Brilliant assessment from Emily Hargest on the Department for Education’s latest faux pas.

What does this say about their understanding of the fundamental marketing principle of “know your audience”?

It seems that while they suggested they were LEVELLING UP with #VATonschoolfees, they are simultaneously DUMBING DOWN.

Although we (Association For Families Of Independent Schooling (AFIS) C.I.C.) are doing a lot of analysis and campaigning to highlight the many flaws of the simplistic, ineffective, binary labelling of children as   “private or independent” with regards to two-tier policy decisions, on this particular occasion, I’m very pleased to be an advocate for the 7% minority (as an independent schooling parent).

I can safely assume I am not the intended audience, because the DfE and the government don’t seem to include our children when they talk about “every child thriving and achieving”. 

I feel for the “other 93%”, many of whom are evidently equally bemused by this marketing campaign, and not happy that taxpayers’ funds have been spent on it.

Is this where the VAT on school fees has gone? 

Or is that sitting somewhere waiting for the one quarter of a new teacher per state school that was promised? (6,500 in total). 

Click here to head to Linkedin and see Emily's post.