Despite having utter confidence both in your product and marketing strategy, something is preventing prospective parents from actually enrolling their child in your school. They have viewed the website, seen the professionally produced prospectus, enjoyed seeing the school in action on an Open Day and even had a personal tour from the Head Teacher – but still no joy!
Does this sound familiar? In an ever increasingly competitive market it is clearly sheer folly to ignore the non-joiner aspect of pupil recruitment. Even if your numbers are currently buoyant, it is still imperative that you consider the reasons given by non-joiners as a way of ensuring your future success, perhaps by raising the School’s academic profile or improving your gender balance.
So, how can you obtain the comprehensive and insightful evidence required to enable you to improve your admissions procedure and enhance your reputation in the wider community?
Some of the more conventional methods of collecting information are fraught with problems. For instance, surveys sent through the post or online can be useful but they often fail to elicit the amount of in-depth information needed to identify possible areas for concern and change.
What you need is an independent survey carried out by a professional marketing team who have the expertise to conduct in-depth telephone interviews, which enable them to delve into the reasons behind the initial decision. By asking a series of probing follow-up questions they can gather together a dossier of information, which, after expert analysis, will form the basis for future consideration and proactive action.
Can you afford not to invest time in finding out more about something that could have such a positive impact on your future pupil recruitment? For more details of our intensive schools research, contact us today.