Welcome to the newly revised edition of the UK Education Marketing Guide for the 2024-25 academic year. We would like to warmly welcome companies new to the sector while also extending a big welcome back to established education suppliers.
For companies new to the UK education sector this guide offers advice and guidance from reaching out to your first schools to planning business growth through strategic multi-channel marketing. Education marketing is particularly niche and is unlike B2C or B2B marketing, however, with the right expert tips and tricks the sector can prove a very lucrative target market.
For established school suppliers and stalwarts of the sector this new edition of the UK Education Marketing Guide offers a comprehensive overview of the current and developing trends in school procurement, provides not-to-miss highlights in the education marketing calendar (complete with even more discounts) and brings advice on increasing your market share by focusing on strategy.
Incensu is the central hub for all UK education suppliers with a mission to help businesses navigate the minefield of selling to schools, identify the very best opportunities to reach school budget holders and influencers through our highly experienced partners, and drive down the cost of your annual education marketing budget through discounts with those partners.
In this new edition of the UK Education Marketing Guide we explore the education sector priorities of the newly elected Labour government and identify the challenges and opportunities these new priorities bring for suppliers. We also look at the latest trends in school school procurement, share tips for creating a high-profit education marketing strategy and identify recommended, proven channels for effectively reaching your target market in UK schools.
We have become accustomed to hearing about tight school budgets in the media, however, to put this in context, UK education
spending is budgeted at £115.6 billion for the 2025 fiscal year*. Schools still have the funds to spend, the challenge now is for them to find the right suppliers to do business with and make their large budgets stretch to cover everything they need when prices are at an all-time high. Schools still have the ongoing pressures of staffing, compliance, curriculum, PR and communication within their communities, facilities management, managing finance and data while investing in new technologies to prepare their students for a digital world. Schools cannot do this alone. They are very much reliant on the expertise and experience of suppliers to support them in overcoming the current challenges in the sector and help them address the fresh priorities set by the new Labour government.
Every UK education supplier is invited to register and showcase their business on the National Register of Education Suppliers at incensu.co.uk to help build confidence in the procurement process among schools by sharing your testimonials and accreditations.
Inspire schools with embedded video content and case-studies and put yourself in front of school budget holders and influencers right at the point they are searching for your products and services. Gain invaluable education marketing insights and support, keep up to date with the latest developments in school purchasing and save thousands with Incensu’s leading education marketing partners all from the school suppliers’ dashboard – An absolute must for every UK business selling to schools.
*UKpublicspending.co.uk
Education Marketing Channels
OUR SUPPLIER: KITT MEDICAL
Selling to the UK education sector presents unique challenges that require school suppliers to be strategic in their marketing efforts. To thrive, it’s essential for suppliers to recognise and effectively utilise a variety of education marketing channels. These channels not only increase visibility but also build trust and credibility with schools.
NB: Many of the channels listed here offer Incensu members generous discounts. Start with Incensu membership each year and access huge discounts on the other recommended education marketing channels.
Here’s why each of these channels is crucial for success:
1. Incensu – National Register of Education Suppliers
Being listed on Incensu, the National Register of Education Suppliers, is a powerful way to gain credibility and trust within the education sector. This register is often the first point of reference for schools looking for reliable suppliers, making it a vital platform for increasing visibility and legitimacy. It offers suppliers a level playing field when selling to schools and puts you in front of budget holders and decision-makers right at the point they are searching for your products and services online.
2.Direct contact through people you know Leveraging existing relationships and networks
is one of the most effective marketing strategies. Direct contact through people you know within the education sector can open doors to new opportunities, as personal recommendations often carry more weight than other forms of marketing.
3. Social Media – organic and paid advertising
Social media is an invaluable tool for reaching educators and decision-makers. Organic posts can build brand awareness and community, while targeted paid advertising can amplify reach and ensure your message gets in front of the right audience. Platforms like LinkedIn, Twitter, and Facebook are particularly effective in the education sector.
4. Google – organic searches and PPC
Having a strong presence on Google, both through organic search rankings and Pay-Per-Click (PPC) advertising, is critical. Schools often use search engines to find suppliers, so appearing at the top of search results can significantly increase traffic and leads. Investing in SEO and PPC ensures that your products or services are visible when schools are actively looking for them.
5. Print advertising / digital magazines
Despite the rise of digital marketing, print advertising in education-focused magazines remains relevant. These publications often have a targeted readership of educators and administrators, making them an effective way to reach decision-makers. Similarly, digital magazines offer the benefits of print with added reach and interactivity. It’s worth noting, not all magazines are created equal, look for recommended publications with genuine readership that go out in print format and/or digitally to named decision-makers in schools. A few recommended publications include Education Business, QA Education, SEN Magazine, and Teaching Times.
6. Local networking groups
Participating in local networking groups can help suppliers build strong, face-to-face connections within the education sector. These groups often include key stakeholders who can provide valuable insights, referrals, and opportunities for collaboration.
7. Regional events / conferences
Regional events and conferences offer opportunities to connect with schools in specific areas. These smaller, more focused events allow suppliers to engage with local decision-makers, demonstrating their commitment to supporting education within the community.
8. National trade shows / exhibitions
National trade shows and exhibitions are among the most significant opportunities for suppliers to showcase their products and services to a broad audience. These events attract key decisionmakers from across the UK, providing a platform for live demonstrations, networking, and building brand awareness on a national scale.
9. National conferences
National conferences bring together leaders in education, offering suppliers a chance to align themselves with thought leaders and decisionmakers. Participating in these conferences enhances brand visibility and allows suppliers to engage with a wide audience in a focused setting.
10. Awards sponsorship opportunities
Sponsoring awards in the education sector is a strategic way to build brand credibility and align your company with excellence. Awards sponsorship not only enhances visibility but also associates your brand with success and recognition in the education community.
11. Membership to trade associations such as BESA
Joining trade associations like the British Educational Suppliers Association (BESA) provides access to a wealth of resources, industry insights, and networking opportunities. Membership not only enhances your credibility but also offers platforms to influence education policy, gain market intelligence, and participate in events specifically tailored for the education sector.
12. Frameworks
Getting your products or services listed on education frameworks can be a game-changer. Frameworks provide a pre-approved list of suppliers that schools can purchase from, simplifying the procurement process. Being included on a framework ensures that your offerings are accessible to schools that prefer to purchase through these established channels, thus expanding your market reach.
13. Word of mouth / referrals
Word of mouth and referrals are among the most powerful marketing tools. Schools often rely on recommendations from trusted peers when choosing suppliers, making it essential to build strong relationships and deliver exceptional service that inspires positive word of mouth.
14. Email marketing
Email marketing remains one of the most costeffective ways to reach educators directly. By sending targeted, informative emails, suppliers can keep schools informed about new products, promotions, and industry news, nurturing relationships and driving conversions.
15. Direct post to schools
Direct mail campaigns are a tangible way to reach schools. Sending brochures, catalogues, or personalised letters can capture the attention of decision-makers, especially when combined with other digital efforts, creating a multi-channel approach that reinforces your message.
To succeed in the UK education sector, school suppliers must recognise and effectively leverage a diverse range of marketing channels. By utilising a combination of digital, direct, and relationshipbased strategies, suppliers can build trust, increase visibility, and ultimately thrive in this competitive market. Whether through traditional means like print advertising or modern digital platforms like Incensu, Google and social media, a well-rounded approach ensures that your products and services reach the right audience at the right time.
UK Education Budget
The UK education budget has increased year on year and for the fiscal year 2025 is set at £115.6 billion*. However, while this sounds like a substantial sum it’s important to look behind the headlines and identify additional sources of funding that schools can tap into.
It’s also important to consider that not all schools are funded by government but instead are independent and funded through tuition fees, donations and investments.
Getting an overall view of the UK Education Budget is only a part of the picture. It’s worth looking a little deeper behind the headlines to a few other areas that some suppliers and marketing executives may find helpful to understand in more detail. There will be other areas and sources of funding to research but here are a few of the more significant ones to get you started. If you can help schools identify specific sources of funding they can use to procure your goods and services this can be hugely beneficial for securing sales. Even more valuable would be help schools bid for some of the additional funding especially as they are so busy themselves at present.
One of the most common obstacles faced when marketing to the education sector is getting your messaging across about how schools can fund particular projects / works. Marketing efforts can, all too often, be lost if schools are not clearly pointed in the direction of where they can access additional funding if and when they feel their budgets are tight.
Condition Improvement Fund (CIF)
The CIF is an annual round of funding that academies, small multi academy trusts and sixth form colleges can apply for in order to improve poor buildings, address health and safety and building compliance issues and support small expansion projects. Successful bids included anything from urgent roof replacement, heating & ventilation systems upgrades, fire safety improvements and electrical rewiring to legionella prevention, asbestos removal, damp remediation and classroom refurbishment. The Department for Education (DfE) has published the Condition Improvement Fund 2024 to 2025 outcomes. This will provide funding of over £450m for 866 projects at 733 academies, sixth-form colleges and voluntary aided schools.
Suppliers who can support schools with capital projects, building work including roofing, windows, site security, health and safety and building compliance should be aware of CIF deadlines. Such suppliers should include information on how they can help schools with quotes for their CIF bids in their marketing potentially linking with CIF consultancy firms to maximise potential future business from these opportunities. Multiacademy trusts with over 5 schools or 3,000 pupils automatically receive a School Condition Allowance (SCA) and therefore do not have to bid for CIF funding.
OUR SUPPLIER: SOVEREIGN DESIGN PLAY SYSTEMS
Urgent Capital Support (UCS)
UCS is for academies and sixth-form colleges which do not have access to a SCA, and require funding assistance to address urgent building condition issues that either put the safety of pupils and staff at risk, or threaten the closure of the whole, or a significant part of, the school. As with CIF, suppliers who can support schools through this process could maximise future business so is an important inclusion in education marketing content.
RAAC - (Reinforced Autoclaved Aerated Concrete)
There has been much in the news about the problems of RAAC in schools. At the beginning of the 2023/24 academic year 231 schools were confirmed to have this lightweight form of concrete which is prone to crumbling. The government ordered the closure of affected buildings over safety worries that ceilings and walls may collapse. Many schools will have seen classrooms or whole areas of their school closed off giving rise to significant challenges of re-housing pupils for lessons, RAAC removal and rebuilding.
Schools do not need to apply for funding for RAAC. The DfE covers costs, both immediate and long-term for RAAC mitigation and removal.
Schools seek expert building surveyors and structural engineers in the first instance alongside a plethora of other professionals as they repair and rebuild.
Public Sector Decarbonisation Scheme (PSDS)
The Public Sector Decarbonisation Scheme provides grants for public sector bodies to fund energy efficiency and heat decarbonisation measures.
In February 2024 The Department for Energy Security and Net Zero (DESNZ) confirmed Phase 4 of the Public Sector Decarbonisation Scheme is making available £1.17 billion of grant funding over the financial years 2025/26, 2026/27 and 2027/28 to public sector bodies to install low carbon heating measures that reduce direct carbon emissions from their buildings.
Areas suitable for funding include:
• Technologies that directly contribute to the heat decarbonisation of a building by installation such as heat pumps and electric heating.
• Technologies that reduce overall energy demand and future heat decarbonisation such as LED monitors, cooling for ICT, network pc power management, energy from waste, wall, floor, roof insultation and glazing as well as solar panels, ventilation, lighting, heating, improved office equipment
• Technologies that enable future heat decarbonisation projects to take place such as battery storage, metering and electrical infrastructure
• Technologies that are used to replace coal-fuelled or oil-fuelled heating systems
Unlike previous phases, Phase 4 will move to a
INCENSU TIPS
Look for the opportunities to tap into specific sources of funding
UK Education Budget
more targeted method of allocating funding. Projects delivering the best value for money on the most direct carbon emission reductions will be prioritised.
Pupil premium
The Secretary of State for Education lays down the terms and conditions on which assistance is given in relation to the Pupil Premium Grant. The additional funding is to help raise the attainment of disadvantaged pupils of all abilities to reach their potential and to provide support for children and young people with parents in the regular armed forces.
Schools get pupil premium funding based on the number of eligible pupils they have in January each year. For the 2024/25 academic year schools can now expect to get £1,480 for every primary age pupil, or £1050 for every secondary age pupil, who claims free school meals, or who has claimed free school meals in the last 6 years. Schools also get £2,750 for every pupil who has left local authority care through adoption, a special guardianship order or child arrangements order. Local authorities get the same amount for each child they are looking after; they must work
with the school to decide how the money is used to support the child’s Personal Education Plan. This funding represents a 10% increase since the 2021/22 academic year.
It’s up to school leaders to decide how to spend the pupil premium. This is because the Department for Education believe school leaders are best-placed to assess their pupils’ needs and use funding to improve attainment. Effective spending can often be achieved through a tiered system of teaching (e.g. professional development for staff to improve the impact of teaching on students), academic support (e.g. to buy in extra help to support individuals and groups) and wider approaches (e.g. breakfast clubs, music lessons, education trips, speech therapy).
Where education marketing content can refer to use of Pupil Premium funding this can significantly improve engagement. A case study that points out how another school has used its Pupil Premium funding is great piece of education marketing collateral.
It can also be used effectively to target schools with more significant Pupil Premium allocations. Useful links to help can be found the Education Marketing Hub in the school suppliers’ dashboard at incensu.co.uk.
Parent Teacher Associations (PTA)
Parent Teacher Associations are an important source of fundraising for schools and are often called upon to fundraise for specific projects. Many schools have funded playgrounds, school visits, workshops, classroom resources, library fitouts, guest speakers, educational software etc. and therefore referencing this in your education marketing or specifically targeting PTA contacts often proves a very effective marketing strategy.
Parental contributions
Another source of funding which should not be overlooked is parental contributions. Many extra-curricular experiences are paid for by parents in order for their child to take part. Activities from school trips, visiting speakers, workshops, extra-curricular sporting activities, summer programmes or wraparound childcare is all funded by parents. These types of activities make it easier to sell to schools where, even when school budgets are limited, the costs can be met from outside the school finances.
The challenge for me is to be responsive to the new government priorities and procure the necessary products for my schools in addition to the normal curricular and non-curricular supplies. I seek to work with reputable, reliable suppliers who are proven to be good value for money. Testimonials from other schools are therefore invaluable in choosing suppliers.
PETER MELVILLE CHIEF OPERATING OFFICER OF A LARGE MULTI-ACADEMY TRUST IN ESSEX
How To Tender Intelligently
Schools are required by UK procurement law to run a competitive process when purchasing high value goods and services therefore it’s important for suppliers to understand the process and tender intelligently to win the contract.
The tender process can be a real stumbling block for many companies but there’s no need for it to be a difficult stage. This part of the sales process is a necessary stage in working with a new school and requires everything you’d expect when forming a new relationship.
Try to meet face to face
While this is not always possible, it’s certainly worth having this as your first option. Whether you opt for a school site visit or attending conferences and events to meet budget holders in person it is a great way to build a new business relationship with school decision makers.
Familiarise yourself with video conferencing
If a face to face meeting is not possible or appropriate ensure you get familiar with different video conferencing platforms available such as Zoom, Microsoft Teams, Google Meet or Skype. By giving schools a choice of the platform with which they are more familiar it will help make a positive to start to your meetings with them.
It’s also worth telling them you offer a video consultation follow up should you be successful in the tender process to go through contract signing and logistics.
Do your research
Take the time to really understand what the school wants and needs. Ask questions and ensure you are providing the best fit for their particular school. What used to be the best fit for schools may have altered as budgets tighten and new priorities arise with the change of government. Keep up to date with the latest guidance for schools to get a good understanding of what current challenges they are facing. Get a full appreciation of the context of the particular school or multi-academy trust so you can talk knowledgeably about how you can support them.
Plan your meeting well
Have your presentation ready to show when you meet with school leaders whether that’s at a meeting in a school, while exhibiting at an event or when sharing your screen on a video call. Have supporting documents open and ready to display such as insurance certificates, your Incensu profile to point to ratings and reviews from other schools. Decision makers will want to know you’re trusted, recommended and capable. Essentially schools are looking for security, professionalism and reassurance here, therefore pointing them in the direction of what others are saying about you rather than just what you are saying about yourself is compelling. You should make it clear how you manage critical points such as risk, quality and project management during your presentation.
Ask questions. What used to be the best fit for schools may have altered.
OUR SUPPLIER: SMOOGA
INCENSU TIPS
Keep up to date with the latest Government guidance.
Be time conscious
Block out enough time for your meeting, for introductions, delivering your presentation answering questions and summing up without it dragging on too long. School leaders are incredibly busy as they grapple with new government priorities, budgets, compliance, safeguarding and a wealth of other pressing challenges. Demonstrate you are aware of how precious their time is by being concise and helpful.
Really listen
Ask the right questions and really listen to the answers. You may hear things in the current climate that you didn’t expect or that you hadn’t considered before. Respond in a way that shows you have listened, understood and can empathise. This opportunity in the marketing process is about them, not about you. Answer the questions and don’t over-complicate.
Follow up
Ensure a timely follow up from your meeting via email or social media. The follow up should be personalised to demonstrate you recall the specifics of their school and how you can help them.
Allow additional time for schools to respond and support them with additional information they may need. Head teachers and other school leaders are particularly stretched so do what you can to help the process.
What have I missed?
When providing schools with the information they require in the tender process check you have not missed anything. Offer your contact at the school an opportunity to review so you can add anything else they feel necessary to help stakeholders to make their procurement decisions.
Keep up to date with the new government priorities
It is crucial for suppliers to stay informed about the Labour government’s new priorities because
these priorities will influence procurement criteria, policies, and funding allocations. Being up to date enables you as a supplier to align your proposals with the government’s objectives. This alignment not only increases your chances of winning tenders but also helps you to demonstrate relevance, responsiveness, and commitment to the government’s strategic goals, making you more competitive in the tendering process.
Sealing the deal
Get your systems in place in advance so you are prepared to agree the contract, often electronically. Use agreement management software such as DocuSign and let schools know that you have a secure digital solution for signing the contract remotely which is ready when they are!
Are frameworks a better option?
Over recent years there has been a significant rise in the number of education frameworks on offer which can be a real help for both schools and suppliers.
An education framework can be a better option for schools and suppliers than going through a tender process each time because it streamlines procurement, saving time and resources for both parties. For schools, frameworks provide pre-vetted suppliers who meet certain quality and compliance standards, ensuring reliable and consistent services without the need for lengthy tendering processes. This allows schools to quickly access the goods and services they need while focusing more on their core educational activities.
For suppliers, being part of a framework offers a steady stream of potential contracts without the repetitive cost and effort of bidding for each one individually. It also builds stronger, long-term relationships with schools, as the framework facilitates easier and ongoing collaboration. Suppliers should display their approved frameworks on their profile on the National Register of Education Suppliers and promote through your marketing channels. If schools can see a quicker and easier way to procure your goods and services through a framework this could very well be a more attractive option.
The Importance of Ratings & Reviews
The practice of rating and reviewing companies has grown exponentially over the last decade. The success of Amazon, TripAdvisor and TrustATrader for example have been built on the very foundations of ratings and reviews and this digital custom shows no sign of slowing down.
In fact the habit of reading reviews before making financial decisions is one which is common to many of us. It’s the same for head teachers, school business leaders and other school leaders who are keen to read testimonials from other schools before making procurement decisions in their own school.
Incensu.co.uk is the UK’s online ratings and review platform for school suppliers. It provides the infrastructure to enable schools to openly share their experience of products and services via testimonials, ratings and reviews giving them confidence in the procurement process.
Successful suppliers in 2024/25 will be those maximising their use of testimonials and reviews via the Incensu platform, sharing their Incensu rating as a key feature of their home page and education landing pages and through social media.
Finding suppliers with a proven track record of providing best value for money and excellent service to schools is invaluable. Those suppliers putting themselves in a position to take advantage of this will inevitably reap the economic rewards.
The members dashboard at incensu.co.uk provides UK education suppliers with the functionality to quickly and easily request ratings and reviews from previous school customers, download your personal ratings widget for use in your education marketing and upload content for sharing with schools.
INCENSU TIPS
Add your business to the National Register of Education Suppliers at incensu.co.uk to show you are transparent and open to reviews from the education sector
Extensive Education Network
Our expertise, support & powerful online platform at Incensu will put your business in front of key decision makers in schools, colleges and universities, across the country.
Incensu’s philosophy is one of partnership working to bring together leaders in the fields of school procurement and education marketing.
Our partnerships enable schools and suppliers to keep abreast of the latest developments in school business leadership and procurement as well as achieving discounts on recommended training opportunities, national exhibitions and advertising in leading education magazines.
We are experts in helping suppliers reach new customers in primary, secondary, independent and special schools, nurseries, colleges and universities. Marketing correctly to such a large number of education sector institutions can result in a huge boost in revenue for Incensu members.
As leaders in the fields of both school procurement and education marketing Incensu is perfectly positioned to help suppliers widen their reach via:
• The National Register of Education Suppliers
• Extensive education networks
• Strong strategic partnerships with leading education organisations, exhibitions and publications
• Extensive databases of schools, academies and other education institutions
• Targeted email and social media campaigns
School Suppliers Dashboard – packed with tools, training materials and generous partner discounts
We provide many schools with new systems and alarm maintenance and realised that we could have more business if we came recommended. We have signed up to the premium package and are really pleased and excited to market through Incensu.
ANDY COWEN PREMIER FIRE SYSTEMS
Empowering the SEND community since 1992
The UK’s leading SEND show returns to London on 11 & 12 October 2024
Join us for two packed days of learning, sharing and connecting as we bring together SEND experts, education professionals and exhibitors from across the UK. Whether you want to build your CPD learning, source new resources for your learners, or simply connect with the wider community, register for free today to secure your place.
What’s on:
CPD-certified seminars: Expert-led CPD-certified seminars on topics vital to best practice.
The Leadership Summit: Join other SEND leaders as our one-day conference returns.
Parent, Carer & Teacher Forum: Learn from the experiences of parents, carers and teachers of children with SEND.
Exhibition: See what’s on offer to aid your SEND learners.
Theatres: Immerse yourself in a dynamic lineup of sessions within our theatres. Explore the SEND Solutions Theatre for practical, educational presentations tailored for SEND professionals, and the SEND Futures Theatre, where diverse speakers share insights into the future of SEND.
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School Procurement Decision-Making
Over
the decades, Headteachers have typically been the go-to contact in schools when it comes to making larger procurement decisions. In more recent years there has been an evolution to a broader mix of
senior budget holders.
With the increase of Multi-academy Trusts (MATs) across the country, each with their own group of schools, the budget for the Trust is often but not always overseen by a Chief Operating Officer however School Business Leaders, Chief Financial Officers and Deputy or Assistant head teachers may also be responsible for major budgetary decisions.
However, not all suppliers have what schools consider to be large cost products and services, in which case there may be other budget holders who can sign off on these purchases without the need for higher level authorisation. In secondary schools for example there will be a range of middle leaders with budgets of potential five thousand pounds or more per year who have the financial freedom to make small to medium sized purchases of education resources or services for their departments.
The picture is a complicated one in that every school is different with their own staffing structure, their own hierarchy of budget holders, and their own procurement policies. On the one hand this makes it a minefield for selling to schools, on the other hand what prove obstacles to spend in one school will not necessarily be the case in another school. Therefore, as a supplier it is important to try to establish the most effective budget holders to target with your marketing messages, understanding that this may not be the same person in each organisation but certainly could be one of a limited number of roles.
School procurement policies in the UK vary widely between different schools due to the following factors.
1. Type of school
Academies and Free Schools: These schools have greater autonomy compared to maintained schools. They receive funding directly from the government and can set their own procurement policies. This allows them to choose suppliers and resources that align with their specific educational priorities and financial strategies.
Maintained Schools: These schools are overseen by local authorities (LAs) and often follow procurement policies set by the LA. This can lead to more standardized procurement practices across schools within the same LA but differences between LAs.
Private/Independent Schools: These schools are funded through tuition fees and private sources, giving them far greater autonomy over procurement. They often have more flexibility and resources to source materials and services from a wider range of suppliers.
School Procurement Decision-Making
2. Local Authority (LA) guidelines
Local authorities may provide guidelines or frameworks for procurement that maintained schools in their jurisdiction are expected to follow. These guidelines can vary between different LAs, leading to differences in procurement policies among schools in different regions.
3. Budget and funding
Schools with different levels of funding may have different procurement policies. A school with a larger budget might have the flexibility to purchase higher-quality or more innovative resources, while a school with a tighter budget might focus on cost-effectiveness and adherence to strict financial controls.
4. Governance and leadership
The governing body and leadership team of a school, including the headteacher and the board of governors, play a crucial role in shaping procurement policies. Schools with a strong focus on specific educational outcomes, sustainability, or innovation may develop procurement policies that prioritise these areas.
In academies and free schools, the trust or governing body might prioritise different suppliers or types of contracts based on their strategic vision.
5. Educational priorities
Schools have different educational priorities depending on their student population, curriculum focus, and overall mission. For example, a school that emphasises technology and digital learning may prioritise procurement of advanced IT equipment, while a school focused on traditional arts may allocate more resources to art supplies.
6. Legal and regulatory requirements
All schools must comply with legal and regulatory requirements when it comes to procurement, but the interpretation and application of these regulations can vary. Schools might differ in how they implement these rules or how they balance compliance with flexibility.
7. Supplier relationships
Some schools may have long-standing relationships with certain suppliers, which can influence their procurement policies. These relationships might lead to preferred supplier lists or exclusive contracts, which can differ from those of other schools.
8. Size and structure of the school
Larger schools or schools that are part of multiacademy trusts (MATs) may have more formalised and complex procurement processes compared to smaller schools. They might also benefit from economies of scale, negotiating better deals due to higher purchasing volumes.
9. Regional variations
Procurement policies can also differ due to regional variations in costs, availability of suppliers, and local economic conditions. Schools in urban areas might have access to a wider range of suppliers compared to those in rural areas, influencing procurement choices.
10. External audits and accountability
The level of scrutiny a school is under can also affect its procurement policies. Schools that have recently undergone audits or are in financially vulnerable positions may adopt more conservative and risk-averse procurement policies.
How do senior budget holders make procurement decisions?
• Cost is becoming an increasingly important factor alongside value for money as schools are trying to squeeze more resources from tighter budgets. Tip: Ensure cost is competitive and remains so when offering renewed yearly contracts as senior budget holders in schools will now be more savvy about not letting noncompetitive contracts roll over.
• Schools must remain compliant with UK procurement law and will often go through a competitive process to buy in higher value products and services. Higher value contracts are often sought through a framework provider. Tip: Be familiar with UK procurement law in relation to selling to schools as depending on the value of contract you may need to consider going through the tender process or a more substantial competitive process. Explore the option of offering your services through a framework provider where you can be pre-approved and ready for schools to use.
• The needs of schools can be quite complex. It is essential that suppliers understand these complexities and are ready to more fully appreciated the specific needs of individual schools. Tip: Meet potential school customers to better understand their needs. This can be done by requesting personal introductions, attending trade shows, conferences and events. Get ready to really listen!
• Where budgets are particularly tight in a school, even budget holders further down the hierarchy may have to justify spend to senior budget holders before that spend is approved. Tip: Empower influencers with succinct, impactful justification on why to buy your products that they can take to school stakeholders and decision makers.
• Confidence in who school decision-makers are buying from is critical. The experience, reliability and quality of suppliers is a really important facet of school procurement. Budget holders want to know they are getting tried, tested and trusted education suppliers for their schools. Tip: All UK education suppliers should add their business to the National Register of Education Suppliers where schools can find accreditations, view case-studies, and compare ratings & reviews from other schools, to give them confidence when buying.
...implement some effective measures to help your business thrive moving forward.
INCENSU TIPS
Video Embedded Content
Of all the changes in marketing that we’ve seen in recent years the growth of short video storytelling has been the most viral of all. Video provides a much greater connection with your audience and is a format that schools are consuming at an increasing rate.
Visual content is growing at a phenomenal pace and is a trend that is set to not only continue in the coming years but to deepen in complexity. We expect to see more demand for immersive content formats such as 360 video and virtual reality with Edtech companies leading the way in such formats to showcase their products and services in action in today’s classrooms and inspirational future learning environments.
This is not to be confused with the channels we use to market to schools but more about how a business can showcase their products and services to schools once you have the attention of the decision makers. In 2024/25, a multi-channel approach to marketing which guide schools to landing pages where they can access video embedded content for example or inventive ways to engage delegates at an exhibition.
INCENSU TIPS
Video provides a much greater connection with your audience and is a format schools are consuming at an increasing rate
Interactive Content
The
concept of ‘Marketing
flight paths’ has now become more established and is important in understanding the value of interactive content to drive sales in a variety of ways to reach the end-goal sale.
Every school customer you secure will have reached the point of sale via their own flight path from the point at which they first engaged with your business. The key to greater success within the sector is to ensure a variety of paths to reach the point of sale an the best way to achieve this is through interactive content. It also gives the customer a sense of the content being more relevant for them.
Some suppliers are doing this very effectively especially where websites are set up in a way to encourage customers to make an early decision about what they are looking for. Great examples include those websites which ask the customer to select their education phase (primary, secondary, key stage), their role (head teachers, school business leaders, heads of department, IT manager) or their business type (academy, multi-academy trust, special school, alternative provision school).
Top Tips for Education Start-Ups
Often the most difficult challenge for new companies starting out in the education sector is getting a foot in the door of their first school. Here are a few ideas to get you started from building a relationship with your first few schools to getting your business name known more widely across the sector.
• First things first! Join The National Register of Education Suppliers at incensu.co.uk – create a profile so schools can find your business right at the point they are searching for your products and services. As you gain your first customers you can request ratings and reviews, you can then use these reviews and any case-studies you create to attract new business from other schools. There’s nothing like a great review from a head teacher to boost your sales from other schools. We recommend getting your profile live online as early as possible and updating it as your business grows.
• Don’t be afraid be start out with who you know. Can you approach your old school? Perhaps a family member has a contact. Explain you are starting out and looking for feedback.
• Attend local business networking groups and seek connections with staff at local schools.
• Deliver a personalised letter to a local school asking for a meeting with the most appropriate member of staff relating to your business. This might be a financial decision maker such as the head teacher or school business leader or an influencer such as head of department or teacher. Remember to follow up! Schools are busy places and first contact maybe overlooked.
• Raise the profile of your brand by sponsoring clubs and events in the local area so you are recognised in the vicinity of local schools. Consider sponsoring the programme at sports day, the school nativity or the summer fete.
• Seek local awards opportunities to get your business known in your local area and national awards to get your recognised in the education sector. You can then add awards and accreditations to your Incensu profile to share with schools.
• Start-Ups with significant investment should focus on brand sharing by means of social media, a higher package on the National Register of Education Suppliers, attendance at one of the national education exhibitions and print advertising in one of the recommended national education publications with accompanying banner on their website.
• Remember in your dealings with schools to emphasise your commitment to health and safety, safeguarding and compliance.
• Make contact with local social media groups to open communication with schools.
• Invest in your knowledge of education marketing. If you come from an education sector background it’s important to recognise that knowing the education sector is not the same as understanding education marketing. On the other hand, marketing experts should not be complacent when it comes to understanding how to sell to schools which is a very different beast! There is a wealth of support, training materials, how to videos and templates in the Incensu dashboard – time spent upskilling here is a sound investment.
OUR SUPPLIER: SUSSEX AND SURREY PARTITIONING
Top Tips for Entrants to the Education Sector
This year we are seeing maximum numbers of suppliers turning to the education sector as their new target market.
If you are currently a supplier with experience in other sectors the good news is that you can achieve a great level of success relatively quickly with a move into the education sector.
Schools need new suppliers more than ever as they grapple with fresh challenges in the sector, whether that’s the condition of their buildings, promoting wellbeing among staff and pupils, achieving their sustainability goals and reaching net zero, or overcoming the issues of recruitment and retention. If you are in a position to ‘Educate the Educators’ about how your business can support their schools it’s time to invest now in your education sector launch to capitalise on the opportunity.
For greatest success some ground work trying to understand the differences of selling to and working within education can help. Here are a few tips to ensure your transition to working with schools is a smooth one.
• You will need to create a profile on the National Register of Education Suppliers at incensu. co.uk. For a well-established business we would suggest either the Essential or Premium package. These packages allow you to upload sufficient testimonials from previous customers which can include those outside the education sector. Ongoing ratings and reviews on your Incensu profile will come from the education sector. On completing work for your first school customers the ratings and reviews they provide will help boost your position in the search results when schools are searching the register for products and services such as yours.
• A common mistake many entrants to the education sector make is to direct schools to their generic home page rather than one created specifically for schools. It makes far more commercial sense to direct customers to a more relevant page for them.
OUR SUPPLIER: THE LEARNING ESCAPE
• The key financial decision makers you will be trying to attract the attention of are: Chief Executive Officers of multi-academy trusts (MATs) and Head Teachers if your products or services are high value and related to teaching and learning, Chief Operating Officers of MATs) and School Business Leaders if your products or services are related to site, school buildings or facilities management, Teachers or Heads of Department if you are aiming to inspire the influencers to purchase products or services which directly relate to improving teaching and learning or are of lower value.
• Depending on the type of supplier you are you may need to overcome logistical issues that are specific to schools. It may be that you need to carry out works during the school holidays or demonstrate that you can carry out the works without causing disruption to the learning environment. Working around children is also likely to require additional risk assessments and safety measures.
• Similar to Education Start-Ups if you are an experienced supplier entering the education sector for the first time it will be well worth the investment in time to start getting out into a few local schools where you are based. From here you can create a case study to use in future marketing and get a feel for the logistics specific to your particular business.
• For those suppliers wishing to ‘dip their toe in the education waters’ without investing too much of their marketing budget it is advised to also allocate some time to communicating with school decision makers via social media. Some good content relating to your industry will be a good hook.
• Get to grips with the wide range of recommended events and publications recommended by Incensu. These will give you valuable connections with the right school budget holders in the case of exhibitions or with genuinely loyal readership in the case of education publications. Incensu members get generous discounts with its recommended partners saving you money on your marketing budget.
• Get a campaign manager who is experienced in working with the education sector. They will be able to advise on the messaging, imagery, specific target audience, timing and other important considerations to ensure your campaigns are more effective.
• Invest in your knowledge of the education sector. Schools are like no other when it comes to sales. They are busy environments and trying to identifying the budget holders and influencers requires a knowledge of how school systems are set up. You will want to sound knowledgeable not only about your product and service but about aspects of a school site or phase of education as you communicate with more schools. Get instant access to a wealth of training materials, videos, templates and useful links in the school supplier dashboard for Incensu members.
• Most importantly Health and Safety, Child Safeguarding, Compliance and Sustainability are top of the agenda for schools and it is essential that you demonstrate your expertise in these areas and at a level very much depending on the type of supplier you are and the industry you are in. Relevant accreditations or awards should be displayed on your Incensu profile.
INCENSU TIPS
Health and Safety, Child Safeguarding, Compliance and Sustainability are top of the agenda for schools so it is essential you demonstrate your expertise in these areas.
Top Tips For Established Regional Education Suppliers
If you are an established regional supplier you will likely be faced with the decision of whether to go national or remain focused on the growth of your market share within the region. There are arguments for and against and we have some tips here whichever you decide.
• Research your competition both across your region and the other regions you plan to expand into. Find out their market share and consider whether you are in a position to compete successfully or would you do better consolidating your business in your current locality.
• Carefully calculate your capacity for growth. Going national could bring welcome business but if it takes you beyond capacity your reputation could take a hit even in the region you are well established. Consider whether your company would perform better with steady growth in other niche areas of the education sector in your region, for example growth in independent schools, universities or early years settings.
• If you decide to focus on growth within your region write content to reflect your expertise in your area. Apply for regional awards and events to share on your profile on the National Register of Education Suppliers.
• When choosing your profile on the National Register of Education Suppliers at incensu.co.uk we recommend larger regional businesses and national suppliers opt for either the Essential or Premium package to give a clear message on your standing within the UK education sector. You can specify the areas of the UK you are targeting enabling schools to search for your products or services by location.
OUR SUPPLIER: EMMERICH
INCENSU TIPS
• Be proactive in requesting ratings and reviews from head teachers and school business leaders in your targeted regions. Reviews from colleagues in their area are powerful and influential. If you choose to expand into one other region before going nationwide, use reviews from schools closest in proximity to the next region giving more relevance as you grow. Requesting reviews from schools is made easy from the Incensu members’ dashboard. Share your rating on your website with the Incensu ratings widget.
• Create a list of Multi-Academy Trusts (MATs) to target in your chosen regions. By building relationships with the Chief Executive Officer or Chief Operating Officer of a MAT you are able to capture multiple schools and increase your sales in one go.
• For national expansion and where the marketing budget allows, a national push through multiple channels is essential. Change your Incensu profile to UK wide, attend trade shows in other regions such one of the Regional Education Shows, exhibit at national conferences and events such as the Schools and Academies Show or MATPN, and create content to use as advertorial in key national education publications like the highly recommended Education Business Magazine.
Going national could bring in welcome business but if it takes you beyond capacity your reputation could take a hit. Seize the opportunity to go national if you have the capacity. Those companies who can supply demand could see a huge surge in business.
Top Tips for Large Well-Established Education Suppliers
If your business falls into the category of large well-established education suppliers then you’ve more than likely cracked many of the tips for succeeding in the education sector already.
However, some of the reliable strategies you have used in previous years will need re-evaluating to remain at the top as we see the education marketing landscape shifting.
Each year we recommend that large wellestablished suppliers apply a multi-channel approach to education marketing.
Other tips this year include:
• Be very clear on your current market share in each specific area of the education sector. You should have a good understanding of your starting position in the schools, academies, multi-academy trusts, independent, special education, early years and universities subsectors. Ensure these are broken down further into regions of the UK so you have a good grasp of the number you are targeting over the next 12 months in order to grow your market share.
• Identify your national competitors and those in each region and sub-sector. Avoid complacency and complete a full analysis of how your business compares in terms of price, products, services and after-sales care. It’s worth noting that in the last national school procurement survey school leaders were more concerned about value for money and quality of service than price so where price is higher than your competitors having a clear justification is more important that trying to reduce price.
Incensu provides us with a great opportunity to promote ourselves as tried tested and trusted by schools, directly to budget holders at more schools.
DANIEL COLLINSON MANAGING DIRECTOR, COLLINSON PLC
• Maintain your position as a leading supplier by applying for current awards and accreditations. Look to attend national awards and sponsor large events especially those that also give recognition to schools – suppliers seen to be giving something back to the sector are attracting loyalty from schools in return.
• Understand that your HR is equally if not more important than your PR. Relationships with school procurement professionals is crucial to continued business success and this is best achieved through investing in your staff working at the chalk-face and dealing directly with teachers and school leaders.
• Allocate a dedicated member of staff to be responsible for your profile on the National Register of Education Suppliers at incensu.co.uk. A Premium profile is recommended for leading national suppliers to show your standing within the sector. The profile needs regular updating to ensure it remains compelling for schools and requests for ratings and reviews need to be made to all customers. Your overall rating can be transferred to your website via webcode available from the Incensu members dashboard. Incensu members also achieve exclusive discounts from print and exhibition partners saving school suppliers thousands on their annual marketing budget.
• Content remains king in 2024/2025 but needs to be succinct and offer solutions to the current challenges faced by schools. Content demands a far more naturally informative, case study based feel to achieve the loyal readership you need to nurture future sales. A genuine compassion and understanding of their challenges needs to shine through in your marketing messages.
• Forget editorial or advertorial – If you can achieve ‘Edu-torial’ as a way of sharing your expertise in your industry, and for how your products and services can improve safety and outcomes for students you’ve got that hook that makes readers sit up and take notice.
• Tap into professional social media networks. Be smart about your social media engagements so you are communicating to groups of leading professionals, decision makers and procurement specialists rather than out to general followers. Don’t just use social media to shout about your business. Use it as a valuable tool to understand what is important to schools, what their issues are, what are their biggest challenges and what’s new
and inspirational. Use it to seek out partnerships with other suppliers and keep your finger on the education sector pulse.
• Be smart about the conferences and events you choose to attend. There has been a sea change in education exhibitions in recent years with a move to more personal interactions. Pre-pandemic events tended to be large events that school budget holders attended, walked around, spoke to stall holders, listened to keynote speakers and watched demos. While face-to-face events went virtual during Covid the return of conferences and events became more diverse. We are now seeing the rise of much more personalised opportunities whereby suppliers can sit down with school leaders to discuss their challenges and provide solutions. Being clear about who the delegates will be at an event will make a huge difference to your ROI.
• One significant development in recent years has been the increase in frameworks for larger contracts. The tender process can be a timeconsuming, arduous exercise for schools, adding to that the challenge of remaining compliant. Choosing to opt for a school supplier who has already been through the process makes life easier for school and MAT leaders, therefore being an approved supplier on a recognise framework can be very lucrative for suppliers when providing high-value contracts.
INCENSU TIPS
Schools need to know how your company can provide solutions to their most pressing challenges.
One significant development in recent years has been the increase in frameworks for larger contracts.
Exhibitions, Conferences and Events
For suppliers with the budget and if face-to-face exhibiting is something your business is keen to include within your marketing plan then it’s important to understand that not all events are built equally and one size certainly does not fit all.
There are a wide range of events throughout the education supplier calendar including national, regional and local education shows and conferences of varying sizes that offer exhibiting and sponsorship opportunities. National events tend to be better suited to larger, established suppliers with the capacity to provide products and services to schools across the country. Local and regional suppliers, those with a more modest budget or smaller, education start-ups may find a better return on investment from one of the regional shows or local networking events.
Attending exhibitions and conferences is often a significant investment, the return on which can be very lucrative if you attend the right event with the right delegates. There has been a sea change in exhibitions following their post-pandemic return. While in the past, events tended to be larger, more aligned to a typical trade show, there are now more events that offer a more personalised experience with greater opportunities for sitting down with school leaders to discuss their current challenges, where as a supplier you can share your expertise on how these can be overcome with your solutions.
It’s well worth noting the following two important points to maximise your success when exhibiting and sponsoring at live events.
• Firstly, ensure you use the event as a focused data gathering exercise. Event organisers often provide exhibitors with a hand-held scanner to capture information from the delegates.
• Secondly, this data should form part of a multi-channel marketing approach following each event. The real success is in the follow up!
INCENSU TIPS
There are numerous benefits for schools to rate and review their suppliers. It not only increases confidence in potential suppliers, especially when large contracts and significant sums of public money are involved, but it gives tangible justification to our stakeholders for selecting particular suppliers.
There’s nothing like finding a tried and tested school supplier with great reviews to reassure everyone involved in the procurement process.
STEVE MUNDAY CEO OF SWECET MULTI-ACADEMY TRUST
Incensu members get generous discounts on exhibiting and sponsorship opportunities with our recommended partners, saving suppliers thousands on their annual education marketing budget.
2024/2025 Exhibition Calendar
New Government Priorities for Schools
– New Opportunities for Suppliers
Following Labour’s win in the 4th July General Election we turn our focus to their manifesto and ‘Labour’s plan for schools’.
By identifying the new priorities in schools, suppliers can more effectively target their marketing to offer solutions to the new challenges facing the sector. There are also plenty of opportunities to be had by looking at these new priorities and looking at where school spend is likely to be allocated.
6 key priorities
• Deliver high and rising standards in early education
• Support all our children to achieve and thrive
• Create a better system for inspecting and improving our schools
• Enable school staff to help our children to succeed
• Prepare young people for their futures
• Equip young people with experiences to get them ready for work and ready for life
Take a closer look at these priorities and you begin to unveil more concrete plans and proposals together with the funding to match the aspirations.
Until now private schools in the UK have been exempt from charging VAT on their tuition fees. By closing this tax loophole Labour plans on being able to invest an additional £1.5bn each year into the state school system in the following ways:
Deliver high and rising standards in early education
The Labour government’s commitment to delivering high and rising standards in early education presents a promising opportunity for school suppliers to play a pivotal role in shaping the future of early childhood learning. By focusing on childcare that not only enhances children’s life chances but also supports parents’ work choices, Labour is laying the groundwork for a comprehensive, high-quality early education system.
£135m is planned for opening up over three thousand new nursery places across England providing 100,000 additional nursery places for working families with a pledge to transform primary school classrooms into school-based nurseries at an estimated cost of £40,000 per classroom. Suppliers who can offer innovative solutions tailored to this vision will find themselves in a strong position to support this national priority.
One of the most significant opportunities lies in the provision of educational resources and tools that boost early language skills—a key focus of Labour’s early education strategy. Suppliers specialising in early literacy programs, phonics resources, and interactive language development tools can meet the growing demand for materials that support language acquisition from a young age. This includes everything from digital platforms that offer engaging, age-appropriate language activities to traditional resources like storybooks and flashcards designed to foster early literacy.
The government’s priority to create childcare that supports both children’s development and parents’ work choices also highlights the need for flexible, high-quality childcare solutions. Suppliers who can offer products and services that cater to the needs of both children and working parents will find a growing market. This might include flexible curriculum packages that can be adapted to different childcare settings, digital platforms that facilitate communication between parents and educators, and resources that support a smooth transition between home and early learning environments.
New Government Priorities For Schools
Moreover, the push for higher standards in early education will likely drive demand for professional development and training resources for early years educators. Suppliers who offer training programs focused on the latest early childhood education practices, language development techniques, and inclusive education strategies will be wellpositioned to support the workforce in meeting these new standards. As the expectations for early education continue to rise, there will be a corresponding need for educators to upskill and stay current with best practices, creating ongoing opportunities for suppliers in this space.
Support all our children to achieve and thrive
Prioritising initiatives aimed at helping children achieve and thrive presents a significant opportunity for UK school suppliers. With a strong focus on improving educational outcomes and enhancing the overall wellbeing of students this creates demand for a wide range of products and services.
One of the key areas of opportunity lies in the procurement of educational technology. As the government seeks to bridge the attainment gap and ensure that every child has access to highquality learning resources, there will likely be an increased demand for digital tools and platforms that support personalised learning. Suppliers of interactive whiteboards, educational software, and online learning platforms can expect a surge in interest as schools look to enhance their technological capabilities.
In addition to technology, there will be growing opportunities in the area of wellbeing and mental health support. The Labour government has highlighted the importance of addressing the holistic needs of children, which includes their mental and emotional health. An investment of £175m is being provided for mental health professionals to provide support in every school. Suppliers offering mental health programs, counselling services, and wellbeing-focused curriculum materials are well-positioned to benefit from the shift to the this new priority.
There are also plans for a new national music education network which creates a focused and strategic demand for music education resources and services. The network aims to enhance the quality and delivery of music education, leading to increased investment in music programs, instruments, and educational materials bringing opportunities for growth and a more stable market. Additionally, being associated with a national initiative enhances the credibility and visibility of music suppliers, positioning them as key contributors to the advancement of music education.
An further, key priority for the new government is for schools to pick up on the special needs and disabilities of its pupils much earlier by improving how data is shared. In the 2023/24 academic year there were over 1.6m pupils in England with Special Educational Needs (SEN) representing 4.8% of pupils, with early identification of pupils this is set to rise significantly. This emphasis on spotting children who need support sooner opens the door for suppliers offering diagnostic tools and early intervention programs. Schools and childcare providers will be seeking tools that allow them to assess children’s developmental milestones accurately and identify any areas where additional support is needed. Suppliers who can provide screening tools, assessment software, and intervention programs specifically designed for early childhood will be crucial in helping educators address learning challenges early on, ensuring that every child has the best possible start.
The push for more inclusive and supportive school environments means that products and services aimed at fostering emotional resilience and mental wellness will be in high demand. Furthermore, the emphasis on extracurricular activities and holistic development offers additional prospects for suppliers. As schools aim to provide a broader range of experiences, provide breakfast clubs to all primary school children and support children’s social, emotional, and physical development, there will be a need for sports equipment, arts and crafts supplies, and other materials that enhance these activities. Suppliers that can offer innovative solutions to enrich the school day and foster wellrounded development will be key players in this evolving educational landscape.
Create a better system for inspecting and improving our schools
The Labour government is investing £45m in its new priority to overhaul the inspection and improvement system for schools presents a significant opportunity for suppliers in the sector. With plans to replace single-word Ofsted j udgments with detailed report cards and introduce annual checks on safeguarding and attendance, there will be an increased demand for innovative tools, technologies, and services to support schools in meeting these new standards.
One key area of opportunity lies in the development of advanced data management and reporting solutions. As schools and multi-academy trusts (MATs) will now need to provide comprehensive, ongoing data on various aspects of school performance, including safeguarding and attendance, suppliers offering cutting-edge data analytics platforms will find a receptive market. These platforms will need to be user-friendly, capable of integrating with existing school management systems, and able to generate detailed reports that align with the new inspection criteria.
Furthermore, the introduction of new regional teams focused on driving better outcomes for children means there will be a greater emphasis on continuous school improvement rather than just periodic inspections. This shift opens the door for suppliers specialising in professional development, school improvement consultancy, and educational resources designed to enhance teaching and learning outcomes. Schools will be seeking partners who can provide tailored solutions to address specific challenges identified by these regional teams, creating a niche market for suppliers who can deliver targeted, evidence-based interventions.
In addition, as the Labour government plans to inspect multi-academy trusts alongside individual schools, suppliers offering services that cater to the needs of entire MATs—such as centralised procurement, governance support, and trust-wide performance monitoring—will be in high demand. The need for scalable solutions that can be implemented across multiple schools within a trust will be critical as MATs strive to ensure consistent quality and compliance with the new inspection framework.
INCENSU TIPS
Consider how your business can support the new school priorities and ensure your marketing message are ‘solution focused’.
The focus on safeguarding and attendance checks provides an avenue for suppliers of safeguarding software, attendance tracking systems, and related support services. Schools will require robust tools to monitor and report on these areas accurately, creating opportunities for suppliers to innovate and expand their offerings to meet these evolving needs.
Enable school staff to help our children to succeed
After recognising that teachers are burnt out and leaving the profession in droves, the new government plans to boost the education sector by adding over 6,500 new teachers at an investment cost of £450m, ensuring all new teachers are qualified, and introducing a Teacher Training Entitlement costing £270m, presenting a wealth of opportunities for school suppliers.
One of the most significant opportunities lies in the area of teacher training and professional development. With the introduction of a Teacher Training Entitlement, schools will need access to high-quality training programs, resources, and platforms that can facilitate continuous professional development. Suppliers specialising in educational technology can capitalise on this by offering online training modules, interactive learning tools, and platforms that support personalised teacher development pathways. The need for scalable, flexible, and engaging training solutions will be critical as schools work to ensure their teachers are equipped with the latest skills and knowledge to thrive in the classroom.
New Government Priorities For Schools
In addition to training, the Labour government’s commitment to ensuring all new teachers are qualified will likely lead to an increased demand for teacher certification programs and related educational services. Suppliers offering accredited teacher training courses, assessment tools, and qualification programs will find themselves in high demand as schools seek to comply with the new standards. This also opens up opportunities for partnerships with universities and training institutions to create innovative, hybrid models of teacher education that blend in-person and online learning.
The focus on creating a new national voice for school support staff further broadens the scope for suppliers. As support staff gain a more prominent role and recognition, there will be a greater need for specialised training programs, resources, and tools designed to enhance their skills and effectiveness. Suppliers offering professional development tailored to the unique needs of support staff, such as teaching assistants, administrative personnel, and counsellors, will be well-positioned to serve this growing market.
Moreover, the Labour government’s emphasis on ensuring that everyone in schools is treated with the respect they deserve highlights the importance of creating inclusive, supportive, and respectful school environments. This creates opportunities for suppliers who provide products and services that promote well-being, mental health, and positive school culture. From anti-bullying programs to mental health resources and staff well-being initiatives, there is a significant market for solutions that help schools foster an environment where all staff and students feel valued and respected.
Prepare young people for their futures
The Labour government’s commitment to preparing young people for their futures by broadening the curriculum, enhancing core skills, and ensuring digital literacy presents a significant opportunity for school suppliers. This initiative, which aims to create a more well-rounded and future-ready generation, will drive demand for a wide range of educational products and services tailored to the evolving needs of schools.
One of the most immediate opportunities lies in the development and supply of curriculum resources that align with the broader and richer educational framework envisioned by Labour. As schools expand their offerings beyond traditional subjects to include more arts, sports, and digital skills, suppliers who can provide comprehensive, engaging, and diverse educational materials will find themselves in high demand. This includes not only textbooks and digital resources but also innovative teaching tools that help educators deliver a more integrated and holistic curriculum.
The government’s emphasis on strengthening literacy and numeracy while also prioritising sports and arts creates a dual demand for resources that support both academic excellence and creative development. Suppliers offering blended learning solutions that integrate literacy and numeracy with creative subjects will have a competitive edge. For example, platforms that combine traditional academic content with interactive elements such as gamified learning, arts integration, and sportsrelated activities can cater to this new educational landscape.
The new focus on speaking and listening skills introduces a niche market for suppliers specialising in communication and language development. Tools and resources designed to enhance verbal communication, critical thinking, and public speaking skills will become essential as schools strive to equip students with the competencies needed for future success. Suppliers can capitalise on this by offering speech and debate programs, language development apps, and classroom tools that foster interactive learning and dialogue among students.
Moreover, the commitment to ensuring that all children have the digital skills they need opens up vast opportunities for edtech suppliers. As digital literacy becomes a core component of the curriculum, there will be increased demand for digital learning platforms, coding programs, and educational technology that can be seamlessly integrated into the classroom. Suppliers who can offer comprehensive digital education solutions, from basic computing to advanced coding and digital citizenship, will be wellpositioned to support schools in meeting these new requirements.
The planned full review of how the curriculum is assessed suggests a shift toward more innovative and varied assessment methods. This presents an opportunity for suppliers who specialise in assessment tools and platforms that move beyond traditional testing methods. Adaptive learning technologies, formative assessment tools, and digital portfolios that track student progress across a broader set of skills will become increasingly valuable as schools adopt more holistic approaches to evaluating student learning.
Equip young people with experiences to get them ready for work and ready for life
The Labour government’s priority to equip young people with the experiences they need to be ready for work and life offers a significant growth avenue for school suppliers. With a planned investment of £85m for introducing professional careers guidance in all schools and colleges, alongside mandating two weeks of work experience for every student, Labour is setting the stage for a more practical and future-focused education system. This creates a robust market for suppliers who can provide the necessary tools, resources, and programs to support these initiatives.
One of the most immediate opportunities lies in the development of comprehensive careers guidance platforms and resources. With every school and college required to provide professional careers advice, there will be a high demand for cutting-edge tools that can help students explore potential career paths, understand the job market, and develop the skills needed for their chosen fields. Suppliers who can offer interactive career exploration software, job shadowing programs, and industry-specific guidance materials will be essential partners for schools looking to enhance their career services.
Additionally, the mandate for two weeks of work experience for all students opens up opportunities for suppliers who can facilitate and support these placements. This could include companies that provide work experience matching services, software that helps schools manage placements, and platforms that offer virtual work experience opportunities. Suppliers who can bridge the gap between schools and industry by creating partnerships with local businesses and organisations will find a strong market for their services.
The shift towards practical, work-based learning also presents an opportunity for suppliers to develop and offer resources that prepare students for these experiences. This might include pre-placement training modules on workplace etiquette, communication skills, and professional behaviour, as well as tools for reflective practice during and after work experience. Suppliers who can create comprehensive packages that cover all aspects of the work experience process—from preparation to placement to post-experience reflection—will be particularly valuable to schools.
Moreover, with Labour’s focus on getting students ready for life as well as work, there is room for suppliers to expand into broader life skills education. This could encompass everything from financial literacy programs to personal development workshops, all designed to complement the more career-focused initiatives. Suppliers offering resources that help students develop resilience, problem-solving skills, and adaptability will be in high demand as schools seek to provide a holistic preparation for adult life.
The government’s commitment to schools presents a lucrative avenue for suppliers. Those who can develop and provide solutions that align with the new priorities will be well-positioned to thrive in this dynamic and evolving market and capitalise on the upcoming wave of investment in the education sector.
Education Supplier Awards
Valuable additions to your education marketing arsenal are the awards and accreditations you earn. For some industries this information is critical to schools in their decision making especially where significant school spend, health and safety, security or child safeguarding issues are involved.
As well as your own industry awards it’s worth investing time and effort entering your business into one or more of the education awards coveted by UK education suppliers and valued by UK schools. It’s one thing achieving these awards but successful 2024/25 suppliers will be those displaying their award logos prominently on their website, regularly via social media networks, on their marketing to schools and permanently on their Incensu profile.
There are some awards that really are the most prestigious in the education sector such as the Education Business Awards, Education Resources Awards, Education Estates Awards and BETT Awards. Look for awards opportunities that also celebrate the successes of schools – sponsorship of these awards show your business is giving something back to the sector and brings loyalty from schools.
2024/2025 Education Supplier Awards Calendar
MULTI ACADEMY TRUST PARTNERSHIP NET WORK
Struggling to get your solutions in front of the right people?
Multi Academy Trust Partnership Network (MATPN) is a unique networking and shared learning event that brings together more than 150 MAT senior leaders and innovative suppliers to connect, collaborate and identify the right solutions to drive transformational change.
We host a wide range of two-day MATPN events across the UK, so wherever you are, you can find an event at a time and place that suits you.
Why sponsor MATPN?
Get guaranteed face time with key decision makers: a minimum of 9 one-on-one meetings with MAT senior leaders that are looking to invest in new solutions
Connect with the C-suite: take par t in a range of formal and informal networking oppor tunities across the event
Put your solution in the spotlight: present your solution on the main stage, in breakout areas, and during our popular Dragons’ Den speed presentation
Maximise your ROI: sponsorship includes branding, meals, and ref reshments. No stand costs, no surprises. Join us!
MATPN South West 3 - 4 October, Bristol
MATPN Midlands 26 - 27 November, Nottingham
DISCOUNT FOR INCENSU MEMBERS
Incensu members get 10% off all our packages . Simply quote “INCENSU” when you register your interest in becoming a sponsor
Can your solution help MATs on their inclusivity journey?
Inclusivity in education - join the discussion.
Every child is different. That’s something we all know. Long gone are the days where every child sits in silence while being forced to write with their right hand. Teachers have an obligation to the individual student to find out what works best for them and find opportunities to help them flourish.
But because every student in different, it can be difficult for MATs to know where to start.
We all know a problem shared is a problem halved, that’s why MATPN are hosting a wide range of MAT senior leaders, ready to collaborate with solution providers just like you.
Can your solution help MATs on their inclusivity journey? Take a look at some of the upcoming discussions taking place at MATPN this term.
MATPN South West
Panel discussion: What are the different approaches to keeping kids in school?
This dynamic panel discussion dives deep into the critical issue of ensuring every student feels included.
Learn about:
• Strategies for overcoming struggles: Supporting students who face challenges within the mainstream classroom and curriculum, ensuring they have access to the resources and differentiated instruction they need to succeed.
• The Power of collaboration: Explore the valuable role of Alternative Provision (AP) providers in creating personalised learning pathways and fostering a seamless transition for students who may benefit from additional support.
• Inclusion’s impact on outcomes: Discover compelling evidence demonstrating the positive correlation between inclusive practices and improved academic achievement, socialemotional wellbeing, and overall student success for all.
Panel discussion: Building an inclusive educational environment
This collaborative panel discussion tackles the crucial task of fostering inclusive classrooms and schools that celebrate diversity and cater to students of all backgrounds and abilities.
Learn about:
• Best practices in promoting equity
• Cultural understanding and accessibility
• The impact of an inclusive environment on student success and wellbeing.
Keynote: Promoting diverse leadership
Dana Saxon, Founder and Chief Executive Officer, Ancestors unKnown
This compelling presentation, led by a renowned expert in youth development, explores the importance of fostering diverse leadership within MATs.
Learn about:
• Identifying and empowering young leaders from underrepresented backgrounds
• Fostering a sense of belonging and cultural pride
• Creating powerful role models for students through diverse leadership
• Propelling academies towards greater success.
MATPN Midlands
Developing a distinctive culture strategy
Guy Shears, Chief Executive Officer, Central Region Schools Trust
Discover how a unique culture strategy can transform school improvement. This presentation will explore how a focus on shared endeavour, high expectations, warmth, inclusivity, positivity, and kindness can drive exceptional outcomes in challenging contexts.
Learn about:
• Establishing and cultivating a positive culture
• Unlocking the potential for transformative change
Want to take part in the discussion? Find out how you can become a MATPN sponsor.
Magazine Advertising
There is a huge range of magazine advertising opportunities available in 2024/2025 but the key to getting a good return on your investment is to ensure you are in front on the right audience. Knowing where to place your business is essential and goes hand in hand with niche marketing.
Consider whether you are trying to get the attention of head teachers and school business leaders or the influencers such as department heads. Education suppliers are encouraged to seek opportunities in magazines with the genuine readership they promote. Just because a magazine is distributed via email to every school in the country is not evidence enough of genuine engagement. Look for publications with print and email distribution, the latter to named individuals in schools.
Some of the best education magazines are now hosted digitally as well as having print publications. The value of advertising in magazines that offer a digital version as well as the print version is that you have the choice to add live links and video content to increase engagement with your brand.
Print advertising should be a long-term marketing investment to help increase brand awareness.
Print Advertising Opportunities for 2024/2025
• Education Business Magazine (30% off rate card for Incensu members)
• Independent Education Today Magazine (20% off rate card for Incensu members)
• University Business Magazine (20% off rate card for Incensu members)
• Education Technology Magazine (20% off rate card for Incensu members)
• FundEd Magazine (30% discount for Incensu members)
• Teaching Times (20% discount for Incensu members)
• QA Education Magazine (Generous discounts for Incensu members)
• QA Nursery Magazine (Generous discounts for Incensu members)
• Education for Everybody Magazine (Generous discounts for Incensu members)
• The Voice - ISBL Magazine
• Leadership Focus - NAHT Magazine
• SBM Magazine
• My Academy Magazine
• Just4SBMs Magazine
• Academy Magazine
• Education Business Magazine
• Teach Primary Magazine
• Teach Secondary Magazine
Education Magazines
Education Business is an editorial-led digital magazine with information that is relevant for readers. It enables readers to see suppliers to education that they might not previously have been aware of. The digital magazine allows suppliers to include video and interactive links, and views and clicks can also be monitored. We support our advertisers with online editorial including a hyperlink and mail to and there is also the opportunity to be included in e-newsletters. A GDPRcompliant email database can be shared if of legitimate interest.
FundEd is a time-saving tool kit for School Business Managers, which features a comprehensive range of proven income generation solutions. FundEd equips schools with the tools needed to raise funds quickly, develop new fundraising skills, and build resilience for the future.
Teaching Times has over 20 years experience in publishing books, magazines and e-bulletins for education professionals. Teaching Times magazines are subscription based – so the readership is serious and interested in reading the well respected articles.
QA Education is a fantastic resource for schools, bringing together the latest products and services, with timely and relevant news features. Designed specifically for headteachers and school business managers, QA Education is the must-have guide to everything that’s anything in the education sector; from the latest digital tools to unmissable school trips.
QA Nursery is an inspirational magazine that aims to support early years education by showcasing some of the very best products and services available to deliver a state-of-the-art education and give children the best possible start in life.
Education for Everybody is a passionate magazine that strives to celebrate all the successes of the special needs sector and bring together leading suppliers with education providers to give young people with special needs a first-class education.
Education Technology (ET) is the UK’s market leading edtech media portfolio, distributed 6 times a year in a print and digital format to an opt-in subscriber database of 30,000+ key edtech decision-makers across the education sector. Each bi-monthly issue covers the latest news and innovations in technology, with insight into the key tech trends, including cloud computing, MOOCs, and augmented reality.
Independent Education Today (IET) is a market-leading magazine reporting on all aspects of private education. IET is distributed in a print and digital format to an opt-in subscriber database of 37,000 + key decision-makers working in the independent school sector. IET covers all areas of school life, from the latest government policy to technology trends and facilities upgrades.
University Business (UB) is the leading B2B magazine in the UK HE sector, distributed in a print and digital format to an opt-in subscriber database of 23,000+ decision-makers working in UK higher education. UB brings you the latest news, appointments, and expert opinion in HE, reporting on key sector topics, including estates, facilities, catering, legal, finance, technology, and sustainability.
Direct Marketing to Schools Strategies For Success by Buzz Education
Successful education marketing campaigns require some careful thought. The days of the ‘chuck it and see what sticks’ approach are long gone, with savvy suppliers now looking for more cost effective marketing solutions.
Let’s take a look at two of the traditional marketing channels and see how they stack up in todays modern world.
Postal mail
10 years ago, teacher’s trays and pigeon holes were crammed full of marketing messages every morning, with would be suppliers sending brochures, postcards, letters and every other hard copy format imaginable. Fast forward to 2024, and suppliers still send these messages, albeit in far decreased volumes. When you also consider that internal memos and notes are now passed by email, it is easy to see that teacher’s trays will be close to empty most days.
This in itself creates an opportunity. Marketing is all about creating noise in an already noisy environment. If teachers trays and pigeon holes are clutter free, sending postal mail gives you quick access to cutting through that noise…
… and if you can personalise your marketing message, you have even more chance of gaining the attention of teachers and decision makers.
What works best for postal mail?
• Brochures
• Product leaflets
• Reply postcards
Email
Something of a ‘new-traditional’ medium, email offers clear advantages to suppliers. Quick setup, direct links to your website and in depth post campaign analytics make this an attractive proposition. Of course, it’s a competitive space now, but well planned campaigns will work.
If you’re using this channel, or thinking about it, some key questions to ask yourself are:
• Are your emails eye catching and mobile optimised?
• Have you written great content, ideally between 250-300 words?
• Are you using 5-8 word subject lines?
• Does your email focus on one key product / service (too many will dilute impact)?
• Does your email give the reader a clear Call To Action?
• Do you monitor performance to help inform future campaigns?
• Do you follow up to everyone who opened or engaged with your campaign?
The above is not an exhaustive list, but certainly a great starting point to help consider what you are currently doing and what could be done better.
What works best for email?
• Driving traffic to landing pages
• Single product focus
• Online sign ups
Traditional, direct marketing still works… and is often your best method of targeting teachers in a way, and at a time, that works for you.
Avoid the Pitfalls of a Purchased School Database
What are you paying for? There are companies selling school databases with contact email addresses of head teachers for anywhere between £35 and £2,000. The reality is that you can access the same information through an online search at no cost.
The Freedom of Information Act (FOIA) 2000 gives you the right to access recorded information held by public sector organisations and means the contact information for head teachers in schools must be provided upon request. Any one can make a Freedom of Information request. A quick internet search however should provide you with relatively recent data as many government organisations and other bodies publish previous FOI request responses online.
The problem with free access to the schools database is the sheer number of suppliers who choose this option as their primary marketing route. The resulting colossal volumes of e-mail reaching school inboxes makes it necessary for the head teachers’ e-mail being heavily filtered. You’ll find the e-mail addresses for head teachers on these purchased lists often begin with headteacher@, admin@ and office@ enabling full management by the school reception, secretary or PA before being forwarded on the head (or in most cases being
deleted). The e-mails that do get through compete directly with hundreds of others from teaching staff, parents, governors, the Department for Education, the school’s current suppliers, well known and well established contacts from other education organisations as well as from other suppliers with this list on a daily basis.
Should you choose to opt for a purchased list it’s worth doing your homework before hand and check the contact list you are buying includes names, roles and direct, rather than generic e-mail addresses.
It’s also worth considering running your e-mail campaign through a third party who communicates regularly with schools. This gives greater chance of your content being read. Get in touch with Incensu to find out the best campaign options for your business.
OUR SUPPLIER: ASPENS
Transformational Thinking for Education Suppliers
Consider forging partnerships with other education suppliers.
Working together in a partnership with other suppliers helps to maximise your marketing and provides an all-round solution for schools.
Examples might include roofing and window companies forming a strategic partnership whereby they share resources to quote for building projects. Other examples could be a supplier providing hoodies working in partnership with a school trip provider, a trophy company partnering with a sports equipment company or modular buildings provider with an office or classroom furniture supplier.
Learn to ask questions and really listen to what schools need.
What you think a school needs and what they actually need may not quite align. Learn to ask the questions of each specific school and their particular set of circumstances.
Schools are not interested in your business…unless you have a solution to their challenges.
You and your colleagues are interested and invested in your business. Schools are interested and invested in their students and staff. They only have the time and capacity to be interested and invested in the solutions you have to their challenges and as hard as that is to swallow as a supplier the quicker you become solution focused and not product focused the quicker and easier it will become to convert sales.
Work by the mantra: You are not selling to schools, you are selling to people.
The relationship you build with them is crucial for continued business growth.
Show off, flaunt, brag, boast, gloat, parade and blow one’s own trumpet! It
get’s
you noticed and builds schools’ confidence in your business.
Show off your accreditations, display your awards, brag about your work with other schools, flaunt your expertise, gloat about your school ratings, parade your testimonials and reviews, boast about your quality, reliability, value for money and your customer service to schools. In fact, blow your own trumpet on the National Register of Education Suppliers to boost the confidence of schools so they spend their budgets with you!
School budgets are tight but they have big budgets – Make sure they are spending with you!
Yes school budgets are tight but their budgets are BIG and tapping into these can be highly lucrative. Invest in your knowledge of the education sector for the best return on investment for your business – Get instant access to the Education Marketing Hub in the Incensu members’ dashboard for all the training, support, recommendations and discounts you need regardless of the size and experience of your business.
8 Steps to Creating an Effective Education Marketing Plan
Selling education products and services to schools requires a unique marketing approach that takes into account the specific needs and challenges faced by educational institutions.
A successful education marketing plan involves a careful understanding of school objectives, new government priorities, the decision-making process, and the key decision-makers involved in the process.
Creating any business marketing plan can seem like a daunting task, but by breaking it down into identifiable steps, it can become a more manageable and achievable process. Keeping a firm education focus around which to base the marketing plan will help to build a strategy that will stand businesses in good stead for thriving in the education space.
Step 1: Mission – identifying goals and objectives
Any solid education marketing plan should start with an outline of what the business is trying to achieve in the education sector. If it’s business growth, then what does that growth look like? Is this the number of products sold, the number of new schools on board, the value of sales or to increase brand awareness? What is the purpose of the business beyond profit and growth? Is it to make a difference in the life chances of young people, make life easier for teachers, help schools achieve net zero or drive down costs across the education sector perhaps?
Setting out at the start of the education marketing plan a clear mission and set of objectives helps to ensure that everyone can see where the business is heading within the sector and the purpose of schools being the target audience. The crucial part here is sharing the vision across your organisation so everyone is on board and can see where the company is moving in the education sector.
Step 2: Setting the budget
What is the budget to achieve the goals and objectives of the business? How much is currently available? How much additional funding is required? There are two mindsets when it comes to budget setting. One is to identify the budget and select the marketing activities that the business can afford, alternatively, it is to look at the cost of the marketing activities that are required to achieve the desired outcomes and seek the business funding to undertake these activities. Each business will have its own set of circumstances and attitude to risk when it comes to funding.
If a business is operating within a set budget, then it’s prudent to explore a wide range of costed marketing options and fit these within the structure of an education marketing plan. If on the other hand, the business is seeking the most effective way to achieve its goals and objectives then working back from the desired outcomes and inputting the opportunities that will achieve these should be prioritised followed by a costing activity to establish the funding required.
Step 3: The academic calendar
Education Marketing Plans should run from 1st September to 31st August and are traditionally split into 3 terms or 6 half terms. As schools in different local authority areas have slightly different term dates, and independent schools particularly have longer breaks, there is little need to put specific dates into the education marketing plan at this stage. A well-structured education marketing plan should have its marketing activities aligned to each half term throughout the year helping the organisation to be in step with what is happening in schools. For businesses starting in the UK education sector having previously created marketing plans for other sectors this change can take a little getting used to but is invaluable in making that transition to effective education marketing.
Ideally, an education marketing plan should be mapped out for the coming academic year. If the business is creating the plan in September, then it should run until the end of the academic year however if it’s being created towards the end of the academic year it is well worth mapping out the following academic year in full. While some education suppliers choose to create a marketing plan for further ahead it is important to remain flexible as a supplier so you can remain responsive to changes in the market as priorities change in schools and new opportunities arise especially at a time when schools are getting to grips with new government priorities.
Step 4: Marketing opportunities in the Sector
Most education sector marketing can be divided into digital, social media and face-to-face opportunities. Digital activities might include
adding blogs to your website or investing in SEO for particular site pages. Social media activities could include paid promotions or sharing video content on Twitter or LinkedIn. Face-to-face opportunities include exhibiting at a national conference or attending a local networking group of multi-academy trust leaders to introduce your product or service.
Creating a structure to the education marketing plan that promotes a mix of each of the opportunities across each of the half terms ensures that businesses are getting a sound marketing mix across the academic year. This is particularly important if brand awareness is one of the business objectives in the sector.
Step 5: Identify your target audience
The first consideration for a business when targeting the education sector is to identify the type of educational institution that is the most appropriate for the products and services the business provides. Is the ideal customer for your business from the nursery or preschool sector, primary or secondary school phase, further or higher education such as colleges or universities, or could any of these establishments be a source of potential new clients?
The education sector is vast therefore narrowing down your target market will help you to focus your marketing in precisely the right areas.
One of the biggest mistakes new businesses in the education sector make is to assume that they need to reach out to the headteacher if they are to grow their business in schools. While this can be true for some businesses, in many cases there are plenty of other budget holders and influencers in schools that would be a far better fit in terms of the first point of contact. Headteachers tend to be extremely busy, often receiving more than one hundred emails per day. It’s important to learn about the different budget holders and influencers in schools so you can identify other points of contact that will give you a greater chance of success in doing business with them.
Step 6: Identify challenges for schools so you can tailor your messaging
At the risk of being blunt, schools aren’t interested in how passionate a business is about making a sale or about all the features your product has. What they are interested in is how your product or service provides a solution to a problem they have. Can your business help them raise standards, improve the learning environment, make life easier for staff, reduce costs, save staff time, or support the welfare of staff and pupils? If you can identify the challenges schools are facing and make it clear in your messaging how you can help them overcome
these challenges whether that’s through digital, social media or face-to-face channels this is going to resonate with them and drive them to take action. Your solution should be at the forefront of your marketing messages.
Step 7: Conduct SWOT and competitor analyses
Two valuable tasks a business can undertake when embarking on an education marketing plan are a SWOT analysis whereby the team explores the strengths, weaknesses, opportunities, and threats and competitor analysis to explore the successes and limitations of other businesses in the same field. Both these tools can help give a clear focus on which specific marketing activities should be included.
If a strength of the business is to secure sales when given the chance to discuss your product or service face-to-face with decision-makers, then it’s an obvious choice to include in the marketing plan. If on the other hand a weakness of the business is social media presence then this could be an investment later in the plan with the budget allocated as necessary. By looking into what successful competitors are doing well in the marketplace, your business could replicate this at an appropriate time in the academic calendar.
Step 8: Add selected marketing tactics to the education marketing plan
Input the chosen marketing tactics into the plan based on the business goals, target audience, SWOT analysis, competitor analysis and budget. Give a brief overview of each activity with details about the messaging you wish to portray and specifics about the events and opportunities your business will include. Be clear about the investment made in each activity and an expected projection about the return on that investment. Remember to include preparation and follow-up activities in the education marketing plan.
Sustained sales rarely come from one single activity or event, preparation of marketing collateral and tactical following up from leads and enquiries that have been generated are an equal part of any education marketing strategy that requires clear identification and time allocation.
By following these initial steps, you can begin to build a strong foundation for your education marketing plan and set yourself or your client up for successful business growth in the UK education sector. Incensu members can access more in-depth support to create an education marketing plan, complete with templates in the schools suppliers dashboard.
