Summary

In 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.

• AI 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.

Links

www.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.

Links

www.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.

Takeaways

• Every 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.

Links

Amy 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