Parent research on school choice shows a gradual shift away from traditional ‘safety’ factors (location and/or longevity of school) to a more personalised basis for choice. The shift to a choice based on personal ‘fit’ is a core trend. Related, there is also now a personal emphasis in parent choice on how a school can develop the individual to live in the ‘real’ world. Additionally, the role of the student in the enrolment decision and then the decision to stay (retention/progression) is gradually increasing. When it comes to school choice, today’s parents could be summarised as valuing and exhibiting the following behaviours and characteristics: . . Parents think and act now more like ‘investors’. . . They seek valued differentiation and customisation. . . Expectationsarediverging/expanding–shortandlife-longbenefits. . . Thereisabenefits/valuefocus–whyit’sagoodschoolformychild. . . Service, convenience, orientation (non-education factors) are now more important. . . Affinityandloyaltytoaschoolrequiresnurturing–patternsofpast family choice are not automatic. . . Agreaterfocusonschoolswith21stcenturyambition–‘onthemove’. . . Consistent (seamless) student/parent journey (pre-enrolment forward) is earnestly expected. . . Schooling as a gateway (mobility/passport) to the world is an increased expectation with proof. The choice/decision-making construct of a prospective parent Five steps are discernible in the parent choice process: 1. Awareness Prospective parents receive and decode information or messages concerning a school e.g. from website, tour, where they get feel and taste the school experience first hand 2. Interest Dependent upon their response to this information or message, prospective parents may develop a level of interest in the school and approach the school e.g. website-based enquiry. 3. Evaluation Through collection of further information, prospective parents will form a basis upon which to evaluate the perceived worth of the school for potential enrolment e.g. through a school tour, or referral to people who know the school well or have experienced it. 4. Trial Prospective parents seek to trial. More often, prospective parents visit and or would like a taster day for their children at the school. 5. Adoption Prospective parents buy or do not buy. Note: Word-of-mouth remains easily the strongest influencer in school choice/decision making! What do Parents Today Most Want/Expect from a School? In our judgment, four factors dominate school choice: Reputation & Brand Association A Real Time Experience Utility: Skills & Qualifications Deferred Benefits Thisisacrucialelementformanyparents. Develop communications that speak to your strengths and acclaim. Parents are looking for features which fit their child’s interest & aspirations, & an enjoyable real time experience. Consider the student & parent perspective, not just at pre-enrolment but in shaping their whole experience. Parents increasingly want to see how a school will manifest genuine future benefits & opportunities for their children, especially as graduating students (e.g. professional networks). There is now much greater focus & expectations from parents on acquisition & application of what will be taught e.g. skills that will be imparted from the curriculum. These skills should be explicit, & not open to interpretation. The figure below is a recommended organising framework for schools to implement and align with school choice factors based on our ‘5Rs’ model of market excellence/success: ‘5Rs’ Components Important Market Research Data/Questions How to Collect it Recruitment • Why do people select our school? • What do they most expect? • The main reasons they do not choose us? • Enrolment form • Enrolment interviews and tours Retention • Where do we achieve beyond expectations in the student experience? • Do parents see our school as a seamless transition for their child? • Do parents see both short and long-term benefits in the school? • Annual parent satisfaction survey against strategic priorities of the school • New parent feedback (gained through a series of ‘morning tea’ informal meets) Referral (word of mouth) • Is the ‘right’ information given to parents encouraging them to recommend? • What is the level of recommendation from parents about the school on 0-10 scale (Net promoter Score)? • New parent focus groups or mini survey • Annual parent satisfaction survey against strategic priorities of the school Relationships • Is the school seen to be an attractive partner? • Are any current partnerships meaningfully evaluated for benefits that flow through to current, students, staff etc.? • Partners (e.g. community partners/ groups) and suppliers Reputation • What is the main reputation ‘capital’ of the school as seen by others? • Where does your school reputation sit in relation to competitors? • Community and parent survey DR STEPHEN HOLMES PRINCIPAL AND FOUNDER THE 5RS PARTNERSHIP WWW.5RSPARTNERSHIP.COM S.HOLMES@5RSPARTNERSHIP.COM DECEMBER 2018 4 7