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