An abundance of outstanding independent Schools in our part of the world, means that we are most fortunate in having students whose schools are dedicated to educating them to become very enthusiastic and strong participants in the 21st century economy. This also means that students and their families have an abundance of choice too, when it comes selecting an independent school in today’s highly competitive educational marketplace.
As professional specialist consultants for independent schools, we have a deep appreciation and understanding of the admissions challenges that Independent Schools face and have come to value the role that a progressive education can have in students’ lives.
Patrick F. Bassett, the National Association of Independent Schools President and recipient of global leadership awards from both The European Council for International Schools recently wrote; “Outstanding schools thrive because they evolve to challenge, inspire, and prepare students for an open-ended future. Independent education sits at the center of a strong, sustainable future for our country because of our schools’ adaptability to changing circumstances and environments.” Certainly, this is true of independent schools on both sides of the Atlantic and it is precisely those “changing circumstances and environments” that have forced Independent Schools to struggle with successful and measurable ways to distinguish their school from the competition when it comes to Admissions Marketing.
However, that process must start and with a solid understanding of the local demographic landscape in terms of the families who live around your community. Your school needs to have a firm understanding of the demographic trends in your area and carry out researches to find out if families are likely to pay for primary and secondary school tuition.
After these initial steps, your school can then start creating a comprehensive admissions marketing strategy, bearing in mind that whatever your strategy, it must be well defined, yet flexible enough to respond to the ever evolving environmental factors challenge all educational marketers.
Written by Gayle Thompson @SwoopStudios
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