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.

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.

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.

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

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.

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.

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.