As the UK faces a growing crisis of school closures due to unsafe buildings, falling rolls, and funding cuts, school leaders are having to think beyond education — they’re being forced to think like marketers.
From reputational damage to shifting parent trust, this moment demands a savvy, strategic approach to communication.
There very survival may depended on it.
The reinforced autoclaved aerated concrete (RAAC) scandal that led to over 100 UK school closures has done more than force pupils into temporary accommodation. It’s also damaged the public’s perception.
School affected must seek to rebuild trust with clear communication about safety.
Creating consistent messaging across websites, newsletters, and social media is crucial to managing parent perceptions.
Across the UK school closures are increasingly driven by falling pupil numbers. Parents have more choice than ever while schools are fighting for every pupil.
Schools must define what makes them unique. Are they academic? Do they excel in pastoral care? Do they have niche programmes.
This should be showcased in marketing for schools’ campaigns on the website, social media and in the press.
In a climate of closures and job cuts, schools that once relied on word-of-mouth now need proactive digital strategies.
As closures continue, the schools that emerge strongest will be those who not only teach well — but communicate better.