Director
of Communications, Marketing & Admissions
CANDIDATE INFORMATION
Principal’s Welcome
Thank you for your interest in this new leadership opportunity at New Hall School.
I joined the New Hall School community 22 years ago and, now that I am the longest serving Head of a school in HMC, I am often asked what has kept me here. It started with that first visit, in 2001, which blew me away. I remember meeting confident, characterful, good-humoured students, who made a lasting impression on me with their kindness and their evident pride in being part of the New Hall community. They spoke with passion about the work of the New Hall Voluntary Service (NHVS) as being central to School life. Their generosity of spirit and commitment to the care of those in need turned out to be a hallmark of a New Hall education. This is a place with a remarkable sense of community. At first, you will be attracted by the stunning heritage site but, above all, it is the people who keep you here. I would not want to move anywhere else. As a parent, I could not have asked for a better education than New Hall gave my four children. The staff team here work with remarkable commitment and care to ensure that our children have the ‘best start in life’. This is the school that many of us, staff and parents, wish that we had attended. I am looking forward to the next 20-year development plan!
New Hall, from its foundation, has been pioneering and innovative. The School is the UK’s oldest Catholic girls’ school; a strong commitment to promote equality, and to address disadvantages in society for girls and women, still prevails. Our outreach and community work led us to be the first independent school to sponsor a state primary school academy. We were the first Catholic diamond model school and the first diamond model school to be created from a former girls’ senior school, with senior boys joining from 2006. The School has invested in exceptional outdoor learning, using its 150-acre campuses. Facilities include a farm, a woodland school, orchards, a Learn-to-Ride Centre and an equestrian centre. As we move into the next phase of our development plan, we are looking for someone excited by change management and who has the energy and drive to implement improvements and to break into new markets.
The School is large and diverse: in age, from 1-18; in size, up to 1,500 students and over 300 staff; in culture, with students from over 30 countries; in religion, as a Catholic school welcoming all who support our ethos; in structure, offering the full range of flexible boarding options and a mix of co-education and singlesex teaching; in educational range, with a broad curriculum and an exceptional programme of co-curricular activities. Every day is full of opportunities to learn and grow; for staff as well as for students. It is impossible to be bored here - no two days are the same! We are looking for someone who enjoys learning, is committed to professional development, relishes opportunities to meet new people and to make connections and can use technology effectively to enhance communications.
As Director of Communications, Marketing & Admissions, you will take a leading role in designing an ambitious Communications & Marketing strategy. You will support the School through its next stage of development and growth, focusing on increasing applications in key areas, and raising our profile nationally and internationally.
This is a career-defining opportunity, to be part of one of the UK’s most successful schools, with an ambitious plan for further development. Where many independent schools are retracting and reducing investment, New Hall is bucking the trend and continuing to grow and to strengthen our provision. We are investing in our Sixth Form Centre, expanding our curriculum, growing our sports provision (most recently, with the addition of riding, football and basketball) and enhancing our co-curriculum. We are strengthening links with schools in our network and have the new 70-acre New Hall Park Farm to develop. We are open to opportunities to expand the work of our Trust, both in the UK and overseas. We are exploring links with the sister Religious Communities in Spain, Belgium, Rwanda and the Democratic Republic of the Congo.
I hope that you find the information contained in this pack, and on our website, helpful, and look forward to your application.
Mrs Katherine Jeffrey Principal of New Hall School
About New Hall School
New Hall School is a thriving co-educational boarding and day school for up to 1,500 students aged 1 to 18. Founded in 1642, it is one of the oldest Catholic schools and the largest Catholic boarding and day school in the UK.
The School is set in a stunning location dominated by the former Tudor Palace of Beaulieu and is surrounded by 70 acres of beautiful parkland and heritage gardens. Located just outside Chelmsford city centre, the School is well connected to London – only 20 minutes by train – with a new station due to open at the foot of New Hall’s private approach road, The Avenue, in 2025.
An extraordinary school with a distinctive character and closeknit community, New Hall is popular with local, national and international families alike and is oversubscribed at key entry points. An early adopter of the diamond model, it offers a vibrant education for girls and boys, with single-sex teaching in the Senior Divisions for Years 7 to 11 and co-education in the early years, Preparatory Divisions and Sixth Form. Four delightful boarding houses offer a comfortable home from home to students from Year 3 upwards, with full and flexible boarding options available.
While academic selection helps New Hall secure impressive results in public examinations each year, the School is equally proud to offer a rounded education, focused fully on developing the whole child, and places a strong emphasis on co-curricular enrichment – as recognised in its recent ISI Inspection reports (for example, 2024, where the New Hall Voluntary Service [NHVS] is judged to be a “significant strength”, and 2019, which grades the School as ‘Excellent’).
The School excels in sport, having recently been awarded Outstanding Sport in a Large School by the Independent Schools Association (ISA). Alongside traditional sports, it is home to the largest independent school ski team, benefits from two professional cricket coaches, and is proud to include elite national golfers within its student body. With a wellestablished on-site farm, woodland school, and equestrian centre, the School makes the most of its unrivalled space to embed the many benefits of outdoor education into the curriculum for all age groups.
New Hall is proud of its reputation for outstanding pastoral care and for its excellent record in staff retention. Its ethos continues to be inspired by its founding Religious Community, the Canonesses of the Holy Sepulchre, and the School is committed to safeguarding the opportunity of an inclusive and diverse Catholic education. NHVS – established in 1978 – fosters an enduring community spirit, nurtures responsible citizenship and encourages student-led charitable endeavour throughout the local area.
Dynamic leadership over the last 22 years under the Principal, Mrs Katherine Jeffrey, has seen the School make extensive capital investments across its estate, including a purposebuilt Nursery, Sixth Form Centre with a brand-new Sixth Form silent study space, a Chaplaincy suite and two flexible, canopied outdoor performance spaces. Further exciting plans are in development for new dance studios and examination halls, and a Sixth Form Languages & Business Centre.
In 2023, New Hall acquired an additional 70-acre site, New Hall Park Farm, which is 2.8 miles away from the School in Little Baddow. September 2024 will mark the launch of a £3m equestrian centre on this site, with livery facilities and outdoor schools. There are already two simulation horses in the Learnto-Ride Centre on the New Hall School site – bringing expert coaching to new and experienced riders alike.
In 2012, the School established the New Hall Multi Academy Trust (NHMAT) and became sponsor of nearby Messing Primary School – an Ofsted-rated ‘Good’ school with ‘Outstanding’ features. It is now looking ahead to new ventures and exciting opportunities to further grow its family of schools.
Senior Leadership & Management Team
Reporting directly to the Principal, the Director of Communications, Marketing & Admissions will be a key member of the Executive Committee and the wider Senior Leadership & Management Team. The Executive Committee comprises:
♦ Principal, Governor and Executive Head of NHMAT
♦ Deputy Principal
♦ Vice Principals for Boarding, Chaplaincy, Compliance, CoCurriculum, Curriculum and Learning & Teaching
♦ Head of Finance
♦ Head of HR
♦ Executive Assistant and Clerk to the Governors
The Role
Building on its strong foundations, New Hall School is now looking ahead to a period of growth and development and is seeking to appoint its first Director of Communications, Marketing & Admissions.
A pivotal new leadership role reporting directly to the Principal, this is an exciting opportunity for a senior marketing and communications professional to work with the Executive Committee in shaping a new vision and strategy for this highly successful school.
Responsible for developing, implementing and managing a school-wide strategy for marketing, communications and student recruitment, the Director will have the opportunity to enhance New Hall’s distinctive nature within existing and new markets during this period of growth.
They will bring creativity and flair to enhance the School’s profile locally, nationally and internationally, finding new and innovative ways to increase its reach and reputation at every opportunity and to drive student recruitment in key target areas.
As an ambassador of New Hall, the Director will deputise for the Principal at external events and conferences with authenticity and gravitas. They will unify the Communications and Admissions Teams within one department for the first time and lead, develop and inspire a committed team of six. Close collaboration will also be important with the Head of Careers & Alumni Association to maximise all external engagement.
The ideal candidate will bring a demonstrable track record in strategic marketing, communications and brand management gained from within or outside education and will have an instinctive appreciation of the independent schools sector, as well as New Hall’s Catholic ethos and local community roots.
ROLE PURPOSE
♦ Develop and drive an integrated communications, marketing and admissions strategy to support the aims and objectives of New Hall School through an exciting period of development and growth
♦ Develop an authentic brand strategy to reflect the School’s distinctive character and evolving offering, ensuring nuanced promotion of its different divisions to attract a range of families
♦ Promote New Hall within existing and new UK and international markets, driving student recruitment in key areas
♦ Lead, develop and inspire high-performing communications, marketing and admissions professionals, building a cohesive and forward-thinking team
♦ Develop new partnerships and opportunities to maximise commercial opportunities and revenue
♦ Deputise for the Principal and represent the School at external events
♦ Nurture engagement and advocacy across the School community
♦ Play an active role on the Executive Committee and Senior Leadership & Management Team and support the School in developing and achieving its strategic aims
KEY RESPONSIBILITIES
Leadership & Management
♦ Lead, develop and inspire the Communications and Admissions departments – setting high professional standards and a programme of ongoing development to ensure that practices and procedures are effective and efficient in achieving the School’s strategic aims and comply with all relevant standards
♦ Develop and drive an ambitious, integrated communications, marketing and admissions strategy to help deliver the objectives of the School’s development plan
♦ Articulate and promote the School’s reputation, Catholic ethos and the benefits of its boarding and day educational offer in an informed, authoritative and authentic manner to a wide range of audiences
♦ Support and advise the Principal and Senior Leadership Team on areas of reputational risk, change management, and associated internal and external communications
♦ Chair the Communications and Admissions Committees
♦ Provide expertise and guidance on strategic communications for the New Hall Multi Academy Trust (NHMAT), attending Board meetings as required
♦ Work closely with the Principal and Leadership Team of New Hall’s academy, Messing Primary School, to align and realise the wider mutual benefits of being part of the Trust and support Messing in meeting its admissions targets
♦ Oversee the departmental budget and procure and manage all external suppliers
Marketing
♦ Develop and deliver effective campaigns to build the School’s profile in all markets, helping to drive reputation and recruitment and deliver agreed long-term student roll, calibre and diversity targets
♦ Set, monitor and report progress towards targets, taking early action to improve their success and realisation where needed
♦ Identify new UK and international markets, developing insight-led market segments to target activity accordingly
♦ Own and develop the School’s brand, acting as custodian for brand guidelines and tone of voice, having due regard to its wider ethos and reputation
♦ Develop and oversee a targeted paid media strategy comprising advertising on both traditional and digital platforms, evaluating impact and adjusting future plans accordingly
♦ Procure and manage all external suppliers, ensuring copy and design meet and project the School’s brand proposition in a compelling way
Admissions
♦ Drive a culture of excellent customer service for prospective families and agents, ensuring a first-class end-to-end customer journey throughout and successfully converting interest into admissions
♦ In conjunction with the Principal, set the School’s international student targets, working with the Registrars to develop and enhance the international recruitment strategy
♦ Develop and deliver an annual programme of recruitment and admissions events, taking overall responsibility for Open Days, Taster Days, School Fairs and feeder school engagement to support agreed recruitment targets
♦ Lead the planning of visits to schools and agents in target countries and represent and promote the School at international recruitment fairs, agent tours and visits overseas
♦ Develop the School’s feeder school strategy, aimed at expanded geographic reach and delivery of a targeted and effective outreach programme
♦ Monitor and respond to key market trends via effective strategies and tactical plans
♦ Evaluate and report on attendance at key events and ensure feedback is sought following each one to inform future planning
♦ Ensure all admissions comply with relevant standards, for example, on data and visa regulations
External Communications
♦ Working with the Principal, define and articulate the School’s distinctive character and positioning in all its messaging
♦ Devise and deliver a comprehensive PR strategy to maximise all opportunities and convey the breadth of the School’s offer and Divisions, securing a high take-up of positive media coverage
♦ Deliver targeted activity to support specific marketing campaigns, for example, to promote bursary places or recruit staff, and on key areas of the School’s strategic plan, including social responsibility and public benefit activity or commitment to diversity, equity and inclusion
♦ Build a network of relationships within the media and wider sector, acting as the first point of contact for all enquiries and monitoring and responding to any coverage about New Hall as required
♦ Lead the School’s digital strategy, integrating and overseeing activity across all channels; and New Hall School, Messing School and NHMAT websites; and ensuring compelling use of social media to drive awareness and traffic
♦ Support the Principal and other senior staff in the creation of speeches, articles and opinion pieces in line with the School’s ethos, reputation and key messaging
♦ Lead the production of the School’s publications, ensuring all copy aligns with the School’s agreed messaging and delivers the desired purpose, and managing all aspects of the design and production process to agreed timelines and budgets
Internal Communications
♦ Devise and deliver a coherent and coordinated framework for engaging the School’s community of parents, prospective parents, students, staff, and alumni (Old Fishes)
♦ Review and drive improvements in communications with parents across all channels, including hosting parent forums for feedback from small groups, to build word-ofmouth marketing
♦ Take a leading role, working with students and staff, in the production of the School Magazine
♦ Support the SLMT with critical incident communications to the internal community
Person Specification
The successful candidate will be excited by the opportunity to shape this brand new role and to work alongside the Principal in co-designing an ambitious communications, marketing and admissions strategy to support the School through this period of development and growth and drive pupil recruitment in key areas.
EXPERIENCE, SKILLS & KNOWLEDGE
♦ Significant experience of working at a strategic level in a marketing, communications or admissions-related leadership role
♦ Proven ability to lead, develop, motivate and performance manage a high-performing and committed team
♦ Significant experience of developing and executing a multi-channel, integrated communications strategy aligned with organisational goals
♦ Outstanding interpersonal skills and demonstrable experience of managing effective relationships with a wide range of internal and external stakeholders
♦ An excellent communicator, possessing strong writing skills, with the ability to tailor content to appeal to a diverse audience of staff, students, parents, prospective parents, stakeholders and partners
♦ A persuasive speaker, able to deputise for the Principal externally and to act as a highly credible ambassador for the School
♦ Able to set and track performance against stretching targets for pupil recruitment in a range of markets
♦ An excellent track record in customer relationship management, able to nurture and convert interest into admissions
♦ Educated to degree level (or equivalent qualification)
PERSONAL ATTRIBUTES
♦ A creative, strategic thinker, able to translate the School’s vision into a compelling strategy and tactical plans
♦ A confident and motivating leader with a supportive and collaborative approach
♦ Proactive, always bringing fresh ideas and a keenness to try new practice
♦ Commercial acumen, able to spot opportunities and build networks to secure new partnerships and revenue streams – having due regard to the reputational context
♦ Works to the highest professional standards of integrity, showing diplomacy, discretion and tact at all times
♦ Committed to promoting and safeguarding the welfare of children
♦ Excellent communication, IT, organisational and management skills
♦ Flexibility to adjust to change and development
♦ Able to relate effectively to students
♦ Willingness to participate enthusiastically in all aspects of the School’s educational and boarding life
♦ Values and promotes diversity, equity and inclusion
Appointment Terms
A highly attractive remuneration package is offered, reflecting the seniority and significance of the position. The salary offered will depend on skills and experience but is anticipated to be in the region of £80,000 – £90,000 per annum.
This is a full-time, 52-week post, and some flexibility in working hours will be required in light of the role and responsibilities it entails.
Pension
Subject to meeting the qualifying conditions, support staff are automatically enrolled in the designated stakeholder pension scheme provided by Standard Life.
School Fee Remission
The post attracts a reduction of two-thirds of the day fees for children from Reception to Year 13. Places for staff children are subject to space availability and the normal entry assessments.
Accommodation
In cases of relocation, there is the possibility of renting school accommodation for a two-year fixed term, along with a relocation package to assist with the costs of moving to the Chelmsford area.
Holidays
The post holder will be entitled to 35 days’ annual leave, including bank holidays. This includes time in lieu for evening and weekend boarding and recruitment events such as school Open Days, School Fairs, Educational Days and Saturday assessment days (typically 4–6 events each term). Normal working hours are 8.45am to 5.45pm (reducing to 9.00am to 5.00pm during school holidays), Monday to Friday, with a one-hour unpaid break each day. In view of the seniority of the post, the post holder may be required to work additional hours and should be willing to travel to events within the UK and, occasionally, overseas.
Meals in Term Time
Lunch and supper, when required for an evening event, are included.
Training
New Hall is committed to the professional development of its staff of 300, with generous INSET and Continuing Professional Development (CPD) budgets.
Sport Club Membership
Employees are able to make use of an annual membership for the New Hall Sport Club. Membership includes Club time use of:
♦ 25-metre, six-lane indoor swimming pool
♦ Ten floodlit tennis/netball courts
♦ Fitness Suite
♦ Athletics track
♦ 12 golf practice bays
Safeguarding
New Hall School is committed to safeguarding and promoting the welfare of children and young people and expects all staff to share this commitment. All applicants should read the School’s Safeguarding and Child Protection Policy & Procedures and Privacy Notice and are required to declare any criminal convictions or cautions or disciplinary proceedings related to young people. Applicants must be willing to undergo child protection screening appropriate to the post, including checks with past employers and the Disclosure and Barring Service.
Equal Opportunities
New Hall School is an equal opportunities employer and welcomes applications from all sections of the community. Candidates will be assessed against relevant criteria only (i.e. skills, qualifications, abilities, experience).
Application Process
Interested candidates are invited to contact RSAcademics in the first instance to arrange a confidential discussion with Susannah Thompson: susannahthompson@rsacademics.com
Closing date: 10.00am on Monday 3rd June 2024
Applications should be made electronically to RSAcademics. To submit your application, please upload your documents according to the instructions on the RSAcademics website.
You should submit:
♦ A completed application form (available to download from www.rsacademics.com)
♦ A covering letter addressed to the Principal, Mrs Jeffrey. The letter should be a maximum of two pages and should explain your reasons for applying and outline your suitability for the role
If you have any questions about uploading your application documents, please contact Laura Beacon, Project Coordinator, at applications@rsacademics.com. Laura can also be contacted by calling our Head Office on + 44 (0)1858 383163.
The process is as follows:
♦ All applications will be acknowledged by email. If you have not received acknowledgement that your application has been received within two working days of sending it, please contact RSAcademics’ Head Office by telephone
♦ Preliminary interviews with RSAcademics will take place via Microsoft Teams w/c 10th June 2024
♦ Longlist interviews will take place at New Hall School w/c 17th June 2024
♦ Shortlist interviews will be held at New Hall School w/c 24th June 2024
Founded in 2002 by Russell Speirs, RSAcademics has advised and supported over 700 schools and educational organisations in the UK and worldwide. Through our working partnerships with heads, leadership teams, boards, staff and parents, we specialise in supporting schools in five main areas: strategy, marketing and research; equality, diversity and inclusion; operational improvement; leadership and governance and philanthropy. We enable schools worldwide to thrive by finding and developing senior leaders, guiding decision makers, making connections and shaping debate. We are known for the calibre and spirit of our people. We exist entirely to serve schools because we believe that the world needs thriving schools. Please visit www.rsacademics.com for more information. RSAcademics is committed to promoting diversity and inclusion in schools and to safeguarding and promoting the welfare of children and young people.