008: Marketing innovative technology in education with Katherine Massey, Director of Marketing and Development, Sherborne Girls

All independent schools have accelerated their use of technology in delivering education since the start of the COVID-19 pandemic. This presents private school marketers with opportunities to showcase creative uses of technology. However, it also presents challenges for schools seeking to differentiate themselves from competitors.Sherborne Girls had started fully integrating technology into their educational philosophy and practice before the pandemic hit. They continue to innovate in delivering personalised, interactive technology-enabled education. Katherine Massey, their Director of Marketing and Development, joins us in this episode to explain how this influenced their marketing before and after lockdown.Katherine and I also explore the future of virtual open days and the role of ‘hygiene factors’ in marketing independent education. Plus, we discuss the benefits during a recession of combining cost control with strategic investment; what’s known as ‘ambidextrous strategy’.Episode highlightsFully integrating technology into learning at Sherborne Girls before COVID-19 (2:25)Adjusting their approach during the COVID-19 lockdown (9:37)Marketing innovative technology as a differentiator before COVID (12:30)Looking ahead to teaching and marketing after lockdown (15:35)Integrating virtual open days into the buyers’ journey (18:05)Virtual events for new pupils and staff (20:47)New marketing tactics but with unchanged best practice fundamentals (22:25)New ‘hygiene factors’ in marketing independent education (23:25)The importance of schools authentically valuing diversity and environmental sustainability (25:00)The benefits of ‘ambidextrous strategy’ during and after recessions (26:25)The continued importance of outreach and bursaries (28:37)References and resourcesFundraising Focus Programme: Expert fundraising advice to fit your school's budgetSign up to Juliet Corbett’s newsletter at www.consultjuliet.co.uk/signup Find out more about Juliet Corbett’s work with independent schools and discover a host of free resources for schools at www.consultjuliet.co.ukSherborne GirlsSherborne Girls’ digital strategy videoResearch findings on ‘ambidextrous strategy’: ‘Business Strategies and Performance during Difficult Economic Conditions’ for the Department of Business Innovation and Skills (BIS), John Kitching, Robert Blackburn, David Smallbone (all Small Business Research Centre, Kingston University) and Sarah Dixon (School of Management, Bath University), 2009Thank you so much for listening to The Independent School Podcast. I would be grateful if you could spare a couple of minutes to send me some feedback here. This helps me make the podcast as helpful as possible to listeners. Thank you!