From the Times Educational Supplement, 23rd October 2009.
Staff at the Bolitho School in Penzance have accepted a 15% pay cut, even though £500,000 had been raised through donations last year from parents and friends of the school. The move was revealed as the Association of Teachers and Lectures Union claimed it was aware of of around half a dozen private schools where staff have accepted pay reductions.
The 160 staff at the school were surprised to hear the news, considering current boarding fees are in the region of £21,000 per year. The Head Master, Mark Shere, announced some of the staff had taken a pay holiday in September while others had agreed to a decrease in their monthly wage. “The school’s most important resource is its staff,” Mr Shere said, “We are putting into place a number of prudent measures to make sure this doesn’t happen again.”
Dick Davison, Senior Educational Consultant for mtmconsulting, commented “During a recession it is only natural that Independent Schools will feel the pinch as pupil recruitment becomes harder. However, marketing for schools, including prospectus design and school website design, is an area which should not be cut back as it is vital for pupil recruitment. Our recent Schools Marketing survey revealed that on average, schools spend 1-2% of turnover on marketing activities. Market research, such as mtm’s Mandarin catchment area research product, can help a school business ensure that its marketing is targeted appropriately and money is not wasted on campaigns with limited potential. When difficult decisions have to be made, well conceived public relations for schools are vital to ensure the situation does not spiral out of control.”
Senior Consultant Joe Faulkner thinks parental research is the key to a successful marketing campaign. “Knowing how your school is perceived, both by current parents and by parents who have declined places, not only gives the impression that the school is listening and cares, but also allows you to publicise its strong points confidently. Our online surveys are a flexible, quick and cheap option, providing insights into school’s strengths and weaknesses whilst bolstering school communications.”
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For further information on mtmconsulting’s online surveys and school market research, click here.
