Staff as Ambassadors: Empowering Your Team to Support School Marketing (Without Causing a Staffroom Uprising)

In the world of school marketing, glossy brochures and slick websites are great, but they’re not the whole story. The real magic happens in the corridors, classrooms, and playgrounds, where your staff are quietly (or sometimes loudly) shaping the public perception of your school every single day.

Whether they’re chatting with parents at pick-up, posting a classroom update on social media, or simply being their brilliant selves at an open evening, your team are your most authentic ambassadors. The question is: how can you empower them to support your school’s marketing without adding to their already overflowing to-do lists or sparking a rebellion over “yet another initiative”?

Let’s break it down:

1. Start with Awareness (and a Bit of Empathy)

Before asking staff to get involved in marketing, make sure they understand why it matters. A short, jargon-free briefing at the start of term, ideally accompanied by biscuits, can go a long way. Explain how their everyday interactions contribute to the school’s reputation and how small actions can have a big impact.

Avoid phrases like “brand alignment” and “strategic messaging” unless you want to see eyes glaze over faster than a tray of school dinner sponge cake.

Instead, focus on the human side: “When you share a photo of your class’s science experiment, it helps parents feel connected and proud.” That’s the kind of message that sticks.

2. Make It Easy to Contribute

If you want staff to support your marketing efforts, make it as effortless as possible.

Provide:

• Templates for social media posts or newsletter blurbs

• Photo guidelines - to prevent any safeguarding issues

• Talking points for open evenings or parent tours

Think of it as giving them a marketing toolkit — not a marketing textbook. The goal is to make sharing feel natural, not like an extra admin task squeezed between marking and playground duty.

3. Offer Light, Friendly Training

Not everyone is confident with social media or storytelling — and that’s okay. A short, informal workshop (think “How to Tell Your Classroom Story” or “Social Media for Teachers Who Don’t Want to Be Influencers”) can help staff feel more comfortable and capable.

Keep it practical, positive, and pressure-free. And if you can throw in a few examples of great posts from other schools, or even from your own team, it’ll help spark ideas and build confidence.

4. Celebrate and Appreciate

When staff do contribute, whether it’s a brilliant tweet, a warm welcome at an open evening, or a thoughtful quote for the newsletter... celebrate it! A shout-out in the staff bulletin, a thank-you email, or even a cake-based reward system can reinforce the value of their efforts.

Marketing becomes a shared responsibility, not a top-down directive. And when staff feel appreciated, they’re far more likely to stay engaged.

5. Create a Culture of Pride

Ultimately, the goal is to build a culture where staff feel proud to represent the school, both online and offline. That pride is contagious. It shows in their interactions with parents, their classroom updates, and even in how they talk about the school in the community.

When staff feel connected to the school’s mission and values, marketing becomes second nature. And that’s when the magic really happens.

Feeling Short on Time?

If all this sounds brilliant but also like one more thing on an already overflowing plate, we get it. That’s where Mitchell Digital Media comes in. We help schools build confident, connected teams that support your marketing goals — without the stress.

Whether it’s creating toolkits, running friendly training sessions, or helping you celebrate your staff’s contributions, we’re here to make it easy.

📩 Get in touch to find out how we can help your staff become your strongest ambassadors.