Tag Archives: parents

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.

How many unqualified teachers are there?

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One of the questions that has exercised educationalists during a time of teacher shortages is whether or not there is a growing number of teachers without Qualified Teacher Status working in State School? Mr Gove, when Secretary of State for Education, changed the rules, from allowing all schools to employ unqualified staff only when they were unable to find a Qualified Teacher, to allowing academies and free schools to employ such individuals as core staff members.

Did this change open the flood gates? Data from the School workforce Census for 2019 and previous years suggests probably not, although there is a worrying figures in the data. Overall, some five per cent of teachers, as measured by the Full Time Equivalent number of teachers, did not possess QTS in the 2019 Census. In total, the figure in November 2019, was 25,078 compared with 25,860 in November 2016. Overall, the trend has been downwards. This may be because it is clearer to schools completing the census how to classify ‘teachers’ on either Teach First or School Direct Salaried contracts within schools.

Looking at the different sectors is illuminating. In the primary sector, there were 7,673 non-qualified teachers in November 2016, and 7,528 in November 2019. However, the bulk of unqualified teachers were in the secondary sector. In November 2016 the number was 25,860, but by November 2019 the number had fallen slightly to 25,078.

However, in the special school sector, where many of our most vulnerable learners are educated, the number of teachers without QTS increased from 3,033 in November 2016 to 3,729 in November 2019. By the latter date, such ‘teachers’ accounted for 14% of teachers working in the special school sector.

Now, hopefully, these are experienced teachers that bring special skills to bear to help with the education of these children. Sadly, the data doesn’t allow that to be more than a ‘hope’.  Should this not be the case, and many might lack specialist teaching as well as other qualifications, this must be a matter for concern? It would be interesting to see a regional breakdown of the numbers, to see if certain parts of the country ha percentages even higher than the 15% national figures for England.

Since the term ‘teacher’ isn’t a reserved occupation term, anyone can style themselves as a teacher. Indeed, as I have pointed out in the past, these individuals without QTS when working in schools were once categorised as ‘instructors’. However, the Labour government changed their designation to that of ‘unqualified teacher’.  I still think, in recognition of the preparation teachers have to undergo that the term ‘teacher’ should be reserved solely for use by those with QTS and that a person in training should have a separate designation such as trainee teacher. But, that’s a personal opinion.

Of course, few schools tell parents whether there child is being taught by either a teacher with QTS or one with appropriate subject or other specialist knowledge. Should there be more transparency?

School websites: some thoughts

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This summer I have been looking at more than a thousand primary school websites. This is because each year, TeachVac www.teachvac tries to look at all the sites where we find our teaching posts. Although most of the work is carried out by the dedicated staff team located on the Isle of Wight, I like to do my share as Chair of the company.

Incidentally, if you aren’t using TeachVac as your search vehicle for teaching posts, why not? So far in 2020 we have identified over 43,000 vacancies and last year the annual total was over 60,000. We are the most comprehensive job board for teachers in England that is free to both teachers and schools.

Looking at lots of websites can be very boring to do. However, it can also be very revealing.

As a community of educations, we are deeply concerned about children and meeting their needs for learning. Do we forget that adults may also have challenges? Certainly, looking at lots of websites, I do wonder. Not many carry WCAG or other notification that the site has been matched against guidelines for those parents or other adults that might use the site and have various challenges.

A percentage of the population is colour-blind. Do school web sites take this fact into account? How about background colours and those with adult dyslexia?

Then there is the issue of which ‘browsers’ the web site uses, and if tailored to work best on one type, does it make that clear to first time visitors?  

I am intrigued to see that teaching posts can be found under any of the following list of tabs: vacancies; employment opportunities; working for us; jobs: there may be others as well.

Jobs can be mixed up with others from the Academy Trust or hidden so well that you must assume that the schools doesn’t want anyone to find them. As to leaving jobs on sites well beyond closing dates, that’s all too common and frustrating for job searchers.

Few sites offer translation options even where the school acknowledges that pupils speak a variety of languages.

Of course, none of this is true for your web site, but if you want a checkout, do please make contact with the TeachVac team via ww.teachvac.co.uk

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.

IFS highlight what was expected

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It is interesting to look back at what I wrote on this blog on the 29th February, using my experiences of other school closures, especially that of Haringey’s schools in 1979, during the Winter of Discontent.

All this is ‘obiter’ by way of approaching the main question as to what schools should do now, and is there anything we can learn from 1979? Two things standout; some schools, usually those subject to most parental pressure, were better organised than others, especially in respect of examination groups, and we live in a vastly changed world in relation to technology.

Schools that don’t already do so can explore the use of uploaded video lesson segments for revision classes, where limited new material remains to be introduced. Skype or video conferencing software might even allow virtual lessons in some subjects where teachers are available. Indeed, a pandemic, as it would likely affect teachers as well as other school staff, should be the final nail in the coffin of schools competing with each other, rather than collaborating for the good of all learners.

Specific thought will also need to be given to pupils, especially those in special schools that are transported to schools. Will there be sufficient taxis and other vehicles to bring them to school?

These thoughts chime with the report from the Institute of Fiscal Studies about who has lost out from the lockdown, in terms of learning. I haven’t had time to read their research in full yet, but I wonder whether they also computed the attendance rates in normal times for the different groups they identified? There is also differential rates of private tutoring even in normal times

None of this invalidates the IFS’s verdict, with which I agree, and was supported by the Chair of the Social Mobility Commission on the radio yesterday. Social Class and access to both funds for technology and space to learn can make a big difference.

Should we be looking to press new spaces into use as schools? Church and community halls as extra classroom; theatres; cinemas and even places of worship? Because, if we cut class sizes we won’t have enough space to bring everyone back in the present buildings.

We certainly need cooperation and not conflict between those responsible for the education of the nation’s children and young people.

Whatever the strategies finally deployed, we do need to see how we can work with parents to ensure children falling behind can make-up the essentials of learning without being stigmatised as either failures or willful for not having the resources and space at home that makes such a difference to learning. This will not be an easy task, but one we must aspire to achieve as a Society.

 

 

 

The State cannot just abandon children

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Less than three weeks ago I wrote a post about ‘closing schools’.  I concluded by saying that:

‘We are better equipped to deal with unforeseen events these days, whether fire, floods or pestilence; but only if we plan for them.’

Last night, I was talking live on a local radio station when the news about school closures was being announced. I was immediately struck by the very lack of planning I had suggested was needed. Obviously, no announcement was made about the consequences for the examination system and the knock-on effects about entry to higher education this autumn. True, that doesn’t need to be solved immediately, but it is a major worry for a group of young people and their parents.

Of more concern, not least in rural areas and other locations with small schools, was the statement about children falling into two groups: those of key workers and those regarded as ‘vulnerable’.

With budgets devolved to schools, decisions the education of children in these groups may have to be made at the level of the school site. Firstly, there needs to be agreement of those actually falling into each category. Secondly, for small schools, what happens if all the staff are either off sick or self-isolating: who takes responsibility? Clearly, MATs can handle decisions across their family of schools, if the finding agreement allows. But what of other schools?

My initial reaction, live on local radio, was to call for a strategic group in the local area formed from the Anglican and Roman Catholic diocese and arch-diocese, the largest Multi-Academy Trusts in the area and the local authority.

The local authority can coordinate transport and special needs and work with the other groups on ensuring a skeleton of schools are able to open, even if staff are asked to move schools. There is no point in every small rural primary school staying open for just one or two children, unless it can also in those circumstances take other children as well.

This is where the lack of planning ahead in a society dedicated to individual freedom and choice has created a set of questions we are ill-equipped as a society to answer. Is it right for government just to dump the problem on its citizens, or should it take a more interventionist approach: especially to ‘so called public services’? It is interesting that in transport the approach to services in London by the Mayor seems much more coordinated.

Perhaps this crisis will finally bring home to policy-makers the need for a coherent middle tier in education, able to do more than arrange school transport and adjudicate on school offers.

Faced with the prospect of schools being closed until September, and the possible default of some schools in the private sector as they lose their summer term fee income, there needs to be some coherent planning, both for the closure and an orderly return to a fully functioning sector. You only have to search back through this blog to know how I feel we might move forward.

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.

 

 

 

Education is a fundamental Human Right

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Last week there was a report from the Ombudsman (sic) about the management of the process of to the admission of a pupil to a school. This report was of especial interest to me as it involved Oxfordshire, where I am a county councillor.

Long-time readers of this blog will know of my concerns over the time required for some children taken into care to be offered a school place, despite their vulnerability. I have written about that issue several times, but probably most tellingly in April last year at https://johnohowson.wordpress.com/2018/04/17/educating-children-taken-into-care/

The fact that other children are also being affected is very disappointing, and disheartening when it is happening so close to home.

I firmly believe this is a basic right of children to be provided with education by the State, if asked to do so. To leave a child for 14 months, as in the case highlighted in the report from the Ombudsman, with either less than full-time education or no education at all is unacceptable.

We now fine parents for taking children on holiday in term time, so we cannot accept, even in these times of cuts to public services, a child facing long periods without education as a result of administrative issues.

Indeed, I am reminded that the first Protocol of Article 2 of the 1998 Human Rights Act reads as follows:

Right to education

No person shall be denied a right to an education. In the exercise of any functions which it assumes in relation to education and to teaching, the State shall respect the right of parents to ensure such education and teaching is in conformity with their own religious and philosophical convictions.

https://www.equalityhumanrights.com/en/human-rights-act/article-2-first-protocol-right-education

The fault is not entirely that of Oxfordshire, the power of academies to dictate their own in-year admissions and the failure of government to act quickly when asked to rule on the issue don’t help.

Indeed, the 2016 White Paper that suggested that in-year admissions be returned to local authority control would be a good start.

If Mr Williamson wanted an early win for parents, pending time for legislation, he could gain voluntary acceptance for academies and their Trusts to agree to work with local authorities on admissions and not to opt out of local arrangements.

However, all Oxfordshire’s children already have Oxfordshire County Council as their first line of defence when there are problems, as the Ombudsman pointed out at paragraph 60 of their Report:

Section 19 of the Education Act 1996 states councils have a duty to make arrangements to ensure the provision of suitable education at school or otherwise for each child of compulsory school age who for reasons of illness, exclusion or otherwise may not for any period receive suitable education unless arrangements are made for them. This duty is binding.

https://www.lgo.org.uk/information-centre/news/2019/jul/oxfordshire-teen-left-out-of-school-for-14-months-because-of-council-delay

Young people only have one chance of education alongside their peers, and we have to provide the resources to take care of challenging cases as much as for the majority of pupils that cause no issues for the State, and the schools it funds.