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How to compete with the rise of the mega-schools

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The rise of the education Titans

A seismic shift is underway in the educational landscape. Fuelled by international demand and economies of scale, mega-schools are emerging. Following the lead of their tertiary education counterparts, mega schools—just like mega universities—are creating a new category. Amassing considerable resources and offering expansive programs and facilities, these mega-schools are redefining parents’ expectations of what an independent school provides.

Against this competitive backdrop, rising costs, and enrolment pressures, many schools are finding it increasingly challenging to balance investment and remain competitive.

How do you compete with a mega-school?

For some, managing brand reputation, scarcity, and exclusivity are critical in supporting their heritage appeal. However, every other independent school’s future hinges on its ability to adapt and position itself in the minds of prospective parents.

Many smaller independent schools emphasise individuality and tailored approaches to cater to parents seeking specific educational philosophies. This diversity is the lifeblood of the education sector, providing families with options that align closely with their values and aspirations. However, this demands the ability to define and align educational philosophies, strategic investments, and programs that resonate with prospective parents. School strategy and strategic marketing must align and become one.

As mega-schools expand with their heritage and multi-campus models, smaller independent schools must embrace the power of distinctiveness – the “Differentiated Dynamo”.

How to compete with mega-schools

Seamless execution

Taking your strategy to market is as crucial as defining it. Remember, strategies, like ideas, are not used unless they’re executed and become real! Crafting a compelling narrative and building a marketing force that attracts the best students and staff ensures the strategy has a chance of success.

Schools must define their identity and value proposition amid this dynamic landscape. Whether championing a philosophy or providing specialised programs, schools must articulate their distinctive offerings to ensure they can continue to attract families who resonate with their vision.

The three strategies for taking your plan to market against a mega-schools

Brand: Taking a 5-year strategic plan to market requires some synthesis from all your stakeholders, whether prospective parents, educators, or donors. This is where branding steps up. Unlike brand design, brand building synthesises complex messages and holds a place in the minds of our audiences to imbue trust, credibility, and relevance.

Value Proposition: Demonstrate the undeniable value of your school’s private education. It’s a significant investment for parents and guardians. Great school marketers go beyond academics, showcasing the intangible benefits—the nurturing environment and the extracurricular opportunities. A strong brand can weather storms, but a weak brand needs a clear and compelling value proposition to survive.

Search Savvy: Once your brand is on the radar, ensure it appears prominently in parents’ online searches. Search is expensive and can be seen as a bottomless pit if not managed correctly. Many smaller niche schools miss out on prospective students because their digital strategies need to target the correct terms and audiences. Remember, a strong brand is directly correlated with search volume.

By embracing these strategies, independent schools can carve their niche and thrive alongside the mega and heritage schools, offering a distinct and valuable educational experience for future generations.

Over the past few years, the team at Emmet have helped several schools define their strategies and deliver meaningful growth and sustainable impact in Independent Schools. Read our case study, ‘Marketing Transformation’,  and learn how we help a Victorian Girls’ School achieve +20% growth in admissions.