Free starter guide · Marketing, admissions and commercial teams
Most school marketers are waiting for permission to use AI.
You've heard how important good prompts are. You've heard AI 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 guide is what keeps you on the right side of AI: prompts to use today, how to use AI safely as a school, including a policy you can adapt this week, and what AI should and shouldn't be used for. And it's free to download.
Your Problem
You run marketing, admissions or commercial ventures 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 delay 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 school business operations and revenue generation - and where it should never go near
- How to tell what stage of AI adoptionyou're currently in - and what to do next
- How to use AI as your co-pilot, not autopilot, and the 4 As (amplification, acceleration, augmentation, automation) of using AI appropriately
- Where AI fits across the traditional Attract, Engage, Convert and Grow marketing model
- The language you need so you're not nodding along in SLT or being bamboozled by agencies charging high fees for 'AI Expertise'
- Being found inside AI answers, in plain English
- Prompts you can use today, for the tasks you're already doing: enquiry responses, social posts, event follow-ups and more
- Our AI policy template for marketing and admissions use. Not classroom AI. Adapt it this week to keep everyone on the same page with acceptable AI usage in Marketing & Admissions.
You don't need to be technical to use AI. You do need to be in control.
Who this is for
Heads of Marketing, Admissions, Commercial, Development, Reception staff. Anyone involved in Revenue Generation or Business Operations at a school. Bursars, Financial Directors and enterprise leads who can see the time and revenue sitting on the table and still don't want a mess.
If you want a robot to run the office, this isn't for you. We're keeping humans in control, here.
Why it comes from us
We only work with schools - it's our whole business and has been for 8 years. It's not a specialism we just added.
This isn't classroom AI. It's 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.
We've worked with 200+ education organisations around the world. Emma delivers the digital marketing module for the AMCIS Diploma and we are the Official Professional Advisor for Marketing to the Schools Enterprise Association.
Trusted by 200+ education organisations · AMCIS digital marketing trainer · SEA Professional Advisor