How to ensure your school or MAT is attractive to potential partners?
We have seen a huge rise in competition of all kinds throughout the education sector, alongside increasing impetus arising from the Government around MAT formation, (see Gavin Williamson's recent speech to the Confederation of School Trusts in April this year: https://www.gov.uk/government/speeches/education-secretary-speech-to-the-confederation-of-school-trusts) so if you are a school that is thinking about setting up a MAT or you are a MAT with a vision to expand, then you are about to enter a buyers' market!
With an increasing portfolio of Multi-Academy Trusts we understand that each MAT is unique with different needs, identities, and visions.
Not too dissimilar from the dating scene! I am reminded of the time when a conference focussed on how schools choosing to join a MAT should "size up" their potential new partners.
With this in mind, how can we make sure your school or MAT is attractive to potential partners?
Well, as Peter Drucker famously said “culture eats strategy for breakfast”, and over our many years in communications and development, we have found this to be extremely true – especially in a new school and Multi-Academy Trust, both at formation and growth stages. So, make sure that before you start to develop a strategy, that you have defined your vision, your values, and your culture first.
Here are the five things we feel are extremely important in helping you to do just that:
Define and clearly communicate the character of your brand.
Defining and communicating the unique character of your MAT is crucial. For this we could begin to look at your MAT culture, what it will be like to be a part of your MAT? How much input would you want to have on policy, procedure, practise, individual school culture and leadership.
Communicating clearly and honestly and with integrity who you are is key to ensure long term and successful partnerships. It also allows other schools to appraise you in a transparent and objective fashion.
Communicate what is in it for them
Helping potential partners to see the benefits of joining your MAT is extremely important as this will be one of the first and most important questions. This could be communication around how you can support them, the returns from their contribution, added funding and partnership benefits, a positive reputation, and any other perks, such as; new branding, marketing support and a website for example. Defining, crafting and communicating your offer to make sure it is highly desirable in this crowded marketplace is an extremely crucial stage.
Appearances are important
Presenting an attractive, professional and high-quality appearance can do wonders for attracting the attention of potential partners. And let's face it, it actually goes way beyond this, it is also crucial in securing funding, clients, staff and pupils. Branding begins with your message and presents itself in everything from your presentations, logo, and marketing collateral to your website. Ensuring your branding is on point presents a professional business cementing the impression you are organised, supportive and a well-regarded MAT.
Provide Trust in an evidence led approach
As a strategic consultancy, we recognize that irrespective of how you look and having fancy branding, that if it's more style over substance and you don't have the evidence to back up a "new look" then, it’s just oh-so-much spin. So, detailed and in-depth case studies about how your MAT has improved with key performance indicators are very important.
And - lastly, but most definitely not least:
Define your culture
This is possibly a whole other blog in itself as we are extremely passionate about this! We have been reminded of this many times - especially in a new school and Multi Academy Trust at both formation and growth stages.
More to come on this….
We hope this blog has given you some understanding of the crucial stages before diving in and developing a strategy for a new entity or for a new growth plan, And the importance of having a defined vision, values, culture and of course professional branding and marketing.
With over 20 years experience of working within the education industry, from leading academies to independent schools and MATS UK wide. We have consultancy and marketing solutions to ensure that we communicate your unique message to the people who matter.
We offer a comprehensive range of bespoke education communication improvement and development services including:
MAT Growth and merger strategy
Strategic Marketing
Brand development & implementation
Stakeholder engagement communications
Community engagement and communications
Community consultation
Crisis PR & media management
Vision and values development
Get in touch:
info@gloveconsulting.co.uk to see how we can help your Multi Academy Trust.