In this episode we explore the evolving landscape of school marketing in 2026, highlighting how authenticity, digital innovation, and community are reshaping how schools attract and engage families. Our guests, Mike Longfellow from Iff Digital and Melanie Burke from Ryde School, share insights, practical tips, and future trends.

Key topics:

• The shift towards authentic and "back to basics" marketing strategies
• The growing impact of AI and digital tools in school discovery and reputation management
• Practical advice on budgeting, measurement, and continuous campaign strategies
• The importance of community and connectivity in small schools' marketing efforts
• Tips for small teams to prioritise and measure marketing efforts effectively

Links:

https://www.linkedin.com/in/mike-longfellow-56078817/

https://www.linkedin.com/in/melanie-burke-29a0bb60/

Recorded live at the AMCIS Annual Conference on Monday, 11th May 2026, host Simon caught up with delegates, speakers, and exhibitors throughout the day. AMCIS is the Association for Admissions, Marketing and Communications in Independent Schools.

In this episode, we dive into the world of independent education with insights from Victoria Deadman Gatt (Royal Russell School) and Dominic Kalantary (OpenApply by Faria). We explore the tools and strategies that schools can use to enhance their admissions processes and build stronger relationships with prospective families.

Victoria's LinkedIn

Dominic's LinkedIn

In this episode, James and Taz share insights on digital and organic marketing strategies in schools, including how to measure ROI, create viral content, and foster authentic community engagement.

Contact details

[email protected]

Simon engages in discussion with Katherine Bluck, Katie Henderson, and Sophie Lodge about the current state of independent prep schools in the UK. The conversation highlights the challenges and opportunities facing the sector, particularly in light of recent changes in parental expectations and market dynamics. Katherine emphasises the need for schools to differentiate themselves and invest in marketing, while Katie and Sophie share insights on the pressures of competition and the importance of authenticity in communication with prospective families.

Takeaways

1. It's an exciting time for independent schools despite challenges.
2. Schools need to invest more in marketing to stand out.
3. Parental expectations have changed significantly post-COVID.
4. Word of mouth remains a powerful tool in school reputation.
5. Authenticity in school marketing is crucial for building trust.

Links

https://amcis.co.uk

https://www.linkedin.com/in/katherine-b-543796139/

[email protected]

https://www.linkedin.com/in/sophie-lodge-27831179/

[email protected]

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

[email protected]

In this episode Simon interviews Jo Beckett, a qualified executive coach and psychologist, about her experiences and insights in coaching and development. They discuss the importance of stepping out of comfort zones, managing stress, and the role of physiology in emotional intelligence. Jo shares her journey from senior leadership in media to coaching, emphasising the transformational impact of coaching on leadership and performance.

• The magic happens in the stretch zone.
• Physiology is at the heart of emotional intelligence.
• Set intentions for the day to manage stress.
• Positive psychology aids resilient leadership.
• Contracting, collaboration, and checking in are key to success.
• Limiting beliefs are just stories we tell ourselves.
• Coaching can transform leadership and performance.
• Aligning expectations is crucial for team success.
• Managing headspace is vital in a digital age.
• Courageous conversations lead to better outcomes.
• How to work (more) collaboratively with your SLT.

Jo's email: [email protected]

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.

Takeaways

• Schools 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.

LinkedIn

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

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

Summary

In 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.

Takeaways

• Oliver'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.

Links

www.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

Summary

In 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.

Takeaways

• The 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.

Links

www.amcis.co.uk

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

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

www.thebonjouragency.com

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