AMDIS conference a success!

May 22nd, 2017|Marketing, Research|

MTM attended the AMDIS conference once again this year, many thanks to Tory and her team for putting on a most interesting event. Hopefully everybody took away something of value from it, it would be hard not too! We sponsored the pre-dinner drinks reception and hopefully it was a memorable event! Our friends at EYE FILM were on hand to film it… […]

Admissions: it is all about sharing the love.

March 10th, 2017|Marketing, News, Newsletters, Reports & Publications, Research|

James and the MTM team have carried out over 100 mystery shops this year, so many infact that this has become an inauguration task! Before starting, each ‘shopper’ is issued with a ‘persona’ (the character to play when calling the school), and some key statistics: Each household with the affluence to consider independent schools has an average of 1.8 children (this is lower the 2.2 of the general population). Parents prefer that if they have 2 or more children that they all go to schools in the same locality (if possible). All parents love talking about their children. So this is our rant: if a parent has decided to call your school, it is no trivial matter! They have created a spreadsheet, spent time on your website, worked out the potential drive time and transport options, spoken to their partner about their now shortlist, and finally, picked up the phone to ask for a prospectus. Their first interaction with your school which could cost them £350,000 (twice that amount 4 out of 5 times), and what happens? The result is often anticlimactic… They may receive a prospectus and often an invite for a visit. But they wanted so much more! […]

How do you achieve growth in a shrinking industry?

March 1st, 2017|News, Newsletters, Reports & Publications, Strategy|

Chapter 1: Redefine the problem ‘How do you achieve growth in a shrinking industry?’ is the question that keeps the Headmaster up at night. As a collective working in the Independent School sector, we need to change the narrative; the demographics of the country are certainly changing, however MTM’s research does not suggest that supply of school places across the UK out strips the number of people able to afford it. Below are some comments we hear all to regularly: 1) There aren’t any children out there – MTM’s recent study evidenced that over 1 million potential private school pupils aren’t making it into the system. 2) There aren’t any children out there – how many families ask for prospectuses? 3) The ‘zero sum gain’ myth – if we get better and attract more pupils all we are doing is depriving the school next door of children – we will come back to this one. 4) No one wants to board any more – have you asked why? Parents are getting busier! And 5) One very real problem – having the right cultural mix in the school… […]

Coaches and Travel Strategy

February 16th, 2017|Marketing, Reports & Publications, Research, Strategy|

A fundamental limiting feature of your school is its location. However, your catchment boundary can be blurred by providing transportation. Previous research by James and the MTM team suggests that parents will drive 30mins to school, but will drive 15 – 25mins to a bus to take the children another 30 mins. So, how do the logistics work Bursar? There are 3 fundamental decisions: Shall the transport system make money? How do we provide the transport? What size vehicles do we need to provide? […]

School matters newsletter – Issue 24

January 11th, 2017|Events, Marketing, News, Newsletters, Reports & Publications, Research, Strategy|

Our latest newsletter contains a wider range of contributors than ever before, with articles on Facebook Live, going international, building successful marketing campaigns and building successful alumni relations. To discuss any of these articles, do give us a call!