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SCIS/AMDIS Marketing Conference

Friday 07 May 2010

Location: Fettes College, Carrington Road, Edinburgh EH4 1QX (location map)

10  a.m. to 4.30 a.m.
Coffee & Registration from 9.30 a.m.

Estimated cost: £90 per delegate

10:15 Customer Service in Independent Schools - discuss!   Steven Cartwright, Steven with a V, www.withav.co.uk  

Steven Cartwright is passionate about supporting organisations to deliver consistent and effective customer service. His particular expertise lies in immersing himself into the culture and values of an organisation, challenging individuals at all levels to stretch their performance. Steven has worked with an extensive range of companies and organisations including Adidas, Scope, Levi Strauss & Co, Speedo, Samaritans and Radley. He has also published customer service training games for line managers and trainers. Prior to consultancy, Steven had a successful Pan European learning and development career. He has held a number of Directorships in sales and retail and is a Fellow of the Institute of Personnel and Development.

It is strongly recommended that Heads and staff who have an Admissions role attend this session in addition to marketing staff - no extra charge will be made.

11:15 Coffee break
11:30 Social Media: damage limitation or proactive promotion?  Chris Middleton, Eskimosoup,    http://www.eskimosoup.co.uk    

Do you know what information exists about your school on social networking sites such as YouTube and Facebook? What films have pupils recorded and uploaded and what is the impact? Are you proactive in monitoring such activity to limit any damage to your school's reputation? How might schools be able to use social media to their advantage in targeting new pupils?

12:30 Buffet Lunch

1:30 Understanding the Media: Martin Osler, Osler Media, www.oslermedia.com

The workshop aims to demystify the media, to explain the rules of engagement and to give school marketing staff the know-how and confidence necessary to work effectively with journalists. Topics include managing expectations, fielding media enquiries, what to do when things go wrong, and the importance of stakeholders.

2:30 Coffee break
2:45 Please choose a or b:

a) Parental Attitudes to Independent Schools in Scotland
Judith Sischy and Sarah Randell, SCIS

Judith and Sarah lead a discussion about the findings of a series of focus groups that SCIS conducted in 2009 which uncovered some reasons why parents do not apply to independent schools, even if they are aware that financial assistance is available. How do parents perceive independent schools? What are their views about wider access and financial assistance? What barriers prevent families from making applications?

b) Using demographic profiling to sustain and grow your school roll
Tania Smith, SCIS

Tania Smith, SCIS's in-house researcher, takes participants step-by-step through the process of analysing catchment areas, producing parent profiles and identifying untapped geographic areas where families have both the aspiration and the means to afford school fees. This workshop will include a short, practical session in which participants will have the opportunity to provide basic profiles for selected parent post codes in their school's catchment area.

3:45 Refreshments and close

Please register online as soon as possible and by 23 April at latest

Click here to register online with SCIS