Leading with Confidence: A CPD Series for School Business & Office Managers - Session 5 Community Engagement and Marketing

Session Overview

This session explores how strong customer service and purposeful communication support positive relationships with parents and the wider school community. Participants will consider how first impressions, everyday interactions and consistent messaging contribute to trust, engagement and school reputation.

The session introduces key marketing basics, including stakeholder engagement, working with PTAs, and planning communications through a simple annual marketing calendar. It will also explore the role of social media and brand consistency in promoting the school effectively and appropriately.

Linked to the leadership theme of leading through influence and relationships, the session highlights how school business and office professionals can shape perceptions and strengthen community confidence through collaboration, consistency and relationship-building. A practical mini-project will allow participants to apply learning by drafting a simple marketing calendar tailored to their own setting.

Learning Outcomes

By the end of this session, participants will be able to:

• Build positive parent interactions and strong first impressions through confident, professional communication.

• Understand the fundamentals of school marketing, including stakeholder engagement and collaboration with PTAs.

• Identify key messages and plan communications using a simple annual marketing calendar.

• Recognise the importance of brand consistency and appropriate use of social media in promoting the school.

We look forward to seeing you all there.