Fast-Tracking school marketing with AI: A powerful morning of insight and strategy
In today’s challenging education landscape, effective marketing is no longer optional. With falling pupil numbers, increased competition, and growing financial pressures, schools must clearly communicate who they are, what they stand for, and why families should choose them.
That was the central message from Schools North East’s “Fast-Track Your School’s Marketing with AI” workshop, delivered by Dr Kimberley Hardcastle, Assistant Professor in Marketing at Northumbria University, yesterday morning (22 January).
The interactive, sold-out session brought together School Business Professionals, CEOs, and Head Teachers, and Marketing Managers from across the region to explore how branding, strategy and AI can transform the way schools connect with their communities.
The importance of distinctive assets
A central message of the session was that brand is the foundation of all school marketing. A brand is not just a logo – it is the set of feelings, meanings and expectations people associate with your school. Every communication, from your website and newsletters to your social media posts and photography, either strengthens or weakens that perception.
Delegates explored the importance of distinctive assets – such as colours, tone of voice, imagery and key messages – and learned that the biggest mistake is constantly changing them. The solution is not costly rebranding, but clarity, consistency and repetition, which build recognition and trust over time.
Quick wins across social media and websites
Dr Hardcastle also highlighted the need to communicate strategically through the right channels. Schools operate across two ecosystems: operational channels for functional messages, and marketing channels for building reputation and attracting families and staff. Confusing the two creates frustration and weakens impact.
Your website is your most powerful marketing tool – often a family’s first impression – and should quickly communicate who you are, what makes you different and how to take the next step. For social media, the message was clear: you don’t need to be everywhere, you just need to be consistent where it matters most.
Finally, delegates learned that stories, not statements, build connection, and that AI can help make this easier. Instead of generic claims, schools should show their values through real examples, authentic images and human stories that bring their work to life. AI can support this by generating ideas, drafting content and improving clarity, but it can never replace human judgement, community knowledge or responsibility.
Overall, the event received some fantastic feedback. Gareth Hall, Marketing Manager for Atomix Educational Trust said: “Dr Kimberley Hardcastle was excellent and very forward-thinking in her approach. She built the perfect foundations for understanding the role of marketing whilst giving everyone, regardless of their experience level, practical tools they could implement immediately.
“Her talk was incredibly relatable, and the resources were shared straight afterwards, which I’m looking forward to taking back to help the team build on what they already know.
“I’m grateful to the Schools North East team for hosting such a valuable session. It’s rare to find professional development that speaks directly to our sector with such a fresh and practical approach.”
Want to learn more?
Missed out on this session? Don’t worry. If you want to strengthen your school’s marketing, build confidence in your communications and learn how to use AI responsibly, keep an eye on Schools North East’s upcoming workshop programme.
Register your interest for the Fast Track to School Marketing: Strategy Meets AI online course.
Because your school’s story deserves to be seen, understood and remembered.