 in what other industry would you find thousands of individual stakeholders students parents teachers alumni and more all with do or die expectations or an environment that can quite honestly change the trajectory of childrens lives then you have the two very distinct markets internal and external often with very different needs that need to be met with minimal budgets the experience of school changed little for nearly a century but in the past 20 years it has evolved in such leaps and bounds that todays parents struggle to recognise it philosophically there are few industries i can think of that have such a strong evidence base to guide practice here im thinking of teaching and learning yet the required outcome is often diametrically opposed to it its little wonder that i find the business of marketing schools endlessly fascinating only this morning i was in another principals office talking through these very complexities in our conversation we touched on what ive discovered over the years are three bedrock principles every school needs as their marketing foundation theyre my way of transforming a little of the complex into the simple 