ISBL Professional Standards

Marketing and Communications

Delivering marketing and communication planning that promotes the school or trust and defines the school's or trust’s brand, aims and goals to optimise pupil recruitment and stakeholder engagement via appropriate communication channels and income generation.

Notes for use:
This is an interactive version of the Professional Standards - for a PDF copy please download this from the Professional Standards page. Tasks and responsibilities associated with each function are set out below by practitioner level.  To identify the associated knowledge and skills click the downward arrow symbol next to the descriptor.

Function: Marketing and communications strategy

Foundation Practitioner

  • [6.1] Can collaborate with internal and external stakeholders to collect relevant marketing data and information within specific deadlines.

  • [6.1] Can collaborate with internal and external stakeholders to collect relevant marketing data and information within specific deadlines.

    [6.9] Understands the potential impact of positive/negative publicity on the school's or trust’s reputation and brand and the role that stakeholder groups play.

Associate Practitioner

  • [6.2] Can support the delivery of marketing and communications plans that target specific stakeholder groups and meet school or trust strategic priorities.

  • [6.2] Can support the delivery of marketing and communications plans that target specific stakeholder groups and meet school or trust strategic priorities.

    [6.10] Understands where and how to monitor stakeholder feedback to identify incidents of positive/ negative publicity on the school's or trust’s reputation and brand.

Lead Practitioner

  • [6.4] Is experienced in leading marketing and communications strategies, including within the education sector, to communicate values and vision to targeted stakeholder groups.

  • [6.3] Can manage and implement marketing and communications plans to target specific stakeholder groups and meet school or trust strategic priorities.

    [6.11] Can review and implement strategies for effective public relations and brand management in relation to positive/negative publicity.

Strategic Practitioner

Acknowledgements

Chameleon Consultancy & Training
Eduprise
Marketing Advice for Schools

  • [6.3] Can manage and implement marketing and communications plans to target specific stakeholder groups and meet school or trust strategic priorities.

  • [6.4] Is experienced in leading marketing and communications strategies, including within the education sector, to communicate values and vision to targeted stakeholder groups.

    [6.12] Is experienced in developing strategies for effective public relations and brand management in relation to positive/negative publicity, including crisis management.

Function: Brand and reputation management

Foundation Practitioner

  • [6.5] Understands how to apply brand guidelines to support the application of consistent school or trust branding across all activities, materials and communications.

  • [6.9] Understands the potential impact of positive/negative publicity on the school's or trust’s reputation and brand and the role that stakeholder groups play.

Associate Practitioner

  • [6.6] Can apply consistent school or trust branding across all school or trust activities, materials, communications and channels.

  • [6.10] Understands where and how to monitor stakeholder feedback to identify incidents of positive/ negative publicity on the school's or trust’s reputation and brand.

Lead Practitioner

  • [6.8] Is experienced in leading and developing policies and procedures to ensure adherence to consistent school or trust branding that reflects the school's or trust’s values and vision.

  • [6.11] Can review and implement strategies for effective public relations and brand management in relation to positive/negative publicity.

Strategic Practitioner

  • [6.7] Is experienced in managing and auditing policies and processes to ensure the application of consistent school or trust branding that reflects the school's or trust’s values and vision.

  • [6.12] Is experienced in developing strategies for effective public relations and brand management in relation to positive/negative publicity, including crisis management.

Function: Marketing and communications management

Foundation Practitioner

  • [6.5] Understands how to apply brand guidelines to support the application of consistent school or trust branding across all activities, materials and communications.

  • [6.13] Can administer the organisation and running of marketing activities and events, including the collection of feedback.

    [6.17] Understands the need to apply and adhere to statutory legislation (including health and safety, data protection, and safeguarding regulations) in relation to marketing activities, communications and events.

Associate Practitioner

  • [6.6] Can apply consistent school or trust branding across all school or trust activities, materials, communications and channels.

  • [6.14] Can implement and monitor the organisation and running of marketing activities and events and analyse feedback data.

    [6.18] Understands and can apply duties placed on schools or trusts by statutory legislation (including health and safety, data protection, and safeguarding regulations) relevant to marketing activities, communications and events.

Lead Practitioner

  • [6.8] Is experienced in leading and developing policies and procedures to ensure adherence to consistent school or trust branding that reflects the school's or trust’s values and vision.

  • [6.15] Is experienced in planning, managing and evaluating marketing activities and events.

    [6.19] Can ensure that applicable statutory legislation (including health and safety, data protection, and safeguarding regulations) is fully adhered to as part of marketing activities, communications and events.

Strategic Practitioner

  • [6.7] Is experienced in managing and auditing policies and processes to ensure the application of consistent school or trust branding that reflects the school's or trust’s values and vision.

  • [6.16] Is experienced in leading and critically assessing the impact of marketing activities and events, including reporting to senior leaders based on cost-benefit analysis findings. Seeks external advice as required.

    [6.20] Has a full understanding of the statutory legislation that applies to all marketing activities, communications and events (including health and safety, data protection, and safeguarding regulations) and ensures that it is fully abided by. Understands the consequences of failure to meet these duties and the need to take advice where necessary.

  • [6.17] Understands the need to apply and adhere to statutory legislation (including health and safety, data protection, and safeguarding regulations) in relation to marketing activities, communications and events.

    [6.21] Understands the purpose of schools or trusts carrying out pupil recruitment activities.

  • [6.13] Can administer the organisation and running of marketing activities and events, including the collection of feedback.

    [6.25] Can apply a range of data collection methods to marketing activities.

  • [6.18] Understands and can apply duties placed on schools or trusts by statutory legislation (including health and safety, data protection, and safeguarding regulations) relevant to marketing activities, communications and events.

    [6.22] Understands the relationship between pupil numbers and school or trust funding and the need for pupil recruitment activities.

  • [6.14] Can implement and monitor the organisation and running of marketing activities and events and analyse feedback data.

    [6.26] Can use a range of techniques when analysing and reporting data insights.

  • [6.20] Has a full understanding of the statutory legislation that applies to all marketing activities, communications and events (including health and safety, data protection, and safeguarding regulations) and ensures that it is fully abided by. Understands the consequences of failure to meet these duties and the need to take advice where necessary.

    [6.24] Is experienced in developing and evaluating the effectiveness of pupil recruitment activities and the direct impact on school or trust funding.

  • [6.15] Is experienced in planning, managing and evaluating marketing activities and events.

    [6.27] Is experienced in critically assessing data to develop key findings and recommendations to inform strategic plans.

  • [6.19] Can ensure that applicable statutory legislation (including health and safety, data protection, and safeguarding regulations) is fully adhered to as part of marketing activities, communications and events.

    [6.23] Can manage and implement a pupil recruitment plan.

  • [6.16] Is experienced in leading and critically assessing the impact of marketing activities and events, including reporting to senior leaders based on cost-benefit analysis findings. Seeks external advice as required.

    [6.28] Is experienced in evaluating impact analysis and undertaking environment scanning and using this as part of strategic planning. Can seek specialist advice as required.

  • [6.17] Understands the need to apply and adhere to statutory legislation (including health and safety, data protection, and safeguarding regulations) in relation to marketing activities, communications and events.

    [6.29] Understands communication practices and the need to communicate effectively with different stakeholder groups.

  • [6.17] Understands the need to apply and adhere to statutory legislation (including health and safety, data protection, and safeguarding regulations) in relation to marketing activities, communications and events.

    [6.29] Understands communication practices and the need to communicate effectively with different stakeholder groups.

    [6.33] Understands the importance and use of digital and social media channels to engage with different stakeholder groups.

    [6.37] Understands the need to be aware of new developments (e.g. digital marketing).

  • [6.18] Understands and can apply duties placed on schools or trusts by statutory legislation (including health and safety, data protection, and safeguarding regulations) relevant to marketing activities, communications and events.

    [6.30] Understands the range of tone, style and communication formats and their appropriate use when communicating with different stakeholder groups.

  • [6.18] Understands and can apply duties placed on schools or trusts by statutory legislation (including health and safety, data protection, and safeguarding regulations) relevant to marketing activities, communications and events.

    [6.30] Understands the range of tone, style and communication formats and their appropriate use when communicating with different stakeholder groups.

    [6.34] Can support digital and social media channels being appropriately controlled so they are secure and aligned with school or trust policies.

    [6.38] Supports the need to be aware of new developments and understands the impact that this can have on the school or trust.

  • [6.20] Has a full understanding of the statutory legislation that applies to all marketing activities, communications and events (including health and safety, data protection, and safeguarding regulations) and ensures that it is fully abided by. Understands the consequences of failure to meet these duties and the need to take advice where necessary.

    [6.32] Possesses high levels of literacy and has developed analytical, interpretative and explanatory skills, which are used to communicate appropriately to different stakeholder groups. Understands the associated benefits and risks for the school or trust of using multichannel communications.

  • [6.19] Can ensure that applicable statutory legislation (including health and safety, data protection, and safeguarding regulations) is fully adhered to as part of marketing activities, communications and events.

    [6.31] Can articulate and convey narrative information to a range of different stakeholder groups succinctly and accurately through a range of marketing channels.

    [6.35] Can monitor the engagement of digital and social media channels and manage the appropriate use of these communication channels.

    [6.39] Is aware of the latest developments and proposes plans to implement improvements based on an evaluation of opportunities and staff skills.

  • [6.19] Can ensure that applicable statutory legislation (including health and safety, data protection, and safeguarding regulations) is fully adhered to as part of marketing activities, communications and events.

    [6.31] Can articulate and convey narrative information to a range of different stakeholder groups succinctly and accurately through a range of marketing channels.

  • [6.20] Has a full understanding of the statutory legislation that applies to all marketing activities, communications and events (including health and safety, data protection, and safeguarding regulations) and ensures that it is fully abided by. Understands the consequences of failure to meet these duties and the need to take advice where necessary.

    [6.32] Possesses high levels of literacy and has developed analytical, interpretative and explanatory skills, which are used to communicate appropriately to different stakeholder groups. Understands the associated benefits and risks for the school or trust of using multichannel communications.

    [6.36] Can influence key stakeholders in the school or trust to contribute towards the positive promotion of the school or trust through digital and social media channels.

    [6.40] Can evaluate the impact that new developments can have in supporting strategic plans.

  • [6.41] Understands the purpose of media events.

  • [6.29] Understands communication practices and the need to communicate effectively with different stakeholder groups.

  • [6.42] Understands processes involved in facilitating media events.

  • [6.30] Understands the range of tone, style and communication formats and their appropriate use when communicating with different stakeholder groups.

  • [6.44] Understands how to respond to media requests and is experienced in supporting senior leaders. Can react to, and adjust, activities and processes for critical incident management if necessary. Can seek expert advice as required.

  • [6.31] Can articulate and convey narrative information to a range of different stakeholder groups succinctly and accurately through a range of marketing channels.

  • [6.43] Can manage media events and implement critical incident management processes if necessary.

  • [6.32] Possesses high levels of literacy and has developed analytical, interpretative and explanatory skills, which are used to communicate appropriately to different stakeholder groups. Understands the associated benefits and risks for the school or trust of using multichannel communications.

Function: Income generation

Foundation Practitioner

  • [6.45] Understands the need for income generation and can support the identification and delivery of potential opportunities.

  • [6.45] Understands the need for income generation and can support the identification and delivery of potential opportunities.

Associate Practitioner

  • [6.46] Can undertake research and development of business cases/bids and stakeholder engagement to support income generation opportunities applicable to the school or trust.

  • [6.46] Can undertake research and development of business cases/bids and stakeholder engagement to support income generation opportunities applicable to the school or trust.

Lead Practitioner

  • [6.48] Understands political, social and environmental factors affecting business case/bid applications and uses these to create income- generating activities that enrich and contribute to the school's or trust’s strategic plans.

  • [6.47] Is experienced in producing effective business cases/bids and managing the delivery of income generation opportunities.

Strategic Practitioner

  • [6.47] Is experienced in producing effective business cases/bids and managing the delivery of income generation opportunities.

  • [6.48] Understands political, social and environmental factors affecting business case/bid applications and uses these to create income- generating activities that enrich and contribute to the school's or trust’s strategic plans.

  • [6.49] Understands potential risks associated with income generation activities.

  • [6.50] Can monitor, identify and report on potential risks associated with income generation activities to support the mitigation against any risk.

  • [6.52] Is experienced in establishing and reporting to the board on policies, procedures and controls to mitigate income generation risk.

  • [6.51] Understands the potential risks associated with income generation activities and is experienced in managing and mitigating any risk.