At this year’s Educate+ International Conference, I anticipated learning about data-driven insights in marketing, the latest communications tools and enrolment strategies. Instead, the most powerful was something much more human: the importance of belonging.

It may seem unusual to consider that belonging, a concept typically associated with wellbeing and pastoral care, could also influence the operational side of a school. It’s easy to assume marketing in a school solely focuses on attracting new families to enrol their child through initiatives like trendy social media campaigns, curated website content and extravagant open days. Yet when we stop and consider why we do these things, that is when we begin to see the connection between marketing and belonging.

Research from McCrindle Advisory Firm suggests that thriving school communities are built when students, parents and staff feel known, included and connected. In other words, they feel they belong. This idea is reflected in our Vision Statement, which speaks of students being “known and loved”, which is about being seen as individuals that valued for who they are and connected to a community that supports them to grow.

And this is where the marketing connection becomes clearer, because the most powerful marketing tool schools have is advocacy.

When families and staff feel connected to a community, they naturally become the storytellers. They share experiences, celebrate successes and recommend the school to others. We could develop the most polished marketing campaign possible, but a prospective parent hearing how their friend’s child felt welcomed, supported, and genuinely known by staff is often far more influential on their decision to choose us. Stories of belonging create connections that marketing alone cannot.

So essentially, our main focus as the marketing team should be acting as a megaphone; broadcasting authentic stories that resonate with our community and bring our values to life.

Belonging is an abstract concept, experienced differently by everyone, which makes it difficult to intentionally cultivate. One way to approach this challenge is to ask: “What difference will this initiative make for our students and our community?”

However, this feeling cannot be created by just one program or initiative. It is built through the everyday interactions, relationships and experiences. For students, it may be a teacher who takes the time to check in. For staff, it may be feeling supported by colleagues and leadership. For parents, it may be a genuine sense of partnership and connection with the College community.

Understanding the connection between marketing and belonging is the first step. Thriving school communities are not shaped by campaigns alone, but by people who feel genuinely known, valued and connected.

Serena Mascadri
Marketing and Events Manager