Free starter guide · Marketing, admissions and commercial teams
Most school marketers are waiting for permission to use AI.
You've heard it will save you hours. You've also heard it makes things up, eats your data, and writes copy that sounds like nobody who has ever met a parent. Both can be true. This is the practical version.
Problem
You run marketing, admissions or commercial income at a school. Someone on SLT has asked what you're "doing about AI". A couple of colleagues are already using ChatGPT on their phones. There is no policy, or there is a policy nobody can use.
Caution is reasonable. Schools are not retailers, parents are not a funnel, and pupil data is not something you paste into a tool to see what happens.
The stall is the problem. Waiting for a perfect policy is still a decision. So is dabbling with nothing joined up.
There's a policy template in the guide. Written for marketing and admissions use, not classroom AI. You can adapt it this week. That's usually the bit SLT actually wanted.
What you get
A short starter guide. Readable over a cuppa.
Inside:
- What AI is genuinely good at in a school office, and where it should never go near
- How to tell whether you haven't started, you've dabbled, your Head is asking hard questions, or you're worried about being invisible when parents ask ChatGPT
- Co-pilot, not autopilot, and the 4 As (amplification, acceleration, augmentation, automation)
- Where AI fits across Attract, Engage, Convert and Grow
- The language you need so you're not nodding along in SLT
- Being found inside AI answers, in plain English
- Prompts you can use today
- Our AI policy template for marketing and admissions use. Not classroom AI. Adapt it this week.
You don't need to be technical. You do need to be in control.
Who this is for
Heads of Marketing, Admissions and Commercial. Anyone holding two of those jobs. Bursars, SBMs and enterprise leads who can see the time sitting on the table and still don't want a mess.
If you want a robot to run the office, this will annoy you. That's fine.
Why it comes from us
We only work with schools. That's the whole business, not a specialism we added.
Not classroom AI. Not generic corporate training with a school logo dropped on the front slide. The people we train are the ones answering the phone to a prospective parent, chasing a registration, rebuilding the open day pack for the fourth time this year.
200+ education organisations. Emma delivers the digital marketing module for the AMCIS Diploma (it includes an intro to some AI) and is the Official Professional Advisor for Marketing to the Schools Enterprise Association.
Trusted by 200+ education organisations · AMCIS digital marketing trainer · SEA Professional Advisor