Tag Archives: parental choice

Marketing schools: value for money?

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Can we afford to spend millions on marketing schools to parents in the present cost of living crisis? Mrs Thatcher has been credited with creating a need for school marketing by introducing the concept of ‘parental choice’ into schooling after winning the 1979 general election. However, even before her victory in 1979, some schools were already seeing the need to compete for pupils during a period when the numbers transferring to secondary schools in some areas were already in decline.

I seem to recall that before I left Haringey in 1979, at least one school in Tottenham had already produced a colour brochure extolling its virtues to parents. By the mid-1980s, the idea of choice and marketing to encourage parents to select schools was already sufficiently acceptable for a publisher to ask me to put together ‘The Parents’ Guide to Secondary Schools in London’s Commuterland’ (ISBN 978-0333404447 but long out of print). By the 1990s, one of my students at Brookes University was writing a research article entitled: The School Brochure: A Marketing Tool? (Educational Management & Administration, v23 n2 p89-95 Apr 1995) and presenting a paper at a BERA conference, before going on to a distinguished career in higher education.

Now at that time I seem to recall that the definition of marketing was something along the lines of: “to seek, sense and satisfy, needs, wants and aspirations, within a legal, ethical and financial framework.”

After more than forty years of marketing schools, this summer’s examination results have highlighted the gap that still remains between examination outcomes, both across the country and between schools. So, has the money spent on marketing parental choice made schooling better or worse than before, and, more importantly, can we afford the cost to society?

It is interesting, within the definition quoted above, what schools don’t tell parents. Most, for instance, don’t mention the qualifications of their staff to teach the age group or the subject and how they have kept up to date with changing teaching and assessment, preferring to rely upon Ofsted while at the same time complaining loudly about the methods of assessing schools.

The head of the secondary school in Rutland that refused to join in the annual exam results ritual.  Uppingham Community College chose not to publish GCSE headline figures due to there not being ‘a level playing field in education’. Rutland achieves best GCSE results in England (stamfordmercury.co.uk) may be an outlier, but might this mark the start of a trend?

With the in-coming government likely to need to make savings, is marketing state schools an area where some limits should be placed on the amount that state-schools can spend on marketing each year?

After all, the Conservative government has been happy to introduce regulations on school uniforms – see earlier post on the topic – and on recruitment costs, by its free job board. However, the latter doesn’t seem to have reduced the spending in that area very much. Perhaps, because there are not enough teachers to go around.

Might the teacher associations be persuaded to back any curb on marketing if is could be shown that the savings could be applied to fund the inevitable pay rise that must surely come at some point if inflation continues out of control.

In recent years, I have wondered whether parental choice and the associated spending on marketing allowed government to avoid the issue of providing a first-class education for every child? As a result, spending money on marketing seems worth a debate in the present economic climate.

In-year admissions matter

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Each year thousands of children move to a different school. In some cases, it is because either a parent has a new job or has been relocated by an employer to a new location. Information in many parts of the country about schools with places available is still as sketchy as when I first started advising relocation firms some forty years ago.

Finding a house is easy, plug in a price band and see what comes up on the search engines. But, what’s the point of buying a house where there are no school places? Children may face either a long period out of school or a long journey to the nearest school with an available place.

So, here’s an idea. A traffic light system to tell parents about the state of schools on local authority web sites and linked to a page on the DfE site.

Here’s how it might work.

Green – places available in-year for all or most year groups

Amber – some places in some year groups

Red – few places or even no places and not worth joining the ‘waiting list’ unless you live very near the school.

Of course, it leaves the system open to gaming – as if the present system was free of such tactics – by naming a full school and expecting transport to be paid for if the nearest school with a place is more than three miles away. But, the risk of that approach is that you get the school nobody else wants to go to.

The situation is especially acute for children with an EHCP and needing a place in a special school. Managing those moves for often severely challenged young people can be especially difficult mid-year. I would encourage employers to take that into account when arranging start dates for the parent.

The issue of in-year admissions is especially challenging in some areas at present because of the influx of children and their mothers from the Ukraine. Often host families live in areas of over-subscribed schools and that can put pressure for local authorities, especially where most of the secondary schools are academies. Hence my traffic light idea. After all, parents don’t understand that local authorities cannot just tell an academy to admit a child.

As the current Schools Bill is wending its way through parliament it might be worth the government either bringing forth the secondary legislation to return control of in-year admissions to local authorities that was mentioned in the last two White Papers or adding a clause to the Bill agreeing to do so within six months of the commencement date of the Act.

As regular readers of this blog know, another group that could benefit from this change are children taken into care and moved away from their local area, usually for very good reasons. This almost always means a change of school. If you want to know why I feel so strongly abut this, search for the post about Jacob on this blog.

Administrative changes need champions, and this is one that I hope many will champion.

School Admissions for 2022: the process start this month

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At this time of year not only are pupils returning to school but some parents are starting the process of applying for school places for their children for entry in September 2022. This is either for the first-time or because of a switch from primary to secondary (or first to middle and middle to upper in a tiny minority of cases where three-tier systems still linger on). Posy 16 admissions is a different kettle of fish, but can be just as fraught.  

In August, the DfE published the outcomes of Admission Appeals for the academic year 20202/21 across the primary and secondary school sectors in England. Knowing how difficult it is to win an appeal locally may be a key part of decision-making about school choice, and in some cases where to live. https://www.gov.uk/government/statistics/admission-appeals-in-england-academic-year-2020-to-2021

These appeals relate to entry at the start of the school year. Headline figures as noted by the DfE include:

11,239 appeals were heard relating to primary school places for 2020/21. This represented 1.4% of new admissions. The number and rate have both been dropping since 2015/16, when 22,820 primary appeals were heard (2.6% of new admissions).

Of those heard in 2020/21, 1,823 primary appeals were successful, a rate of 16.2%. This rate is the lowest since this collection started in 2015/16

29,871 appeals were heard relating secondary school places for 2020/21. This represented 4.1% of new admissions.

This a decline from last year, when 35,648 (4.9% of new admissions) appeals were heard. This reverses the increases seen since the start of this collection in 2015/16. In that year 22,964 secondary appeals were heard (3.6% of new admissions).

Of those heard in 2020/21, 6,000 secondary appeals were successful, representing 20.1% of the number heard. This rate has been gradually dropping since 2015/16, when 26.3% of secondary appeals were successful. 

The birth rate and provision of new school places when the birth rate is on the increase are probably the key drivers for the appeals process in the primary sector. Where a new housing estate includes provision for a new school, those moving into the estate before such a school opens might do well to check the situation in existing local schools.

How effective a local authority is in generating school places to meet needs may well also determine the level of challenge by parents not offered a place for their offspring and making an appeal.

Although ‘catchment areas’ or similar terms are used by local authorities as part of the admissions process, parental preference can still take precedence depending upon the admission arrangements.  In-year admissions can still be an issue as schools are often able to go their own way on these admissions and do not have to use a coordinated local system. A review was promised some years ago in a White Paper, but the possibility for confusion still remains.

Popular schools, for whatever reason, will always be over-subscribed and often schools admissions will feature as a part of a Councillor’s postbag each spring. However, the reduction in pupils entering the school system will create some relief and in reduce the need for admission appeals by parents.

Swallows and summer

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If there is one thing more certain than swallows appearing in summer then it is that during a recession private schools will go bust, either on the first day or the summer holidays or the last. The actual day will depend upon how close to the line the fee income is in meeting the bills, and especially the wage bill for the following year.

The present recession is even more challenging for these schools, since the furlough scheme has muddied the waters on exactly how many people will be made redundant, and when. Even though most redundancies will be among the population that cannot afford private education, some managers and higher paid staff will lose their jobs.

Today, I learnt of a variant of the closure approach. A private school cannot recruit enough pupils for the infant years and, as a result, has closed just that section of the school. Parents are incensed, as expected. The local authority will have to find places for these children if approached by the parents, and, because the children include some than come from some distance to the school, this may add the transport bill footed by local Council Taxpayers. Parents may not have a choice of schools and will feel aggrieved. However, other local private schools may also offer to help if they have spare places.

There will be calls for politicos to help fund the school as a business. I don’t support that approach. Private education was the choice of parents when deciding how to educate their children. To  fund schooling for these parents would be to risk either a charge of discrimination if, for instance, classes are smaller than in local state schools or the start of a voucher system for all, a policy option sometimes advocated by those that believe that parental choice should be backed by the cash to make it possible for all.

Some private schools with considerable numbers of boarders, often from overseas, are looking to put their teaching and learning experience completely on-line for the autumn. This will reveal the extent to which parents are paying for the school name as much as the education they receive. Such an approach may well help these schools to weather the covid-19 storm until, hopefully, a return to normal in September 2021.

Private education has become big business in Britain, and an earner of foreign currency, especially in the higher education sector. Some universities will be hard hit if foreign student stay away. It won’t necessarily be those universities attractive to home students, but those that cannot fit the gaps left. Closures and amalgamations are as likely in the higher education sector as in the private school sector.

Ironically, after years of under-funding, perhaps the further education sector might just see a renaissance if there really is a focus on vocational courses and apprenticeships.

Admissions still a headache for everyone

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The DfE has recently published data about appeals for admission to primary and secondary schools. The data relates to admissions for the start of the 2018-19 school year; mostly for September 2018, but some schools may start their year in August. Although the data relates to admissions to any year group at the start of the school year, it seemingly doesn’t cover in-year admissions from parents moving into an area during the school year. There also doesn’t seem to be any mention of special schools and the evidence appeals could provide about the pressure on places in that sector. The basic information is available at  https://www.gov.uk/government/statistics/admissions-appeals-in-england-academic-year-2018-to-2019

As pressure on primary places has eased, with the downward trend in births, so the percentage of appeals lodged in relation to admissions to infant classes in the primary sector has also reduced; from 3.3% of admissions in 2015/16 to 2.0% for the 2018/19 admission round. There has been a similar, but smaller percentage, decline in appeals for places in other years in the primary sector.

By contrast, in the secondary sector, where pupil numbers are on the increase, appeals are on the increase, up from 29,000 in 2015/16 to nearly 38,500 for the 2018/19 admission round. The percentage of these appeals decided in the parents’ favour has also been in decline during this time period as pressure on places has intensified.

This data is important to parents that will soon be struggling with the admission process for 2020. Local Authorities must publish their admission booklets by the 12th September, in order to allow parents to express their preference for schools by the end of October, for the secondary sector, and by early 2020 for the primary sector.

Last year, parents in Oxfordshire faced the problem of deciding whether or not to apply for a place at a school that didn’t exist. Some parents in the London borough of Enfield face the same prospect this autumn. Wren Academy want to open a new school and have created a set of admission criteria, including:

The remaining places will be allocated equally between Foundation and Community applicants as follows:

  1. a. Faith places (up to a maximum of 92) allocated in the following order: i. Up to 55 places for Church of England applicants ii. Up to 37 places for other Christian faith applicants b. Community Places (up to a maximum of 92) for all other children 
  1. Where there are places available in either category 3 or 4 above,these will be filled from the other category.

Leaving aside the issues parents will have about whether they can apply for both a Foundation category faith place and a community place as well, and whether both parents need to be of the Christian faith for a Foundation place or just one will do, there is the issue surrounding the fact that the school hasn’t yet been created by the DfE, and thus no Funding Agreement has been signed.

The DfE really needs to update the Admissions Code to deal with this situation and make explicit that any school included in the admissions booklet is guaranteed to open the following September.

 

 

 

Can schools cause a housing crisis?

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Are academies screwing up the housing market? In the 2016 Education White Paper, it was hinted that in-year admissions might be returned to local authority control as they manage the main admissions round. So far, nothing has happened.

With secondary school rolls now on the increase in many parts of the south of England, and likely to eventually increase across the whole country over the course of the next few years, many more schools are filling up in some of their younger age year groups. They are, therefore becoming more reluctant to offer places to in-year applicants.

I have been campaigning for some time about the effect this can have on children taken into care that are having to experience a long wait before a school is forced to take them in the end; this at a very vulnerable time in their lives when being deprived of social interaction school can offer is a real concern and needs urgent action.

Now, I am also being told of parents moving mid-year for employment reasons that are finding schools reluctant to offer a place to their child. Where most or all secondary schools are academies this leaves the parents in a weak position and their child or children possibly out of school for several months.

I have remarked before that it is a supreme irony that a parent talking a child on holiday for a fortnight can be fined, whereas one taking them across town to a new house can be excluded from schooling for much longer. Something isn’t right here, and the government needs to take action. Firstly, they should determine the size of the problem and what the effects of rising rolls are likely to be on the need for in-year places and spare capacity within the system.

Builders, developers and employers human resources departments need to understand the effects of current policy, since with social media being immediate in nature it could slow down the house market and make employees reluctant to switch jobs mid-school year if they believe schooling will be a problem for their children.

As an aside, many schools could do more for children they admit mid-year and might want to track how well they integrate into the school. Schools with large number of forces children are well aware of this problem and that was one reason the Service Children’s Premium was introduced.

The fact that academies are their own admissions authorities is probably at the heart of the problem. Perhaps head teacher boards could discuss the issue wearing their responsibility for the system and not as heads of individual schools or directors of MATs.

Pupils deserve an education and although inconvenient and sometimes unsettling to schools in-year movement will take place and needs to be handled in both a sensitive and timely manner. If a school has a place in a year group it is difficult to see why the decision isn’t Immediate, especially with the power of information technology.

System autonomy or a system for the future?

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Hard on the publication of the report from the social Mobility Commission, headlined in the previous post, comes a report from the Centre for Education Economics, the re-named CMRE or Centre for Market Reform in Education. This is a body that avowedly believes in market solutions to improving education. Their report is entitled ‘Optimising Autonomy; a blueprint [sic] for reform. http://www.cfee.org.uk/sites/default/files/Optimising%20autonomy%20-%20Web%20.pdf?utm_source=CMRE+News+and+Events&utm_campaign=15cd691116-The+Centre+for+Education+Economics&utm_medium=email&utm_term=0_9bd023bfaa-15cd691116-92109333

Now, generally I find the former CMRE view often too market orientated for my taste, but this new report by James Croft bears reading as it makes some interesting observations. I remain un-reformed in my view that if the democratic process has a place in education at a national level then it also has at a more local level. This report does at least recognise some role for local authorities, but it might be better if they were to have worked through case studies of what can actually happen. How much might bussing in rural areas cost to achieve greater parental choice and is it worth the expenditure. A key question surely for a centre concerned with economics one would have imagined.

I also conclude that if competition was such a good idea then large retail chains would not impose the discipline that they do on their stores. I think, more important, as I have said at two different conferences this week, is the issue of technological change and our approach to education. The ‘free marketers’ have become too obsessed with the ‘wrong’ question of parental choice and have missed the issue of how education should respond to a changing environment and what the consequences are for the system as a whole.

Before 1870, England assumed that parents that wanted education would seek it out and pay for it. With the advent of greater suffrage and votes for all came the thinking about educating the electorate and a necessity for State intervention; something many other countries had already embarked upon. Parents often now choose to rectify the deficiencies of the State system through paying for private tutoring and home schooling is on the increase.

I think a centre dedicated to education economics might well look beyond the issue of for profit or not in schools and widen the debate into ‘for profit’ activities in education and how we achieve the aims of social mobility discussed in the previous post. Especially, what part will changes in technology play in the future shape of learning for our citizens and their families?

The general election was a good example of backward thinking, with the debate largely about selective education. Why should the State pay for this form of education over any other. Again, an interesting question for economists to discuss. I suspect the return on State investment is much greater with non-selective education across all government services. But such a calculation is notoriously difficult to undertake effectively.

I am interested to know where Labour stand in the debate on the politics and economics of schooling. As a left-winger for most of his career, does Mr Corbyn want to see a return to full State control and is that local or national. After all, Labour nationalised the NHS in the 1940s, so presumably is comfortable in keeping schools out of local democratic control?

 

Minutiae for manifestos

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Political parties are now frantically writing their manifestos for June 8th. The headlines are probably obvious: selective schools; funding; workload; testing; standards; teachers, and ensuring that there are enough of them, and possibly something about free schools and academies. But, beneath the surface there is room to include some specific ideas that might help various groups. Special education doesn’t often get a mention, nor do children taken into care, but both are among the most vulnerable in society.

Put the two factors together and make a placement outside of the local authority responsible for taking the child into care and you have a complex situation that the present governance of education regulations don’t really provide for. Hopefully, schools are willing to cooperate and offer a rapid re-assessment for an Education & Health Care Plan, where that is necessary and provide a place. But, what if a school doesn’t want to do so and is an academy, as an increasing number of special schools are becoming. Who has the right to demand that such a child is placed in an appropriate school setting as quickly as possible? It really is unacceptable for the government to worry about pupils that miss a fortnight’s education for a family holiday and fine them, but take no action for a child out of school for several months because no school place can be found for them. The 2016 White Paper suggested that local authorities should once again have the last word on in-year admissions, regardless of the type of school. I hope that all political parties will pledge to look at the issue of school places for children taken into care mid-year, as most are. If a fortnight is too long for a holiday, it is too long for a child taken into care.

At the same time, I would like a review of the school transport arrangements. It is grossly unfair that children in London, regardless of parental income, receive free transport, but those outside the TfL area are subject to archaic rules designed nearly 150 years ago. How many cars could we take off the roads if pupils travelled by bus or train to school for free, as in London? The free transport rule might also help with encouraging parental choice, as well as reducing traffic on the roads.

I would also like to see figures for the percentage of pupils from each primary school that received their first choice of secondary school rather than just figures for the secondary school. This would help to identify areas where there are either significant pressures or unrealistic choices being made by parents.

Finally, I would like to require an academy or free school considering closure to have to go through the same consultation process that a locally authority school is required to undertake. At present, academies and free schools can effectively just hand back the keys at the end of term, rather as sometimes happens in the private sector. However, this should not be allowed with State funded schools even after an unexpected Ofsted visit.

Don’t the Tories care?

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Rumours about what might be in the budget regarding education are rife across the media today. We know of more money for T levels in further education but, more grammar school places are also being touted as a likely outcome.

One particularly pernicious suggestion that I have heard mention is that the Chancellor will announce that the rules on home to school transport will be altered. At present, outside the TfL area in London, where transport is free, most pupils only receive free transport if their nearest school with a place is over two miles for children up to eight and three miles for children over eight and up to sixteen. There are exceptions where the route is unsafe and for children whose parents are on certain benefits. The latter normally have a wider range of schools to select from where free travel is available.

The rumour suggests that this provision will be extended to allow all pupils free travel to a selective school up to fifteen miles away from their home. Now, one would have assumed that was the case anyway in selective authorities, but at least one such authority tried to create a ‘nearest school’ policy regardless of whether it was a grammar or a secondary modern, condemning some parents to pay to take up places at grammar schools. Preventing this anomaly seems sensible. Less sensible is applying the rule to any child within say 15 miles offered a place and forcing non-selective local authorities to pay for the transport cost even if it means a taxi at £5,000 per place per year.

More sensible would be for the Chancellor to take a look at the transport rules for post-16 pupils. There is no statutory requirement to provide free transport for this age group despite the raising of the learning leaving age to eighteen. The cost is most keenly felt by parents in Tory controlled rural areas, many of which are fully non-selective. Here there is often little choice except between a single secondary school and a distant further education college offering very different ranges of courses. In some areas, with sixth form or tertiary colleges, there is no choice if a child wants to remain in education. For pupils with special needs the distance can be even greater to attend specialist provision.

In my view, if the Chancellor is trying to do more than clear up the anomaly created by some Tory authorities trying to save money, he should support free transport for all 16-19 pupils on the same basis as for pupils from 8-16 ahead of favouring younger children attending selective schools.

Of course, he could go further and offer the same deal to all pupils across the country as pupils receive in London, free transport to all children regardless of distance travelled within the TfL area, but that would really cause chaos, even if it boosted parental choice. Not much chance of that then.