2019 Annual Conference - Programme - Monday 13 & Tuesday 14 May 2019 - AMCIS
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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 26
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 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 27 28
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