Bishop’s Stortford College in Hertfordshire is a thriving co-ed day and boarding school with approximately 1300 pupils aged three – 18 years. MTM were commissioned by the College to understand the markets served by the College, the share they currently enjoy, and how they will change until 2032. Included in this was an analysis of competitor roll trends to understand how numbers have changed since 2014.
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sizeable residential development projects identified in key catchment areas and additional bus routes identified in under penetrated areas.
The project
We proposed using our Catchment Analysis research tool to understand:
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The nature of their current families and how far they travel to College, defining a family profile and catchment area;
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The size of the addressable market across all age ranges within the catchment area, and from families who would be expected to consider a school like Bishop’s Stortford College;
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How this is projected to change up to 2032;
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How competitor schools have fared over the last decade;
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This would provide the school with a complete demand and supply analysis, and full visibility over the markets to which it caters.
Results
Our comprehensive report provided the data for developing an evidence-based business strategy.
We were able to demonstrate that, while the market was set to contract in some age groups over the next decade, there was growth in others. The College has a great share of its local families and there is opportunity for the College to increase its market share and therefore maintain/increase numbers. These opportunities included identifying new residential developments, including five sizeable projects located in key catchment areas. The College’s existing transport services provide good coverage within the drivetime catchment however, MTM’s analysis identified additional routes, which would create added value for existing families whilst improving awareness of the College in areas which are currently under penetrated.
“MTM’s market analysis and insights were extremely valuable in helping understand demographic trends within certain age groups over the next decade. To address the challenges this may pose, the MTM team effectively identified specific underpenetrated areas with substantial growth potential, as well as the most efficient transport routes to access new locations.”
Polly Bridgman, Director of Marketing and Communications, Bishop’s Stortford College
