The AMCIS Podcast

In this episode, Simon At Bonjour speaks with Emily Richards and Flynn Le Brocq about the challenges and strategies in independent school marketing and admissions. They discuss the importance of standing out in a competitive landscape, the role of first impressions, and how to engage staff in marketing efforts. The conversation also covers the significance of word of mouth among parents, the evolving role of social media, and the need for personalisation in admissions processes. As they look forward to the upcoming AMCIS admissions conference, they emphasise the importance of collaboration and sharing insights within the industry.TakeawaysSchools need a bold and confident approach to marketing.The independent school sector faces increasing competition.First impressions are crucial in the admissions process.Engaging all staff in marketing efforts is essential.Word of mouth can significantly influence school choices.Social media should be used strategically to connect with audiences.Personalization in communication enhances the admissions experience.Transparency with parents builds trust and loyalty.Collaboration among staff can improve marketing outcomes.The upcoming AMCIS conference is an opportunity for sharing insights.LinkedInhttps://www.linkedin.com/in/flebrocq/https://www.linkedin.com/in/emilyrichardsstickman/

SummaryIn this episode, Oliver talks about moving from the employee owned sector to AMCIS, sharing insights into the independent schools sector’s distinctive community and opportunities. He emphasises the importance of innovation, collaboration, and understanding members’ needs, whilst outlining AMCIS’s future direction and the role of digital transformation in strengthening community engagement.TakeawaysOliver's background in the employee owned sector informs his approach at AMCIS.The independent schools sector is characterised by a supportive community, despite competition.There are significant opportunities for innovation across the sector.AMCIS aims to act as a convener of ideas and support for its members.The annual conference is only one part of AMCIS’s programme.Digital transformation is essential to improve members’ access to resources.Innovation is crucial for schools to avoid stagnation.Leadership should foster a culture of empowerment and autonomy.Listening to members’ needs is key to AMCIS’s relevance and value.Listening to member needs is key to AMCIS's relevance and value. Linkswww.amcis.co.uk https://www.linkedin.com/in/oliver-smith-25313225/https://amcis.co.uk/news/a-unique-and-powerful-community-olivers-blog/www.thebonjouragency.com

SummaryIn this episode, AMCIS podcast host Simon Jones discuss The Confidence Index, which gauges the confidence of marketing and admissions staff in independent schools, with Emily Hargest and Victoria Deadman Gatt. They explore the challenges faced by these professionals, including budget cuts, staff turnover, and the importance of having the right fit in recruitment. The conversation emphasises the need for schools to recognize the value of marketing as a revenue enabler and the role of teachers in promoting the school. They also touch on the importance of maximizing marketing budgets and the evolving landscape of marketing in education.TakeawaysThe Confidence Index measures the confidence of marketing and admissions staff.Budget cuts are impacting marketing efforts in schools.Staff turnover is a significant issue in the education sector.Recruiting the right fit for school roles is crucial.Marketing should be viewed as a revenue enabler, not a cost centre.Teachers play a vital role in the school's marketing efforts.There is a need for better representation of marketing in school leadership.Understanding market value from parents' perspectives is essential.Schools must adapt to changing perceptions of independent education.Technology is democratising marketing, making it accessible for all schools.Linkswww.amcis.co.uk https://www.linkedin.com/in/victoriagatt/https://www.linkedin.com/in/emilyhargest/www.thebonjouragency.com

SummaryIn this special episode of the AMCIS Podcast, recorded live from the AMCIS Annual Conference, Simon from the Bonjour Agency takes listeners behind the scenes of the independent schools sector’s leading event for admissions, marketing, and communications professionals.We speak with a wide range of delegates, speakers, exhibitors, and school leaders, capturing the energy, ideas, and challenges currently shaping the sector. The conversations offer insights into everything from the role of AI in school marketing to the challenges of international recruitment, the impact of birth rates, and the importance of culture and ethos in parent decision-making.The episode also celebrates the AMCIS IMPACT Awards, the retirement of AMCIS CEO Tory Gillingham, and includes a preview of keynote speeches and workshop highlights. From warm reunions and light-hearted banter to reflections on the future of independent education, this episode gives a comprehensive snapshot of a dynamic and fast-evolving sector.TakeawaysAI and automation are hot topics, with schools exploring how tools like ChatGPT and SEO-enhancing AI can ease workloads, streamline marketing, and improve prospective parent experience—though most admit they’re still learning.Simon Blake (Ipswich) highlights the importance of collaboration over competition, especially during economically challenging times.Jack from Felsted and others call for more time and team capacity, emphasising the pressure on small marketing departments.Kate Ross (Wishford) shares how the group is appointing an “AI czar” to explore AI’s potential in marketing and the curriculum.Dan Clark (Ubique) warns that most schools are still only scratching the surface with AI and urges a shift from minor efficiencies to deeper automation and capacity gains.David Milner (Sedbergh) speaks about the growth of international recruitment and advises schools to focus on research-driven strategy when targeting overseas markets.Melanie Sanderson (The Good Schools Guide) delivers a powerful session on what parents are really looking for: alignment of ethos, transparency, and genuine value—reinforcing the guide’s editorial integrity as a trusted voice in school reviews.Emma Hart (Halcyon) and Tom Wood (St Mary’s Hampstead) reflect on the importance of community and shared learning in small school teams, particularly when navigating AI, SEO, and changing demographics.Tory’s farewell marks the end of 21 years as CEO of AMCIS, celebrated with warmth and gratitude from members across the sector.Maria from San Anton School (Malta) adds international flavour to the conference, winning an Apple Watch and sharing her delight at discovering a network tailored to her niche role.The AMCIS IMPACT Awards dinner recognises outstanding contributions to school branding, marketing, and communications, bringing the day to a lively close.Linkswww.amcis.co.uk www.thebonjouragency.com

In this conversation, AMCIS podcast host Simon Jones interviews Katharina Roelofsz about the merger between Headington School and Rye St Anthony to form Headington Rye Oxford. Katharina was Director of Marketing & Admissions during the merger and is now joining Radley College for her next challenge. Simon also speaks with Head Nick Hewlett from the St. Dunstan's Education Group about their merger with prep schools Rosemead Prep and St Christopher's The Hall, and the complexities and strategies involved.They discuss the structure of the new schools, the challenges faced during the mergers, particularly in the admissions departments, and the importance of communication throughout the process. Katharina shares insights on how to navigate such changes effectively and offers advice for other schools considering mergers. Whilst Nick shares insights on evaluating growth options and the significance of trust in merger partnerships, while also addressing the future of school consolidations in the independent education sector.Linkswww.amcis.co.uk www.thebonjouragency.com

In this conversation, Simon Jones speaks with Amy Lindley and Helen Lewis-McPhee about their experiences in marketing and admissions within independent schools. They discuss the structure of their marketing departments, the challenges of working with limited budgets, and the importance of collaboration between teams. The conversation also touches on measuring ROI, the need for creativity and innovation, and strategies for marketing prep schools. They share insights on maintaining work-life balance and the current challenges faced in admissions and marketing, emphasising the importance of authenticity and understanding the target audience.TakeawaysEvery day is a school day in marketing.Collaboration with admissions is crucial for success.Understanding your audience is key to effective marketing.Creativity can thrive within budget constraints.Authentic content resonates more with prospective families.Measuring ROI is important but not always straightforward.Maintaining work-life balance is essential for marketers.Prep school marketing requires a different approach than senior school marketing.Don't panic; confidence is key in challenging times.Building a supportive network is vital for marketing professionals.LinksAmy Lindley: https://www.linkedin.com/in/amylindley/Helen Lewis-McPhee: https://www.linkedin.com/in/helen-lewis-mcphee/Pretty Little Stamford: https://www.instagram.com/prettylittlestamford?igsh=MWJ5YmFpcjJuZjV3bA==www.amcis.co.uk www.thebonjouragency.com

SummaryIn this engaging conversation, Simon Jones speaks with Scott Delleville, Gwen Byrom, and Emma Hart about the evolving landscape of education, particularly in admissions and marketing for international schools. They discuss innovative approaches to recruitment, the importance of family engagement, and the role of technology in enhancing the educational experience. The guests share personal reflections on their careers and offer advice for those entering the field, emphasizing the need for memorable experiences and the challenges of international recruitment.TakeawaysThe experience families have with schools is crucial.Combining admissions and marketing can enhance family engagement.Innovative approaches in education are essential for attracting students.Technology plays a significant role in modern education.Families are increasingly involved in the school selection process.Open days should create memorable experiences for prospective families.Communication is key in addressing parents' concerns about different educational systems.Career paths in education can be unpredictable but rewarding.International recruitment presents both challenges and opportunities.Schools must balance cultural integrity with the need for international students.ContactsEmma Hart, Director of Admissions at Halcyon London International Schoolehart@halcyonschool.comhttps://www.linkedin.com/in/emmamhartGwen Byrom, Director of Education Strategy, NLCS International Ltdgbyrom@nlcs.org.ukhttps://www.linkedin.com/in/gwenbyromdirectoredstrategy/Scott Delleville, Director of Finalsite Enrollment, Finalsite (collaborates with schools worldwide, specialising in optimising admissions processes)scott.delleville@finalsite.comhttps://www.linkedin.com/in/scott-delleville-1257584/Links www.amcis.co.uk www.thebonjouragency.com

Summary In this conversation, Simon Jones engages with Laura, Jo, and Hina from three different independent schools to discuss the changing landscape of school open days and parental expectations. They explore how schools are adapting their recruitment strategies, enhancing open day experiences, and utilising digital tools to engage with prospective families, especially in the context of international recruitment. The discussion also touches on the role of AI in streamlining admissions processes while maintaining a personal touch. Takeaways Parents are demanding more than just traditional open days.Open events are evolving to include workshops and experiences.Retention of current students is as important as recruitment.Digital engagement is crucial for international recruitment.Self-guided tours allow parents to explore at their own pace.AI can enhance efficiency in admissions and marketing.Understanding generational differences in parent expectations is key.Schools are focusing on behaviors rather than characteristics in marketing.Personal connections remain vital in a digital world.The landscape of school recruitment is becoming more competitive. ContactsHina Ghumra H.Ghumra@whitgift.co.ukJoanne J. Phillips jjphillips@giggleswick.org.ukLaura Lachevre l.lachevre@ladybarnhouse.orgLinks www.amcis.co.uk www.thebonjouragency.com

SummaryPhilip Britton MBE, Head of Foundation at Bolton School and HMC's Chair Elect, discusses the challenges and opportunities facing independent schools as we begin the new school year. He highlights the importance of understanding your school's strategic direction and communicating clear messages to current and prospective parents. Britton also emphasises the need for a crisis response communications plan and the importance of showcasing the positive contributions of independent schools. He discusses the impact of VAT on schools and the need for schools to adapt and find solutions that work for their specific circumstances. Britton looks forward to his role as HMC Chair in 2025/26 and the opportunity to work with diverse schools and shape the purpose of independent schools in the modern age.TakeawaysUnderstanding your school's strategic direction is crucial for admissions and communications teams.Clear and consistent messaging is important for current and prospective parents.Having a crisis response communications plan is essential in challenging times.Independent schools should showcase their positive contributions to counter negative narratives.Schools need to adapt and find solutions that work for their specific circumstances in response to VAT.Philip Britton looks forward to working with diverse schools and shaping the purpose of independent schools as chair elect of HMC.Links www.amcis.co.uk www.thebonjouragency.com Welcome to Bolton School HMC Board - HMC (The Heads' Conference)

SummaryIn this conversation, Martin Broadhurst discusses the use of AI in various fields, particularly in marketing and education. He highlights the benefits of AI in improving productivity and creativity, such as generating meeting notes and brainstorming ideas. Martin also addresses concerns about job security and the need for AI literacy and policy. He mentions the impact of AI on visual content creation and the importance of human involvement in editing and controlling outputs.Takeaways AI can significantly improve productivity and creativity in various fields, such as generating meeting notes and brainstorming ideas.Job security may be enhanced by embracing AI and demonstrating its value in improving work outcomes.AI literacy and policy are crucial for effective and responsible use of AI in the workplace.Human involvement is necessary in editing and controlling AI-generated content.AI is being integrated into everyday tools, such as Apple products, and is becoming the norm in many industries.Links www.amcis.co.uk www.thebonjouragency.com Martin BroadhurstArtificially Intelligent Marketing podcasthttps://www.linkedin.com/in/martinbroadhurst/https://x.com/MPBroadhursthttps://www.threads.net/@mpbroadhurst

Summary In this conversation, Simon Jones speaks with Katharina Roelofsz and Anna Stevenson, who work in marketing and admissions at Headington School and Norwich School, respectively. They discuss their experiences at the AMCIS conference and share their key takeaways. They also talk about the importance of personalisation in marketing, the role of outside expertise, and the challenges of managing emails and resources. They touch on the topic of single-sex education and the benefits it offers. Finally, they discuss their plans for the summer holidays and the need for strategic planning and time management. Takeaways Personalisation and building relationships are key in school marketing. Outside expertise can bring fresh perspectives and ideas to the education sector. Managing emails and resources is a constant challenge in school marketing. Single-sex education offers unique benefits and opportunities for students. Strategic planning and time management are crucial for effective marketing. The summer holidays provide an opportunity for reflection and planning. Links www.amcis.co.uk www.thebonjouragency.com Katharina Roelofsz https://uk.linkedin.com/in/katharina-roelofsz-a7106943 Anna Stevenson https://uk.linkedin.com/in/norwichpr

Welcome back to The AMCIS Podcast, brought to you by The Bonjour Agency. This is the podcast where we speak to people in the independent school sector. AMCIS is the association for admissions, marketing and communications in independent schools. In this episode we're at the AMCIS conference 2024.Linkswww.amcis.co.ukwww.thebonjouragency.com

Welcome back to The AMCIS Podcast, brought to you by The Bonjour Agency. This is the podcast where we speak to people in the independent school sector. AMCIS is the association for admissions, marketing and communications in independent schools. In this episode we are speaking to Sarah Cunnane, Head of Media & Communications at the Independent Schools Council.Linkswww.amcis.co.ukwww.thebonjouragency.com

Welcome back to The AMCIS Podcast, brought to you by The Bonjour Agency. This is the podcast where we speak to people in the independent school sector. AMCIS is the association for admissions, marketing and communications in independent schools. In this episode we are speaking to Tom Rogerson, Head of Cottesmore School.Linkswww.amcis.co.ukwww.thebonjouragency.com

Welcome back to The AMCIS Podcast, brought to you by The Bonjour Agency. This is the podcast where we speak to people in the independent school sector. AMCIS is the association for admissions, marketing and communications in independent schools, I’m Simon Jones and in this episode it’s a little bit different because I’m coming to you live from the AMCIS Admissions Conference in central London on a rather chilly Thursday.I’m stood outside the Holiday Inn Bloomsbury and I’ve really been looking forward to this event, not just because there are some great speakers at this event but also because I get to talk to them directly for this podcast episode.Come with me as I take you around the AMCIS Admissions Conference so we can speak to some of the people here. Linkswww.amcis.co.ukwww.thebonjouragency.comDaniel Virrd.l.virr@mgs.orghttps://www.linkedin.com/in/daniel-virr-870228249/Joy Cheung joy.cheung@sidcott@org.uk https://www.linkedin.com/in/joy-cheung-21580919b/

Welcome back to The AMCIS Podcast, brought to you by The Bonjour Agency. This is the podcast where we speak to people in the independent school sector. AMCIS is the association for admissions, marketing and communications in independent schools, I’m Simon Jones and in this episode we’re celebrating Black History Month with three fantastic guests. Sabrina Moutarde is the Head of Marketing at St James’ Schools, we have Susan Fontenelle, Head of Admissions at Queen Anne’s School, Caversham, and we’re also joined by Chanelle Root, Digital Marketing Co-ordinator at Crosfields School in Reading.We get to talk about how each of them came to work at their schools, what Black History Month looks like where they work, who their role models are, whether they think it makes a difference in the workplace when you’re a person of colour and we talk about other things in between.This is a lovely episode, not just because it’s Black History Month but also because we have three amazing people with us, and they’re amazing of course, every month of the year.So come with me now as we speak to Sabrina, Susan and Chanelle.Linkswww.amcis.co.ukwww.thebonjouragency.com

Welcome back to The AMCIS Podcast, brought to you by The Bonjour Agency. This is the podcast where we speak to people in the independent school sector. AMCIS is the association for admissions, marketing and communications in independent schools, I’m Simon Jones and in this episode we have two guests both coming to us from Eltham College. Now, earlier this year AMCIS ran the IMPACT awards (you’ll probably remember hearing about that) and Eltham College won the IMPACT Award for Equity, Diversity & Inclusion with something they’d done called ‘Every Name Matters’, an initiative that addressed the mispronunciation of pupils’ names – which some said made them feel undignified, insecure or inferior. I was very excited to hear about this because I have one of the easiest names in the world to get right and so I needed to understand what it’s like for others with harder to pronounce names. So if you’re like me and you have an easy-to-pronounce name, or if your name is harder to say and you have close association with this topic then this is the episode for you.Edward Funnell is the Head of Communications and Gideon Hammond is the Lead on Race, Ethnicity and Cultural Heritage (REACH) and also a teacher of maths & physics.So come with me now as we step into Eltham College and speak to Gideon and Edward about this initiative, ‘Every Name Matters’.That’s all coming up in this episode so come with me as we speak to the Headmistress at Channing School, it’s Lindsey Hughes.Linkswww.amcis.co.ukwww.thebonjouragency.comEltham CollegeTES articleEducation Choices Magazine Podcast https://www.linkedin.com/in/gideon-hammond/

Welcome back to The AMCIS Podcast, brought to you by The Bonjour Agency. This is the podcast where we speak to people in the independent school sector. AMCIS is the association for admissions, marketing and communications in independent schools, I’m Simon Jones and in this episode we hear from Lindsey Hughes, Headmistress at Channing School.Lindsey delivered the keynote speech at the AMCIS annual conference so I asked her to dive into this a little deeper, finding out from her how marketing teams can be best prepared for an uncertain future, why it’s so important to collaborate with other departments and what the whole ‘10% braver’ thing is and where that came from. But we also talk about her ‘relentless optimism’ and what school marketing and admissions people can do if they’re not happy in their school.That’s all coming up in this episode so come with me as we speak to the Headmistress at Channing School, it’s Lindsey Hughes.Linkswww.amcis.co.ukwww.thebonjouragency.com

Welcome back to The AMCIS Podcast, brought to you by The Bonjour Agency. This is the podcast where we speak to people in the independent school sector. AMCIS is the association for admissions, marketing and communications in independent schools, I’m Simon Jones and in this episode I’m at the Annual Conference at the De Vere Cotswold Water Park in Cirencester.I’m going to speak to a number of people here including a deeper discussion with Julie Ridge, Director of External Relations at Bedford Modern School, and Clare Sender, Head of Marketing & Communications at Minerva’s Virtual Academy, they’re an online school.But first we’re going to get some coffee and see who’s here so come with me as I take you around the event at this year’s AMCIS annual conference.Linkswww.amcis.co.ukwww.thebonjouragency.com

Welcome back to The AMCIS Podcast, brought to you by The Bonjour Agency. This is the podcast where we speak to people in the independent school sector. AMCIS is the association for admissions, marketing and communications in independent schools, I’m Simon Jones and in this episode we’re talking all about digital advertising in school. I’m about to speak to Steve King from King’s College, Taunton, he’s the Head of Digital Communication at King’s College, he’s also a Houseparent and the Head of CCF. So we’re going to find out how he got into this role, what the team actually looks like there, which platforms they engage in on social media and how they post differently to each of them.Steve is lovely, a very likeable guy so I think you’re going to love this episode. Which means I think we should go jump into it now so come with me as we scoot down the M5 and speak to Steve King.Linkswww.amcis.co.ukwww.thebonjouragency.com