IDEAS THAT MAKE A DIFFERENCE!

AMCIS Vice Chair Jennifer Hirst reports on a record-breaking annual conference as AMCIS continues to grow, becoming one of the largest membership organisations in the independent school sector.

From the ‘Small Mighty’ brand philosophy, to overcoming current industry threats and creating content powered by robots, what a conference!

It’s not every day that I can fill my notepad, or should I say iPad, with insights and ideas that will make a difference. Over two days, 347 experienced marketeers, admissions professionals and communication experts came together to collaborate in a supportive and inclusive environment with inspirational ideas from keynote speakers including some of the brightest global marketing minds.

Karen Connell, international brand and marketing consultant, explained how creating a ‘brand mindset’ across the school can reap rewards. Like safeguarding, knowing and living the brand is everyone’s responsibility. She compared our schools to big brands, like Coca-Cola and discussed how our small teams and short approval processes allow us to embrace personalisation – a fifth ‘P’ for all those familiar with the famous ‘marketing mix’ theory of product, price, promotion and place.

Breakout sessions shared knowledge on, among other topics, international admissions’ strategies, partnerships and KPIs. There was also a fantastic discussion panel focused on this year’s Confidence Index Report in association with MTM Consulting, AMCIS and School Management Plus.

Throughout the conference, we all found forwardthinking, diverse and inspirational ideas at every turn. From TikTok and PPC marketing to podcasting and this year’s AMCIS IMPACT Award winners, excellence really was everywhere.

Matt Thomas, digital content entrepreneur, gave us the confidence to cut through the noise and embrace

AI, which he believes stimulates creativity when used properly. Jennifer Quigley-Jones, CEO and Founder of Digital Voices, an award-winning global influencer agency, took us through the most inspirational marketing campaigns from the last year, sparking much debate. Being authentic and thinking about the shift towards brands having two-way conversations with their potential customers gave us all food for thought.

“Be prepared” was the message from Jonathan Parkes, Head of Research at the ISC, and Matthew Dent shared practical advice on steps schools can take to be ready for what life throws at them. David Milner, Chair of AMCIS, motivated delegates, saying “No one could have predicted the last five years… we’ve battled through; we can do it again.” Keynote speaker Lindsey Hughes, Head of Channing School, noted that more and more heads are recognising the need for a marketeer to sit on the senior leadership team and play a pivotal role in school strategy.

Whether colleagues were looking for a new idea, confidence to press the green button or reassurance that they are following best practice, throughout the conference I could hear friends and colleagues openly sharing their thoughts, experience and ideas, giving practical advice that will inspire innovation and drive success. ●

JENNIFER HIRST is Head of Marketing and Admissions at Queen Mary’s School, Thirsk, and Vice Chair of AMCIS. www.amcis.co.uk