1. Using parental research to drive your marketing strategy
Deborah McKenzie, Head of Marketing & Business Development
21st June 2019

2. About MTM
I’m James Leggett, Research Director at MTM Consulting. Established in 1984, we are a marketing and market research agency specialising in providing schools with the data-driven insights to facilitate evidence based decision making. Until now, our primary customers have been independent schools looking to increase their pupil numbers or plan their future strategies, or investor undertaking due diligence within the independent education sector. With the rise of academies, we feel there is an opportunity to expand into the other education markets.

3. The Data
We know all about everybody….

4. “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.”

5. Provide the evidence for decision making
The WHY
Why should we undertake a parent survey?
Detail what our parents want
How happy they are with what we do
Check we are meeting expectations
Highlight where we should be making improvements
Manage and plan future investments strategy
Check our parents are ‘engaged’
Plan our marketing messages
Provide the evidence for decision making

6. The Dos and Don’ts Plan!!! What do I need to know? Why?
Keep it short! Target a 5 minute completion time
Focus on closed questions
Make sure they can answer the question!
Explain why the question is relevant
Consider the survey flow – emotional -> rational
Ask a friend to check it!
Use a third party if possible
Feedback the findings
Consider asking for names ‘after’ the survey
Ask about more than one thing in a question
Force everyone to answer everything
Offer one sided responses
Ask irrelevant questions
Ask questions they can’t answer
Lead the response
Make it obvious its survey monkey…

7. Examples Do you like my lovely dress? Yes I think so Probably
Do you like my dress and watch?
Yes
I think so
Umm….
Which of my other shirts should I have chosen?
Blue
Red
Mauve

8. How do I use it?
What does this data say about your school? What would the USPs be?

9. What do you do well?

10. What do families want?

11. What do competitors do well?

12. What are my USPs?