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

Summary

In 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.

Takeaways

• The 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.

Contacts

Emma Hart, Director of Admissions at Halcyon London International School

ehart@halcyonschool.com

https://www.linkedin.com/in/emmamhart

Gwen Byrom, Director of Education Strategy, NLCS International Ltd

gbyrom@nlcs.org.uk

https://www.linkedin.com/in/gwenbyromdirectoredstrategy/

Scott Delleville, Director of Finalsite Enrollment, Finalsite (collaborates with schools worldwide, specialising in optimising admissions processes)

scott.delleville@finalsite.com

https://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.

Contacts

Hina Ghumra H.Ghumra@whitgift.co.uk

Joanne J. Phillips jjphillips@giggleswick.org.uk

Laura Lachevre l.lachevre@ladybarnhouse.org

Links

www.amcis.co.uk

www.thebonjouragency.com

Summary

Philip 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.

Takeaways

• Understanding 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)

Summary

In 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 Broadhurst

Artificially Intelligent Marketing podcast

https://www.linkedin.com/in/martinbroadhurst/

https://x.com/MPBroadhurst

https://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