I really get annoyed with the 'Now Show' on R4. When I occasionally catch it I am struck by its mediocrity and the image it evokes of its audience irks me too. I presume the audience to be people with nice big oak kitchens baking a recipe from a guardian supplement chuckling to themselves about how witty TV rejects Punt and Dennis are about the government mishandling of social care which is a terrible shame. Sigh.
This is the attitude of envy. I consider myself to be a cheeky banter monkey with an eye on the topical pulse but as yet R4 haven't offered me a contract. I haven't asked them but trying is the first step to failure and we all know a chip on one's shoulder is a serious medical condition worthy of a living allowance and ideally a medical prescription for two or three pints with someone who agrees with you about things. Plus I've got a shit kitchen.
Anyway, I'm going to take the brave step of attempting to create my own 'Now Show' style sketch. Granted, it's a radio show and my sketch includes visual imagery but again, if politicians don't have to live up to their promises, why should I? (that was a warm up gag. See, it's going to be a doddle...)
An office setting - two people dressed in business uniform. Gender and ethnicity of cast is unimportant but they must be well dressed. An air of anxiety pervades. This could be politicians, leaders of a school or hospital or the management team of a large business.
A: There's a serious structural crisis in the heart of this organisation. Our systems simply don't work.
B: Call a branding manager
A: But... couldn't we go and Google something and make the decision ourselves - It can't be that hard surely?
B: No, because then we'd be responsible for something if it went wrong + the whole exercise would be over in about 15 minutes and then we'd have the rest of the week to fill.
A: That's what I call strong leadership
B: We owe it to the organisation to do this properly.
I'd carry on but I can't be bothered. My teeth are getting blunted with all the biting savagery contained in these words.
Frankly, the sketch is awful, but I do think it contains more truth than much of what passes for communication in our lives. I'm all for well being and positive thought, but it feels like we've passed through a looking glass into a world where everything is what someone says it is and not what it actually is. Linguistic games matter more than truth.
Now truth is a tricky concept, I concede this. We can wrestle over 'the truth' but I'd suggest that it isn't to be found in branding exercises. Recently I conducted some independent research (I googled stuff for a bit) and found that the average UK school has a marketing spend of about 2% of it's budget. This is a questionable truth, but even if the figure is closer to 1% it's quite a spectacular figure if we do some maths.
There will be some maths in a moment.
I absolutely understand why school managers would pay this money. It is after all, essential to attract learners to schools as the funding of the school and therefore the jobs in the school depend on it and so on and so on. We could even probably do some maths to decide its money well spent in a lot of schools.
|This is an extract from the first result I found when I googled 'school marketing budget'|
It isn't this 2% figure that scares me per se. It's the fact that this sort of policy is required as schools need to compete with each other. It's that no one questions it seriously beyond a little griping.
Here's a little maths exercise. If we assume (falsely) that teachers work 40*37.5 hrs per week then what time benefit could that 2% have if the money were spent on teaching? Let's just assume the money is spent on more teachers thus freeing the existing teachers up a bit.
Neatly enough 2% of 37.5 is 45 minutes. 45 minutes X 40 is 1.25 days. Someone from Pisa (the global education league table people) suggested (in an article I can't find but does exist) UK education is stuck in the doldrums because UK teachers lack reflection time. Without reflection time, teachers mentally can't produce the high quality lessons, engage in the professional development required to improve, consider their learners as individual people and the things that every decent teacher aspires to do. Without reflection time, teachers are 'getting by' or 'burning out' (or climbing out if any managers are reading this, I see you!)
According to government figures there are over 450000 teachers in the UK (statistical equivalent if we add up all the part time ones to make full time ones)
This means that, if schools stopped having to pretend to be businesses and spending money on glossy brochures, adverts, staff managing outward facing social media accounts and painting the face of a teenager on the back of a bus with the slogan 'Thropp Academy - a pathway to your future' we, the UK publicly funded education profession would be gifted with precisely 571125 days of reflection time.
That is 47500 months of reflection or over 1500 YEARS of reflection time every year.
So, lets remind us of my sources.
A) PISA (I assure you, there is an article! - but the point works anyway even if there isn't, reflection = better teaching, PISA state quality of teaching is vital)
B) Government figures. (I even linked them)
The above isn't taking into account the time that goes into meetings and 'fact finding missions' worrying about 'what the competition are doing' that doesn't appear on the balance sheet by senior staff (on larger salaries) or the cost of time spent by teachers on marketing exercises - it is clearly a conservative estimate of the true cost of competition. Whilst the 2% figure is a fairly educated guess (coming from a survey in which 300+ schools were surveyed to attempt to establish 'best practice' in marketing schools) the fact that academies and free schools are likely to push marketing spend UP not down makes disputing it's precise accuracy a fairly moot point in the humble opinion of this blogger.
In other words, my shit sketch is trying to show that applying the logic of capitalism to something that isn't essentially capitalist costs money. Costing money costs teachers time. Teacher time lost costs learners. Marketing might be cost effective for school A but school B either improves its brand image (spends money on marketing) or suffers the lost students (loses money.)
This is the trap we are in.
A business whilst also trapped in capitalism is essentially different - It can expand exponentially or alter its product fundamentally if it loses market share. Whilst of course a school can change its character or build another building, ultimately it is a school, providing GCSEs, SATs tests and various other aspects of the national curriculum to a local population - it is a service and its 'product' is strictly defined by external factors and it's customer base is defined by demographics and geography. Whilst these limits exist in a sense for a business, they aren't absolute limits. Finally, the 'price' charged by the school is fixed. The school can't offer a 'luxury' or 'budget' option for example. Why then force it to compete like a business and not question if that actually works financially?
My final point occurred to me as I wrote. It seems the homogenisation of education created by first a national curriculum and second, a stringent regime of pseudo 'standards' (measurement would be a more apt term) coincides almost precisely with the boom in school marketing. It's almost as if we collectively believe that being told we have choice and freedom in our education means we have choice and freedom in our education!
To badly paraphrase Kafka, the door is open, but for some reason, we just don't seem to see it.
We are trapped by our imagination. By perceiving what is as what has to be.
I want to rebrand the word 'efficiency' I want us to really work out what it means to us.
(Now work through the exercise above and change teaching to 'the railways' or 'the council')