Marketing spin

Look at many independent school websites and you will find a deluge of photographs of happy, smiling children. You will be taken on a journey of slick marketing showing you insights into the school, highlights of pupil success and ambition. You will almost certainly have to grapple with a navigation which is more style over substance, a lavish design not unlike a luxury consumer brand, logos for awards which sound good but you don't actually know the value, and possibly a presentational video which feels more like an episode of Made in Chelsea than a serious attempt to convey what it means for your son or daughter to study at the school. Welcome to the world of school marketing.
Actually, to be fair, it's often worse than this. I have looked through hundreds of school websites and it often takes several minutes to actually find the age at which they start admitting pupils. In an ever increasing spiral of marketing gloss, the key messages risk being forgotten. For the prospective parent, you need clear and concise information so you can make an...
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Finally! A guide that helps parents cut through the branding, shiny PR and glitz, and focuses unapologetically on what should be at the heart of every school choice: a child's happiness.
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I'm delighted to see this well-informed guide for parents navigating the bewildering yet crucial task of picking 'the right school'. Matthew's sensible and practical advice draws from his extensive experience with independent schools and as a parent. This is a very helpful read for parents of school age (or younger) children.