Communications Strategy Policy

Start children off on the way they should go and even when they are old they will not turn from it. Proverbs 22 verse 6

Cerne Abbas Communications Strategy

Media and Marketing focus

Our vision is to be the best we can be.

We are committed to nurturing every child to thrive in a safe and engaging environment based on our Christian values of Peace, Trust, Friendship, Joy, Courage and Forgiveness. We strive to develop happy and confident learners ready to face the challenges of their next steps and to aim for our vision to be the best we can be.

This strategy is underpinned by our core Christian values. We look for how these values can be demonstrated and discovered in each lesson.

1. Introduction and Purpose

This Communications Strategy sets out how our school will promote itself through media and marketing channels. The purpose is to:

• Raise the profile of the school within the local area and beyond.
• Celebrate and share the achievements of pupils and staff.
• Attract prospective families and high-quality staff.
• Strengthen the reputation of the school as a centre of educational excellence and community involvement.

This strategy relates specifically to external communications and complements internal communication processes already in place.

2. Key Audiences

The primary audiences for this strategy are:

• Prospective parents and pupils – to support admissions and showcase the school’s distinctiveness.
• Current parents and carers – to maintain trust and engagement.
• The local community – to demonstrate the school’s contribution and encourage partnership.
• Prospective staff – to promote the school as an employer of choice.
• Local and regional media outlets – to increase positive coverage of the school’s work.

3. Core Messages

Our communications will consistently convey that:

• The school delivers high-quality teaching and learning.
• Every child is nurtured and encouraged to achieve their full potential.
• Inclusion, values, and enrichment are central to our work.
• The school plays an active and positive role within the community.

4. Communication Channels and Actions

Social Media

• Instagram: showcase learning, achievements, and daily school life through engaging visual content.
• Facebook: share school news, key updates, and community events.
• LinkedIn: promote staff achievements, professional development, and recruitment opportunities.

All content will reflect the school’s ethos and adhere to safeguarding and GDPR requirements.

School Website

• Regularly updated with news, achievements, and events.
• Admissions pages are maintained to be clear, engaging, and accessible.

Local and Regional Media

• Issue press releases to celebrate achievements, events, and milestones.
• Maintain positive relationships with journalists and editors.

Advertising and Promotion

• Use targeted social media advertising in the lead-up to admissions deadlines.
• Distribute promotional materials in relevant community locations (e.g. nurseries, village shops,  doctors surgery).

5. Responsibilities

• The Headteacher holds overall responsibility for the school’s external communications.
• A designated Communications Lead will coordinate media activity, ensure consistent messaging, and oversee safeguarding compliance.
• Staff may contribute photographs or content, but all materials must be approved before publication.
• Safeguarding and GDPR protocols will be strictly followed at all times.

6. Monitoring and Evaluation

The impact of this strategy will be measured through:

• Social media engagement statistics (followers, reach, likes, shares).
• Website analytics (particularly admissions-related traffic).
• Number and tone of media mentions.
• Attendance at open events and admissions enquiries.
• Feedback from parents and the local community.

7. Review

This strategy will be reviewed annually by the Governing Body. An annual check will be carried out to evaluate effectiveness, safeguarding compliance, and alignment with the school’s wider strategic priorities