Independent Prep School

MTM’s research combined demographic forecasting, catchment analysis, competitor benchmarking and family profiling to identify both immediate recruitment opportunities and longer-term strategic risks. The analysis revealed that while the school maintained a strong market share close to campus, there were significant untapped opportunities in nearby geographic areas already within realistic travel times but from which the school recruited relatively few pupils.

The project provided the leadership team and governors with clear, evidence-based insight into:

• the geographic areas with the strongest recruitment potential;
• changing family demographics and affordability pressures;
• long-term population trends affecting the school’s core markets; and
• the commercial implications of maintaining or growing market share.

Following the project, the school implemented a more targeted recruitment and marketing strategy focused on the growth markets identified within the research.

As a direct result:

• 40 additional pupils were recruited
• This generated more than £500,000 extra revenue in Year 1 alone
• Stronger recruitment pipeline from strategically targeted markets

The project also played an important strategic role beyond admissions. The research helped demonstrate to governors the value of focusing on newer geographic markets, providing robust evidence that supported wider strategic decision-making and future planning.

By translating complex demographic and market data into practical recruitment strategy, the project enabled this independent prep school to move from assumption-led planning to evidence-based growth.