Emma Fell - Attenger Digital

Education Marketing & AI Consultant | Former School Governor | Mum | Views my own

[Emma Fell - Attenger Digital @attengerdigital]

5/ Want to explore how AI can support your school without the overwhelm? Join our next ‘AI for School Marketing’ training course, Thursday 11th June. The first and only school marketing specific AI training out there. Spaces are limited - grab your spot here: https://t.co/BHM7poAbzV

[Emma Fell - Attenger Digital @attengerdigital]

Many school marketers we speak to feel overwhelmed by AI. They know it matters but worry about time, data privacy, and getting it wrong.
[Thread 🧵]
That’s exactly why we built our AI for School Marketing course - practical, sector-specific, and designed for time-poor teams.
No hype. Just tools and workflows you can use next week…

[Emma Fell - Attenger Digital @attengerdigital]

4/ We take a safeguarding-first approach at Attenger. That means no over-reliance on children’s images and a strong focus on ethical, responsible AI use in education marketing. Human oversight on EVERYTHING
This protects your reputation as much as it drives growth.

[Emma Fell - Attenger Digital @attengerdigital]

Open days are won or lost months before the actual date.

Many schools start promoting a few weeks out. A Facebook post, an email to current parents, maybe a story on Instagram.

That’s not a campaign - that's a reminder.

The schools consistently filling open day seats are building awareness from the start of term and maintaining it through the year. Warm audiences, retargeting, content that answers the questions parents are already searching for.

By the time a parent sees your "open day this Saturday" post, they've already shortlisted three schools.

If you're not in that shortlist, the date doesn't matter.

[Emma Fell - Attenger Digital @attengerdigital]

It’s not about replacing you - AI as a tool can augment what you do and how you do. Help you do the admin faster, to leave you time to focus on what really matters, and what no machine can replace - authentic, human connection with current and prospective parents

[Emma Fell - Attenger Digital @attengerdigital]

Bad AI prompt = bad output.
Good prompt = good output

It’s the difference between AI saving you *real* time, and using AI ‘because everyone is’.

The difference between being AI Fluent, and stumbling around in the dark.

This prompt is bad. Which caused the output to be bad - patronising, insensitive, something no school admissions manager in their right mind would send to a parent whose child failed their entrance exam.

[Emma Fell - Attenger Digital @attengerdigital]

Grab our AI prompt cheat sheet. 23 pre written prompts for school marketers. They’ll get you better outputs from the get go

An extra tip? Add in your own schools context to the prompt - ages you serve, where you are, a bit about your parents and USPs. Be concise and clear. And expect to iterate - AI rarely get its right first time

This link gets you the cheat sheet: https://t.co/kVHWeUDnUh

[Emma Fell - Attenger Digital @attengerdigital]

I was at the @AMCISNews Conference yesterday and two things are unmistakeable:

1) All school marketers here are under increased pressure to deliver numbers
2) AI is no longer just a buzzword - most use it daily in some form. It’s here to stay.
To stay competitive, schools must embrace it. Particularly in this market - marketers are stretched thin and the pressure to drive enquiries has never been higher.

That’s where our AI-powered, human-led training comes in - it teaches you the practical, school-appropriate ways to take the repetitive work off your plate.
So you can spend your time where it actually counts - talking to families.
Check it out here: https://t.co/YBCFYXuLjm

[Emma Fell - Attenger Digital @attengerdigital]

Why on EARTH would anyone choose to use Microsoft teams over superior products? It’s loathsome

[Emma Fell - Attenger Digital @attengerdigital]

@RydalPenrhos @AMCISNews @devereofficial Hope you had a useful couple of days!

[Emma Fell - Attenger Digital @attengerdigital]

Back from a thought-provoking couple
Of days at the @AMCISNews conference. Encouraging to see schools thinking more innovatively about how they can market themselves, and better serve their parents, to navigate the onslaught currently ensnaring the independent sector.

“That’s how we’ve always done it” is not enough (it wasn’t five years ago and it definitely isn’t now)
Back to it 💪
#amcis2025

[Emma Fell - Attenger Digital @attengerdigital]

This is clearly out of date! @HMRCgovuk

[Emma Fell - Attenger Digital @attengerdigital]

@anaboultertv @TorstenBell This is heartbreaking 💔

[Emma Fell - Attenger Digital @attengerdigital]

@DowlenHolly Oh blimey 😬😳

[Emma Fell - Attenger Digital @attengerdigital]

When looking for a new Headteacher, what are the top three criteria you’d prioritise?
(outside of years of experience)
Lemme know 🙏🏻���️

[Emma Fell - Attenger Digital @attengerdigital]

In theory it could be covered in Acceptable Use and Online Policies, but it depends how ‘belt and braces’ you want to be with it. The most pertinent elements around safeguarding and acceptable use could be covered in those two documents, but more precise examples and online/social-media specific behaviours might benefit from a specific document. Especially if you want to include (which I’d argue you should) policy details on screen time and acceptable screen use more broadly. As it’s such a vast field to put into policy!

[HeadteacherChat @Headteacherchat]

Anonymous Post:
Does your school have a dedicated Social Media Policy for staff? It seems the topic is already covered in broader policies like the Code of Conduct and Electronic Communication Guidelines.
Do you think a separate policy is necessary, or could it be streamlined into existing guidelines?
Would love to hear your thoughts!

[Emma Fell - Attenger Digital @attengerdigital]

🤯🤯🤯

[Jonathan Haidt @JonHaidt]

Stunning new findings on device use by young children: 40% of two-year-olds now have their own tablet. From @CommonSense.

We have to roll back the phone-based childhood now. An iPad is not a babysitter, it is an experience blocker.

https://t.co/QpAApoWM91