Engage Them Boarding Markets Capital and Insights on What
Effective Part of your Shaun Mears, in your School Suzanne Rowse, Brexit means for your School
Marketing Strategy QS Designs James Leggett & Deborah BBSN John Punter,
Sophy Walker & Jack Doughtery, McKenzie, MTM Political Communications Adviser
Felsted School Many school brands lack The latest ‘on the ground’
differentiation, and we believe Much of James’ research intelligence and commentary from Broadening your school’s brand beyond
Sophy and Jack will provide you with some that an understanding of involves finding prospective our global network of trusted marketing for forthcoming years’
practical tips on how you can make what can fundamental brand principles is parents and understanding agents will be shared to inform intakes, ensuring local community
seem a daunting task work for a small team on a vital starting point to creating a them – in this workshop he your international marketing support against antagonistic political
a day to day basis. successful school brand. looks at how to uncover hard strategy for the coming academic forces and Brexit.
14:20 - 15:00 to reach parents and engage year.
They will show you how to use social media at This session will provide them in your school!
each stage of the recruitment funnel and how invaluable insights into the
effective it can be in not just building a brand, following:- This session will help you
but ultimately increasing enquiry, conversion • How to assess your school understand the various types
and retention levels. brand. What are your brand of independent school buyers,
values? apply that market insight to
• Does your brand have a clear your school’s brand, revise
personality? What is your and devise your marketing
school brand architecture? strategies around that insight
• Is digital and social distorting and you will receive a ‘Mini
your brand? Are you losing Market Analysis’ of your
control of your brand? school’s market
KEYNOTE SPEAKER
The Story of Green and Black’s -
Lessons Learnt from Building
a Global Ethical Brand
Jo Fairley, Co-founder, Not in use due to Not in use due to Not in use due to Not in use due to
15:05 - 15:50 Green and Black's Keynote Session Keynote Session Keynote Session Keynote Session
What do education and chocolate have in
common? Jo Fairley, Co-founder of Green &
Black's, shares the secrets that every business
has to get right to be successful in 2019.
15:50 - 16:20 Coffee with Sponsors & Exhibitors
19 20
Conference Programme - Monday 13 May 2019 - Day One
Timings Conference Theatre Conference Suite 1 Conference Suite 2 Conference Suite 3 Conference Suite 4 Exhibition Hall Conference Atrium
Advanced Digital Marketing Strategies Planning for a Crisis: CASE STUDY An Update and Insight
Chris Knight, A Practical Guide Outreach and into the Future of Tier 4
Innermedia Hannah Hamilton, Partnerships in Action Following Brexit
Stamford Endowed School in Norfolk Jonathan Hill,
Chris will simplify a number of tried and tested Nicola Hill & Suzannah Fragomen Worldwide
online strategies that you can implement to Crisis planning – you know you
Holford, Norwich School
help maximise your digital marketing. need to do it, but you don’t Subject to future events, Tier 4
know where to start! This Following its success at the sponsorship is expected to expand
With over 18 years' experience in the corporate practical “how-to” session will
2019 TES Independent Schools its remit to include EU and EEA
sector, and 9 years in the independent sector, walk you through the steps you
Awards, winning ‘Whole nationals following Brexit. Tier
Chris and his team understands how to create need to complete to feel ready
School Community Initiative of 4 sponsorship will therefore
and measure campaigns to engage parents and to communicate in a crisis. You
16:20 - 17:00 convert them into paying customers.
the Year’ and the publication increase, bringing possible audits
will learn how to pre-empt crisis of its celebrated ‘Reaching by the Home Office. You are invited
communications pitfalls, handle Out’ booklet, Norwich School to join this session to receive an
He will cover SEO, Social, Paid Search, Re- journalist enquiries and draft
presents on the benefits (and update regarding the future of
Marketing, Facebook Funnels and future responses, and how to build
practicalities) of partnerships Tier 4 following Brexit, and what
consideration such as voice search and your confidence before the
work for independent schools. this will mean for your Tier 4
automation via Bot. worst happens. By looking at various case compliance.
studies, the school shares its
experiences of running an
outreach programme which
is both broad and deep within
its local community.
AMCIS
17:00
Annual General Meeting
Pre-Dinner
18:45 - 19:30
Drinks
19:30 - 21:00 Conference Dinner
AFTER DINNER SPEAKER
Kennedy - That Mind Reader Guy
@mindofkennedy
Our after dinner entertainer combines
21:00 - Close psychology, influence, people reading
and memory skills all wrapped up in his
trademark comic delivery style. For more
than 16 years Kennedy has been blowing
the minds of corporate clients and
celebrities alike. We're in for a real treat!
21 22
Conference Programme - Tuesday 14 May 2019 - Day Two
Timings Conference Theatre Conference Suite 1 Conference Suite 2 Conference Suite 3 Conference Suite 4 Exhibition Hall Conference Atrium
KEYNOTE SPEAKER
Change Management
Gareth Doodes,
Dover College
1. Change Management – the Dover
College journey Not in use due to Not in use due to Not in use due to Not in use due to
09:15 - 10:00
2. Champion Marketing & Admissions Keynote Session Keynote Session Keynote Session Keynote Session
3. What a department can do to
support a Head
4. Agents, Fee Levels and Costs
Understanding the Influencers Parents as Advocates - Social Media Marketing and Marketing Landscapes: International Marketing –
and the Influenced: Education as How a Thriving Parent Brand Storytelling Future-Proofing your Penetrating International
a Sustainable Business Informed Community can Benefit Nolan Cowzer, Marketing Strategy Markets without using
by Market Research and Insight Your School Libris Systems Louise Hitchen, Non-Productive Fairs
Julie Vincent, Vincent Consulting & Clare Wright, 134marketing Paul Goodwin,
Clare Riding, Lancaster University Classlist The growth in social media has been Berkhamsted School
unprecedented in the last 5 years and A fast-paced exploration of the
With our backgrounds in both higher Fostering a positive and with this growth comes incredible current marketing landscapes, A look at the marketing strategies
education and school marketing engaged parent community marketing opportunities. and how they should be impacting available in the international
and insight, we will help you build helps make your school your marketing strategy. market place.
confidence in designing, commissioning attractive for both prospective But with it, we have seen increasingly
and delivering market research. and current parents. media-savvy audiences that are A whistle stop tour around the
turned off by traditional marketing national challenges we face
We will show you how to design a This session will cover messages. (from the economy to changing
10:05 - 10:45 buying behaviours), the sector
watertight market research brief, topics such as how a Parent
understand methodology and
Association and Class Reps Nolan will discuss how to build challenges (from charitable
terminology, and help you feel confident
can support and enhance engaged audiences that become commission to media animosity),
in using it as an essential part of your
your parent community, how brand advocates through storytelling and competitive landscape
marketing toolkit. you can help new families and the latest social media advertising challenges (from building better
feel welcome, and should techniques. products to promoting more
With our understanding of recruitment, you foster communication effectively).
decision making processes and amongst parents?
development, we will help you Providing inspiration and some
understand where and how market ideas on how to adapt your
research can deliver maximum value. strategy to conquer these
landscapes.
25 26Conference Programme - Tuesday 14 May 2019 - Day Two
Timings Conference Theatre Conference Suite 1 Conference Suite 2 Conference Suite 3 Conference Suite 4 Exhibition Hall Conference Atrium
10:45 - 11:20 Coffee with Sponsors & Exhibitors
KEYNOTE SPEAKER
A Delve into the Recently Published
ISC Census
Donna Stevens,
ISC
Donna will take you through all the key trends Not in use due to Not in use due to Not in use due to Not in use due to
11:20 - 12:00 that have come out of this year’s ISC Census – Keynote Session Keynote Session Keynote Session Keynote Session
pupil numbers, teacher numbers, fees, regional
trends etc. No stone unturned.
KEYNOTE SPEAKER
Can I have your attention please?
How to Market like it's 2019
Mark McCulloch,
The Food & Drink Marketer
Mark McCulloch, a leading expert in brand,
marketing, digital and social marketing will set
Not in use due to Not in use due to Not in use due to Not in use due to
12:05 - 12:50 out the new brave world of marketing and how
you leapfrog your competitors to meet and Keynote Session Keynote Session Keynote Session Keynote Session
beat the brand and commercial targets you
have. Where is your customer's attention and
how can you reach them effectively? This fun
and engaging presentation will give you clarity
on what to focus on and a step by step guide
for you to stand out from the crowd using a
more modern marketing approach.
Closing Comments: Kirsty Hassan, AMCIS Chair 2019 - 2021 Packed Lunch Available
13:00
Conference Close for all Attendees
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