We very much appreciate the support of over 20 leading practitioners and experts who have given
their time to Engage Enrol '25 to share their experience, expertise, insights, advice and tips.
We are also delighted to be finalising some more contributions which will be confirmed very soon.
We appreciate time and resources are under considerable pressure currently but we hope
you and your colleagues will take full advantage of this opportunity to review, learn and improve
for 2025-2026 and beyond, and to make new contacts and friendships too.
Both days of Engage Enrol '25 promise to be highly relevant, insightful, important and impactful ...and ultimately unmissable. We look forward to seeing you in Brighton in December.
Welcome and introductions with Matthew D'Arcy, Programme Director
09:45 - 10:25
>Main Stage
A2.1 - OPENING KEYNOTE: A World Of Change & Choice - Primary & Secondary Education 2025–2030: Fewer, Bigger, Better?
With Shaun Fenton OBE, Head of Reigate Grammar School (RGS) and Executive Head of the RGS Family of Schools (UK & Overseas). [ BIOGRAPHY ]
KEYNOTE: Shaun Fenton OBE, Head of Reigate Grammar School (RGS) and Executive Head of the RGS Family of Schools (UK & Overseas)
Description:
Things are ever changing for schools but never more so than now and for the Independent sector especially, which is in flux.
Pupil numbers are falling, fees are under pressure from VAT, and demographic shifts mean intake years are contracting.
International boarding remains vital but more volatile, shaped by global politics, visa policy, and currency trends.
At the same time, consolidation is accelerating: large, selective schools are still full, while many small, non-selective schools face merger or closure.
Reflecting on a world of change and choice, in his Keynote talk Shaun Fenton will offer a rare headteacher’s perspective on what this means for marketing and admissions.
He will trace the Independent sector’s long arc of change – from boys’ boarding to co-ed day, from stand-alone schools to groups – while also exploring primary and secondary education provision more widely, and show how identity, heritage and re-branding can be balanced with cultural distinctiveness.
Drawing on the RGS journey from one school to a UK group of six with eight international partners, Shaun will explore how to understand shifting markets, how recruitment differs across school types, and why planned, programmatic, data-led approaches are now essential.
Delegates will be challenged to reflect on their own strategies: which intake years matter most, how pipelines (from local to international) can be de-risked, and what real distinctiveness looks like in an era of “flight to quality”.
10:25 - 10:50
>Main Stage
A2.2 - KEYNOTE: Maddie Lingard
With Maddie Lingard, Head of Marketing, UBIQ Education Ltd. [ BIOGRAPHY ]
KEYNOTE: Maddie Lingard, Head of Marketing, Ubiq Education Ltd
Description:
Behind every enrollment decision lies a complex mix of logic, emotion, and perception.
In this Keynote Maddie Lingard will explore how families really make their choices and what this means for school marketing and admissions strategies.
Drawing on Ubiq's experience working with multiple schools and colleges, Maddie will break down the psychological principles that influence parents and students, including:
* Cognitive Dissonance – why parents wrestle with competing beliefs and how a school's messaging can resolve their doubts
* Social Proof – how testimonials, peer recommendations, and visible community buy-in tip the balance in a school's favour
* Anchoring Effect – the power of first impressions and how pricing, positioning, and early communications set the tone
* Scarcity & Urgency – why limited places or deadlines drive faster decisions
* Choice Overload – how to simplify complex options so families feel confident rather than overwhelmed
By unpacking these principles, Maddie will provide practical, actionable ways to align marketing strategies with the real decision-making journey of prospective families.
10:50 - 11:15
>Main Stage
A2.3 - KEYNOTE: Matt Horne
With Matt Horne, Head Of Digital Media, Newcastle University. [ BIOGRAPHY ]
KEYNOTE: Matt Horne, Head Of Digital Media, Newcastle University
Description:
Having worked in social media for over 15 years, and headed up Newcastle University’s social for the past decade, Matt Horne thought he knew everything there was to know about digital marketing in the education sector.
Refining his social strategy over the years he had perfected pleasing the ever changing whim of the algorithm gods, growing institutional accounts to nearly 1 million followers and running international paid campaigns to drive recruitment goals.
Then he found a 25 year old skateboard in his garage, and a new digital marketing journey began.
He challenged himself to not only learn to ride again, but to build a social media presence from scratch, in a world completely different from the one where he began my career.
This Keynote isn't just about skateboarding; it’s about the powerful learnings that emerge when a seasoned professional is forced to become a beginner and trades expertise for experimentation.
Matt will share how starting again with no budget and no brand recognition, influenced and improved the best-practice strategies he implements daily at the university - and how adapting a skateboarding mindset can excel your own social strategies.
He’ll use case studies from over 15 years of experience, to cover:
* How to apply grassroots community tactics to established institutional accounts
* A new mindset for creating lean, authentic content that truly connects
* The right metrics to measure what truly matters
* And just maybe, how to land an ollie
As a result Matt hopes you’ll gain a fresh perspective and a toolkit of strategies to build a more resilient and impactful digital presence for your School or College.
11:15 - 11:45
> Exhibition Area
Refreshments, Networking, Meet Suppliers
11:45 - 12:10
>Main Stage
A3.1 - KEYNOTE: To Be Announced - Watch This Space!
To Be Announced - Watch This Space. [ BIOGRAPHY ]
KEYNOTE: Gemma Woods, Senior HubSpot CRM Consultant, HubGem
Description:
In today’s competitive education landscape, families expect instant, personalised and seamless admissions experiences. Too often, slow responses, rigid processes and fragmented systems create unnecessary barriers.
In this Keynote, drawing on her experience and that of her colleagues working with the Admissions & Marketing staff at many schools and colleges, Gemma Woods will explore what true agility looks like in admissions: building trust through speed, scaling personalisation through flexibility, and embedding feedback at every stage.
She will share best practice examples and case studies illustrating how schools have transformed their admissions journeys, and explain three practical ways to be more agile that can be implemented right away, enabling you and your colleagues to stay ahead by working smarter, not harder.
12:10 - 12:35
>Main Stage
A3.2 - KEYNOTE: Jack Dougherty
With Jack Dougherty, Director of Marketing, Felsted School. [ BIOGRAPHY ]
KEYNOTE: Jack Dougherty, Director of Marketing, Felsted School and Amy Williams, Marketing Manager, Felsted School
Description:
In this Keynote, Jack Dougherty, Director of Marketing at Felsted School, alongside Felsted's Marketing Manager, Amy Williams, will share how a top-level, digital-first strategy is transforming the way the school connects with prospective and current families.
Jack and Amy will explore how Felsted uses authentic value-led storytelling to drive admissions, strengthen retention, and bring the school’s ethos to life with a particular focus on the power of short-form video.
12:35 - 13:00
>Main Stage
A3.3 - KEYNOTE: Tracey Colbert-Smith and Rebecca Chaplin
With Tracey Colbert-Smith, Director of Marketing and Communications, Dean Close Foundation Schools and Rebecca Chaplin, Director of Admissions, Dean Close Foundation Schools. [ BIOGRAPHIES ]
KEYNOTE: Tracey Colbert-Smith, Director of Marketing and Communications, Dean Close Foundation Schools and Rebecca Chaplin, Director of Admissions, Dean Close Foundation Schools
Description:
In today’s competitive educational landscape, delivering an outstanding customer experience requires genuine collaboration across departments... something that has sometimes been lacking with an alternative mindset, separate budgets, different management and reporting and even long corridors separating those responsible for Marketing, Communications and PR and their Admissions colleagues.
In this Keynote Tracey Colbert-Smith and Rebecca Chaplin, who have worked together for over 20 years, will share how the Dean Close Foundation brings together Marketing and Admissions to guide families through every stage of the customer journey... the 'yin and yang'.
They will talk through their 'See, Think, Do, Care' model - a practical framework that maps how prospective families move from initial awareness and consideration to conversion and long-term loyalty.
Tracey and Rebecca will demonstrate how clear role ownership, joint planning and open communication underpin each stage of the model, from...
* from marcoms which builds awareness (See)
* to engaging touch points that develop consideration (Think)
* personalised follow-ups that nurture interest (Do)
* and authentic connections that strengthen retention and word of mouth (Care)
Attendees will see the value of a strong partnership that can build a seamless journey, and where every touchpoint works harder to turn interest into lasting community.
13:00 - 14:00
> Exhibition Area
Lunch, Refreshments, Networking, Meet Suppliers
14:00 - 14:45
>Main Stage
A4.1 - WORKSHOP/BREAKOUT: Jose Ignacio Barrera
With Jose Ignacio Barrera, AI & Insight Lead (Market & Student Insight Team), The University of Manchester. [ BIOGRAPHY ]
WORKSHOP: Ben Russell, UK Partnerships Director, Ubiq Education Ltd
Description:
Schools are facing new pressures: declining enrolments, shifting parental priorities, and an increasingly competitive market.
Generic brochures and 'one-size-fits-all' Open events simply don’t cut it anymore.
Families want experiences that feel personal, relevant, and memorable, and the schools that deliver them will stand out.
In this Workshop Ben Russell will explore why personalisation has become essential (not optional) for school marketing teams.
You’ll learn how tailoring communications, online experiences, and admissions touch points can help your school build trust, strengthen relationships, and ultimately increase enrolment.
This isn’t about adding more to your already full plate, it’s about smarter, data-driven strategies that make families feel truly valued.
What you’ll take away:
* A clear picture of today’s challenges in the schools sector and why personalisation is the solution.
* Practical examples of how to implement 1:1 personalisation—from prospectus journeys to website experiences.
* Actionable strategies to help your School move beyond survival mode and start thriving.
14:00 - 14:45
>Workshop Rooms
A4.2 - WORKSHOP/BREAKOUT: Priya Patel
With Priya Patel, Head of Marketing & Admissions, St Neot's Preparatory School. [ BIOGRAPHY ]
WORKSHOP: Matt Horne, Head Of Digital Media, Newcastle University
Description:
A School or College's Open Events are one of the most important marketing tools for recruitment.
They drive enquiries, secure registrations and convert enrolments.
So how do you make sure your open event promotion is working as hard as it should?
In this interactive Workshop Matt Horne will draw on over 15 years experience running Open Event campaigns across further and higher education to share some of his top tips for Open Event campaigns including:
* Setting up the right media mix and targeting strategies
* Utilising analytics and conversion tracking for ROI
* Creative considerations and tactics
* Key ways to work with support agencies
At the core of the session will be an ‘Ask Me Anything’ style clinic - your chance to bring any questions, worries, pains or brags about Open Event promotion and get actionable advice.
14:00 - 14:45
>Workshop Rooms
A4.3 - WORKSHOP/BREAKOUT: Ben Russell
With Ben Russell, UK Partnerships Director, UBIQ Education Ltd. [ BIOGRAPHY ]
WORKSHOP: Priya Patel, Marketing & Admissions Manager, St Neot's Prep School
Description:
Change is an inherent part of the education landscape, and the ability to adapt, renew or rebrand is more crucial than ever.
In this workshop Priya Patel will explore the multifaceted challenges and opportunities presented by significant institutional shifts, such as a school merger, and share her own experience successfully managing a school rebrand.
The workshop will provide a deep dive into the practical aspects of developing a new brand identity that honours a school’s heritage while positioning it for the future.
Key topics covered will include effective communication strategies for both internal and external audiences and the tactical execution of a rebrand.
Additionally, this session will address the unique complexities of school mergers.
Priya will also cover best practices for integrating two distinct cultures, aligning operational processes, and fostering a unified community.
The discussion will include strategies for managing potential resistance, maintaining a strong sense of identity for both institutions and creating a cohesive vision for the new entity.
14:00 - 14:45
>Workshop Rooms
A4.4 - WORKSHOP/BREAKOUT: Amy Williams and Jack Dougherty
With Amy Williams, Marketing Manager, Felsted School and Jack Dougherty, Director of Marketing, Felsted School. [ BIOGRAPHIES ]
WORKSHOP: Amy Williams, Marketing Manager, Felsted School and Jack Dougherty, Director of Marketing, Felsted School
Description:
Building on the strategic overview in their earlier Keynote session, this hands-on workshop will dive into the practicalities of creating effective short-form video content for schools.
Led by Amy Williams, Marketing Manager at Felsted School, accompanied by Jack Dougherty, Director of Marketing at Felsted School, this session will explore production techniques, platform-specific considerations, branding consistency, and how to align video content with key objectives - from awareness to admissions conversion.
Whether you're filming on a phone or briefing an agency, you’ll leave with the confidence and tools to create engaging video that reflects your school’s story and resonates with today’s families.
14:00 - 14:45
>Workshop Rooms
A4.5 - WORKSHOP/BREAKOUT: Gemma Woods and Emily Morgan
With Gemma Woods, Senior Marketing & CRM Consultant, HubGem and Emily Morgan, Marketing and CRM Consultant, HubGem. [ BIOGRAPHIES ]
WORKSHOP: Tim Dixon, Co-Founder and Director, Applicaa
Description:
Reporting is at its most powerful when it helps Schools & Colleges understand not just what is happening, but why it matters… but while all schools do it, some do it better than others (for all sorts of reasons).
In this Workshop Tim Dixon will explore how effective reporting can reshape the way Schools & Colleges approach Admissions, Marketing, Communications and strategic planning.
Using the development of Applicaa’s new reports dashboard as a case study, Tim will share unique insights and understanding gathered by the Applicaa team during the research and development process, highlighting which data is most valuable to collect and how you can use it yourself, and present it to your colleagues, the Senior Leadership Team and Governors/Trustees too, in ways that drive clarity and insight.
Tim will also dive into interpretation - how to move beyond the numbers to spot trends, uncover opportunities and support confident decision-making at every level.
14:00 - 14:45
>Workshop Rooms
A4.6 - WORKSHOP/BREAKOUT: Matt Horne
With Matt Horne, Head Of Digital Media, Newcastle University. [ BIOGRAPHY ]
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14:45 - 15:00
> Main Stage
Move To Main Stage
15:00 - 15:45
>Main Stage
A5 - CLOSING KEYNOTE: Luke D'Arcy
With Luke D'Arcy, Innovation & Growth Evangelist, Board Advisor for madSense, former President and EMEA Growth Officer, Momentum Worldwide. [ BIOGRAPHY ]
KEYNOTE: Luke D'Arcy, Innovation & Growth Evangelist, Founder of Rubber Duck Global, Board Advisor for madSense, former President and EMEA Growth Officer, Momentum Worldwide
Description:
After 25 years working globally with brands like American Express, Microsoft, Nike, Samsung, Xbox... in this keynote talk Luke D'Arcy will lift the lid on brand storyselling secrets - building on successful storytelling - and how the approaches and techniques used by brands can be applied to how schools and colleges communicate effectively, grow their reputation and engage and enrol prospective families.
Drawing on inspiring brand story case studies and methodology, from the Pixar narrative frameworks to Netflix season playbooks, Luke will unpack how to apply this thinking to the work you and your colleagues do day-to-day in your school or college, group or Trust, growing your ‘brand' or brands in an evermore competitive and challenging environment.
15:45 - 16:15
> Exhibition Area
Refreshments, Networking, Meet Suppliers
16:15 - 17:00
>Workshop Rooms
A6.1 - WORKSHOP/BREAKOUT: Tracey Colbert-Smith and Rebecca Chaplin
With Tracey Colbert-Smith, Director of Marketing and Communications, Dean Close Foundation Schools and Rebecca Chaplin, Director of Admissions, Dean Close Foundation Schools. [ BIOGRAPHIES ]
WORKSHOP: Tracey Colbert-Smith, Director of Marketing and Communications, Dean Close Foundation Schools and Rebecca Chaplin, Director of Admissions, Dean Close Foundation Schools
Description:
Following on from their Keynote, in this Workshop Tracey Colbert-Smith and Rebecca Chaplin, who have worked together for over 20 years, will delve deeper into how the Dean Close Foundation brings together Marketing and Admissions to guide families through every stage of the customer journey... the 'yin and yang'.
They will talk in more detail about 'See, Think, Do, Care' model - a practical framework that maps how prospective families move from initial awareness and consideration to conversion and long-term loyalty - and explore how other schools might benefit from such an approach, while also being keen to learn what other schools are doing through Q&A and discussion with those attending the session.
Through explaining their approach Tracey and Rebecca will demonstrate how clear role ownership, joint planning and open communication underpin each stage of the model from marcoms which builds awareness (See), to engaging touch points that develop consideration (Think), personalised follow-ups that nurture interest (Do), and authentic connections that strengthen retention and word of mouth (Care).
Those attending will see the value of a strong partnership that can build a seamless journey, and where every touchpoint works harder to turn interest into lasting community with the opportunity to discuss this, ask questions and share their own experience with Tracey and Rebecca.
16:15 - 17:00
>Workshop Rooms
A6.2 - WORKSHOP/BREAKOUT: Matt Horne
With Matt Horne, Head Of Digital Media, Newcastle University. [ BIOGRAPHY ]
WORKSHOP: Matt Horne, Head Of Digital Media, Newcastle University
Description:
When it comes to digital advertising, many Schools and Colleges will be using the power pair of Meta Ads and Google Search.
And that's a problem.
More ad auction competition means higher costs and lower ROI.
What if there were other platforms where you could reach your audience at scale, that are just as easy to use, but more cost effective?
And how do you get started before your competition jumps in?
In this Workshop Matt Horne will introduce 3 of the most important self-serve digital advertising platforms available in 2025 you've probably never considered and how to harness their power before your competitors do!
For each of the channels Matt will cover:
* Key targeting strategies and tactics
* Creative options and best practices
* Measurement and ROI expectations
...giving you all the knowledge you need to take back to the office and explore the power of these platforms today.
16:15 - 17:00
>Workshop Rooms
A6.3 - WORKSHOP/BREAKOUT: Nick Wright and Maddie Lingard
With Nick Wright, Sales Executive, Interactive Schools and Maddie Lingard, Head of Marketing, UBIQ Education Ltd. [ BIOGRAPHIES ]
WORKSHOP: Tom Strudwick, Chief Storyteller, Interactive Schools
Description:
Attention spans are shrinking, but your school’s message doesn’t have to. In this fast-paced session Tom Strudwick will unlock the power of short-form video - Reels, Shorts, TikToks - and how they’re transforming the way schools connect with prospective families.
From strategy to scripting, filming to formatting, they’ll walk you through how to create scroll-stopping, brand-right short videos that build awareness, boost engagement, and drive inquiries.
Bonus: You don’t need a production team to get started.
In this workshop, you’ll learn:
* Why short-form video is your secret admissions weapon
* Which Platform for which purpose?
* Practical tools and tips for creating polished content with a smartphone
* What kinds of stories, formats, and hooks work best for schools
* Ways to repurpose and promote your Reels across channels
16:15 - 17:00
>Workshop Rooms
A6.4 - WORKSHOP/BREAKOUT: Philippa Watkins and Julian Baker
With Philippa Watkins, Director of Marketing and Admissions, Reigate Grammar School and Julian Baker, International Registrar, RGS Surrey Hills. [ BIOGRAPHIES ]
WORKSHOP: Philippa Watkins, Director of Marketing and Admissions, Reigate Grammar School and Julian Baker, International Registrar, RGS Surrey Hills
Description:
With VAT pressures, demographic shifts, consolidation, and international volatility reshaping the landscape, no single school in the independent sector has all the answers.
Following Shaun Fenton’s earlier keynote on the seismic shifts facing our sector, this interactive Workshop forum, facilitated by Philippa Watkins and Julian Baker, is therefore intended to give delegates the chance to explore solutions together over the session, with participants able to share challenges and test ideas in a collaborative setting, focusing on:
* Creative approaches to pupil recruitment in shrinking intake years
* Strengthening international pipelines while managing volatility
* Building resilience through partnerships, distinctiveness, and data-led strategies
At the end of the session you should leave with practical insights, fresh thinking, new ideas and potential collaborations to help you and your colleagues navigate the "fewer, bigger, better" future of independent education.
(This session will not comprise a formal presentation but an open exchange of perspectives across schools and roles.)
16:15 - 17:00
>Workshop Rooms
A6.5 - WORKSHOP/BREAKOUT: Jose Ignacio Barrera
Jose Ignacio Barrera, AI & Insight Lead (Market & Student Insight Team), The University of Manchester. [ BIOGRAPHIES ]
WORKSHOP: Chris Knight, Founder & Chief Executive Officer, Innermedia
Description:
Over this workshop, Chris Knight will share real case examples of AI solutions and lead attribution models (a suite of tools Innermedia call 'aiSolutions') that can help solve the main pain points preventing Marketing & Admissions teams from working at their best, while also saving time, saving money, and reducing stress.
There will also be a chance for Q&A and discussion around AI solutions, with participants encouraged to identify processes in their working day that can be made more efficient through the use of AI and automation, and to plan strategically for implementation and integration over the rest of the academic year and beyond.
17:00
End Of Monday's Conference (Day 1) - Thank You For Coming!
17:00 - 18:30
>Exhibition Area
POST-CONFERENCE: Networking & Social Event
All those able to attend are welcome to stay for this complementary event at the end of Monday's Engage Enrol - Delegates, Speakers, Sponsors and Suppliers attending the Conference on Monday and/or Tuesday.
Welcome and introductions with Matthew D'Arcy, Programme Director
09:45 - 10:25
>Main Stage
B2.1 - OPENING KEYNOTE: To Be Announced - Watch This Space!
With To Be Announced - Watch This Space! [ BIOGRAPHY ]
KEYNOTE: Hugh Viney, Founder and CEO, Minerva's Virtual Academy (MVA) and Minerva Tutors
Description:
For too long, school has looked and felt the same - rows of desks, one-size-fits-all lessons, and a system built for a 19th-century world.
Schools are changing and the education offer is evolving but not as fast or as much as parents and students who are becoming ever more selective and demanding. What many schools offer simply doesn’t work for every child, and families know it.
Recognising this Minerva Virtual Academy (MVA) was founded to offer something different in an increasingly competitive and challenging environment for schools.
The result is exponential growth, from just 4 students 4 years ago to 1200 full-time students (and counting) across 60 countries, transformed lives and MVA becoming the first online school to join HMC (The Heads' Conference).
There have been many lessons learned along the way... new insights into what parents and students want and also new ideas about how technology, communications, online advertising, social media and digital community building can help to engage and enrol families.
In this Keynote Hugh Viney will lift the lid on this fast-growing movement in UK education, one that’s rethinking everything from teacher time to student wellbeing — with remarkable results.
You’ll hear how flipped learning, 1:1 mentoring, and a reimagined school week are being put into action with sincerity and care, not as gimmicks or tech experiments but as part of a grounded model that any school could adopt with the right mindset... and you'll meet the students attracted to this kind of learning - young people who are thriving in a model that puts them at the centre, not at the edges.
Hugh will also share the learning curve that he and his Marketing & Admissions colleagues have been on since Day 1 and the insights they have gained into what parents and students are looking for, how to reach and engage them and what it takes to convert them into enrolled students.
This isn’t the future of schooling in theory. It’s the present, already happening, with outcomes that are transformational, both emotionally and academically.
There’s a reason this new school is growing faster than any other school in the UK... the demand is real - from parents, students, and local authorities alike - and the model works... not just the education and the pastoral guidance and support, but the marketing, communications and admissions too.
The future is now... and it’s time to take a closer look.
10:25 - 10:50
>Main Stage
B2.2 - KEYNOTE: Simon Noakes
With Simon Noakes, Founder/CEO, Interactive Schools. [ BIOGRAPHY ]
KEYNOTE: Ben Lutteman, Creative Director, Interactive Schools
Description:
There is no silver bullet, and technology alone is not the answer.
'Personalisation' is the new buzzword, but why leave it to machines and AI when education is fundamentally about people?
In this Keynote Ben Lutteman will share best practice, latest insights, tips and advice on:
* The dynamic relationship between technology and the human element in school marketing and admissions departments, exploring how technology should be effectively utilised
* Examples of how AI is being used both poorly and brilliantly to support and enhance the human power of real relationships
Defining the crucial difference between an Admissions 'Process' and an Admissions 'Experience'
* Strategies for making prospective families 'feel loved’, rather than merely seeing them as a revenue number
* Consent and Data: Ensuring your website complies with legal requirements
10:50 - 11:15
>Main Stage
B2.3 - KEYNOTE: Chris Rose
With Chris Rose, Director of Admissions & Marketing, Gordonstoun. [ BIOGRAPHY ]
KEYNOTE: Charles Kerr, Strategic Partner Manager, YouTube
Description:
In this lightning session, Charles will take delegates on a rapid-fire tour through YouTube’s biggest developments — past, present, and future.
With his expertise across growth, startups, and investing, he brings a uniquely insightful perspective on how YouTube is evolving — and what School & College marketers and communicators need to know to stay ahead.
Charles will provide eye-opening insights on video’s role in modern marketing. He’s convinced (and convincing!) that video is the most effective way to grab attention and drive engagement. Whether it’s long-form on YouTube or short-form on Shorts, it’s all about meeting audiences with the right message in the right format.
Expect insights, product deep-dives, and an early look at what’s coming next across YouTube’s different formats - discover the unparalleled impact of video in Marketing & Admissions and learn how to leverage its power for a School or College brand.
> Key Areas Of Focus
* Format Trends: Understand what’s new (and what’s working) across Shorts, Living Room content, podcasts, and more... exploring the effectiveness of video content in capturing attention, conveying messages, and driving engagement.
* Product Insights: Learn how creators and brands can adapt to the latest platform features.
* Real-World Examples: Explore how creators like Goalhanger have found success by leveraging YouTube’s ecosystem.
> Key Takeaways Will Include:
* A clearer picture of how YouTube’s format landscape is evolving in 2025-2026
* Practical tips for making the most of new tools and features
* Insights from one of the most connected minds at YouTube
With YouTube platform updates coming thick and fast, this is your chance to hear directly from someone inside the engine room!
11:15 - 11:45
> Exhibition Area
Refreshments, Networking, Meet Suppliers
11:45 - 12:10
>Main Stage
B3.1 - KEYNOTE: Jose Ignacio Barrera
Jose Ignacio Barrera, AI & Insight Lead (Market & Student Insight Team), The University of Manchester. [ BIOGRAPHY ]
KEYNOTE: Courtney Knight, Advancement & Engagement Director, International School of Paris (ISP)
Description:
Admissions is no longer just a process — it’s an experience families navigate through questions, searches, and stories long before they ever submit an application.
As schools compete in an increasingly digital landscape, admissions professionals must master both Ask Engine Optimisation - understanding and shaping the way prospective families ask their questions - and Answer Engine Optimisation (AEO) - ensuring our school’s story and value proposition appear where and how families seek answers. By combining these two lenses, we can better “know our customer” and just as importantly, know ourselves.
In her Keynote Courtney Knight will explore how this evolution calls for a new generation of Admissions & Enrollment Officers: leaders who design high-touch, collaborative, and efficient processes that feel personal while running lean.
She will explain how it challenges all those involved in admissions and communications to free themselves from transactional checklists to focus on relationships — from recruitment and transition through retention and even the farewell, turning every touchpoint into a moment of trust and brand advocacy.
Courtney will discuss emerging tools, particularly artificial intelligence, and how it can accelerate this shift, sharing insights and tips on how AI-driven analysis of admissions data can reveal patterns in inquiry, yield, and retention, enabling smarter decisions and sharper targeting.
Delegates will gain not only important insights from her talk but also practical takeaways to implement back in the office through understanding how, when paired with empathetic leadership and brand storytelling, these insights might let admissions teams focus their human skills where they matter most: building lasting connections and sustaining thriving, loyal school communities.
12:10 - 12:35
>Main Stage
B3.2 - KEYNOTE: Courtney Knight
With Courtney Knight, Advancement & Engagement Director, International School of Paris (ISP). [ BIOGRAPHY ]
KEYNOTE: Chris Knight, Founder & Chief Executive Officer, Innermedia
Description:
In this Keynote Chris Knight will explain how he and his colleagues at Innermedia use a suite of AI solutions and lead attribution models (they call 'aiSolutions') to help marketing and admissions teams in schools and colleges to save time, save money, and reduce stress by removing everyday hurdles to enable them to work more efficiently.
Chris will share practical take-away tips and AI insights to help you and your colleagues to streamline your approach and make it future-proof by avoiding common pitfalls.
12:35 - 13:00
>Main Stage
B3.3 - KEYNOTE: Kieran Orwin and Harry Cooke
With Kieran Orwin, Head of Marketing, King's School Canterbury and Harry Cooke, Content Creator & Graphics, King's School Canterbury. [ BIOGRAPHIES ]
KEYNOTE: Kieran Orwin, Head of Marketing, The King's School, Canterbury and Harry Cooke, Content Creator, The King's School, Canterbury
Description:
With just two people, Kieran Orwin and Harry Cooke, responsible for delivering everything from booklets, banners, posters and newsletters to event promotion and parent communications at The King's School Canterbury, the marketing team is often perceived as the school’s in-house design and PR agency.
This reality forces a mindset of resourcefulness, creativity, and efficiency, especially budget efficiency which is so critical in today’s context, where financial pressures — such as recent changes in VAT for private schools — mean that every pound counts.
The result is practical 'DIY marketing' with a small team delivering high-impact marketing by working smartly, prioritising key tasks, and making the most of limited time and resources.
In this Keynote, rather than focusing on abstract principles, Kieran and Harry will demonstrate how they achieve this by structuring their workflow, leveraging templates and tools to punch above weight, and creatively solving challenges with minimal resources.
They will also discuss the strategic use of external agencies as a selective, high-value support mechanism, primarily for planning or audience targeting where specialist expertise is required.
13:00 - 14:00
> Exhibition Area
Lunch, Refreshments, Networking, Meet Suppliers
14:00 - 14:45
>Main Stage
B4.1 - WORKSHOP/BREAKOUT: Maxy Fernandes
With Maxy Fernandes, Communications and Event Officer, Drayton Manor High School. [ BIOGRAPHY ]
WORKSHOP: Maxy Fernandes, Communications and Event Officer, Drayton Manor High School
Description:
In this interactive workshop, Maxy Fernandes will share practical strategies for strengthening school communications and digital presence, even when resources are tight!
Drawing on her experience leading communications at Drayton Manor High School and across international and editorial sectors, Maxy will demonstrate how schools can build engaging, sustainable comms systems by empowering students, streamlining digital projects, and creating content that genuinely connects with their communities.
Participants will learn how to:
* Develop a student communications or journalism programme that nurtures student voice and boosts authentic engagement.
* Plan and deliver content pipelines that balance creativity with limited staff capacity.
* Coordinate consistent messaging across digital and print platforms, from newsletters and social media to websites and prospectuses.
* Manage brand refresh and website redevelopment projects effectively, including collaborating with external designers and internal stakeholders.
Maxy will share behind-the-scenes insights from recent school projects, including how to balance ambition with practicality, motivate staff and students, and make a measurable impact on a school’s profile and engagement, without overspending.
Delegates will leave with:
* A clear framework for launching or enhancing a student comms programme
* Practical tools for cohesive content planning
* Lessons learned from a live school website redevelopment
* Strategies for internal collaboration and managing upwards
14:00 - 14:45
>Workshop Rooms
B4.2 - WORKSHOP/BREAKOUT: Nick Wright and Maddie Lingard
With Nick Wright, Sales Executive, Interactive Schools and Maddie Lingard, Head of Marketing, UBIQ Education Ltd. [ BIOGRAPHY ]
WORKSHOP: Tom Strudwick, Chief Storyteller, Interactive Schools
Description:
Struggling to attract attendees to your events? You're not alone! Social Media can be an excellent driver for your events, both in-person and online.
In this workshop, presented and facilitated by Tom Strudwick, you'll learn:
* Why event marketing matters
* Organic Social Strategies that work
* Which Social Platforms and functionalities you should use
* Paid promotion tips for a big impact on a small budget
* Step-by-step guidance on setting up a successful online marketing campaign for your next event
14:00 - 14:45
>Workshop Rooms
B4.3 - WORKSHOP/BREAKOUT: Jose Ignacio Barrera
With Jose Ignacio Barrera, AI & Insight Lead (Market & Student Insight Team), The University of Manchester. [ BIOGRAPHY ]
WORKSHOP: Matt Horne, Head Of Digital Media, Newcastle University
Description:
When it comes to digital advertising, many Schools and Colleges will be using the power pair of Meta Ads and Google Search.
And that's a problem.
More ad auction competition means higher costs and lower ROI.
What if there were other platforms where you could reach your audience at scale, that are just as easy to use, but more cost effective?
And how do you get started before your competition jumps in?
In this Workshop Matt Horne will introduce 3 of the most important self-serve digital advertising platforms available in 2025 you've probably never considered and how to harness their power before your competitors do!
For each of the channels Matt will cover:
* Key targeting strategies and tactics
* Creative options and best practices
* Measurement and ROI expectations
...giving you all the knowledge you need to take back to the office and explore the power of these platforms today.
14:00 - 14:45
>Workshop Rooms
B4.4 - WORKSHOP/BREAKOUT: Nicki Entwistle
With Nicki Entwistle, Marketing Manager, Applicaa. [ BIOGRAPHIES ]
WORKSHOP: Gemma Woods, Senior Marketing & CRM Consultant, HubGem and Emily Morgan, Marketing and CRM Consultant, HubGem
Description:
Even the most successful schools can find their admissions journeys slowed by barriers that are difficult to see but costly in impact. Families expect fast, seamless and personalised experiences, yet hidden inefficiencies can cause delays, missed opportunities and frustration for both staff and parents.
In this workshop Gemma Woods and Emily Morgan will draw on the experience and insight gathered by the HubGem team while working with multiple schools and colleges, to explore the invisible roadblocks that may be holding you and your colleagues back, and explain how you can start removing them.
There will also be an opportunity for Q&A and discussion, with participants encouraged to ask questions and share experience, tips and best practice.
You should leave the Workshop with a clearer understanding of the admissions processes of different schools and colleges and therefore of your own, and practical ideas to create a smarter, smoother and more family-friendly admissions journey.
14:00 - 14:45
>Workshop Rooms
B4.5 - WORKSHOP/BREAKOUT: Matt Horne
With Matt Horne, Head Of Digital Media, Newcastle University. [ BIOGRAPHIES ]
WORKSHOP: Courtney Knight, Advancement & Engagement Director, International School of Paris (ISP) and Claudine Hakim, Head of Advancement, Transitions & Student Support, International School of London (ISL)
Description:
Admissions doesn’t happen in a vacuum. Behind every family’s journey lies a network of marketing, communications, academics, student support, and leadership — all shaping the experience from first inquiry to long-term community connection.
In this interactive session Courtney Knight and Claudine Hakim will map those interdepartmental workflows, uncover gaps and inefficiencies, and explore how thoughtful process design can create a leaner, more connected admissions journey.
Together, they will also examine how data and emerging technologies — including AI — can enhance analysis without replacing the human touch. By sharpening their approach to Ask and Answer Engine Optimisation (AEO), participants will learn how to anticipate and respond to the questions families are asking, while keeping leadership focused on relationships, trust, and strategic storytelling.
Delegates attending the workshop will leave with actionable tools to:
* Audit and redesign admissions workflows for cross-team clarity and efficiency
* Use technology and data insights to support better decision-making
* Lead with empathy and brand-aligned storytelling while maintaining lean, effective systems
14:00 - 14:45
>Workshop Rooms
B4.6 - WORKSHOP/BREAKOUT: Jane Forster
With Jane Forster, Director of Marketing and Admissions, St Helen's, former Director of Marketing and Admissions, Wellington College Bangkok, Thailand. [ BIOGRAPHY ]
WORKSHOP: Charles Kerr, Strategic Partner Manager, YouTube
Description:
In this interactive Workshop Charles Kerr will answer questions and provide tips and solutions in response to participants' questions while exploring the effectiveness of video content in capturing attention, conveying messages, and driving engagement.
Participants will gain insights into best practices for creating compelling video content across various platforms and formats.
Whether you're a novice or seasoned marketer, this session will equip you with the knowledge and strategies to harness the full potential of video in your marketing campaigns.
> Highlights Will Include:
* Think Format: From VODs to Shorts, there’s a video format for every message and audience. Use them all!
* Engage Fandoms: Your audience is more than viewers — they’re fans. Feed that love with fan-inspired content.
* Experiment, Experiment, Experiment: Video isn’t one-size-fits-all. Test different styles, see what resonates, and scale what works.
B6.5 - Mastering YouTube Podcasting, Creating & Partnerships: Best Practice, Solutions, Do's & Don'ts
Charles Kerr, Strategic Partner Manager, YouTube [ ABOUT ]
WORKSHOPS: Mastering YouTube Podcasting, Creating & Partnerships: Best Practice, Solutions, Do's & Don'ts [ ABOUT ]
14:45 - 15:00
> Main Stage
Move To Main Stage
15:00 - 15:45
>Main Stage
B5 - CLOSING KEYNOTE: Hugh Viney
With Hugh Viney, Founder and CEO, Minerva Virtual Academy and Minerva Tutors. [ BIOGRAPHY ]
KEYNOTE: Chris Rose, Director of Admissions & Marketing, Gordonstoun
Description:
Moving from being Chief Marketing and Operating Officer at Leicester Tigers Rugby Club to the Education sector two years ago to become Director of Admissions & Marketing at Gordonstoun was a 'culture shock' ...not only for Chris but for his new colleagues at the famous Scottish boarding school too!
Fortunately everyone adapted fast as Chris fell in love with the new school community he had joined and got to grips with the differences between the school sector and professional sports, introducing new thinking, ideas and expectations for marketing and admissions drawing on his 16 years working at Leicester Tigers.
In this inspiring and insightful Keynote Chris will share key elements of his approach, founded on the principles of 'People Processes Technology' (PPT) and using Sales (yes, 'sales'!) to drive Customer Service and Retention, based on a simple question which has helped the marketing and admissions team prioritise better, inspired by the role the school's own yacht plays in learning and development at Gordonstoun: "How does it make the boat go faster?"
Chris will explain why he believes unless all three elements of PPT are developed and working in sync there is little chance of creating success, arguing that far from being a dirty word when it comes to helping a family find an education for the most precious thing in their life...
...applying a 'sales' process to marketing and admissions is the right approach and explain how employing sales techniques can mean families and agents are given the very best service and communications. (Not only through the application process but also, thanks to the relationships built up between the marketing and admissions 'account managers' and the families they work with, helping with on-boarding and retention too.)
Chris will also explore the challenges of bringing departments together to avoid some teams working in silo and touch on the importance of on-going training, recognising that even senior leaders in a school or college may not have had formal customer service, conflict management training, or leadership training.
He will explain how on-going training can result in the whole school feeling more empowered to support these areas, and how it is critical to share success stories, using data to show what is working and what is a challenge, and to inspire new ideas and target resources.
15:45 - 16:15
> Exhibition Area
Refreshments, Networking, Meet Suppliers
16:15 - 17:00
>Workshop Rooms
B6.1 - WORKSHOP/BREAKOUT: Kel Meredith
With Kel Meredith, Social Media Lead, Minerva's Virtual Academy. [ BIOGRAPHIES ]
WORKSHOP: Kel Meredith, Social Media Lead, Minerva's Virtual Academy (MVA)
Description:
When used with purpose, social media can be one of the most effective ways schools can connect with families, build trust, and drive enrolments.
In this Workshop Kel Meredith will share how to create organic content that speaks directly to parents at every stage of the admissions funnel - from sparking awareness, to nurturing interest, to helping them decide to enrol.
Drawing on real examples that have helped fuel the very rapid growth of Minerva Virtual Academy over the last four years, Kel will show how different types of content serve different purposes, and why consistency is key.
She will also explore the power of online communities, including how schools can use social platforms to attract new families and foster a sense of belonging among existing ones.
Participants will leave with practical strategies for crafting purposeful content, understanding what their audience really wants, and using organic social media to create communities that grow and sustain school admissions.
16:15 - 17:00
>Workshop Rooms
B6.2 - WORKSHOP/BREAKOUT: Ben Russell
With Ben Russell, UK Partnerships Director, UBIQ Education Ltd. [ BIOGRAPHY ]
WORKSHOP: Bora Dogmen, Digital Marketing Manager, Amplify by Ubiq
Description:
What's next for search?
Bora will explore how AI search and LLM tools like ChatGPT, Gemini, Claude, and Deepseek are transforming how audiences seek information and make decisions.
He’ll share a practical three-step framework to help schools appear at the top of search results across these platforms - so when prospective families search for "The Best School in [your local area]" your school is front and centre.
16:15 - 17:00
>Workshop Rooms
B6.3 - WORKSHOP/BREAKOUT: Courtney Knight and Claudine Hakim
With Courtney Knight, Advancement & Engagement Director, International School of Paris and Claudine Hakim, Head of Student Support and Transitions Care. [ BIOGRAPHIES ]
WORKSHOP: Matt Horne, Head Of Digital Media, Newcastle University
Description:
A School or College's Open Events are one of the most important marketing tools for recruitment.
They drive enquiries, secure registrations and convert enrolments.
So how do you make sure your open event promotion is working as hard as it should?
In this interactive Workshop Matt Horne will draw on over 15 years experience running Open Event campaigns across further and higher education to share some of his top tips for Open Event campaigns including:
* Setting up the right media mix and targeting strategies
* Utilising analytics and conversion tracking for ROI
* Creative considerations and tactics
* Key ways to work with support agencies
At the core of the session will be an ‘Ask Me Anything’ style clinic - your chance to bring any questions, worries, pains or brags about Open Event promotion and get actionable advice.
16:15 - 17:00
>Workshop Rooms
B6.4 - WORKSHOP/BREAKOUT: Kieran Orwin and Harry Cooke
With Kieran Orwin, Head of Marketing, King's School Canterbury and Harry Cooke, Content Creator & Graphics, King's School Canterbury. [ BIOGRAPHIES ]
WORKSHOP: Kieran Orwin, Head of Marketing, The King's School, Canterbury and Harry Cooke, Content Creator, The King's School, Canterbury
Description:
This breakout Workshop session will build on the core concept of a two-person team operating as an in-house marketing agency with minimal resources introduced by Kieran Orwin and Harry Cooke in their earlier Keynote.
The Workshop will offer a candid look at how small school marketing departments can think strategically, work creatively and make a big impact, even when time, budget and support are limited.
Through real-world examples and practical discussion, Kieran and Harry will explore how adopting an 'agency mindset' helps prioritise work, manage competing internal demands, and consistently deliver high-quality output.
At the heart of this approach is resourcefulness, making smart decisions about what to do in-house, when to use templates or digital tools, and where to invest in external support, such as audience targeting or campaign planning.
While reflecting on their own experiences and situations workshop participants will be encouraged to consider how similar strategies could help streamline their day-to-day marketing efforts.
The session will also lightly touch on the budgetary pressures facing schools, including increased scrutiny on spend and the introduction of VAT (for independent schools), which make savvy, DIY-first marketing more essential than ever.
Kieran and Harry aim to offer a practical, honest session designed to help school marketers reframe how they work: to act like a nimble agency, use every resource wisely, and focus on high-impact, low-friction solutions that actually move the needle.
16:15 - 17:00
>Workshop Rooms
B6.5 - WORKSHOP/BREAKOUT: Matt Horne
Matt Horne, Head Of Digital Media, Newcastle University. [ BIOGRAPHIES ]
WORKSHOP: Charles Kerr, Strategic Partner Manager, YouTube
Description:
In this interactive Workshop Charles Kerr will answer questions and provide tips and solutions in response to participants' questions while exploring the effectiveness of video content in capturing attention, conveying messages, and driving engagement.
It will cover both what delegates should and (importantly) shouldn’t be doing to optimise a School or College's podcast presence to grow and thrive on YouTube in 2026 and beyond.
Charles will also explore what Schools & Colleges can learn from creators and the arguments for developing creator partnerships, unveiling strategies for robust brand relationships and untapped creator collaborations.
He will share insights on effective collaborations, sponsorships, and integrating creators into ad campaigns, and anticipate future influencer marketing trends for actionable strategies, ensuring optimal synergy between brands and creators.
17:00
End Of Tuesday's Conference (Day 2) - Thank You For Coming!
Expert Speakers & Practitioners
Sharing Knowhow, Best Practice, Insights, Ideas, Advice & Tips...
- More Speakers & Contributors Will Be Added Soon -
Shaun Fenton OBE
Hugh Viney
Tracey Colbert-Smith
Luke D'Arcy
Rebecca Chaplin
Jack Dougherty
Priya Patel
Kieran Orwin
Jane Forster
Maddie Lingard
Jose Ignacio Barrera
Philippa Watkins
Claudine Hakim
Simon Noakes
Gemma Woods
Kel Meredith
Amy Williams
Harry Cooke
Nick Wright
Emily Morgan
Ben Russell
Matt Horne
Previous Delegate Comments
> Just Some Of The Comments From Delegates Attending Previous 'Know Your Audience' Conference...
"Breakouts were sooo useful. The speakers were amazing, I really found the presentations from speakers at ACS so informative and helpful. The speaker from Young V&A was so inspirational also."
"Lots of breakouts which was great (as not every breakout is applicable to all attendees) and a good range of keynote speakers covering a wide range of topics."
"It seemed very relevant to my job - I am relatively new and therefore have a lot I can still learn. There was a lot of food for thought in the meetings."
"I am the only Marketing person in our setting and so it's important (and interesting personally) to see what other schools are doing. It's much more efficient to attend a conference like this than spending days of doing my own research. Even then I wouldn't find the quality of information I have received during the conference."
"The schedule was very packed and kept me busy - in a good way. With too much time in between I would probably have gotten sucked in to work and not be as present as I was!"
"I am now mapping a new social media strategy in my head! We are also going through a brand refresh so I found the presentations very useful."
"Relevant content, chance to share experience and connect to other schools."
"Excited to pass on what I have learnt and to discuss lots with my colleagues about the day. I’ve definitely taken away ideas to consider going forward and sharing practice with others in similar roles is helpful."
"New insights and experience gained!"
"I took back home a few ideas that are applicable right away like how to improve my organic communication on social media and how to connect better with the neighbourhood that my school is set in."
"Plenty of content, with knowledgeable and approachable speakers."
