School Enrollment Case Study
Situation
A private, catholic primary and secondary school executive team, recognizing changing demographics and reduction in traditional feeder families and areas, sought a quantitative analysis of the market (a four county metro area), the school’s enrollment area (current and historical), profiling of current and recent enrolled students and families and five-year enrollment projections.
Analysis
We performed a detailed examination of demographics and household economics of the market, the school’s enrollment area, catholic elementary schools and each competitor private school and public school districts. Current and recent student profiles were developed – current students, students who took the entrance exams, students who visited ‘open house’ weekends, students who participated in summer programs and students who visited during the school day. Student and household profiles were contrasted with market data.
Analysis
We performed a detailed examination of demographics and household economics of the market, the school’s enrollment area, catholic elementary schools and each competitor private school and public school districts. Current and recent student profiles were developed – current students, students who took the entrance exams, students who visited ‘open house’ weekends, students who participated in summer programs and students who visited during the school day. Student and household profiles were contrasted with market data.
Insights
We provided the school’s leadership with:
- Usable profiles of prospective students and households, geographic targeting within enrollment areas, neighborhood and public school districts.
- Enrollment projections over a five-year horizon.
- Marketing and enrollment planning initiatives were based on the market measurement and precise targeting.
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