 |
 |
 |
 |
 |
|
 |
 |
 |
 |
 |
|
|
|
| Independent School | |||||||||
|
|||||||||
|
What Mungo Dunnett Associates delivered A
telephone-based research study, comprising 50 parents who had recently enquired
at the school, but accepted a place elsewhere; the parents of 50 pupils who had
recently joined the school, and the parents of 100 pupils who had been at the
school for at least 2 years Detailed
findings, including extensive verbatim comments, encompassing: the perceptions
and purchase triggers of existing and prospect parents of pupils; the conversion
rate compared to competitor schools; the parent groups’ key requirements;
their comparative view of competitor schools; and their responsiveness to
marketing materials Specific
recommendations in all of the above areas, focusing on key areas for improvement
aimed at increasing the pupil roll; the identification of discrete parent groups
and their requirements; and a better understanding of those areas where the
school’s investment resource should be concentrated Summary
of strategic and operational strengths and weaknesses, with key areas for profit
potential identified Evaluation
of existing marketing spend Evaluation
of admissions/enquiry activities and information management Assessment
of suitability of existing database and software resources, and the way in which
they were being utilised Methodology
to utilise existing marketing database, and create an ongoing enquiry-capture
system to ensure all enquiry leads were captured regardless of their source,
actioned with direct marketing, and tracked for results Specific
recommendations for the creation of a single marketing database, capturing
valuable information which could be used for more targeted marketing campaigns Assessment
of existing marketing collateral, and recommendations for improvement by
tailoring material to different markets, communicating more effectively the
benefits and appeal of the school Identification
of new markets, and partnership opportunities, which the school should target
with ongoing recruitment activity Assessment
of existing organisational structure affecting sales and marketing activities Re-structuring recommendations, ensuring clear accountability, responsibility and budgets, to improve focus on key commercial priorities and ensure that ideas are implemented |
|||||||||
|
|
||||||||
|
Mungo
Dunnett Associates Home Page |
|||||||||
