My education marketing journey – from client to agency-side
Years ago, I worked at a large UK exam board for just short of a decade. Before I knew it, my role as a marketer had gradually become more about leadership and people management. While that was rewarding in its own way, I missed the thrill of day-to-day campaign design and delivery. I missed those moments where a marketer sees strategy come to life and shine.
Moving to Ambleglow, an education-focused marketing agency, has given me the chance to get back into the fascinating details of my role. I have been able to roll up my sleeves again and get closer to clients’ brands and real challenges. And in the process, I have learnt a lot as a marketer. Here are some of my lessons.
Every organisation is different – but the challenges are similar
I’ve worked with all sorts of businesses that serve schools over the last three years, and while each has its own DNA, many share the same hurdles for any marketer.
- Schools are busy. Whether the offer is free or paid for, it’s hard to get cut-through, no matter what you’re selling and how great the market fit is.
- A clear strategy matters. Without one, even the best products get lost in the noise. Having a great product is fundamental – but being able to show why it’s great (and to the right people) is what opens doors.
- Budgets are tight. And I mean really, really tight. This makes strong, creative marketing all the more important. And, I’d argue, all the more fun!
The people are inspiring
One of the best parts of this role has been seeing how motivated people are in this sector. Almost everyone I meet is driven by the same thing: helping young people succeed. That shared purpose is hugely uplifting and makes our work feel truly meaningful.
Marketing has changed
Email used to be my key ‘must-have’ channel (and it still has its place). But I’ve learnt that it’s no longer enough on its own.
- Multi-channel is essential. Campaigns need to work across different touchpoints, catching different audience members, at the time that matters.
- Social ads are growing fast. They’ve become an increasingly powerful way to reach schools (no matter how much teachers tell us they don’t use socials for work).
- Expertise makes the difference. Watching digital specialists who truly know how to set up and optimise campaigns has shown me just how much skill is involved. Honestly, it’s an art and a science – maybe even alchemy – and it makes all the difference in hitting campaign goals.
Fresh perspectives are powerful
Back in my exam board days, I sometimes felt frustrated outsourcing creative work (I can admit that today). But now that I’m on the agency side, I’ve realised how valuable it can be, because:
- When you live and breathe one brand, it’s easy to miss things (sometimes even really obvious things).
- An external team can spot opportunities and bring fresh ideas.
- Seeing the bigger picture across the sector helps to highlight gaps and possibilities.
Big teams, small teams – same passion
I’ve also seen how different organisations approach marketing:
- Large teams: full of passionate marketers, constantly learning and shaping strategy.
- Small teams: often just one person, achieving incredible things with limited resources.
No matter the size, the common thread is clear to me: everyone I work with cares deeply about supporting schools and helping pupils succeed.
The biggest lesson
At the end of the day, working in education means being part of a much bigger team. Agency marketer or client, large organisation or small – we all share the same goal: to do good for schools, teachers and young people. And that’s something I feel very lucky to be part of.
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