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”.
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
* 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.
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.
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.
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.
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.
With Jose Ignacio Barrera, AI & Insight Lead (Market & Student Insight Team), The University of Manchester. [ BIOGRAPHY ]
WORKSHOP: Jose Ignacio Barrera, Artificial Intelligence (AI) & Insight Lead (Market & Student Insight Team), The University of Manchester
Description:
AI tools like Copilot and ChatGPT can do far more than answer questions, they can transform the way we work, write, and analyse.
In this practical session, Jose Ignacio Barrera will explore how to move beyond the chat window to make AI an active assistant in your everyday tasks.
Through hands-on examples, participants will learn how to:
* Scrape and extract web data from screenshots
* Co-create content using Canvas Mode
* Schedule recurring prompts and reminders
* Customise your AI experience with Custom Instructions and Memory
* Use AI for data analysis and insight generation
* Boost productivity across Outlook, Word, and PowerPoint
By the end of the session participants will have a toolkit of practical techniques to integrate AI seamlessly into their workflow - saving time, enhancing creativity, and deepening analytical thinking.
With Priya Patel, Head of Marketing & Admissions, St Neot's Preparatory School. [ BIOGRAPHY ]
WORKSHOP: Jane Forster, Director of Marketing and Admissions, St Helen's and former Director of Marketing and Admissions, Wellington College Bangkok, Thailand
Description:
British education is one of the UK's most successful exports and British international schools thrive the world over.
What lessons can we learn from these international school brands and businesses?
How can we take global standards and ensure they are replicated on a local level?
In this insightful, interactive Workshop Jane Forster will reflect on these questions and her time at various international schools in Asia prior to her recent return to the UK to take up her role at St Helen's.
She will share her own insights, best practice, ideas and tips and encourage Q&A and discussion between participants too, considering key questions and aspects of Admissions & Marketing such as:
* What does the international market look like? A brief overview of cities and countries of note and the main players
* Businesses for profit - Competition is high - what does this look like in practice?
* 5 Star service - it's a buyer's market and we need to make our families feel good, from welcome to graduation
* Know your product and its place in the market
* The value of Admissions and Marketing - a place on SLT
* Visuals and Aesthetics - Brand Appeal
* Clear Communications
In the international world the Admissions & Marketing teams have an exceptionally important role and they are treated as such.
This session aims to show the importance of these teams and their role and what they do to reflect that importance in a crowded marketplace.
With Ben Russell, UK Partnerships Director, UBIQ Education Ltd. [ 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.
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.
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.
With Matt Horne, Head Of Digital Media, Newcastle University. [ 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.
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.
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.
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.
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
* How to storyboard and script for maximum impact in minimal time
* 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
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.)
Jose Ignacio Barrera, AI & Insight Lead (Market & Student Insight Team), The University of Manchester. [ BIOGRAPHIES ]
WORKSHOP: Jose Ignacio Barrera, Artificial Intelligence (AI) & Insight Lead (Market & Student Insight Team), The University of Manchester
Description:
How can we turn student survey data into meaningful insights about attitudes, motivations, and decision-making?
In this hands-on session Jose Ignacio Barrera will explain how he and his colleagues at the University of Manchester have created a new, much more insightful and beneficial approach to researching prospective student (and parent) expectations and perceptions resulting in practical actions and improvements their marketing and admissions colleagues can act on... and demonstrate how you can too.
He will introduce the essentials of psychological and behavioural modelling using Likert-scale data and explain how you and your colleagues can design and interpret a model that connects underlying (latent) factors, such as perceptions, beliefs, and intentions based on prospective (and current) student and parent responses.
Over the workshop Jose will guide participants through the full process:
* Designing the 'Instrument': How to create Likert-scale items that capture attitudes and perceptions, determine dimensions, and consider appropriate sample sizes
* Exploratory Analysis: Understanding the purpose of early-stage exploration—identifying how items cluster together and validating your initial assumptions
* Factor Analysis Made Simple: An accessible overview of Exploratory and Confirmatory Factor Analysis (how they help you test whether your data supports the dimensions you expect)
* Structural Equation Modelling (SEM): How to interpret a model that links latent variables, read path diagrams, and understand what relationships mean in practice
By the end of the session participants will have a basic roadmap for turning survey responses into structured insights that reveal how prospective students and parents are thinking, feeling, and (ultimately) deciding on their next school or college.
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: 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.
With Simon Noakes, Founder/CEO, Interactive Schools. [ BIOGRAPHY ]
KEYNOTE: Simon Noakes, Founder & Chief Executive Officer, Interactive Schools and 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 Simon Noakes 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
VDefining 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
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!
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.
