Some of the parents in the groups claimed that their children were not being taught enough about their own heritage at schools. The sector could build upon its relationships within government to help to make the heritage of England's different ethnic communities a focus of the National Curriculum. These ideas need to be effectively promoted to the people from ethnic minority communities to have a full effect. General marketing improvements can be made through such strategies as Special price discounts. These would be welcome as many people mentioned that cost was a factor in their decision not to visit heritage attractions.
Schools are also an important avenue for getting the message of the heritage across to parents.
A number of parents in the groups mentioned that they were learning more about English heritage as a result of their children. The promotion of local and regional heritage sites that tie-in with the National Curriculum might prompt school visits and then repeat visits from families. More specific marketing activities, targeted at ethnic minorities may be achieved by targeting the channels of distribution that are most relevant to the different ethnic communities. Local radio stations, for example, offer the potential to reach people within certain geographical areas and within different ethnic groups.