Marketing Strategy for School Start Up

23 July 2015

Case study: Schools need to be strategically aligned to their market to secure their future

Context

School  A  represented  a  new  venture  for  a  large  overseas educational  foundation  looking  to  establish  itself  in  the  UK.

mtmconstulting  was  commissioned  to  deliver  market  research, devise  the  marketing   strategy  and  then  implement   the communications  plan  for  the  launch  of  School  A.  Prior  to  this, mtmconsulting’s Mandarin market analysis research tool had been used  as  the  bedrock  upon  which  investment  decisions  about market entry were made.

Strategy development

Through mtmconsulting, School A was able to identify the location and market potential of key target  market  segments.  With  this detailed  market  analysis,  mtmconsulting  recommended  potential sites for the location of School A which offered the  best potential for the school’s ramp up plan.

School A had a clear value proposition and positioning with which it wanted to enter the market.  In developing the marketing strategy, mtmconsulting undertook comprehensive research which included:

  • Detailed competitor  research  of  marketing  collateral  and mystery shops to establish the strengths and weaknesses of potential  competitor  schools  with  respect  to  School  A’s positioning criteria.
  • Constructing and  implementing  a  detailed  survey,  aligned to  School  A’s  desired  positioning,  of  the  target  market segments   to  evaluate  the  relative  strengths  of  different positioning criteria.
  • Conducting extensive desk-based research to evaluate risks and opportunities within the market as a whole.
  • In light  of  the  research  findings,  recommending  key messaging  mantras  for  School  A  in  keeping  with opportunities  in  the  market  and  the  desired  position  of School A.

Communications planning and execution

In  light  of  the  market  research  and  mtmconsulting’s   extensive experience  in  delivering  marketing  communications  for  schools  a detailed  week-by-week  communications  plan  was  developed  for School A. This included:

  • PR and thought leadership articles in the press.
  • Design and production of school video.
  • Website, social media strategy, PPC and SEM execution.
  • Events planning.
  • Advertising design, purchase and budgeting.
  • Direct mail — email and leaflet drops.
  • Coordination of admissions activities and communications.
  • Prospectus design and development.
  • Branding design and brand guidelines.
  • Affiliate marketing and sponsorship.

Schools need to be strategically aligned to their market to secure their future. If you are considering opening a new school or changing sites, call us now on 01502 722787 or email james@emrsolutions.co.uk.

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