BESA CORNER
This month in our ongoing feature highlighting the work of the UK education suppliers’ trade body BESA, we hear from Phil Smith Communications and Green Shoots.
How can education businesses ‘speak to’ teachers, and why should they listen?
Comment by PHIL SMITH, specialist education PR consultant for multi-academy trusts, schools, universities, education businesses, and professional institutions.
With school leaders and teachers absolutely laser focused on delivering the best possible education for children and young people, it is understandable that businesses seeking to engage them can have a problem with cut-through. Certainly whenever I attend big national events like Bett, the Schools and Academies Show, and to a lesser extent conferences run by the Confederation of School Trusts, I am struck and frankly overwhelmed by the sheer number of exhibitors wanting to share their products and services with the educators who are also present.
It is not an easy environment for education businesses, that’s for sure, and when you throw in wider marketing collateral such as brochures, leaflets, promotional videos, social media content, and ‘cold calls’, you can appreciate why school leaders and teachers may switch off. So how can these businesses rise above the noise? Well, clearly having a strong product or service to sell in the first place is the starting point, but then it is about speaking to the target audience (and their need) and presenting a solution.
You can do that in a number of ways, of course, but what I am seeing is a much more thought-out approach to communications and engagement. And businesses that tend to do well take ownership of an ‘issue’, and effectively position themselves as a partner to the sector. For example, Cosy Direct recently launched the first issue of Inspiring Learning Environments, a new magazine for anyone in the early years sector working with children up to seven years old. It is written by, and for, early years professionals with the aim of sharing the latest insights, best practice, and ideas on the use of educational resources in nurseries and primary schools. This is a great approach to stepping away from their ‘day to day’ business, and showcasing their passion for supporting outdoor learning by taking clear ownership of the subject.
In the MAT sector, IMP Software (whose co-founder and CEO Will Jordan wrote in last month’s issue of Education Today about their MAT Finance Sector Insight Report) is a stand-out example. A quick glance at IMP’s website shows that such thought leadership is not a one-off for them. They have produced a series of white papers over the years, which underlines their commitment to really understanding the challenges and opportunities for the sector, and have a MAT Finance Show which further brings this to life.
IMP have a ‘voice’ in the education media informed by the research and surveys they undertake, are incredibly active on the conference circuit, and importantly are very good at promoting customer voice. Let’s face it, if you’ve got peers recommending a supplier in the shape of case studies and video testimonials, you are more likely to pay attention than if they don’t. Overall, they are clear on the needs of their target buyer, and success has followed.
Not commercially motivated, but with learnings for education businesses, I am also impressed by a new multi-partner initiative, Lessons4Life, which is calling for renewed focus on, and greater investment in, children’s personal development education. Lessons4Life is seeking to encourage the Department for Education to provide more funding, training, support, and dedicated time in the curriculum to help tackle pressing societal issues such as knife crime, obesity, poor mental health, drug misuse, cyber risk and crime, attendance in school, low academic attainment and other socioeconomic challenges. Perhaps the most distinctive aspect of their work is the creation of a podcast where two primary school children interview the campaign’s partners and supporters. This, as a platform for engagement, is definitely one to keep an eye on. But the overall principle is the same: find an issue you are absolutely committed to, build an evidence-informed programme, and deliver this through multiple channels to support your end goal.
New report explores challenges and opportunities in the school sector Comment by MIKE KELLY, Research Director at Green Shoots Market Intelligence.
At the mid-way point of the 2024/25 academic year, the school sector finds itself at a critical juncture. Grappling with a number of challenges, schools are beginning to better understand the Labour government’s strategic direction for the sector.
To capture the latest snapshot of the school landscape, education research company Green Shoots Market Intelligence conducted a wide- ranging online survey of over 400 teachers. The full report can be found on the Green Shoots website (2025 edition of the Green Shoots UK School-Sector Landscape Report).
A sector tackling challenges on multiple fronts Teachers offer a sobering view of the national landscape, citing an increasing need for SEND provision, recruitment issues, variable parental engagement, and feeling intense pressure from Ofsted. Many of these challenges are underpinned by the worsening financial health of schools, with increases to core funding being outpaced by rapidly increasing costs. In spite of these nationwide challenges, there are signs for optimism. Reflecting on the situation within their own schools, teachers report a supportive school culture and effective school-leadership, which are crucial in navigating these turbulent times, and many teachers express a love for their profession and derive satisfaction from their work. However, this passion is often tempered by working conditions that can be extreme, leading many to consider leaving the sector altogether despite genuinely enjoying aspects of the job.
Embracing AI in education
Perhaps one of the most exciting developments in the education sector is the increasing capability of AI tools to support teachers and learners. Since the release of Chat GPT in November 2022, the adoption of AI- based tools has grown rapidly. Seven-in-ten teachers have used AI at least once or twice to support their teaching, with a pioneering subset of teachers making more extensive use of this technology, and influential voices are starting to emerge on this topic area, notably Mr P ICT.
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www.education-today.co.uk
Teachers are using AI for a range of tasks, from creating classroom resources to lesson planning. While many are only scratching the surface of what is possible, there is a keen interest in exploring how AI can be used more effectively to enhance teaching and learning.
Mixed thoughts on the Ofsted Big Listen exercise The jury remains out on the Ofsted inspection changes from the Big Listen exercise, with some of the changes more popular than others. Teachers were most positive with regards to taking into account area insights and least positive about the prospect of single headline grades being replaced by report cards.
Our research found that although the UK school sector is facing significant challenges, there are some signs for cautious optimism owing in no small part to the resilience of teachers and other staff working in the school sector. By fostering a supportive school culture, embracing new technologies like AI, and pushing for better funding and working conditions, teachers can navigate these turbulent times and continue to provide high-quality education for students.
Join the Green Shoots Teacher Research Panel
Green Shoots is an education research company with a mission to provide high quality research for the education sector. We regularly conduct paid market research with teachers to understand what’s happening in the world of education.
Our Teacher Research Panel is at the heart of what we do, giving teachers the opportunity to share their insights on key issues affecting education.
If you would like to take part in paid education research, you can join our research panel by completing the form here:
https://survey.alchemer.eu/ s3/90748257/Teacher-Research-Panel-Registration-Form
March 2025
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