“These are challenging times for independent schools: looming VAT on fees, loss of business rates relief, rising pension costs, over-supply of places in many parts of the country. In this market, excellent design, clear and attractive messaging and high quality print and digital material are differentiators. That’s why WCCS is continuing to invest in Mercer Design’s inventive, cost-effective and super-reliable service. The team at Mercer has worked with WCCS for seventeen years, during which we have more than doubled our pupil numbers, and has helped WCCS to become a secure and popular choice for parents in London’s heavily-oversupplied independent schools’ market.”
Neil McLaughlan, Head, Westminster Cathedral Choir School (WCCS)
(WCCS is an academically-selective prep school for 270 boys aged 4 – 13)
In times of uncertainty, the question arises: Why should a school spend now to weather the storms ahead? When times get tough, some brands choose to scale back on marketing. However, maintaining a visible presence is crucial. Those who continue to engage their audience are more likely to stay top-of-mind when economic conditions improve. Tough times often bring shifts in consumer behavior and preferences. By investing in understanding your parents and adapting your strategy, you build resilience. We believe that flexibility and adaptability are key to navigating uncertainties.
Through our 20+ years experience in the education sector, we have found that economic challenges can create opportunities. Organisations that strategically invest during downturns often find themselves better positioned when the market rebounds. It's about seeing beyond the obstacles and preparing for the recovery.
At a private school, parents have literally invested in their children’s education. This results in a culture of high expectations, shared ambition, and a general feeling that everyone is pulling in the same direction. Transparent communication and genuine connection with your audience during tough times foster customer loyalty. Brands that demonstrate empathy and support are more likely to retain their customer base and even gain new advocates.
While some competitors may pull back, your school can stand out by maintaining a strong and consistent presence. This not only helps retain your existing market share but positions you to capture new opportunities that may arise. Investing in your school during tough times is an investment in its long-term resilience and success. It's a strategic move that goes beyond immediate challenges, paving the way for growth and triumphs in the future.
We have been working to help schools thrive in the independent sector for over 20 years, to gain a point of difference over competitors by showing the uniqueness of each individual school to prospective parents. Please do take a look at our work here and see how we have been helping schools stand out. You can also follow us on LinkedIn. We are always posting examples of how we hope we make a difference, and possibly how that could translate for your school. Plus if you would like an a copy of our schools marketing & design inspiration document just contact us and we will send you a copy.
