Banstead Preparatory School

Banstead Preparatory School was formed in 2017 through the merger of three independent schools, to form a co-educational school for children aged 2-11. Whilst initial pupil numbers were strong, they gradually began contract, which is when Head of Marketing & Admissions, Adrienne Forster, recognised the need for a data-driven admissions strategy. Having reached out to her industry contacts, MTM Consulting came widely recommended and so were commissioned to undertake detailed market research that would inform future action plans.

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.
• The lifestyles of current and potential families that align with the school’s values.
• The number of 2-3 and 4-10 years olds in each postcode sector that could potentially attend the school.
• Projected change in the target market for the next 5-10 years.

The market research completed by MTM helped provide an overview of the current marketplace, as well as highlighting the types of family that were currently, and could potentially, use the school – where they lived, their lifestyle and what they looked for in their children’s education. 

The research subsequently informed a strategic action plan that enabled Adrienne and her team to target the parents of potential pupils more precisely and with a clear, concise message that would align with their values.