This, coupled with the need to retain their best staff with attractive salaries and working conditions, (“Independent school staff ‘hit hard’ by cost-of-living crisis” revealed in National Education Union March 2023 survey and reported in School Management Plus), independent and international schools have to proactively build pipelines to improve future forecasts and ensure the coming years’ rolls are as full as possible, to at least maintain income during these challenging times.
Identifying areas of improvement
It’s not always easy to find how a well-established institution can improve the bottom line, but being able to scrutinise the marketing and admissions procedures has to be a good start. Lessons can be learned from how Millfield School did just this with its successful rebranding exercise a couple of years ago (published in The Independent Schools magazine here.)
Schools really need to look for the best tools to evaluate data obtained from campaigns and subsequent enquires. Then, it’s a necessity that parents who contact the school see value for money at the outset – whether or not they have been highly recommended – to prevent them from considering that a more economical competitor school has enough to offer.
Budget can be saved when the quality and quantity of enquiries from each platform can be easily understood, allowing admissions teams to decide where to focus efforts and investment.