by Joe Faulkner, Schools Marketing Consultant
An article in today’s Times Educational Supplement cites evidence that “middle-class parents are increasingly choosing to “swing” between private and state sectors when selecting schools for their children, treating the education system like “a box of chocolates”. The Good Schools Guide has suggested that around 60% of people calling its advice line say they are planning dip in and out of state and private sector education during their child’s education.
The report underlines a trend that mtm has often seen anecdotally, and reported at length on in our Independent Education Sector Report 2010: that the spiralling costs of independent education are driving the sector’s core target market to take a more savvy, compromised approach.
mtm’s sector report stated that while “social classes 1&2 (households headed by people working in managerial and professional occupations) are a large and rapidly growing part of the UK population… (and) currently account for 29% of all households in England and Wales… within this target market the proportion of children currently attending independent schools is in long-term decline.”
Our report goes on to assert that independent school rolls has dropped from 18% of children born into social classes 1&2 in 1981 to just over 14% in 2009. We fear that while school fees continue to rise along their current trajectory, the decline in affordability may lead to an overall decline in independent school numbers of 0.5% per year.
mtm’s Missing Million (2008) study explored the reasons why families who, in theory, could afford independent education for their children did not choose to use independent schools. The report highlighted two key findings:
- The most common reason for not buying is because parents are satisfied with the local state schools – cited by 73% of respondents
- 59% of non-buyers felt they could not afford the fees
This begs two questions for independent schools looking to attract more pupils:
Firstly, schools may ask, “how do we differentiate ourselves from the local state schools?” This is a difficult matter. State education has, in recent years, been in receipt of consistently significant funding from a government keen to prove its commitment to the long-term prosperity of the UK. As increasing amounts of taxes have been diverted to the state sector, quality of facilities, resources, teachers and outcomes have improved. Indeed, an oft-cited response from independent schools justifying their fee increases is to explain that it is neccessary in order to compete with the state sector alternatives.
The second question schools are likely to ask is “how can we present ourselves as better value?” It is important to note that while some of those surveyed in the Missing Million are simply unable to afford the fees, for many non-buyers the statement may reflect a value judgement – that they cannot justify the fees.
It may be suggested, therefore, that independent school strategies can respond to these facts. Schools should go out of their way to highlight their true value through effective educational PR and communications with their stakeholders. Independent schools have clear value demonstrated in the current level of interest in Conservative plans for free schools and the rise of groups such as the New Schools Network. School marketing should iterate the benefits of truly independent education and the strengths the sector has: providing a rigorous, rounded, wholesome and consistently outstanding education.
Equally, school businesses must emphasise the value of their education in terms that will help prospective parents to justify the benefits. For enhanced retention of pupils throughout their school career, this means outstanding communication with parents, listening to their feedback (mtm’s parental surveys are an excellent means of achieving this), and making sure they feel nurtured throughout.
For attracting new pupils this means investing in an effective school website design and e-marketing campaign, a captivating and appealing prospectus design, ensuring your open days and school tours present your school as nothing less than stunning, and ensuring your admissions registrar follows up each and every enquiry swiftly, appropriately and in a personable and inviting manner.
Independent schools may be facing favourable conditions too. The Independent Education Sector Report suggests that in the wake of the recession budget cuts in public sector finances may lead to unrest. We predict that “between 2010 and 2013 the annual change in pupil numbers will swing from -1.5% to +0.8%”. This equates to a strong opportunity for all independent schools to consolidate their market position. After this, suggests the report “growth rates will fall, becoming negative in 2015. From 2017 we believe the trends of falling affordability and attractive free schools will be reducing total independent school rolls by at least 1% per annum.”
The education sector report concludes that “the order of priorities for the independent sector over the period to 2020 is therefore: 1) cut costs; 2) explore federations; and 3) find a niche.” Personally, I would add to this, 4) use school marketing and communications to highlight your value.
