Bish Muir Marketing

At a time when independent schools are under threat more than at any other time in their (often many hundreds of years) history, schools may need to rethink their marketing strategies.  With the recently hammer blows from the government - introduction of VAT on school fees and a hike in NI contributions, private school is now affordable to an even smaller section of the population.   Suddenly, even the most prestigious of schools have stepped into the ring to fight for pupil numbers, both at home and abroad, leaving the bantam-weights to battle over the leftovers.

So how to survive in this climate? Some schools have either collaborated or been bought by other schools or investment groups, where their future, for now, might seem a bit more secure, buoyed up by external investment. Others (and there are very few) have enviable endowments that may well see them survive the next few, turbulent, years.  For the majority, the future looks bleak. Unless.....

1.  They extensively research their market, who are your target markets - and there may be several - and what is it that you offer that is most of value to them?  Is it cost?  Be very clear that you are offering a 'catch-all' price (no hidden extras).  Is it location?  Is it academic rigour?   You may have to have several messages on the go at the same time but digital media helps to filter your audiences so you can apply strategic targeting.

2.  By becoming more niche. I can almost hear the heart palpitations!  For so long schools have tried to offer 'a well-rounded education'.  Very admirable but that doesn't always cut the mustard - that market is too overcrowded and can lead to price-wars and concessions in the form of scholarships and bursaries that will leave schools in a worse financial state. Niche marketing allows you to sell to a specific type of market in the most efficient way possible.  A good example of this is the National Maths and Science College. It's a modern sixth form college offering a STEAM-based curriculum for extremely bright students.  There, that's it. 

Know what you are and, as importantly, who your market is and then structure your staffing, facilities and marketing around that.  Again, research is key:  base your research on demographics, geography, psychographics (how your parent-body behave), price and school strengths. Sounds simple and I know it isn't, but for some schools it's a mindset that needs to be considered.

3.  Stop being so polite.  Most people who are involved in independent education feel that the government have got this very wrong and that their strategy is not only illegal but affects the short term futures of hundreds of thousands of people (pupils, staff, support staff, contractors, state schools).  Get out there and make a noise.  You all have marketing departments....