Marketing & Admissions Forum

🏷️ FREE for BSA members
🎧 Marketing & Admissions
📍 Guildhouse School, 43-45 Bloomsbury Square, London, WC1A 2RA – or join us online

We are excited to launch our Marketing & Admissions Forum this autumn. BSA forums are free for BSA member schools, and are a great space to share stories, swap ideas, and expand your network.

At our first meeting you can expect to:

• Hear from guest speakers Studio Certain on how to ensure your school brand remains relevant and resonant
• Discuss challenges facing marketing and admissions teams with others who ‘get it’
• Hear updates from BSA.

Email bsa@boarding.org.uk to book, stating whether you will be attending in person or online.

10:00-10:30 Registration, tea and coffee
For those attending in person.

10:30-11:15 Studio Certain: Rooted and relevant. How looking back can move your brand forward
A school’s brand is far more than a crest or a colour palette; it’s the embodiment of your history, values and the promises made to pupils, parents, and the wider community. Yet, as markets shift, expectations evolve and competition increases, even the most respected schools must adapt. The challenge lies in how you can celebrate history and tradition while informing the future. In this session with the Founder and Creative Director of Studio Certain, we’ll share practical insights on how to move your brand forward without losing your heritage, including how to recognise the signs that change is needed; harness heritage and build trust; engage governors, staff, alumni, parents and pupils in the process; and avoid common pitfalls that risk alienating your existing audience.

11:15-12:00 Maximising impact in marketing and admissions: strategies, recruitment trends, and agent partnerships
Join colleagues from the BSA Marketing and Admissions Network for an engaging discussion exploring how boarding schools can strengthen marketing and admissions strategies in a rapidly changing landscape. This session aims to unpack the latest recruitment trends, consider the evolving role of international and domestic agents, and share practical approaches to delivering strategies that drive real impact.

12:00-12:30 State boarding round table
A round table for those working in marketing and admissions in state boarding schools.

Speakers

Phil Dean, Managing Director, Studio Certain
Phil began his career as a graphic designer in his hometown of Leeds and now runs his agency Studio Certain in central London. He has run both small and large advertising agencies in Leeds, London, Glasgow, New York and Bangalore and has worked with blue chip brands such as Nike, Virgin, Guinness, Formula 1, Toyota, Jaguar to name but a few. He’s also an established artist and has exhibited and sold art in New York and London.

Paul Irwin, Creative Director, Studio Certain
For 20 years, Paul has worked in boutique and fully integrated agencies across sectors from professional services to the performing arts. Whether he’s developing brands, defining strategies, or directing brand films, he leads every project with passion and precision. Paul’s expertise lies in distilling complex brand stories into clear, emotionally driven messaging. As Creative Director of Studio Certain, Paul inspires his team to push boundaries with intelligence. With a keen eye on trends and emerging technologies, he continuously evolves strategies to keep brands relevant now and ready for what’s next.

Aileen Kane FTIOB, Deputy CEO and COO, BSA Group
Aileen is a seasoned marketing and communications strategist with extensive experience in driving business growth, brand positioning, and stakeholder engagement. At BSA Group, she has led strategic marketing, business development, and organisational transformation with measurable impact. Her background spans marcomms, public affairs, and policy advocacy, where she has shaped legislative discussions and built partnerships with government bodies, including the DfE and the Home Office. With leadership roles across education and the charity sector, Aileen is passionate about equipping organisations with effective, data-driven strategies that deliver sustainable success.