Just having a brilliant team and a great idea isn’t enough if people don’t know about you and can’t talk to you about it. You won’t have the resources of an open school (lots of teachers, a printer, a kettle…) to market your offer, so you have to do lots and lots of events, flyering, talking to people in person, going to find them as well as getting them to come to you and using technology to reduce the effort and increase the quality of communications.
We spoke to hundreds of parents in person to get our school full for opening, via our own events, the feeder schools, park and playground trips and small gatherings in coffee shops or local community centres organised by keen parents. We met families on Good Friday to reassure them we’d be open on time and would provide the kind of education they wanted. If the only tangible thing your school has is your team and a prospectus, then your team have to be out talking to people. This includes your Principal Designate, who may not be used to such a street-facing role.
We had a Skype phone that could always be answered by someone knowledgeable from any location (and you can keep the number when you move to full land phone) so parents got the same response they would get from calling an open school. I cannot believe how many free schools don’t have a phone number, considering how many calls parents make to us. Parents need to talk to you, for reassurance as well as practical details.
Advertise effectively. Bus rear-end ads have given us the best return, they’ll be seen in the right geographical area by all people and you can normally get a good deal if you haggle.
Use Mailchimp, Eventbrite and other free and effective tools for making you stay better engaged with your parents, as any growing business would.
The brilliant team
This is a bit motherhood and apple pie but in pre-opening there are three crucial roles in addition to the founding team (which you should keep as lean and capable as possible):
Don’t expect all the ICT to work perfectly on day one unless you have some good on your side managing it. Make sure you have back up plans e.g. access to a 3/4G connection for when your broadband is not installed on time (this can take 6 months at least).
Collecting and Protecting your data The Data Roadmap
Good housekeeping, safety and security of student data starts as soon as you receive applications. If you’re using collaboration tools like Google Apps for School, make sure you have signed the right model funding agreements for data processing outside the EU. Make a single person responsible for Data Security and Quality and put in place good practices before school opens. This will make the preparation for your pre-registration checks, opening day and first census all the more easy.
Make sure things you want to communicate electronicaly can be viewed on phones as well as computers to reach the widest possible audience. Arbor is free for Free Schools in pre-opening so you can use Arbor to send SMS to parents and begin building up profile data.
You can save yourself lots of time and errors with things like Google Forms or Survey Monkey, that can help you collect information from parents and new staff electronically, and leave you time to focus on the harder-to-reach parents, who might not have internet access or English as a first language.
In the next blog, I’ll focus on ICT in free schools.