Dr Joe Spence, chief executive of the School Partnerships Alliance

A nationwide strategy to strengthen school partnerships could transform public perceptions of independent education, highlighting the value of the 9,000-plus partnership activities schools undertake every year.

This is the case Dr Joe Spence, chief executive of the School Partnerships Alliance (SPA) and former Master of Dulwich College, will present to admissions, marketing, and communications professionals at the AMCIS Annual Conference to be held this week.

Dr Spence will outline how those leading admissions, marketing, and communications in schools can play a pivotal role in advancing the partnerships agenda, helping the SPA to develop a strategy that fosters impactful, sustainable collaboration between independent and maintained schools.

During his conference address, Dr Spence will also highlight the increasingly-vital role of partnership professionals in schools and how, alongside those in admissions, marketing, communications, development, and enterprise functions, they can form dynamic external relations teams to strengthen independent school reputations among the wider public.

The lifeblood of independent education

Reflecting on his experience shaping independent school engagement over the past 30 years, Dr Spence will discuss the evolving relationship between heads and those in admissions and marketing roles.

He will say: “It’s been heartening to see how school leaders have come to better appreciate the professionalisation of admissions, marketing, and communications work in schools.

“When I began teaching in the mid 1980s, marketing was seen as a necessary evil. Now, school leaders recognise how valuable it is to articulate what their schools stand for, not just to current and prospective parents, but also to alumni, staff, pupils, and the wider community.

“These areas have become the lifeblood of independent education.”

 A collaborative approach is essential

Dr Spence will add: “The professionalisation of the partnership brief is the next stage in this evolution.

“My work leading the School Partnerships Alliance is about celebrating those in schools who champion a collaborative approach to education.

“Such an approach is essential if the independent sector is to thrive despite political and social challenges.

“The collaboration of professionals in admissions, marketing, communications, development, enterprise, and partnerships will be the foundation upon which schools build for future success.”

And he will encourage professionals across these disciplines to work together in shaping a national partnerships strategy that not only strengthens individual schools, but also enhances the independent sector’s reputation.