Advising on boarding strategy and investment
A well-known HMC boarding and day school which had done extremely well in recent years in the UK, and established successful satellite schools overseas was planning its boarding investment programme. The school was aware that there have been fluctuations in demand for boarding and that in future it might be quite different. In addition, demand for day places was changing and the school needed to know how this could be managed.
The leadership team were keen to know exactly what service the competitor boarding schools were offering, whether there were any new developments that were attracting boarders, and whether the number of pupils from feeder preps would remain buoyant. They needed guidance on how they should invest in future to achieve their required market share.
MTC carried out tailored in-depth telephone interviews with parents who declined a place, with feeder heads to understand their perceptions of the school and dig deep into the nuances for demand. The potential market was assessed and first-hand research carried out to be clear about what competitors were offering and their market share.
MTC identified boarding buyer groups and when the pressure points would be in future regarding the demand for boarding. This informed the schools investment plan for the future to ensure it kept its place at the top of the market. MTC’s recommendations included some new innovative ideas to attract boarders in the UK in particular. These will be part of the planned investment programme to set the school apart from its competitors. MTC’s work helped the school be clear about its multi million-pound investment strategy in a changing market.