Hazelwood School, who educate around 600 1 -13 year olds in Surrey had been successfully growing their pupil numbers over a number of years. However, aware that birth rates had potentially peaked, the governors and senior leaders were keen to determine whether they could sustain their three-form entry at Reception level in the short to medium term. The school also wanted to understand their local competitive environment, in order to future-proof their admissions strategy in line with what was happening in the local market.
How MTM were able to help
We proposed using our unique Market and Catchment Intelligence research tool to understand:
The types of families who used the school and where they travelled from
The types of families who used the school in the past
The levels of market penetration the school had
How the market was likely to change in the future
How numbers in key independent competitor schools had changed since 2010
The research MTM provided was incredibly insightful. They not only presented the information in a very professional manner, they also informed our future strategic direction, giving us optimism about current population numbers and future trends. We decided to maintain our three-form entry and our Reception intake has been healthy as a result. MTM also identified other markets with potential for us to develop a presence in and the information provided has also helped us to strengthen the brand positioning and marketing strategy.
This provided a detailed overview of the current market place, with the data and evidence base required for their strategic decision making. Our illustrated report included:
Locations of current pupils mapped over rush-hour drive time contours, providing an indication of distances families were prepared to travel
Identification of realistic catchment areas for targeting recruitment activities
Comparisons of travel times and lifestyles of families from five years ago and ten years ago, including current recruitment
The dominant lifestyle groups of current and previous buyers, and each neighbourhood in catchment using our easy-to-use categorisation
Market size for recruitment within each neighbourhood (c140 households) and postcode sector (c2000 households) within respective catchment areas
Market share of all target pupils in the catchments
- Potential pupil numbers at Postcode Sector level
Competitor analysis of roll trends since 2010
This provided the school with an objective Demand & Supply analysis, with projections covering the next ten years.