Banstead Preparatory School was formed in 2017 through the merger of three independent schools and is now a co-ed school for children aged two to 11. Pupil numbers at Banstead remained strong in the initial period post-merger, but soon it became clear that they were beginning to contract gradually. That’s when the school’s Head of Marketing & Admissions, Adrienne Forster, recognised the school’s need for a data-driven admissions strategy.
Adrienne reached out to her industry contacts and found that MTM Consulting came widely recommended so she commissioned us to undertake detailed market research to inform the school’s future action plans.
Main aims of the research
Adrienne and her team wanted to understand Banstead’s current share of the market, the location of current students and the implications of the recent merger. They were also keen to find out more about the lifestyles of current and potential families, as well as the number of two- and three-year-olds and four- to 10-year-olds in each postcode sector that could potentially attend the school, and the projected change in the target market for the next five to 10 years.
The market research carried out by MTM and the detailed analysis of the data gathered helped provide Adrienne with an overview of the current market place and Banstead’s position within it. The findings also highlighted the types of families that were currently at the school, and those who could potentially join, with information on their home locations and their lifestyles. There was also some valuable insight into the factors that were influential in parents’ choice of school.
The outcomes of the research carried out for Banstead Preparatory School became the basis of a strategic action plan, which enabled Adrienne and her team to target the parents of potential pupils more precisely and with a clear, concise message, in alignment with the school’s values and ethos.
- Market research data underpins strategic marketing planning, ensuring that all activity is on target to fulfil the school’s aims. MTM will be happy to help you use data to drive your school to success – please email us or call us on 01502 722787 to plan your market research project.