Increasing recruitment in a girls’ school
A long-established GSA school with an excellent academic reputation had lost market share to co-educational HMC schools and seen a decline in pupil numbers of 25% over five years. Recruitment into the sixth form, which was essential for its academic profile had been adversely impacted, retention was extremely poor for a school of this quality and the marketing and admissions underdeveloped. MTC were employed by the governors to assess the situation and to define the action to be taken for the long-term stability of the school.
MTC looked inside the school to assess the quality of the provision, making recommendations, identified the weaknesses in the marketing by carrying out a professional audit, and restructured and enthused the team. Outside the school an assessment was made about potential in the market and the tactics being employed by competitors. The economic health and future potential of the region was also assessed to inform longer term recruitment.
After establishing that the market was not to blame, and that competitors were taking the client school market share, a robust marketing strategy was devised with targets to stabilise the decline and reclaim share over a specific period. The age range of the school was amended to improve recruitment into the lower age ranges, and a successful home stay programme introduced. MTC worked closely with the governors, senior team and marketing staff throughout.
After working with the school for over two years recruitment is now back to levels before the decline, with targets being exceeded for the past two years. The poor retention has been turned round, staff morale across the school is much improved. The school can now make investment decisions for the future, with its reputation enhanced. Enquiries for next academic year have increased and the school is embarking on a growth strategy.