The Education Periscope

If your school’s marketing sounds like every other school, you’re making it hard for families to choose you. In part two of our marketing and admissions mini-series, Emily from Stickman explains how schools can create and maintain distinctive, consistent messaging that cuts through a crowded market — and stays coherent across every touchpoint, from your website and admissions journey to social media and staff conversations.What we coverWhy generic messaging blends into the background (and how to avoid it)How to define a distinctive message you can repeat with confidenceThe “sweet spot” exercise to pinpoint your core messagesThe “branding bloom” approach: keeping communications coherent across the whole schoolSocial media: how to use it effectively without making it “the strategy”Getting staff aligned so the lived experience matches the messageBalancing content: educational vs entertaining without losing trustMeasuring and reporting the key marketing metrics that matterPractical takeawaysChoose a small set of core messages and repeat them consistently across channels.Make sure every staff member can explain the school’s “why us?” in plain English.Treat social media as a distribution tool — and measure what it drives, not just what it gets.LinksMore from Stickman: https://thestickmanconsultancy.co.uk/Free recruitment healthcheck: https://thestickmanconsultancy.co.uk/free-health-check/DownloadsDownload the one-page messaging action plan on the website: https://theeducationperiscope.com/More supportIf you want focused consulting and support, John and Elise offer a range of services for the Independent Education Sector. Contact them via:John: john@johnsshed.co.ukElise: elise@lumineer.ukPodcast: ahoy@theeducationperiscope.comWebsite: https://theeducationperiscope.com/

In this episodeFalling pupil numbers rarely arrive as a sudden shock. More often, it’s slow erosion masked by optimism — until decisions get forced on you. This episode gives bursars and business managers a practical, termly way to forecast pupil numbers with visible assumptions, test downside scenarios properly, and agree clear triggers so action happens early rather than late.What you’ll learnHow to build a rolling, termly pupil numbers forecast that’s data-informed and scenario-based (not a single annual line).Which assumptions governors should see in plain English — and how to make them challengeable and stress-tested.How to translate pupil movement into fee income, staffing implications, cashflow and reserves impact (one page, decision-grade).The “Three Angles” questions: what bursars, heads and governors each need to ask to keep decisions honest and timely.Core questionHow should school leaders forecast and manage falling pupil numbers so governors can challenge assumptions early and decisions happen before the pain hits?Three takeawaysA good pupil numbers forecast is rolling, assumption-visible and scenario-based — not a single annual line.Forecasting only matters when it links pupil movement to finance and staffing decisions, not hope and reassurance.The strongest mitigation is a termly review habit with agreed triggers and shared ownership across admissions, SLT and finance.Download: Get the one-page episode action plan from the website.Consulting: If you want hands-on support in your setting, contact John or Elise via their emails belowelise@lumineer.ukjohnddmurphie@gmail.comBe part of the conversation: Send your question or idea via the website, email, or LinkedIn — we’ll anonymise it for a future episode. Ahoy@theeducationperiscope.comDisclaimer: This is general guidance based on experience and best practice; it isn’t legal advice.

In this episodeMost schools can point to a risk register. Fewer can point to the decisions it genuinely changes. This episode gives bursars and business managers a practical way to assess risk maturity quickly, define what “good” looks like in an independent school, and embed a simple cadence so risk stays live — not filed and forgotten.What you’ll learnHow to assess your school’s risk maturity using behaviours, decisions, and evidence — not just documents.A simple maturity model you can run without turning risk into a bureaucracy.How to handle risk acceptance properly: explicit rationale, ownership, and monitoring (not passive avoidance).The fastest operational habit to lift maturity: risk as a standing agenda item at the right levels, with a clear cadence.Core questionHow should a bursar assess risk maturity in their school and raise it meaningfully over the next 90 days?Three takeawaysYou can assess risk maturity quickly by looking at behaviours, decisions, and evidence — not just the existence of a risk register.A simple, school-friendly maturity model works best when it’s linked to ownership, reporting, and how decisions change.The fastest improvement comes from making risk a repeatable operational habit (agenda item + cadence + feedback loop), not a one-off project.Download: Get the one-page episode action plan (and template prompts) from the website.Submit a dilemma: Send your risk question/challenge via the website, email, or LinkedIn — we’ll anonymise it for a future episode. Ahoy@theeducationperiscope.comDisclaimer: This is general guidance based on experience and best practice; it isn’t legal advice.

A short festive bonus from The Education Periscope to close out the year. We’re taking a moment to thank every listener and downloader, reflect on a few highlights from the series so far, and share what’s coming next.In this festive extra, we cover:A sincere thank you to listeners, supporters, and everyone sharing the showKey engagement highlights from recent episodes and conversations sparkedA quick reminder to join our mailing list for updates, takeaways, and extrasAn update on how we’re extending our services to support more of the sectorA look ahead: new ideas and formats to bring more insights and discussion to educationStay connected: Join the mailing list for episode drops, insights, and opportunities to get involved.https://theeducationperiscope.com/If you enjoyed this extra: Follow/subscribe to The Education Periscope and share it with a colleague in the sector.

This episode tackles a quiet but growing issue in many independent schools: everyone feels the risk levels rising – pupil numbers, fees, cyber, estates, complaints – but risk management still lives in a dusty register or an over-engineered spreadsheet. John Murphie and Elise Tonnard strip the jargon out of “business risk” for charity and non-charity schools, and show how to turn it into a simple, live tool for decision-making. They walk through five practical risk buckets that actually matter in schools, share how to avoid tick-box registers, and offer a one-page starting point you can stand up this term without hiring consultants or building a whole new framework.IN THIS EPISODE, YOU’LL LEARN HOW TO:Define business risk in plain language as “uncertainty that affects your school’s objectives”, not a specialist discipline.Sort your risks into five usable buckets – strategic, operational, financial, compliance and reputational – with school-based examples.Build a straightforward, one-page risk log using likelihood/impact and clear ownership, instead of chasing the perfect template.Use simple termly reviews, “what’s moved?” conversations and top-10 lists to keep governors strategic and out of operational rabbit holes.Run a short risk workshop this term that surfaces key risks, assigns owners and agrees on next steps – without turning it into an all-day conference.WHO THIS EPISODE IS FORHeads, bursars, business managers, governors and senior ops leaders in UK independent schools who are juggling sustainability, compliance and reputation, want a clearer grip on risk, and need something more practical than a theoretical risk appetite statement – but lighter than a full corporate framework.RESOURCES & LINKShttps://theeducationperiscope.com/Get in touch

This episode tackles a familiar problem in many independent schools: every board cycle, the paper packs get thicker, the dashboards get prettier… and the big decisions still roll to “next meeting”. John Murphie and Elise Tonnard look at how to move from perfection-seeking reports to nimble, insight-led decisions that actually land within the term. They unpack how to stop “report creep”, what empowered “tiger teams” can do with admissions, cash and staffing data, and why 80% right on time usually beats 100% perfect too late. You’ll come away with simple structures you can pilot this term – including one tiger team and one live dashboard item – without turning your board into an ops review or drowning governors in detail.IN THIS EPISODE, YOU’LL LEARN HOW TO:Spot where your board and SLT are stuck in a “more data, fewer decisions” loop – and how to break it.Frame better board questions that check assumptions and focus on “what’s shifted?” rather than requesting more reports.Set up small, time-boxed tiger teams with clear terms of reference and delegated authority to bring back three recommendations, not thirty rows.Use trends, thresholds/alerts and one-page RAG summaries to keep governors strategic and out of operational rabbit holes.Run a short “data detox” this term, stand up one tiger team (admissions or cash), and trial live dashboards in the room instead of another printed pack.WHO THIS EPISODE IS FORHeads, bursars, business managers, governors and senior ops leaders in UK independent schools who are facing peak paper-pack season want boards to stay strategic, and need clearer, faster decisions from the data they already have.RESOURCES & LINKShttps://theeducationperiscope.com/

This episode tackles a quiet headache in many independent schools: you’re drowning in data, but starving for timely insight. John Murphie and Elise Tonnard explore how to move from gut feel and historic reports to a handful of simple, live numbers that actually change decisions. They unpack what “decision-ready” data looks like in a school context, how to avoid turning it into a giant IT project, and why constantly available information can calm fee-setting, staffing and board conversations. You’ll come away with practical steps to pilot one live dashboard this term – plus a teaser for how boards and leadership teams can use it together without drowning in paper. IN THIS EPISODE, YOU’LL LEARN HOW TO:Spot where your school is rich in data but poor in usable insight across MIS, finance, HR, estates and admissions.Choose three or four critical indicators (like admissions pipeline, cash and staff costs) to monitor live.Turn scattered reports into a simple, shared dashboard that updates automatically rather than via late-night Excel.Link every metric to a real decision – yes, no or not yet – so data prompts action instead of sitting in a pack.Start a low-risk pilot this term that builds confidence with SLT and governors ahead of the next planning cycle. WHO THIS EPISODE IS FORHeads, bursars, business managers, governors and senior ops leaders in UK independent schools who are making big decisions under time pressure and want clearer, calmer information to back them up. RESOURCES & LINKShttps://theeducationperiscope.com/

This opening episode sets out why static, once-a-year strategies no longer cut it in the independent school sector. John Murphie and Elise Tonnard unpack what “agile strategy” really looks like in a school context: short feedback loops, digestible data, live risk conversations and plans you actually use between meetings. You’ll leave with a handful of simple moves to turn that glossy strategy document into a working tool for this term – plus a teaser for the next episode.IN THIS EPISODE, YOU’LL LEARN HOW TO:Shift from an annual strategy cycle to a lighter, continuous approach that fits around term life.Choose a small set of digestible, actionable data points to steer decisions.Build real-time adjustments into your strategy so you can pivot mid-term when numbers or risks change.Make risk assessment a frequent, live discussion rather than a once-a-year register update.Prepare the ground for more focused, value-added conversations with your board or governing body.WHO THIS EPISODE IS FORHeads, bursars, business managers, governors and senior ops leaders in UK independent schools who are short on time but long on strategic responsibility.RESOURCES & LINKShttps://theeducationperiscope.com/