Can any UK Boarding school really be ‘all things to all people’?

When writing a previous article, one Headmaster commented that the best thing that UK boarding schools could do to help make it easier for international families and agents to decide which school was ‘right’ for each child was to clearly say why their school was different from the one down the road.

Over the past few months this comment has kept coming back to me and, as someone who has worked in marketing almost my whole working life, it got me thinking if a boarding school can buck the fundamentals of marketing by trying to appeal to everyone?

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