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Leadership webinar: market research (video and webchat)

Discussion in 'Senior Leadership Team' started by AndrewFIS, Apr 28, 2017.

  1. AndrewFIS

    AndrewFIS Occasional commenter TES Leadership Expert

    More pupils equals more funding. But how can you find them? Using market research techniques, your school could boost its roll and reduce the impact of the funding crisis.

    As part of the TES Leadership webinar series, I’ll be putting your questions to Carolyn Reed, director at Reed Brand Communication.

    We will examine how schools can use market research in cost-effective ways.

    Post your questions below now - and, if you can, join in our live webchat on May 10 at 4.30pm.

    Before that, you can watch a video we’ve made in which Carolyn and I discuss the issues, with key advice for school leaders.

    1920x1080-leadership-video-still-v2.jpg

    To access all the videos in the TES Leadership series, plus an exclusive database of grants available to schools, become a TES Leadership subscriber.
     
  2. TES_Rosaline

    TES_Rosaline Administrator Staff Member

    The webinar video will be available for seven days in this thread after the webchat. If you wish to view the webinar after 16th May or to access all the videos in the TES Leadership series, plus an exclusive database of grants available to schools, become a TES Institutional subscriber. You can find out more information here.
     
  3. TES_Rosaline

    TES_Rosaline Administrator Staff Member

    Hi,

    Don't forget to submit your questions below ahead of today's webchat.

    Thank you.
     
  4. TES_Rosaline

    TES_Rosaline Administrator Staff Member

    Good afternoon and welcome to today’s webchat.


    The TES Leadership webchats give you the opportunity to put your questions to industry experts about key school management and operational issues.

    In a few moments I will hand you over to Andrew, who is editor of FIS, who will be hosting this week's hour-long webchat.

    Andrew and this week's guest, leadership expert panel member Carolyn Reed, director at Reed Brand Communication, who will be available for the next hour to answer your questions.

    If you have any questions please submit them below. Don't worry if we run out of time, any unanswered questions will be responded to and posted on this thread later this week.

    I'll now hand you over to Andrew.





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    Whilst TES Global and the panel of leadership experts make every effort to ensure the high quality and accuracy of the Content, TES Global and each leadership expert makes no representation or warranty (express or implied) concerning the Content. Neither TES Global nor any leadership expert will be responsible for any damage or loss related to any use of the Content.

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    Please click here for full Terms and Conditions which apply to all TES Global’s websites.
     
  5. AndrewFIS

    AndrewFIS Occasional commenter TES Leadership Expert

    Hello and welcome to this webchat on market research for schools. Joining me is Carolyn Reed, director of Reed Brand Communication. For those of you following this thread, please feel free to post your query. Remember to refresh your page to see the updates as they appear.
    Thanks for joining us, Carolyn.

    How well developed are market research activities in schools?
     
  6. Carolyn_Reed

    Carolyn_Reed New commenter TES Leadership Panel Expert

    It depends on the school and how much the governors and SLT value it.
    For some groups of academies and private schools it’s very sophisticated, even down to looking at geodata (https://www.caci.co.uk/location-planning) to target marketing activity where they feel the ‘right’ potential families are living.
     
  7. AndrewFIS

    AndrewFIS Occasional commenter TES Leadership Expert

    What are the most common areas for projects?
     
  8. Carolyn_Reed

    Carolyn_Reed New commenter TES Leadership Panel Expert

    Most popular are Parents’ Satisfaction Surveys, Stakeholder Reviews (among parents, pupils, staff and governors) and Mystery Shopping at Open Events. In reality though, Non-Joiners interviews, with families who have chosen not to attend your school although they were offered a place and Feeder Heads interviews, where we can discover how they describe your school to their parents are vital to do on a regular basis.
     
  9. AndrewFIS

    AndrewFIS Occasional commenter TES Leadership Expert

    As their customers, what information should schools compile on its current parents?
     
  10. Carolyn_Reed

    Carolyn_Reed New commenter TES Leadership Panel Expert

    Over and above the usual contact data, it’s useful to know a little about parents’ backgrounds, in particular what they do for a living and what additional skills and interests they have. This can be very helpful for recruiting parent governors, fundraising and events generally. It’s also good to find out how many other children they have who could become future pupils!
     
  11. AndrewFIS

    AndrewFIS Occasional commenter TES Leadership Expert

    And how should they use this information?
     
  12. Carolyn_Reed

    Carolyn_Reed New commenter TES Leadership Panel Expert

    First, it needs to be cleared with the parents that this can be shared and that they are happy to be contacted with regards to it.

    Then it should be stored on the usual database (if this allows for extra fields) and parents can then be invited to participate in school activities by the Head should the opportunity arise.
     
  13. AndrewFIS

    AndrewFIS Occasional commenter TES Leadership Expert

    How can schools identify and attract prospective new parents to their roll?
     
  14. Carolyn_Reed

    Carolyn_Reed New commenter TES Leadership Panel Expert

    They can use geodata, as mentioned before, to locate suitable families. In addition a desktop review of locations where the school might find suitable target families can be helpful. This could be via tutors, sports, dance and drama clubs and other interests. Churches are also a good way to advertise cheaply even if you’re not a faith school. Another useful method is to look at all the transport routes to the school in order to market in different ways along these. Some train lines can be surprisingly cheap to advertise with and prospective parents may be passing through these stations every day of the working week.
     
  15. AndrewFIS

    AndrewFIS Occasional commenter TES Leadership Expert

    How can schools monitor the activities of their competitive schools?
     
  16. Carolyn_Reed

    Carolyn_Reed New commenter TES Leadership Panel Expert

    Go to their open days and review their advertising locally and on social media. Conduct research among families who are both joining and not joining your school (Non- Joiners) and Feeder Heads, asking how your school compares with the competitors, both in marketing terms and other strengths and weaknesses.
     
  17. AndrewFIS

    AndrewFIS Occasional commenter TES Leadership Expert

    How should secondary schools engage with their feeder schools, not least if they get a lower number of pupils from a particular feeder?
     
  18. Carolyn_Reed

    Carolyn_Reed New commenter TES Leadership Panel Expert

    Commission a research company to undertake some Feeder School Heads’ interviews, as above and find out how they like to relate to next stage schools and how other competitor schools are managing that relationship well. Think about how you can improve your communication with them using this market intelligence.
     
  19. AndrewFIS

    AndrewFIS Occasional commenter TES Leadership Expert

    Is there a role for social media in market research, either to use actively to pick up information or to monitor for conversations about the school?
     
  20. Carolyn_Reed

    Carolyn_Reed New commenter TES Leadership Panel Expert

    Yes definitely, using both methods as you mention. In addition to 'outside' platforms, the school’s own Facebook and Twitter accounts are useful to see how the parents respond and interact.
     

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