The Engagement Gap
From missed messages to meaningful, data-informed engagement
Schools have more ways than ever to communicate with parents and carers, from emails and texts to apps, portals and MIS notifications. Yet important engagement warning signs can still be missed when information sits disconnected in different places, communication is inconsistent, or staff are working around systems rather than through them.
This session explores the gap between sending information and creating genuine engagement. It will look at how schools and trusts can use their MIS, communication tools and wider IT systems more effectively to spot patterns, support earlier intervention and reduce unnecessary admin pressure. It will also consider what schools can learn from the way major social platforms capture attention and target messages, from timing and relevance to behavioural nudges, helping leaders think more carefully about what they send, when they send it and who really needs to receive it.
The session will focus on practical actions that school business professionals can take back into their setting, whether they are reviewing systems, managing a migration, improving parent engagement, or trying to make existing tools work harder.
In this session we explore
Why more communication does not always lead to better engagement
The common reasons warning signs are missed across attendance, wellbeing, payments and parent contact
How joined-up systems can give schools and trusts a clearer view of pupil and family engagement
What schools can learn from targeted digital engagement, behavioural nudges and smarter message timing
What school business leaders should consider when reviewing parent communication processes
Practical steps to reduce duplication, improve consistency and support staff confidence
Take home points
A clearer understanding of the engagement gap
Practical ways to improve parent communication
Ideas for spotting risk earlier through better use of data
Questions to ask when reviewing your MIS and communication tools
Next-day actions to reduce admin and improve consistency
This session is for
School business managers, and leaders, CFOs, COOs, operations leads, those involved in attendance, parent communication, MIS use, school operations or trust-wide reporting.
Alan Thompson and Helen Scott
About the Speakers
Alan Thompson is the founder and CEO of hi-impact, an education technology company supporting schools, trusts and organisations across the UK with ICT strategy, digital transformation, AI adoption and large-scale education programmes. A former teacher, Alan has spent more than 18 years helping schools bridge the gap between technology, leadership and classroom practice. Alan also leads national education and STEM initiatives, including live interactive programmes reaching schools across the UK and internationally.
Helen Scott is partnerships manager at Compass Education, where she works with schools and trusts to improve communication, engagement and the effective use of school management systems. With nearly 20 years of experience across schools, local government and education technology, Helen has spent much of her career helping schools improve the use of data, processes and operational systems. Her work focuses on supporting earlier intervention and more informed decision-making.