Last month our Inspiration topic was ‘Showcasing your Academic Achievements’ – looking at how schools can share the great work that takes place in lessons.
Not long after, English schools were challenged in a similar way by the Chief Inspector of government inspectorate OFSTED, Amanda Spielman. It’s worth reading the whole of her article, but this is perhaps the key challenge, asking about the school curriculum,
“…choices need to be made about what to do when, how much depth to pursue, which ideas to link together, what resources to draw on, which way to teach, and how to make sure all pupils are able to benefit as each new concept, construct or fact is taught…
“…these decisions must be rooted in a solid consensus about what education should deliver for each pupil. What is the body of knowledge that a child needs so that they will flourish in the future and not be left behind?”
HCMI's Commentary, 11th October 2017
What can you do? The key, as with many marketing challenges, is twofold – to concisely articulate your vision for the curriculum (the why) – and then to show how it is being delivered through stories (the what).
This is a great opportunity for marketing and academic staff to work together – the academic staff need to articulate the vision and share examples and the marketing staff need to translate this into simple ways that can be widely communicated and feedback responses from the wider community.
Here are two examples, from two very different free schools. What unites them is that they don’t talk about KS3 or GCSES, and they look for and share evidence to show what they are doing in pursuit of their vision. And they’re both 'OFSTED outstanding', if that means anything!
School 21: The Six Attributes
Michaela Free School: Curriculum
If you’d like help finding your key messages, or innovative and cost-effective ways of communicating them, take a look at our open, online and bespoke school marketing courses and workshops.