AI Resources
Video Presentations
The AI Resource Library includes 25+ videos and accompanying slides and materials.
Scroll down for some of the titles and descriptions of the video presentations
and resources currently available on demand to all subscribers...
'AI For Admissions, Marketing & Communications: Reasons to be Cheerful...'
Dr Andy Kemp
Speaker: DR ANDY KEMP (Principal, National Mathematics and Science College)
Dr Andy Kemp presents reasons why everyone involved in the dynamic world of admissions, marketing and communication should be cheerful about the impact of AI on their roles.
Across his talk, Andy explores the current and future role that artificial intelligence will play in the many different aspects of marketing, recruitment and communications.
In this swiftly moving world he believes it is important to have a clear understanding of where AI adds value to what we do, and where it doesn't... through exploring a number of examples of how artificial intelligence will allow everyone to achieve more with less, Andy hopes all those watching his presentation will gain understanding and ideas and feel there are many reasons to be cheerful about AI and how it can be used very effectively for Education Admissions, Marketing and Communications.
ABOUT DR ANDY KEMP:
Dr Andy Kemp is a world-leading expert in the challenges and opportunities posed by Artificial Intelligence in the field of education. He is the Principal of the National Mathematics and Science College, based in the Midlands on the edge of the Warwick University campus - the top performing specialist STEM sixth form day and boarding school in the UK.
Joining NatMatSci was something of a homecoming for Andy as he studied for his BSc in Mathematics, PGCE, MSc and EdD in Mathematics Education all at the University of Warwick. (More recently he completed his MBA at University College London in 2017.) Andy has spoken at conferences around the world in relation to the role that technology plays in education, and in particular AI and mathematics education, and has been published in several journals, magazines, and collective works.
Website: andykemp.org.uk
'Navigating The Future Of AI: Deepfakes, Crisis Comms And What the Education Sector Needs to Know'
Peter Heneghan
Speaker: PETER HENEGHAN (AI & Communications Advisor and former UK Government & 10 Downing Street Head of Digital Communications)
Peter Heneghan gives an impactful presentation exploring how Artificial Intelligence is transforming education, communications, and content creation in profound ways, introducing AI’s evolving landscape and focusing on its growing impact across the education sector.
He explores real-world examples of AI-driven innovation, including content creation and digital strategy, with a special emphasis on 'Deepfakes' - how they are created, their risks to schools and colleges, and the ethical implications.
In addition to addressing these challenges, Peter highlights strategies for leveraging AI to enhance creativity, engagement, and operational efficiency, driving up to 25% greater effectiveness in both operational and communication processes.
He also focuses on AI's role in crisis communications, and how those responsible for communications can quickly draft a strategy and response when time is of the essence.
Overall the presentation demonstrates the transformative potential of Artificial Intelligence, while addressing the pressing need for responsible and effective AI usage.
ABOUT PETER HENEGHAN:
Peter Heneghan is an award-winning AI and communications expert with a distinguished career at BBC News, Channel 4, BuzzFeed, and as the UK Government's Chief Digital Communicator at 10 Downing Street.
He radically modernised government communication during the COVID-19 pandemic by developing new ways of working and building teams that leveraged digital, data, tech, and creative storytelling innovations.
In 2023, Peter founded The Future Communicator, delivering AI-driven strategies to high-end clients like the United Nations, Arts Council England, a Formula One team, and several tech and telecoms corporations and developing 'AI Halo', a framework that helps organisations seamlessly integrate AI technology and up-skill their workforce.
A recipient of the prestigious Cannes Lions Grand Prix award and a guest lecturer on AI and Communications at London Business School, Peter helps businesses stay ahead of industry trends, enhancing customer experiences and operational efficiency.
Panel Discussion
Dr Andy Kemp, Peter Heneghan and Laurent Goetschmann
Panellists: DR ANDY KEMP (Principal, National Mathematics and Science College), PETER HENEGHAN (AI & Communications Advisor and former UK Government & 10 Downing Street Head of Digital Communications), LAURENT GOETSCHMANN (Head of School and Chief Executive Officer, Concordian International School Thailand)
A panel discussion with Dr Andy Kemp and Peter Heneghan, joined by Laurent Goetschmann.
ABOUT LAURENT GOETSCHMANN:
Laurent Goetschmann is the Head of School and Chief Executive Officer at Concordian International School, a leading International Baccalaureate (IB) institution in Bangkok, Thailand. He oversees the education of approximately 1,100 students aged 2 to 18, supported by 270 faculty members and 130 staff.
With over 20 years of experience at Concordian, Laurent has played a pivotal role in defining the school’s strategic vision and maintaining its reputation for academic excellence. Before his career in education, he worked in aerospace research and development as a Software Engineer at Meggitt PLC.
Laurent holds a Bachelor’s degree in Physics Engineering with a major in Biophysics and a minor in Mathematics from the Swiss Federal Institute of Technology (EPFL), a globally recognised institution for science and engineering. He also earned two Master’s degrees — one in Physics and another in Educational Administration.
His leadership credentials include the Michigan Ross Distinguished Leader Executive Certificate. Dedicated to fostering a well-rounded learning environment, Laurent emphasises academic success, leadership development, and core values such as kindness, respect, compassion, and integrity.
'Boosting Social Media Engagement And Reputation & Crisis Management With AI'
Archana Dhankar
Speaker: ARCHANA DHANKAR (Senior Director Social Media, LinkedIn 'Top Voice', Creator & Influencer)
Archana Dhankar explores how AI can transform social media content creation and communications, and reputation and crisis management for schools and colleges.
She explains how:
> to use AI tools to create personalised, scalable content for students, parents, and faculty
> to leverage AI-powered chatbots and email campaigns to streamline admissions communication and boost engagement
> to monitor social media with AI for early crisis detection and manage real-time responses to protect an school or college's reputation
Archana concludes with actionable strategies for enhancing a school or college’s marketing, admissions, and crisis management with AI, while navigating its challenges too.
ABOUT ARCHANA DHANKAR:
Archana Dhankar is a dynamic marketing leader and a renowned content creator recognised as a LinkedIn 'Top Voice'.
With over 19 years of experience in global demand generation, influencer marketing, and data-driven leadership, Archana has firmly established herself as a thought leader.
As a Senior Marketing Leader, Archana drives impactful growth strategies across international markets, consistently achieving significant pipeline expansion and revenue growth. Her deep expertise in marketing, coupled with a passion for innovation, has positioned her as a trusted voice in the industry.
In addition to her leadership role, Archana is a prominent content creator and 'AI in Marketing' expert. She leverages her vast knowledge and insights to create compelling digital content, building brand loyalty and engaging audiences across various platforms.
With a focus on AI's role in modern marketing, she is at the forefront of integrating cutting-edge technologies to enhance marketing strategies, optimise customer experiences, and deliver data-driven results.
Archana's thought leadership is reflected in her extensive public speaking engagements, workshops, and influential online presence and her influence extends beyond marketing... she is a dedicated advocate for women's empowerment and mentorship too.
Archana has been recognised by organisations like UN Women UK and serves as a mentor with Warwick Business School's Global Mentor Program. Through her contributions to marketing and women's initiatives, she continues to inspire others to achieve excellence while fostering a culture of continuous learning and growth.
'Using Customer Data: Navigating GDPR, DPDI And A Future With Artificial Intelligence'
Dr Sachiko Schueing
Speaker: DR SACHIKO SCHEUING (Chairwoman of Board, The Federation of European Data and Marketing, FEDMA)
Data-driven communications is a huge part of modern-day school and college Admissions, Communications and Marketing but balancing privacy concerns with the latest innovations can be a complex challenge. When done right, data-driven communications can build trust.
In this presentation Dr Sachiko Scheuing discusses the principles of data protection, explores the legal requirements of the GDPR and UK DPDI Bill/Act and provides clarity on what schools and colleges need to know and do to be compliant whilst also looking at how using data well can improve the prospective student and parent journey through personalisation.
She helps delegates consider and understand better the ramifications of AI on data use and privacy and how best to chart a way through the emergence of AI and its implementation, both in the learning and 'business' areas of their schools and colleges (and especially Marketing and Admissions).
Tackling all the hot issues of the moment, Sachiko looks at how delegates, as 'digitally mature' professionals, can work in compliance and use 'clean rooms' and pseudonymisation and processes to promote trust and the manage the impact AI could have.
ABOUT SACHIKO SCHEUING:
Based in Germany, Dr Sachiko Scheuing is the European Privacy Officer of Acxiom, an IPG-Interpublic Group company, and a global leader in marketing services.
She is currently serving her fourth term as the Co-Chairwoman of the trade association Federation of European Data and Marketing (FEDMA), based in Brussels.
With more than 20 years’ experience in the field of marketing intelligence, and as a former chief analyst, Sachiko combines theoretical and practical experience of the marketing and advertisement industries to manage Acxiom’s European government affairs and compliance.
She contributes articles to trade magazines and academic journals and besides FEDMA, Sachiko is active in several European and global privacy and marketing associations as well as think-tanks.
She was one of the founding members of the European Data Protection Officers’ association, CEDPO.
In 2020, Sachiko received the DataIQ Professor Derek Holder Lifetime Achievement Award for her contribution to and leadership in the data industry.
Sachiko is also passionate about empowering women and girls. She is serving as the global co-chair of Acxiom’s gender equity programme, WomenLEAD. In 2024, she was recognised by Women in Data® as one of the twenty most influential women in Data and Tech.
"Sachiko is one of the world's greatest experts on the intersection of data protection and marketing, approaching both with a genuine customer-first perspective. In always seeking to balance innovation and privacy in a rapidly changing technological world, Sachiko's clear thinking and expert knowledge [helps marketers] remember that behind the data are real people searching for relevant products and services to live their best lives." ― Chris Combemale, CEO, UK Data and Marketing Association (DMA)
'Digitally Vulnerable Students & Staff - Dealing With Threats Of AI Deepfake Misuse of School Images'
Tom Buchanan and Jane Tozer
Speakers: TOM BUCHANAN & JANE TOZER (Paternoster)
As Generative AI technologies become increasingly powerful and accessible, so too do the risks they pose, particularly to children and young people, and staff too.
In this talk Tom Buchanan and Jane Tozer discuss the emerging threat of AI-generated sexualised deepfakes being created and used by third parties to extort a School or College, or individual students or staff, and to threaten reputation too.
Tom and Jane explore the implications of this to all those concerned... the victims, the school or college and the wider community and the Senior Leadership Team, staff and governors responsible for dealing with such incidents as they arise.
Drawing on their experience providing PR support and consultancy to the Education sector they share their current advice on how schools and colleges might respond in the event of such threats, blackmail, or evidence of such misuse with regard to an Image Publishing Policy, Technical and Access Controls, Threat Response Procedure (Blackmail, Deepfake Threats, or Misuse), Staff Training and Awareness and Policy Review.
ABOUT TOM BUCHANAN:
Tom Buchanan is one of the UK’s most experienced communications advisors, with a distinguished track record of helping organisations across Europe, the US, the Gulf States and Asia build and protect their reputations.
Before founding Paternoster, Tom held senior management roles in several leading agencies. He is a trusted advisor to independent school governors and academic institutions, offering strategic counsel on governance, crisis communications, and reputation management.
As a former Chair of Governors, he brings first-hand insight into the challenges of educational leadership and often serves as media spokesperson for schools during periods of public scrutiny.
Outside of his professional work, Tom is an ordained priest in the Church of England and serves as a Canon of Ely Cathedral.
ABOUT JANE TOZER:
Jane Tozer brings over 30 years of experience in publishing, journalism, and communications.
Her early career in newspapers gave her a deep understanding of media dynamics, which she later complemented with frontline experience in education.
While raising her young family, Jane volunteered for an education charity and retrained as a biology and chemistry teacher, working in both prep and secondary schools, giving her rare insight from both sides of the classroom.
After returning to writing full-time, Jane worked with a wide range of clients, from multinational corporations to NGOs and government agencies. She joined Paternoster in 2020 as Schools’ Lead, where she specialises in advising education clients on messaging, reputation, and strategic communications.
'Reimagining AI In Admissions & Marketing: Ethical Futures And Digital Humans'
Clara Hawking
Speaker: CLARA HAWKING (Former Head of Artificial Intelligence, Globeducate; Co-Founder and Executive Director, Kompass Education)
With a relatively unchecked rush to adopt AI, and schools and colleges wrestling with using AI both in the classroom and for administrating and management, staff trying to understand how to use AI professionally and personally, and students and parents also adopting AI too...
...it's a challenging time for all those working in educational institutions of all sizes and types, not least with new laws and treaties transforming how AI is used and the era of unchecked algorithms in Admissions & Marketing ending.
Drawing on her extensive experience, including leading AI initiatives across Globeducate’s global network of 65+ K-12 schools, Clara Hawking gives visionary presentation on shaping the future of AI in education.
As Co-Founder and Executive Director of Kompass Education, a leading consultancy specialising in AI governance for schools and EdTech, Clara offers actionable insights and best practices for ethical AI adoption and compliance.
She explores the rise of digital humans in marketing, addresses the risks of bias and discrimination in decision-making algorithms, and shares real-world examples of challenges faced by schools and colleges.
Clara’s talk also highlights the need for robust AI governance frameworks to foster inclusive, equitable, and responsible practices in education.
ABOUT CLARA HAWKING:
Clara Hawking is the Co-Founder and Executive Director of Kompass Education, an organisation specialising in AI governance for schools, colleges, and EdTech.
As a former Head of Artificial Intelligence at Globeducate, Clara spearheaded AI integration across an global network of schools, emphasising AI Literacy, ethics, compliance, and innovation.
A seasoned leader and globally recognised voice in AI and education, Clara is committed to shaping a future where AI serves as a force for good in learning and beyond.
She holds advanced degrees in both Computer Science and Applied Ethics, bringing a unique blend of technical acumen and ethical insight to her work.
With a profound understanding of educational pedagogy and practical philosophy, Clara bridges the gap between technology and ethics in education. Her career in the educational sector is distinguished by a passionate commitment to the thoughtful and ethical incorporation of AI and educational technologies into learning environments.
As a sought-after global speaker and workshop leader, Clara continues to share her insights and sparked meaningful discussions about the transformative potential of AI in education across various global platforms.
'Automation Without Losing Empathy: Using AI To Double The Size Of Your Marketing And Admissions Team Overnight'
Daniel Clarke
Speaker: DANIEL CLARK (Chief Executive Officer, UBIQ)
What if you could double your school’s marketing and admissions output... without hiring a single new team member?
In this presentation Daniel Clarke reveals how AI and automation are transforming how schools engage families, drive enquiries, and deliver a more personalised experience - without sacrificing the human touch.
Drawing on insights from hundreds of school partnerships around the world, Daniel shows how schools are using automation to lighten the load on stretched teams, streamline decision-making, and create marketing journeys that feel tailored, timely, and genuinely empathetic.
ABOUT DANIEL CLARKE:
Daniel Clarke is the founder and CEO of UBIQ – the UK’s fastest-growing school website company, a title it is set to retain for the year ahead. UBIQ’s meteoric rise is the result of its bold vision: to reimagine how schools engage with prospective families through digital experiences that are smarter, more personalised, and powered by meaningful data.
Dan is leading the charge in bringing artificial intelligence into the education marketing space in a way that feels human, empathetic, and practical.
UBIQ’s platform leverages first-party customer insights to power AI tools that help schools forge deeper, more authentic connections with their audiences. Rather than using AI for AI’s sake, UBIQ ensures it is grounded in the day-to-day realities of schools – helping them act faster, connect more personally, and make better decisions.
Under Dan’s leadership, UBIQ has moved far beyond traditional CMS platforms to create a new category: the Digital Experience Platform (DXP). Just one element of UBIQ AMAIS, UBIQ's unique marketing ecosystem, this unique blend of enterprise-grade technology, data science, and creative strategy gives schools a clear competitive edge in an increasingly complex and unpredictable market.
'The Ethics Of AI In Admissions & Marketing: Addressing The Risks To Realise The Potential'
Dr Mhairi Aitken
Speaker: MHAIRI AITKEN (Senior Ethics Fellow, The Alan Turing Institute)
With all the hype and sensationalism around AI it can be difficult to know what to believe, and in order to realise the value of AI for school and college communications, marketing and admissions it is essential to first have a clear understanding of the limitations and risks of AI.
With this in mind, in her presentation on the ethics of AI in education Dr Mhairi Aitken cuts through the noise to set out a realistic overview of what AI can, and can’t do, and how its true value can be harnessed for education.
She explores key ethical challenges relating to the ways AI might be used in education and discusses three categories of ethical concerns.
Firstly, direct risks of using AI in teaching. Secondly, risks to relationships between educators and learners, and thirdly, wider societal and environmental impacts of increasing use of AI in education.
Addressing these risks is vital to ensure responsible development and use of AI systems in education.
Mhairi's talk maps out important approaches needed to address the risks in order to realise the value and benefits of AI in schools and colleges now and in the future.
ABOUT DR MHAIRI AITKEN:
Dr Mhairi Aitken is Senior Ethics Fellow in the Public Policy Programme at The Alan Turing Institute, a Visiting Senior Lecturer at the Digital Environment Research Institute, Queen Mary University of London and an Honorary Senior Fellow at the University of Wollongong, Australia.
At the Alan Turing Institute Mhairi leads research on children and AI, as well as working across a range of topics including data justice, ethics of Generative AI and emerging AI policy and regulation.
Mhairi was included in the 2023 international list of "100 Brilliant Women in AI Ethics" and is a frequent contributor to media discussions around AI and data.
She has featured on Sky News, BBC 2 Politics Live, BBC Radio 4 Today Programme and Woman’s Hour, LBC with Andrew Marr, BBC Five Live and many more radio programmes across national and regional stations.
Mhairi is a regular performer in the Cabaret of Dangerous Ideas at the Edinburgh Festival Fringe and has performed shows based on her research at the Edinburgh International Science Festival, Glasgow International Comedy Festival, Belladrum Tartan Heart Festival as well as in stand-up comedy clubs.
Panel Discussion
Daniel Clarke, Dr Mhairi Aitken and David Milner
Panellists: DANIEL CLARK (Chief Executive Officer, UBIQ), MHAIRI AITKEN (Senior Ethics Fellow, The Alan Turing Institute), DAVID MILNER (Director of Marketing & International Relations, Sedbergh School and AMCIS Joint Chair)
A panel discussion with Daniel Clarke and Dr Mhairi Aitken, joined by David Milner.
ABOUT DAVID MILNER:
David Milner is the Director of Marketing and International Relations at Sedbergh School, which he joined in November 2018, taking up the role of International Marketing Manager responsible for marketing the Prep, Senior and Summer School.
David is also Vice-Chair at AMCIS, the leading Association for those working in Admissions, Marketing and Communications in Independent Schools and represents over 500 of the largest and small schools in the UK and overseas.
His work takes him across the world visiting multiple countries for recruitment and international relations... for example his travel schedule for September to October 2024 has included visits to London, Paris, Beijing, Shanghai, Nanjing, Warsaw, Munich, Stuttgart, Frankfurt, Berlin, Mexico City, Monterrey, Hong Kong, Hanoi.
David’s career started in the North East of England, marketing a local college, followed by a short spell working at Newcastle University before moving into the independent sector as Marketing Manager of a day school.
David has a wealth of experience working in co-educational, single sex and faith schools and is highly skilled in Marketing Management, Strategy, Branding, Advertising, Design and Business Development.
His other interests include being Governor at Richmond House School, an Ambassador for SEED (Eating Disorder Support Services) and being a Brand Ambassador & Investor in a company collecting and investing in ultra rare whisky from across the globe.
Website: sedberghschool.org
'Being Found - How AI Is Changing The Web & Search Engine Marketing'
Tom Capper
Speaker: TOM CAPPER (Senior Search Scientist, Moz)
Tom Capper explains the various ways that AI is changing Google, the web, and searcher behaviour, and how schools and colleges can navigate this to make sure they get the most out of these incredibly lucrative marketing channels.
Or to put it another way...
As anyone involved in education marketing and admissions knows well, search engines have been the web's biggest marketing channel since the early '00s with prospective students and parents looking for the next school or college.
However this ecosystem is facing more turbulence and more threats than ever before, thanks to the popularisation of Generative AI.
Search engines have leveraged AI in various forms for more than a decade, and search engine markets were experimenting with GPT-generated content years before they shot to fame with 'ChatGPT'.
But the AI boom has presented huge challenges for search engines, and especially the market leader, Google - it faces its first credible competitors in nearly 20 years, as well as reams of new AI-generated content that threaten to pollute its search results.
Simultaneously, Google must be seen to play the overt AI game, whilst also maintaining its position as a source of truth and credibility.
As Google scrambles, chaos is created in turn for marketers downstream, as they wrestle to stay on top of the search engine's increasingly rushed and rapid-fire new features and ranking algorithms.
Meanwhile, schools and college must also think about how to appear in these new, alternative 'search engines' - or rather, chat interfaces, or something in-between. And, indeed, whether this is worth prioritising. Is it worth letting these organisations consume and potentially cannibalise content, in return for a chance of traffic and mentions?
As Tom explains, it's not all bad - there are also opportunities here.
Many digital marketing activities can be facilitated or expedited by new waves of AI tools.
Learn from Tom how to navigate all this... and what to focus on to cut through the noise!
ABOUT TOM CAPPER:
Tom Capper heads up the Search Science team at Moz (a leading software platform used by 500,000+ brands and agencies for campaign management, insights and resources) where his research and analytical, data-heavy approach is helping to build the next generation of SEO tools.
Previously, he worked as a freelance consultant for a number of international brands, and led the London Consulting team at technical marketing consultancy Distilled, advising clients on everything from search engine optimisation to mergers and acquisitions.
Tom has regularly been sharing his thoughts and findings on search engine marketing for over a decade, on the Moz blog, on platforms such as Twitter/X and YouTube and as an expert speaker at conferences and technology shows.
Before all that Tom was a student of politics and economics at Cambridge University and a cook, and all along he's been a geek, a gamer, a runner, a hiker, and an avid follower of current affairs.
'You May End Up Marketing AI, Not Just Using It!'
Hannah Graydon and Sally Pelling
Speakers: HANNAH GRAYDON (Director of Marketing and Communications, Caterham School) & SALLY PELLING (Marketing Consultant, Propelling Communications and former Director of Marketing & Alumnae, Walthamstow Hall School)
As well as using third-party AI tools and solutions in both the teaching and learning and administration and management areas of a school or college, innovative staff and students in some institutions are now developing their own AI for use within their own schools and others.
With AI product design coming from within a school or college - rather than an outside firm putting their Edtech ideas onto schools - different teaching and non-teaching departments may find themselves working together to develop and promote AI tools which actively demonstrate a school’s innovative approach whilst sharing new technology and developing partnerships with other schools and colleges.
Caterham School are leading the charge, employing machine learning engineers on their staff and setting up their own edtech start up, Sphinx AI.
At Sphinx teachers have used their expertise to successfully develop and launch AI powered Edtech tools "from the inside out”. The tools made such a difference at Caterham that they have been developed to be shared with other schools. with the Caterham marketing team lending support and expertise to help their colleagues.
In their presentation Hannah Graydon and Sally Pelling explain what motivated Caterham to come up with their own AI products, the learning chatbot 'RileyBot' and ground breaking platform ‘Chip’ which gives a holistic view of every pupil’s wellbeing whilst reducing teacher workload.
Hannah and Sally explain what AI features their teaching colleagues put at the forefront of the design, how they went about researching and testing and how the marketing team became involved in taking 'RileyBot’ and 'Chip' to market.
ABOUT HANNAH GRAYDON:
Hannah Graydon is a seasoned communications leader with three decades of experience spanning education, luxury travel, and global lifestyle brands. She is currently Director of Marketing & External Relations at the Caterham Family of Schools, which in recent years has seen Caterham School named as Times Educational Supplement’s (Tes) Best UK Independent School and Caterham Prep twice finalist for Tes’ Best UK Prep School. Her role also includes supporting EdTech/AI start up SphinxAI.
Before joining Caterham, Hannah held senior communications roles at Reigate Grammar School. Her earlier career includes agency roles with BGB & Associates and Bacall Associates, working with marquee brands such as Disneyland Resort Paris, Jumeirah Hotels, and Air Canada. Known for her creative approach and crisis management acumen, she was a key part of the team launching landmark projects including the Walt Disney Studios Park and Dubai's Burj Al Arab.
A Fellow of the Chartered Institute of Marketing, Hannah also holds a BA (Hons) in Broadcast Journalism from Nottingham Trent University. She is passionate about sustainability and youth engagement, working with the Jane Goodall Institute’s Roots & Shoots programme. Outside of work, she is an avid writer, and traveller, recently completing a climb of Ben Nevis, continuing her long-standing support of charity JDRF.
ABOUT SALLY PELLING:
The former Director of Marketing & Alumnae at Walthamstow Hall, Sally Pelling cut her marketing teeth on blue chips. An American Express graduate trainee, she quickly found that the marketing department placement was her perfect match.
Agency life as a ‘suit’ and planner followed a few years later, where Sally worked on accounts including The Guardian, Elida Faberge, Channel 5 and Which? before heading back client side as Marketing Controller at Sky.
The arrival of three kids in three years stymied commuting for a while and Sally applied to be a Marketing Manager at a local independent school, Walthamstow Hall in Sevenoaks. Somehow, the Head saw past Sally’s Petit Filou splattered interview outfit and Sally’s return to education was secured.
The plan was to stay for a few years before heading back to London but... Sally found that marketing a school offered unique insights and opportunities that marketing blue chip brands just didn’t, like meeting and having real conversations with real customers every day and working on ‘the factory floor’ right alongside the industry experts. (The school lunches were also hard to beat).
In a fiercely competitive market buffeted by birth rates, political policies, house prices, the economy, new entrants and school gate gossip, dull moments were hard to come by and before she knew it Sally was Director of Marketing & Alumnae and a member of the Senior Management Group.
In September 2023 Sally waved each of her children off, one to her first job in London, one to his first year at uni and one on travels to Australia. Driving back from Heathrow it struck Sally that maybe after 15 years of school calendars, bells and Open Days, it was time for her to embark on a new adventure too, terrified and excited she gave in her term’s notice the very next day!
In January 2024 Sally set up her own marketing consultancy Propelling Communications (see what she did there?). She describes herself as a ‘Marketing Thinker & Doer’ and offers guidance on all areas of marketing strategy, planning and delivery.
One of her first projects has been working with Caterham School on the launch of their game-changing, AI powered learning tool, RileyBot.
Sally is also a Senior Advisor at Paternoster Communications where she has provided consultancy on marketing comms projects for leading UK schools, Queen Elizabeth School Barnet and the St Albans Education Group.
'AI Revolution: Transforming Communications, Marketing & Admissions'
Andrew Bruce Smith
Speaker: ANDREW BRUCE SMITH (Chair of the Chartered Institute of Public Relations AI in PR Panel and AI PR & Comms Technologist)
In this presentation Andrew Bruce Smith explores how Artificial Intelligence will reshape the landscape of Public Relations, Communications, Marketing and Admissions within schools and colleges, providing an overview of AI's current and future impact on how colleges and schools engage with students, parents, and the wider community in an increasingly digital world.
Drawing from his extensive experience in digital communications and AI applications, Andrew examines the unique challenges and opportunities facing schools, colleges and universities in today's competitive educational marketplace, sharing real-world examples and case studies, demonstrating how forward-thinking institutions are leveraging AI to enhance their marketing strategies, streamline admissions processes, and build stronger connections with their stakeholders.
From AI-powered chatbots to predictive analytics informing recruitment strategies, Andrew uncovers the myriad ways AI is revolutionising school communications.
He delves into practical applications of AI across various aspects of school and college communications and marketing, exploring how natural language processing is transforming content creation for school websites, newsletters, and social media channels, and discusses the role of AI in search engine optimisation (SEO) and its impact on school visibility in an increasingly crowded online space.
Additionally, Andrew explains how AI-driven data analytics are providing unprecedented insights into engagement metrics, allowing schools and colleges to tailor their messaging and outreach efforts with pinpoint accuracy.
Looking to the future, Andrew considers potential challenges of AI adoption in educational marketing and provides insights on how to integrate AI tools effectively while maintaining the human touch that is crucial in education.
ABOUT ANDREW BRUCE SMITH:
Andrew Bruce Smith, FCIPR, MPRCA, is a renowned expert in artificial intelligence and its applications in digital PR, communications, social media, SEO, and analytics.
This, coupled with his leadership as the Chair of the Chartered Institute of Public Relations’s AI in PR panel, makes him a much sought-after speaker and commentator on the impact of AI.
With a remarkable career spanning 38 years, Andrew has strategically integrated AI into digital communications programmes for some of the world's largest brands.
With a foundational education in Philosophy and Mathematical Logic from the University of Edinburgh in the early 1980s, Bruce developed a keen interest in AI early in his career. He further honed his skills in AI programming languages in the late 1980s, a time when AI was still nascent.
Pioneering the adoption of AI content tools such as Wordsmith in the early 2010s, Andrew has consistently stayed at the forefront of technological innovation.
Andrew's expertise in AI and its integration with social media and analytics has earned him five Google Analytics Individual Qualifications and the status of an approved Google Partner in search advertising.
His contributions to the field have not gone unnoticed... in 2018, the UK Chartered Institute of Public Relations (CIPR) hailed him as “one of PR's greatest thinkers”.
He was instrumental in the CIPR’s 2021 Professional Practice Review into Research, Measurement and Evaluation in Public Relations and Communications, where his expertise in AI played a significant role.
Creating Impactful Audio-Visual Assets with Generative AI
Christiaan Harden
Speaker: CHRISTIAAN HARDEN (Client Services Director)
In today’s highly competitive market, all schools and colleges need dynamic, engaging content that really stands out - and generative AI can help you do just that!
This workshop presentation is specifically for marketers and recruiters looking to elevate their creative strategies with AI-driven audio-visual assets.
Christiaan Harden gives a practical session packed with actionable insights, explaining how to produce eye-catching imagery, human-like voice-overs, and captivating videos using a variety of AI tools including Midjourney, Altered Studios & Runway.
Workshop Highlights:
1. Exploring the Power of Generative AI in School & College Marketing
Get an overview of the latest generative AI tools and platforms for marketers. Discover how AI can streamline the content creation process and help you create high-quality audio-visual assets without advanced technical skills.
2. Crafting Realistic Voice-Overs with AI
Learn how to generate professional, human-like voice-overs using a tool like Altered Studios to emulate diverse voice styles, tones, and even languages.
3. Concept Art and Mood Boards Made Easy
Master the art of visual storytelling with AI-driven concept art and mood boards. Discover quick and effective methods for creating on-brand imagery that captures the essence of your school or college and generating inspiring visuals that align with your brand guidelines and unique visual identity.
4. Creating Videos and Short Films
Learn how to create engaging sample videos, shot sequences and even short films. In this segment Christiaan discusses how to use Runway, which offers a whole suite of exciting features including text-to-video, image-to-video, and even video-to-video AI generations.
5. Practical Tips & Best Practices for Integrating AI into Your Creative Process
Here Christiaan covers best practices for integrating AI into your marketing workflow, managing AI content efficiently, and balancing AI use with human creativity.
Key Takeaways:
> Speed and Efficiency: Save time and resources by learning how to produce high-quality visuals and audio assets quickly, with minimal setup.
> Increased Creativity: Experiment with innovative AI tools to elevate your content ideas, bringing more creativity to your campaigns.
> Actionable Skills: Gain a toolkit of practical AI techniques and tools that you can apply immediately to boost your school or college’s marketing content.
ABOUT CHRISTIAAN HARDEN:
Christiaan Harden is responsible for client success at Small Films. By bridging the gap between the company’s strategists, creatives, filmmakers and digital marketers, he ensures that every Small Films’ client gets the very best results and return-on-investment from their video marketing budgets.
Having worked for nearly 20yrs in education marketing, Christiaan has produced promotional films, multi-platform video marketing campaigns, television adverts and cinema commercials for over 50 universities and 20 schools across the UK.
He has also worked on award-winning advertising projects for clients including BMW, Macmillan, Qatar Airways, Barclays Bank, The Tusk Trust and BBC Bitesize, as well as many of the UK’s leading creative advertising agencies like M&C Saatchi and VCCP.
'Leveraging AI To Elevate Marketing & Admissions Processes'
Gemma Woods, Christina Adamopoulou and Olly Featherstone
Speakers: GEMMA WOODS (Senior Marketing & CRM Consultant, HubGem), CHRISTINA ADAMOPOULOU (Head of Marketing & Communications, TASIS - The American School in England) & OLLY FEATHERSTONE (Marketing Assistant, HubGem)
In this informative workshop presentation the HubGem team explore how Artificial Intelligence can elevate admissions and marketing processes.
Introducing this presentation, Gemma Woods and Olly Featherstone begin by discussing the many benefits of using AI CRM tools within an education setting, and how such tools can be used effectively to enhance all aspects of marketing and admissions processes.
Examples include timesaving through automation (especially those repetitive manual admissions admin tasks!), creating tailored and more personalised content for different audience segments, extracting usable data insights and reporting capabilities to better inform marketing and admissions strategies.
Christina Adamopoulou then shares her considerable experience in marketing and admissions, explaining how her team use HubGem and AI at TASIS - The American School in England - and Gemma and Olly discuss powerful AI tools within HubSpot CRM that can significantly improve processes across marketing and admissions, such as the blog and social content writing assistants, lead scoring, outreach automation, and more.
ABOUT GEMMA WOODS:
Gemma Woods is a Senior Marketing & CRM Consultant at HubGem and specialises in implementing HubSpot for Independent & International Schools.
Gemma provides her clients with both technical and strategic direction to ensure each part of their student recruitment journey works seamlessly. She also has experience delivering complex integrations, linking HubSpot with systems including iSAMS, Eventbrite and more, resulting in streamlined processes for the schools that she works with.
Gemma’s favourite part of her role is building a lasting relationship with her clients from understanding their goals, to discussing strategy and helping them streamline their processes for day-to-day tasks.
ABOUT CHRISTINA ADAMOPOULOU:
Christina Adamopoulou is a seasoned marketing leader with expertise in marketing strategy and digital marketing practices across both B2B and B2C organisations.
With a wealth of experience crafting marketing strategies and executing digital campaigns, she has led high-performing teams to deliver marketing campaigns focussing on business growth successfully.
Christina has held leadership roles in various projects throughout her career, demonstrating her versatility and proficiency in brand proposition development, customer experience design, brand awareness, sales process optimisation, and reputation management. She has spearheaded new website builds, CRM implementation and marketing automation launches, AR/AI, and brand re-design projects.
Christina brings eight years of experience in the education sector, where she has played a pivotal role in collaborating with Admissions teams and senior stakeholders, orchestrating successful events that prioritise customer experience, and facilitating the conversion of prospective families into enrolments. Her approach is the execution of highly effective marketing campaigns, meticulously focused on delivering tangible results and driving enrolment growth.
She is an engaging presenter known for delivering interactive informational sessions and training to marketing teams, combining insights from her professional experience and connecting the dots from theory to implementation and actionable takeaways.
ABOUT OLLY FEATHERSTONE:
Olly has several years' experience in retail management, delivering for customers and working with colleagues to coach and develop a customer first team in a fast-paced role.
And with his master's degree in marketing, and business-to-business sales experience using HubSpot, Olly is well placed to work in partnership with HubGem's clients to achieve admissions, marketing, and process efficiency goals.
As a natural problem solver, Olly enjoys working alongside client teams to bring about necessary change and has an in-depth knowledge of how these changes and processes can be utilised effectively inside HubSpot's tools.
Outside of work, Olly regularly goes to the gym (and sometimes a run) and loves watching and collecting Star Wars movies.
'Using AI For Crisis Communications'
Peter Heneghan
Speaker: PETER HENEGHAN (AI & Communications Advisor and former UK Government & 10 Downing Street Head of Digital Communications)
Following on from his previous presentation, in this talk Peter Heneghan expands on the topic of using AI for crisis communications, and how those responsible for communications can quickly draft a strategy and response when time is of the essence.
He demonstrates how to use effective prompting to get useful content and direction from generative AI to support the management of a crisis in a school or college.
'Hands-On AI For Social Media And More...'
Archana Dhankar
Speaker: ARCHANA DHANKAR (Senior Director Social Media, LinkedIn 'Top Voice', Creator & Influencer)
In this workshop presentation, building on her previous talk, Archana Dhankar introduces selected AI tools for boosting social media for communications, marketing and admissions.
She explores how to use popular AI applications that streamline content creation, engagement, and reputation management, offering practical takeaways... such as Jasper and Lumen5... showing how to generate personalised, scalable content that can be repurposed across multiple formats, not only social media, but also blogs, video, the web etc.
Archana also discusses:
> AI-driven chatbot and email automation platforms, such as Intercom and HubSpot, exploring how they might enhance admissions communications and boost engagement with prospective students
> reputation management, using AI-enhanced platforms like Brandwatch or Mention to monitor online sentiment and detect potential issues early
> real-world examples of managing PR crises and sensitive situations using AI-powered communication strategies, while addressing key ethical concerns like privacy and inclusivity
'Using Customer Data: Navigating GDPR, DPDI And A Future With Artificial Intelligence'
Dr Sachiko Scheuing
Speaker: DR SACHIKO SCHEUING (Chairwoman of Board, The Federation of European Data and Marketing, FEDMA)
Data-driven communications is a huge part of modern-day school and college Admissions, Communications and Marketing but balancing privacy concerns with the latest innovations can be a complex challenge. When done right, data-driven communications can build trust.
In this talk, following on from her previous presentation, Sachiko Scheuing discusses the principles of data protection, exploring the legal requirements of the GDPR and UK DPDI Bill/Act and providing clarity on exactly what schools and colleges need to know and do to be compliant whilst also looking at how using data well can improve the prospective student and parent journey through personalisation.
She goes on to explore the ramifications of AI on data use and privacy and how best to chart a way through the emergence of AI and its implementation, both in the learning and 'business' areas of their schools and colleges (and especially Marketing and Admissions).
'Hands-On Copilot Studio: How To Build Your Own 'Agent' (Chatbots etc) To Inform & Support Prospective, Current & Former Parents, Students, Staff'
Jose Ignacio Barrera
Speaker: JOSE IGNACIO BARRERA (Artificial Intelligence & Insight Lead, Market & Student Insight Team, and Co-chair of the DCMSR Artificial Intelligence Group, University of Manchester)
In this 'hands-on' introduction to Copilot Studio, Microsoft’s no-code tool for creating AI agents,
Jose Ignacio Barrera explains how you and your colleagues could begin using some of the new AI tools and platforms such as Copilot to boost your productivity while improving communications with prospective parents, students and staff, and the wider school community, including Alumni too.
Using the example of Open Days, Jose demonstrates how to map topics, add actions and preview a bot, such as a Chatbot, before release.
He explains where deployment happens and discusses design and testing.
ABOUT JOSE IGNACIO BARRERA:
Jose Ignacio Barrera is the Artificial Intelligence & Insight Lead (Market & Student Insight Team) and Co-chair of the DCMSR Artificial Intelligence Group in the Directorate of Communication, Marketing, and Student Recruitment at the University of Manchester.
He holds a Master’s in Marketing and a PhD in Management, with over a decade of experience in data science, business insights, market research, and marketing.
Since 2013, Jose has been specialising in quantitative and mixed-method research, developing models using traditional statistical techniques (such as structural equation modelling), machine learning algorithms, and simulation modelling (system dynamics etc).
Over the past three years, Jose has expanded his expertise in AI, working on projects involving Retrieval-Augmented Generation (RAG) models, multi-agent systems with open-source Large Language Models (LLMs), image classification, and image-to-text generation models.
In addition to modelling, Jose excels in data sharing and reporting. He has strong skills in creating dashboards using platforms like Power BI, sharing code through interactive notebooks, and building low-cost demos for machine learning and AI applications using tools such as Gradio.
As the AI and Insight Lead in the Directorate of Communication, Marketing, and Student Recruitment at The University of Manchester he helps shape recruitment strategies through activities such as curriculum review, evaluating and enhancing course attractiveness, advising on course fee setting, improving student experiences, analysing competitors' offerings, and forecasting student demand.
Additionally, Jose co-chairs the AI Working Group for the Directorate, where he contributes to the development of guidelines for AI initiatives, particularly in generative AI and market research.
Since September 2023, he has led efforts to enhance colleagues’ AI skills through workshops and training sessions and has supervised machine learning and AI projects.
In addition to his core responsibilities, Jose collaborates with an interdisciplinary group to support sports coaching teams in injury management, applying his expertise in machine learning for predictive modelling. He is also a professor of Data Science in the Master’s programme in Dental Public Health at Universidad de Los Andes, Chile.
'Robot vs. Marketer: The Future Of School Marketing In The Age Of AI'
Daryll Middleton
Speaker: DARYLL MIDDLETON (International Partnerships Director, UBIQ)
Is your school team future-proof... or falling behind?
In this informative, insightful workshop presentation, Daryll Middleton unpacks how marketing, communication and admissions teams in leading schools are using tools like Customer Journey Mapping, Predictive Segmentation, Automated Nurture Flows, and Intelligent Reporting to do more with less, ultimately freeing up time to focus on what they do best: creative, strategic storytelling.
ABOUT DARYLL MIDDLETON:
Daryll Middleton is International Partnerships Director at UBIQ, the UK’s fastest-growing school website company – a title it is on track to retain this year. With over 13 years of experience in education, Daryll has built a career at the intersection of technology, marketing, and international school partnerships. He is a passionate advocate for using digital innovation to help schools tell their stories more powerfully and connect with the communities they serve.
Daryll began his career at School Website, where he developed deep expertise in school marketing and engagement. He went on to found Teacheroo, the UK’s fastest-growing education job network. Today, he leads the charge in expanding UBIQ’s global reach, helping schools across Europe, the Middle East, Asia and beyond enhance their digital presence through smarter technology and data-led insights.
A regular speaker at international education events, Daryll recently delivered a workshop on The Future of School Web Experiences at ISBI’s Annual Conference 2024. His sessions are known for blending strategic thinking with real-world application – showing schools how to move beyond traditional websites and embrace AI-powered, personalised experiences that genuinely resonate with families.
Daryll’s work at UBIQ is driven by a simple belief: schools should have access to the same digital tools and intelligence as the world’s most advanced consumer brands. By combining creativity, commercial acumen and cutting-edge technology, he helps schools unlock their potential and compete with confidence in an increasingly global and competitive landscape.
'How To Be Found In The New Era Of AI Search'
Tom Capper
Speaker: TOM CAPPER (Senior Search Scientist, Moz)
Building on his previous presentation, in this talk Tom Capper goes into more depth, explaining how schools and colleges can use SEO and content strategies to remain discoverable on the web in this new era of AI-power search, and with AI tools replacing some of the old ways prospective students and parents would search for information about their next school or college.
Drawing on insights and tips identified during his work in Search Science at Moz and his leading role in the search sector, Tom shares relevant examples and gives some practical tips and best practice, as well as answering questions.
'Getting Started With AI Generated Video For Marketing, Communications & Admissions'
Jose Ignacio Barrera
Speaker: JOSE IGNACIO BARRERA (Artificial Intelligence & Insight Lead, Market & Student Insight Team, and Co-chair of the DCMSR Artificial Intelligence Group, University of Manchester)
In his second talk Jose explains how AI Generated video represents a great opportunity, and is evolving fast... introducing the AI tools that can be used to create incredible AI-powered videos.
Jose demonstrates how to navigate platforms, learn from other people’s projects, and apply best-practice prompts.
He also explains how to create sample clips to support visual-communication campaigns while discussing emerging good practice in aspect ratios, styles and accessibility.
'What Does Responsible AI Mean In Admissions & Marketing?'
Dr Mhairi Aitken (Senior Ethics Fellow, The Alan Turing Institute)
Speaker: MHAIRI AITKEN (Senior Ethics Fellow, The Alan Turing Institute)
In this second talk by Dr Mhairi Aitken she explores the importance of ethics in making responsible decisions about uses of AI in education.
While discussing practical examples, Mhairi introduces key ethical concerns relating to AI, along with tips and guidance on the responsible development, procurement and use of AI.
The talk gives an overview of the limitations and risks of AI related to the potential uses of AI in education.
'AI-Powered Strategy: Revolutionising Your Marketing and Communications Planning'
Andrew Bruce Smith
Speaker: ANDREW BRUCE SMITH (Chair of the Chartered Institute of Public Relations AI in PR Panel and AI PR & Comms Technologist)
In this workshop presentation, following his previous talk, Andrew Bruce Smith guides participants through the strategic application of AI in marketing and communications planning and campaign development for educational institutions.
Moving beyond basic content creation, Andrew focuses on how AI can elevate marketing and comms strategy and execution to new heights of effectiveness and efficiency, exploring:
> how advanced AI tools and methodologies specifically tailored for education marketing strategy can help leverage AI for in-depth analysis, including benchmarking, trend forecasting, and audience segmentation
> how these insights can inform more targeted and impactful marketing plans
> AI-assisted campaign development and how AI can help in generating creative campaign concepts, optimising messaging for different channels, and predicting campaign performance
> how AI tools can be used to create data-driven, multi-channel campaigns that resonate with prospective students, parents, and other key stakeholders in the education sector