Collaboration over competition
Why education marketing and communication professionals must unite.
In the ever-evolving landscape of UK education, the challenges facing schools, trusts, and institutions are more complex than ever. From declining birth rates, a recruitment and retention crisis, shortages to funding pressures and shifting parental expectations, the sector is in a state of flux. Yet, one truth remains constant: communication is at the heart of every solution.
Despite this, too often, education marketing and communication professionals, whether agencies, consultants, or networks, find themselves in competition, fighting over limited budgets and opportunities. But what if, instead of competing we worked together to make the education sector more desirable. More teachers joining the profession, happier parents valuing education, communities and industry providing help and opportunities to millions of children and young people. Doesn’t that sound better?
It’s time to shift the mindset from rivalry to collaboration. By working collectively, we can elevate the role of marketing and communications in education, drive better outcomes for schools and trusts, and ultimately ensure the sector thrives.
Communication: The key to every challenge in education
Before we talk about collaboration, we need to acknowledge a fundamental reality: effective communication is central to addressing every major issue in education today.
Recruitment & Retention - Schools are struggling to attract and keep great teachers. Strong employer branding, engaging storytelling, and targeted messaging are crucial in making schools desirable places to work.
Pupil Admissions & Demographic Shifts - Many areas are seeing declining birth rates, leading to intense competition for pupils. Strategic marketing and positioning are essential for schools to stand out.
Parental & Community Engagement - Trust in educational institutions is being tested. Schools must communicate effectively to build relationships with parents and local communities.
Funding & Public Perception - From MAT expansion to school closures, the sector needs powerful, clear communication to shape public perception, influence policymakers, and secure investment.
Marketing and communication professionals aren’t just “nice to have” in this environment - they are essential! Yet, too often, their impact is underappreciated, underfunded, and fragmented. This is where collaboration becomes a game-changer.
The Power of Collaboration:
When agencies, consultants, and networks come together, the education sector as a whole benefits. Here’s how:
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One of the biggest challenges we face is proving our worth. Many school leaders still see marketing as an afterthought rather than a strategic function. By working together - through industry reports, joint campaigns, or lobbying efforts, we can collectively raise the profile of education marketing and ensure it gets the investment it deserves.
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No one has all the answers. The education sector is constantly changing, and collaboration allows us to pool insights, share success stories, and innovate faster. Whether through joint events, knowledge-sharing platforms, or partnerships, we can all improve by learning from each other.
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Influencing decision makers or securing budgets can be challenging. But through strategic marketing and communication, we can unite for greater credibility and impact. Together, we can advocate for better investment in schools, push for policy changes, lead steering groups on matters related to admissions, recruitment and retention, along with the growing challenges schools face with regards to parental engagement.
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Competition for school contracts or consulting gigs can sometimes lead to undercutting and an unhealthy race to the bottom. But by collaborating, whether through strategic partnerships, referral networks, or joint ventures - we can create more opportunities, ensure fair pricing, and provide better services to the sector.
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When we work in silos, we are vulnerable, but when we support each other, we create a stronger, more sustainable service. Whether it’s mentoring newcomers, investing in professional development, or simply being open to collaboration, we can ensure our marketing and communication thrives over the long-term, having a meaningful impact across education.
From scarcity to abundance: A new approach for education marketing
The education sector needs us, now more than ever! But if we continue to operate with a scarcity mindset ‘fighting over crumbs’ - we will remain undervalued, underfunded, and underutilised.
Instead, let’s build a culture of collaboration. Let’s show the sector that marketing and communications aren’t just necessary but transformative. By working together, we can ensure that schools, trusts, and institutions have the strategies, support, and storytelling power they need to succeed.
So, whether you’re an agency, a consultant or operating your own network, why not be part of the change by collaborating with the MarCommEd community? Together we can advocate the true value of marketing and communications in education!
