Located in the picturesque heart of Yorkshire, Ackworth School is a distinguished all-through boarding and day institution rooted in Quaker values.
With approximately a third of its senior students boarding, the school sought to deepen its understanding of market dynamics and optimise its strategic planning. To achieve this, Ackworth School partnered with MTM Consulting to conduct an in-depth research project.
The project
The project encompassed a comprehensive 3-60 demand and supply analysis and a price elasticity demand study, aiming to assess the potential for fee adjustments in their competitive landscape. A detailed parental survey was distributed to all parents, gathering insights into the school’s perceived strengths and areas for improvement.
Customer satisfaction surveys are widely recognised as essential tools for gauging how well an institution meets the expectations of its community. Leveraging these insights, MTM Consulting was pleased to present the findings on its newly enhanced interactive platform. This platform empowers Ackworth School with the ability to delve deeply into the data, analysing results by key stage, year group, and net promoter score categories. Such granular data analysis allows the school to pinpoint specific areas needing attention to bolster its offerings.
Results
The 3-60 project further revealed several geographic regions where Ackworth School could increase its market share, particularly within certain age groups. It identified four potential new transport routes to enhance value for existing families while raising awareness of the school in underrepresented areas. The competitor analysis provided critical insights into which competitors have contracted, which have grown, and, importantly, the strategies behind their growth.
Finally, the price elasticity research offered a strategic roadmap for fee increases, pinpointing the year groups most capable of accommodating these changes without adversely impacting enrollment.
“Our partnership with MTM Consulting has been invaluable. The depth of the data provided has given us clear, actionable insights that we can directly apply to our strategic planning. The interactive software, in particular, has been a game-changer—allowing us to explore the data in detail and make informed decisions with confidence. It’s a powerful tool that has truly elevated our approach to market analysis and strategic growth.”
James Busson – Director of Marketing, Admissions and Communications