You are not alone. Adapting to the changes to the school communication and marketing landscape is challenging for all schools. If you are not finding it challenging, then it’s likely that you are not trying hard enough, and are at risk being left behind.
The parents that buy your school are changing. Early Generation Z are nearly 30 years old. They matured in the twenty-first century and into a landscape influenced by growing cultural diversity, global brands, social media and a digital world.[1]
The tools of the marketing trade have changed, and continue to change, at a cadence previously thought impossible. In just the last 12 years, the marketing technology landscape has grown from only 150 software solutions to over 11,000.[2] This has spawned a new class of professional specialists who guide organisations through building their marketing technology ‘stack’. In addition, over the coming few years, generative AI is set to change the face of the marketing profession.
School communication and marketing is changing, and whether you like it or not, this means your school marketing will need to change. However, the most significant barrier to your school’s adaptation to this new landscape is not the customers nor the technology, it’s managing the change required.
Leading change effectively
School Heads and marketing teams attempting to evolve new operational models feel this sharply because most lack time, specialty skillsets, or experience. So, the journey of transformation is often met with resistance, creating a sense of frustration for school Heads who struggle to see the traction they desire from their marketing initiatives. Drawing insights from David A. Shore’s principles for leading change, we’ll navigate the challenges and offer strategic solutions to effectively manage change within your school’s marketing team.[3]
The reality of change in schools
While the need for rapid adaptation has been highlighted by events like the COVID-19 pandemic, the reality of change management within schools is often complex and fraught with resistance. School Heads understand that change is essential, yet moving an established marketing team in a new direction can feel like steering a ship against the tide when you don’t even have a recreational boat licence. This is further complicated by the fact that changes in marketing strategies are not just operational shifts but cultural ones that affect the entire school community.
The cornerstone of effective change: Leadership
Successful change initiatives hinge on leadership. In Preparing People and Organizations for the Challenge of Change, Shore emphasises that while technical skills are vital, the true engine of change is rooted in people skills. This translates to the school environment where the Head’s ability to engage and inspire their team becomes the cornerstone of navigating change. As the leader — which includes being leader of marketing — you must recognise your role in empowering and guiding your marketing team through this transformation.
Why school marketing change initiatives falter
Let’s dissect the common reasons for the failure of change strategies and how to avoid these pitfalls in your school marketing:
A vision without a blueprint. Often, school Heads have a clear vision of what needs to change but lack a detailed plan for implementation. A comprehensive strategy that includes the steps, resources and timelines is critical to ensure that your marketing team can effectively execute the new initiatives.
Inflexibility in strategy. While a well-defined strategy is crucial, rigidity can be counterproductive. Schools are dynamic, and strategies should be revisited and adjusted to accommodate new developments and feedback from the school community.
Insufficient communication. Communication is not a one-time announcement but a continuous dialogue. The marketing team should be regularly informing you about how they see conditions and opportunities changing. As Head, you should be regularly informing them about your whole-of-school strategy, its progress and its alignment with the school’s mission. Every interaction is an opportunity to reinforce the importance and benefits of new information.
Unaddressed resistance. Resistance is natural, particularly in a setting as tradition-bound as schools. Understanding the concerns of your marketing team and addressing them directly can mitigate resistance and foster an environment open to change.
Misalignment with school culture. Any new marketing initiatives must resonate with your school’s ethos. If the proposed changes clash with the core values of the school, they are likely to meet resistance. Aligning change initiatives with your school’s mission and culture is paramount.
Unrealistic expectations. Change takes time, and expecting immediate results can lead to frustration. The illusion of speed created by digital tools refers to the creation or management processes, not the brand building process. It’s vital to set realistic goals and celebrate small victories to maintain momentum and enthusiasm.
Leading the charge: Your role in change management
To successfully lead change in your school marketing:
- Foster collaboration: Bring together your marketing, communication, enrolment and senior leadership teams to create a united front.
- Empower through education: Invest in professional development to ensure your team is equipped with the latest marketing knowledge and tools.
- Champion transparency: Maintain open lines of communication with your team, addressing concerns and celebrating milestones.
- Cultivate resilience: Encourage a culture that is adaptable and responsive to feedback.
- Lead by example: Your actions and commitment to the change initiative set the tone for the entire team.
In essence, the Head’s role is to be the beacon of change, guiding your communication and marketing team with a clear vision, strategic planning and unwavering support.
Times really are changing and managing that change with your school marketing is a complex but achievable endeavour. By understanding the unique dynamics of your team and leading with empathy, clarity and strategic insight, you can turn the frustration of change into the momentum of success.
insight applied
- The cadence of change is leaving most schools behind.
- Leadership is key in managing this change.
- Continuous dialogue ensures strategy aligns with the school’s mission.
- It’s really about the culture.
[1] McCrindle, M., Fell, A. and Buckerfield, S. (2021) Generation Alpha. Sydney: Hachette Australia, pp. 18.
[2] Brinker, S. (2023) 2023 Marketing Technology Landscape Supergraphic, Chief Marketing Technologist. Available at: https://chiefmartec.com/2023/05/2023-marketing-technology-landscape-supergraphic-11038-solutions-searchable-on-martechmap-com/.
[3] Shore, D.A. and Kupferberg, E.D. (2014) Preparing People and Organizations for the Challenge of Change. Journal of Health Communication, 19(3), pp. 275–281. doi:https://doi.org/10.1080/10810730.2014.888903.
