There’s a familiar annual ritual in many schools. As the summer term winds down, staff are pulled into the production of the end-of-year magazine. Time is diverted, energy is stretched and budgets quietly absorb the cost.
It’s worth asking a simple question: what are we actually getting in return?
Because while these publications may look impressive, they rarely contribute to the things that matter most. They don’t meaningfully drive enquiries, support pupil recruitment or improve retention. In marketing terms, they tend to sit firmly in the “nice to have” category rather than the “moves the needle” one.
And yet, they are rarely inexpensive. Between design, print, staff hours and opportunity cost, the total investment can be surprisingly significant.
Not always obvious on a single line of a budget, but very real when viewed holistically.
This is where a bursar’s lens becomes particularly valuable.
Every pound spent should be working hard for the school. Ideally, it should either generate income, protect income or strengthen the school’s long-term position. A glossy magazine, however well intentioned, often struggles to tick any of those boxes.
That doesn’t mean celebration isn’t important. It absolutely is. But the format deserves scrutiny.
There are more efficient, measurable and cost-effective ways to achieve the same outcome. Short-form video, targeted digital content or well-planned social media activity can capture the highlights of the year and reach far wider audiences, often in a fraction of the time and cost. More importantly, they can be aligned with admissions objectives rather than sitting outside them.
Put bluntly, if an activity doesn’t support recruitment, retention or reputation in a meaningful way, it becomes difficult to justify as a priority spend.
This isn’t about removing tradition for the sake of it. It’s about ensuring that tradition earns its place.
A bursar’s role is, in part, to challenge where resource is allocated out of habit rather than impact. The end-of-year magazine is a classic example. It feels important. It looks good. It keeps everyone happy.
But if the same budget were redirected towards activity that actively drives pupil numbers or strengthens engagement with prospective families, the return could be considerably greater.
So before approving another print run, it may be worth a quiet pause.
Not to ask, “Do we enjoy this?”
But rather, “Is this the smartest use of our budget?”
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