How one school reached 12 million people with a 45 second video

#SchoolStories are the lifeblood of our 'story-led', creative websites. They are an effective, visual and engaging way for a school to really demonstrate what they do on a day-to-day basis: to "show, not tell" their community what makes the school so special.

So, when one school shares great #SchoolStories that gets seen by millions of people we get pretty excited! 

Alleyn Court Prep's snowball fight

With the #BeastFromTheEast causing some chaos across the UK, many schools were forced to close and see out the snow fall. Alleyn Court, an co-ed preparatory school based in Southend-on-Sea, opted to stay open to celebrate the snow in the best way you possibly holding a pupils vs. teachers snowball fight!

This recording was shared on the school's social media, to be enjoyed by the school's community. What happened next however was incredible, as the story got picked up by major news outlets and turned into national news! 

Rupert Snow, head of Alleyn Court, was invited to talk on Good Morning Britain and Radio 5Live.

What an incredible way to promote the school to millions of people in the UK (and outside).

Curiouser & Curiouser

Alleyn Court's marketing is led by the strap-line of #CuriouserAndCuriouser. This is explored in the fantastic home page experience and website, and also consistent through their social media channels.

A key marketing focus for the school is to develop greater awareness of the school's presence in Southend-on-Sea and surrounding Essex locations, as well as a school for people looking to relocate from London / commute to London.

The school's core values are largely driven by providing amazing experiences for their pupils, to provide outstanding learning through an environment that promotes curiosity, creativity, wonder and a love of learning.

When we were growing up, we didn’t realise we were making memories, we thought we were just having fun! Alleyn Court provides an exciting and wondrous adventure where outstanding learning is present at every opportunity.
— Rupert Snow, Headmaster of Alleyn Court Prep

The snowball fight story is evidence of this, a real and authentic story that highlights the uniqueness of Alleyn Court.

Why did the story go viral?

The school shared a topical story, at the right time, with the right hashtag, and was seen by the right person. The beauty of social media is you’re throwing a net out there, and you never know who picks it up, or where it may go.

On the day, there were discussions on whether snowball fights should be banned in schools, making the subject perhaps slightly controversial. But from any controversy, Alleyn Court attracted the right type of parents and families who are aligned with the school's ethos.

The story helped:

  The story saw an increase 20x more visitors to their website

The story saw an increase 20x more visitors to their website

A school culture of story telling

The school day is filled with loads of moments that a worth sharing, it is often the process of how to share #SchoolStories that schools fall short on.

Schools should encourage and empower teachers and staff to share moments, particularly through the medium of social media. Viral stories, such as the snowball fight at Alleyn Court, are truly authentic moments that happen all over the world in lots of different schools regularly.

The difference between this one and others is: were they captured? How many other schools in the UK had a snowball fight between staff and pupils? Probably a few, but the difference was this one was documented and shared.

This story will forever be a legacy at Alleyn Court, a proud memory and perhaps a new tradition for every snow day? By sharing their video, the school was able to market to an incredible audience and become a part of something truly memorable.

We are here to help! 

The future of school marketing residing within social media and want to see more schools sharing their unique, amazing #SchoolStories with the world.

We offer training days for schools - where we will come and talk to the whole school, to inspire their part in marketing and sharing all those great #SchoolStories. We will help define your content strategy and support you in its employment across the entire school.

It's time to ✨stand out✨ from your competitors - and perhaps you could have the next story to be seen by 12 million people?!!

Award Winning #SchoolWebsites. You be the JUDGE!


We love awards season at @intSchools! This year, we wanted to join in the fun and give you, our loving community, an opportunity to play along too. It's time for the #intSchoolsWebsiteAwards.

Take a look through some of our creative ‘story-led’  websites below, and vote for your favourite!

How to vote:

  1. click the school website image and explore our immersive and engaging ‘campaign-led’ designs
  2. choose your favourite and click the VOTE link to submit
  3. we will also be running daily polls on Twitter, using #intSchoolsWebsiteAwards. Come and join in the conversation
  4. we will reveal winners after the Easter break

Want to find out more?

If you would like to find out more about us, or just curious to see how we compare - invite us for a chat.

9 #FutureJobs your children will be doing by 2025


According to the World Economic Forum’s 2016 report, The Future of Jobs, it is estimated 5 million jobs will be lost to automation by 2020 (a number that will likely continue to grow). Jobs involved in office work and administration, manufacturing, and even law are likely to be hit the hardest.

With such dynamic shifts in the availability of work, which jobs should we preparing our children for? 

An unknown working future how do we best prepare pupils for the unknown?   @JESSDubai how do we best prepare pupils for the unknown? @JESSDubai

We are in the middle of a huge tech boom. While highly interesting, it is leading to some very unpredictable implications on employability. Artificial Intelligence and robot workers are already influencing the skills most seen as most desirable by employers

Creativity and innovation, and digital literacy have shifted into the the most sought after skills; replacing things like people management.

Jobs of the future (possibly)

[1] Data analyst

Data is everything! More demand will rise for talented analysts to help guide tech innovation.

[2] Drone manager

As drones lose their current stigma and become a standard part of many services (think surveillance or delivery), organisations will need experts in managing and driving company standards on their drone fleets.

[3] Health carers

 With medical tech prolonging life and the world's population steadily growing, the demand for health carers will continue to rise. 

[4] Productivity officer

Making people more efficient in their roles is always going to be an important drive for businesses. As new roles become defined, there will need to be the right people to help ensure these untested waters are undertaken well.

[5] Financial analyst

We are already seeing the effects of cryptocurrencies (i.e. Bitcoin). As finance becomes more digital we will need amazing financial analysts to keep everything in check! Could we be moving into a world with just one currency?

[6] Human-technology integration specialist

Enter the world of cyborgs! Specialists will inevitably be needed as tech becomes a part of the human body. Not only this but jobs will rise to simply guide more people in how they can integrate more tech into their lives for the better.

[7] Market research analyst

Marketing will not go away, so the need for analysts will remain. We predict that marketing will be an interesting mix of AI, as things like chatbots and tailored content continue to develop, and human interaction to keep everything feeling more "human".

[8] Wholeness mentor

Mindfulness and wellbeing continues to permeate into many aspects of our lives. It is not unreasonable to believe that more emphasis will be placed on life-coaches for a world that lives longer and healthier than ever before.

[9] Transportation specialist

Self-driving cars and autonomous transportation are a very close reality. We will need trained people to ensure the infrastructure of these vehicles and how they operate on the road / on the tracks / in the air / in the water if safe for users.


What jobs do you think could be a major part of your pupil's future? We'd love to know. Please comment below.

Promoting your #OpenDay online

Open Day is perhaps one of the most important days in your school's calendar - it is THE best way to truly sell your school to prospective parents and children. Traditional marketing is all well and good, regardless of whether it is through print; social media; email; word of mouth; or any other popular format, but it can only offer a finite experience. Open Day's allow you to fill in the gaps and provide prospectives with a complete, organic overview of your school.

Dopamine: How does this "digital heroin” impact our tech lives?

Much has been argued on the subject of social media, particularly in relation to Millennials, in recent years: 

  • is it good or bad?
  • is it actually harming young minds?
  • is it creating a generation far more removed on a social / relationship basis?

Understanding these impacts is essential if we are to best prepare our younger generations.

We can regard social media as a double-edged sword. On the one hand, it enables a platform for users to share amazing stories and to interact with communities on a global scale. But on the other hand, concerns around self-esteem and the growing fear of Social Networking Addiction underlie fears of social media use.

The reality is that whatever the impact of social media, it is here to stay. 

Dopamine and social media

The use of mobile tech and social media has been proven to release dopamine - the "feel good" chemical - in our brains. We receive a text, we get a hit of dopamine. We get a Like on Facebook, we get a hit of dopamine. Someone has commented on our Instagram post, we get a hit of dopamine.

Simon Sinek - author, motivational speaker and marketing consultant - identifies social media as having heavily addictive consequences; particularly on the Millennial generation.

Tech = instant gratification

Simon identifies that we live in a world of instant gratification, easily facilitated by social media and mobile technology. The way that we now interact, shop and entertain ourselves is led by the notion of instant gratification.

You want to buy something, you go to Amazon. You want to watch a show, you binge entire seasons on Netflix and streaming services. You want to seek companionship, you swipe right on Tinder and similar dating apps. 

The impact of this is a generation growing up without the values of patience instilled in them. This means that important factors of adult-life, like professional work and love, become more difficult to manage.

Realistically, there are no quick fixes for such things - they require time and hard work to achieve.

What can we do?

While there is no simple answer, tech today is having an impact that we are still learning to understand, there are steps we can take:

  • remove the temptation: one of the major changes we see with mobile tech is where we charge our devices. For most, this will be overnight by the bed. Try to change this, charge mobiles in another room for example. This will help remove the temptation of looking at your phone first thing in the morning or even going on your phone when you are struggling to sleep
  • take a #DigitalDetox: we all need down time from the hustle and bustle of our working (or learning) days. When this comes around look to do activities that are not based on the phone or in front of a screen. Go outside and enjoy nature. Connect with friends and family face-to-face (FaceTime does not count)
  • turn off notifications (even for a little bit): we all know that sound, and we all know that without thinking you will be checking your phone instantly. Take away this reaction by turning off notifications. You may miss the odd Instagram like or not be aware that Lady Gaga is doing a LIVE-stream, but that's ok! 


Social media is not going anywhere and there is a real danger that it can become an addiction for many young users. We need to understand that social media can have real effects on people and prepare ourselves for safe social media use.

We'd love to hear your thoughts on this topic - please comment below.