Marketing in the Modern School

School marketing is more than just promoting programs and events; it’s about telling the stories that define a school’s identity, its values, and its community. In an era where AI and digital tools dominate the conversation, the human touch remains as critical as ever. This became abundantly clear during a recent school marketing retreat I attended—an experience that was far from your ordinary conference.

As soon as we stepped into the room on Day 1, it was laptops open, minds engaged, and hearts invested. The retreat, organised by School Marketing Manifesto, was designed to pull school marketers out of their busy office environments and immerse them in two days of intense, hands-on work. By the end of it, we didn’t just walk away with a head full of ideas; we left with a complete marketing plan ready to take back to our principals and business managers, along with new networks and a reignited passion for our work.

One of the key takeaways from the retreat was the importance of planning. As school marketers, we are often so consumed by the daily demands of our roles that we rarely find the time to step back and strategise. This retreat provided that much-needed pause, a moment to delve into the data, conduct SWOT analyses, and write comprehensive marketing and communications plans.

At Fairholme, this meant grappling with both the opportunities and threats presented by our current situation—such as the arrival of a new principal next year. How will this transition impact our marketing efforts? How can we leverage our strong enrolment numbers, given that we’re the largest girls' school in Toowoomba? With waiting pools already in place, we face the challenge of marketing something we may not be able to deliver, all while ensuring we remain present and top-of-mind for prospective families.

Despite the growing role of AI in marketing, the retreat reaffirmed that the human element—storytelling, building connections, and engaging our community—remains irreplaceable. It’s easy to get caught up in the latest digital trends, but at its core, effective school marketing is about telling stories that resonate.

One of the sessions that stood out featured a school videographer who works prominently with international schools. His insights on the positives and negatives of AI, along with strategies for maximising digital marketing efforts, were invaluable. Yet, the underlying message was clear: no matter how advanced our tools become, the stories we tell and the relationships we build will always be our most powerful assets.

Another highlight of the retreat was the opportunity to connect with other school marketers. Many of my peers were in leadership roles, which underscored the importance of marketing at a strategic level within schools. While I may not be part of the leadership team at Fairholme, the experience reinforced that our marketing and communication efforts are ahead of the curve in many ways. However, it also highlighted areas where we can improve, particularly in internal communications and stakeholder engagement.

One area where I see room for growth is in the use of our communication tools. We’ve rolled out fantastic resources like our "Happenings at Holme" and app, but we haven’t always put enough effort into ensuring everyone—parents, teachers, admin staff—knows how to use them effectively. My goal now is to implement a comprehensive communications strategy that includes video tutorials and parent engagement events. It’s not enough to introduce new tools; we need to follow up and ensure they’re being used to their full potential.

The retreat didn’t just reignite my passion for school marketing; it also gave me the tools and inspiration to take our efforts at Fairholme to the next level. I’m excited about the upcoming implementation of the Funnel enrolment system, which will be a game-changer in how we connect with prospective families. I’m also more committed than ever to the power of planning and the importance of human interest in our marketing efforts.