Increasing recruitment in a prep school
A popular established stand-alone IAPS prep school was suffering declining numbers in the lower age ranges and concerned about its future viability. The leadership needed to know the reason for the decline and what might be done to address the situation. It needed help to define is branding and positioning and differentiate its offer from other providers.
MTC quantified the potential in the market, where exactly the school has lost its share and whether it was appealing to buyers who could afford the fees. MTC’s report showed that the market was quite affluent, that marketing and admissions were under developed and that by promoting themselves more strongly competitors had gained market share. Catchmentor market analysis identified the best areas for recruitment and a strategy was prepared to target these areas. Changes in leadership in competitor schools were imminent and this gave the school an opportunity to implement a dynamic marketing strategy and grab market share. The branding review defined clear messages and helped to firmly position the school.
MTC worked with the school for two years, increasing recruitment by 100% in the lower years and ensuring the school achieved good surpluses for reinvestment.