1. More grammar schools in England?
This was a key part of Theresa May's personal programme and probably contributed to the Conservatives attracting former UKIP supporters. It's also something that the DUP is keen on! However I can't see this being a priority for a Government with such a slim majority. Perhaps what we might see is more academy chains encouraged to group their more able students together and more selective free sixth forms, so don't expect the idea to disappear entirely!
The impact on school marketing: In a time of uncertainty all schools need to monitor the local environment, gather evidence of why your school provides a great education for all pupils and guard against any new schools attracting your teachers! MAT marketers may be asked to look at different locations and concepts for grammar schools.
2. Will there be more free schools in England?
One of the most high-profile people in the general election campaign was Theresa May's chief-of-staff Nick Timothy - the former Director of the New Schools Network, the charity behind free schools. If he and Theresa May stay in position, and with the equally high-profile Toby Young having taken over his role, expect a renewed push in this area to achieve the manifesto commitment to build 'at least 100' per year.
The impact on school marketing: As with grammar schools, the effect on existing schools will vary - free schools have been concentrated in some areas of the country to date. Again this underlines the importance of monitoring local and national developments - something that Marketing Advice for Schools's Research pages will help you with.
3. What will happen to school funding?
Schools weren't initially a high priority in the actual election campaign, but school funding became more of an issue as the campaign progressed and with some high profile Conservative MPs fighting hard for their local schools, it's possible that the new Government will find money to minimise the impact of cuts. You can find out more about the complex changes to funding here.
The impact on school marketing: Schools will still have to take fund raising more seriously and analyse which of their stakeholders can help with this. This doesn't just mean parents and community use of facilities; schools with less well off communities should be looking to maximise grants while well-established schools could target former students.
4. What will happen to private schools?
On the face of it, the Conservative manifesto wasn't that positive towards private schools. However, in practice they will continue to benefit from state sector funding restrictions, especially at 16+. There will be continued pressure to work alongside state schools and offer bursaries, something that most private schools are now comfortable with, and perhaps more support for international expansion of British education.
The impact on school marketing: Those working to market private schools should continue to record and promote partnerships with local schools and communities to ensure they can show wider social benefits. If you'd like to learn more about that, Marketing Advice for Schools is hosting a workshop on this very topic at the 2017 isbi Admission and Marketing Conference.
5. How will teacher recruitment be affected?
The increased likelihood of a 'hard Brexit' if the DUP is involved will probably exacerbate the loss of EU teachers through personal choice, family relocation or perhaps even because they can't get their status approved. The subject most likely impacted will of course be foreign languages (MFL) but also expect it to exacerbate existing shortages in subjects like Maths! The Conservative manifesto promise to pay student loans for new teachers might help in the short term, but could prove a short-term measure if teacher turnover continues to rise and pay is held back for more years.
The impact on school marketing: Recruitment and retention, which should be a key part of school marketing, will become even more important. Schools, especially secondary schools that don't have access to their own initial teacher training, will need to focus on what makes them great places to work and streamlining recruitment processes.
6. What about multi-academy trusts?
The Conservative Party isn't going to move back to local authority management of schools, but recent scandals with fast-growing multi-academy trusts could prompt a move to greater monitoring and control, with fewer but larger trusts.
The impact on school marketing: MATs will need to control their reputations better - and this will lead to the growth of MAT marketing functions and the need for more marketing traning across the state sector. Well, given our expanding range of marketing qualifications, we would say that...