Schools may be closed for summer, but we know the strategic planning never stops.
There are now over 1,200 multi-academy trusts (MATs) operating across the UK. And, marketing for MATs has evolved far beyond basic websites and once-a-term-newsletters.
Declining pupil applications, rising regulatory scrutiny, and the need for trust-wide cohesion means your marketing needs to tackle these challenges with both stakeholders and families head-on.
We’ve worked with several multi-academy trusts in the past to develop marketing strategies and collateral that strikes the right balance between individual school identity and trust-wide branding.
Here’s what you need to know!
Who are you marketing your trust to?
Understanding your audience is crucial for effective MAT marketing. You’re not just speaking to one group - you’re communicating with multiple stakeholders who each have different needs and concerns:
Prospective parents and carers: Will be researching multiple options, comparing Ofsted ratings, and looking for reassurance about academic outcomes and pastoral care. They want their child to thrive in the environment you provide.
Current families: Need regular engagement to maintain satisfaction and generate positive word-of-mouth recommendations. They’re your strongest advocates when you’re supporting their children and keeping them informed.
Your local community: Will be the biggest influence on how the trust is perceived by prospective families. Endorsement during challenging periods or expansion is particularly valuable.
Prospective staff: Increasingly research employers online before applying for a job. Strong marketing can help attract quality candidates and will reduce recruitment costs across the trust.
Don’t forget Ofsted will also review your public-facing information as part of their initial assessment process. Being able to showcase professional, compliant marketing collateral will demonstrate effective leadership and governance.
Why MAT marketing matters more than ever
We know you’re not just competing with other local schools. You’re up against neighbouring trusts, free schools, and outstanding-rated maintained schools. Prospective families will research extensively before making school choices - is your trust’s digital presence making the right first impression?
The cost of poor marketing is significant:
Declining applications will affect funding per-pupil across the entire trust
Negative perceptions in one academy could damage the reputation of the wider trust
Inconsistent messaging can confuse prospective families and undermines your credibility
Adopting a strategic, cross-trust approach to your marketing can help all academies build recognition, trust, and preference among the families and communities you serve.
Why your digital presence is important
The digital strategy for your multi-academy trust must deliver information effectively whilst building an emotional connection.
Similarly, the website for your trust should feature a clear explanation of your mission and values, alongside a directory of the individual academies. Each academy website must include all statutory DfE information, local admission details, and clear connection to the wider trust identity.
Content marketing that attracts families
Content should address the specific questions prospective parents and career research before choosing schools. Educational guides, behind-the-scenes content, and data-driven insights from across your trust all help position you as a reliable source whilst showcasing your approach.
Creating collateral for Dixons Academies Trust
Dixons Academies Trust initially came to us looking for support launching its newest Leeds-based school.
Following the successful launch, we then worked with Dixons to develop new websites for its remaining schools. The websites needed to reflect their innovative approach whilst maintaining the identities of the individual academies.
We developed a flexible brand architecture celebrating their educational philosophy whilst allowing local connection. The strategy included trust-wide brand development, individual academy applications, comprehensive website architecture, and adaptable content frameworks.
The result positioned them as leaders in innovative education whilst strengthening individual academy identities.
We are proud to continue to work in close partnership with Dixons Academies Trust, delivering everything from signage and printed prospectuses, to branded merchandise and websites.
Using staff as brand advocates
Your staff are your most authentic brand advocates. Teachers, support staff, and leadership teams who believe in your mission can be incredibly powerful assets.
How can you make advocacy feel natural?
Share success stories that highlight your educational mission and values in action
Create opportunities for staff to contribute to content creation
Higlihglt professional development opportunities and clear signposting for career progression
Social proof works. When current staff speak positively about working for yoru trust, it reassures both prospective employees and families. Parents want to know that their children will be taught by motivated and well-supported staff.
For a more in-depth look at your trust’s social media strategy, take a look at our last blog.
Stay engaging, stay compliant
Education marketing naturally operates within strict regulatory guidelines. Understanding these requirements builds trust, whilst also avoiding potential problems.
GDPR and pupil protection:
Obtain explicit written consent before using any pupil images or videos
Maintain comprehensive consent registers that track permissions and restrictions
Never include pupils' full names in public marketing materials
Avoid tagging or identifying children in social media posts
Train all staff involved in content creation on data protection requirements
CAP Code compliance for under-16 marketing:
Ensure all pupil-featuring content has appropriate adult supervision
Implement clear approval processes for content featuring minors
Brief external photographers and videographers on safeguarding policies
Understand procurement thresholds before investing in marketing:
Know when trust-level procurement processes are required versus academy-level decisions
Understand Find a Tender Service thresholds for larger marketing contracts
Document decision-making processes for audit trail requirements
How do you get the most from your MAT marketing strategy?
Having a successful MAT marketing strategy isn’t about doing everything. It’s about doing the right things consistently across your trust.
Develop messaging frameworks that work from trust-level vision down to individual academy benefits, balancing what unites your schools with what makes each one special in its local community.
Create content at trust level that individual academies can adapt for their local context - newsletter content becomes social posts, academy achievements become trust-wide case studies, and educational guides work across multiple schools with local examples.
Resources for success
We have developed some useful resources for schools and multi-academy trusts to use for their marketing.
The School Year Content Plan provides a practical framework for consistent communication aligned with the academic calendar. And, our Compliance Checklist covers all legal and regulatory requirements for individual academy websites.
While these resources provide immediate value, our team can work with you to develop additional materials tailored to the specific needs of your trust.
Final thoughts
Strategic marketing for multi-academy trust requires balancing stakeholder needs with regulatory requirements and resource constraints. Success comes from a systematic approach that builds trust-wide brand recognition, while highlighting individual academy strengths.
Demonstrate your impact, celebrate the local community, and consistently communicate your mission and motivation across all touchpoints. By doing this, you’ll be positioning your trust as the obvious choice for families who share your educational values.
Are you ready to bring your MAT marketing strategy to life?
Our education marketing specialists have helped multi-academy trusts across the UK develop distinctive approaches that showcase what makes them special.
From comprehensive brand development to practical implementation support, we understand the unique challenges facing MAT leaders today.
Whether you’re in need of strategic guidance for your MAT or practical implementation support, we’re here to help.