On 28th March the UK Government produced the first Education White Paper for six years - setting out its proposals for future laws. Due to devolution of powers, it only covers schools in England but other countries may be influenced by these changes.
You can read the whole document here - or our summary of the three key marketing and communications issues raised below…
The paper sets out a big push to get remaining local authority schools (and single-school trusts) into multi-academy trusts of ideally at least ten schools and 7500 pupils by 2030, in order to achieve economies of scale. Local authorities will be given the opportunity to set up their own trusts and there has already been a significant push to move faith schools into trusts.
There are a number of communication challenges here. Existing trusts will have to take on new schools, persuading the stakeholders in them of the benefits of joining that trust. Larger trusts will face challenges around consistency of communication and reputation management across the whole chain, as well internal communication in an organisation where you can’t have whole school meetings in one room!
As well as these internal challenges, larger trusts will mean more competition for both state and independent schools.
We suggest schools and trusts take the following actions…
*Marketing Advice for Schools is developing a training programme for marketing leadership and stakeholder management in trusts, along the lines of the course co-written by Simon Hepburn for independent schools body AMCIS. Please get in touch if you’d like to take part in a pilot programme.
The White Paper acknowledges the vital importance of high-quality teachers - and that there are systemic issues in recruitment and retention.
Specific actions suggested in response will include significantly increased pay for early career teachers (including the much trailed £30,000 starting salary from 2023/4), increased pay for early career maths, physics, chemistry, computing teachers in disadvantaged areas and a ‘relocation premium’ to help with visas and other costs of international recruitment.
We suggest schools take the following actions…
For more advice, read our book ‘Recruiting Teachers’
As part of the overall push to improve the performance of children in external examinations there is a commitment to focus on those falling behind and to inform parents about this process and the support provided.
Of course, most schools are aware of the importance not just of informing parents but of engaging them in the teaching and learning process.
We suggest schools take the following actions…