Schools have always been a particular market – different in fact from virtually every other market. Which means it has always been necessary to approach schools in a very particular way.
That has long been understood, but what is less well noticed is the fact that the schools’ market can and does change very rapidly.
First came the 2010 Academies Act which said all new schools would be set up by groups such as academies and free schools. But the local councils would remain responsible for finding “a place for every child”. So there now aren’t enough school places.
Second Michael Gove relinquished central government responsibility for teacher supply in 2011. So there now aren’t enough teachers.
Third, funding of schools is linked to the number of pupils and students in each school with no accounting for the building. So we have supersize schools and not enough teachers. Not surprisingly, the way schools are spending their money is changing. If they can’t spend it on teachers, they spend it on something else.
But the money is still spent by the teachers – who perceive themselves to be busy-busy-busy.
However, there are two problems. One is that schools are trying to work out how to cope with rising numbers and fewer teachers. The other is that many people in schools perceive themselves to be too busy to read their emails.
Indeed our colleagues in the School of Educational Administration and Management (who rather conveniently work in the same building as Hamilton House Mailings) report that many teachers refuse to read internal email memos as they are too busy even to do that.
So you need a way to get to those who don’t read emails as well as those that do – ideally without increasing your costs. Such as combining emails with a free online service which teachers and managers are turning to in increasing numbers.
All of these points mean that the whole world of schooling has changed. In effect successful selling to schools is now quite different from all that has gone before.
And this is why we have produced a new report with the snappy title, “The ten key issues that you must get right when advertising to schools in 2016/17.”
If you would like to read a copy (and we’ve kept the size right down to make it manageable) all you have to do is to drop an email to Chris@hamilton-house.com and write in the subject line “The 10 key issues” and we will send it to you.
Of course, if you want to have a look at the other services we offer you’ll find them on www.hamilton-house.com.
Or if you want a chat you are very welcome: just call 01536 399 000 and we’ll be happy to talk through our various services so that you can see which one is particularly suited to your needs.
I look forward to hearing from you.