Showing posts with label Marketing. Show all posts
Showing posts with label Marketing. Show all posts

Marketing - communication

In this section we look at communication.

This is:

a. communication with the world through the website
b. communication with teachers
c. communication with parents

The website


Rather than analyse the website, why not, as an exercise, make a list as to what you would expect to see on a school website. Then, with the list in front of you, add on anything else you would expect to see on a school website where the school is seeking fees i.e. is run as a (charitable) business.

When you have made your list take a look at these websites:

North London Collegiate

Sevenoaks

Godolphin

Oakham School

St Dunstan's

These schools were all in the top ten of the 'best schools for IB'

So, if the exam results - for various reasons - cannot be a major selling point for to overseas students, the website MUST be.

Also, whever sites have information about the school that, clearly is wrong, someone should write/phone in...

Communication with teachers

The teachers are praised at Bolitho School

But they don't all feel they have been included in the loop:

"
Once again people seem to be so worried about students not being able to learn. What about the approx 150 staff yet again being lead up the garden path not even being told the jobs are on the line and having to hear it on the radio or read it in a paper. Bolitho is one of the largest private employers (or was) in the Penwith area. It was Christmas eve when my Fiancee heard she may not have a job to go to in January. We have had a great Christmas thanks Bolitho management, thanks so very much. Happy new year"

A search in The Student Room using 'Bolitho School' and 'Bolitho School, Penzance' came up with this...


The stress caused by the uncertainty is exhibited by this post in the Bolitho online forum:

"
I have had a rotten Xmas with this awful news and would just like to say that although I am understandably angry and dismayed that I have not been paid/possibly will be made redundant, and as the sole earner and therefore only provider for our large family of children, dogs,cats and chickens I still have this crazy idea that somehow we will all get through this. Out of desperation I have contacted a teacher supply agency and WILL fill out the form, but cannot quite believe that my husband and I will have to go to the Dole office in January together. We have no savings, no income and and are now living at the courtesy of my parents having already lost our hopes and dreams with the 15% pay cut. I am now left with the images in my my mind of the gorgeous kids I once taught and can honestly say that I have never felt (after years of teaching thousands of kids in state schools) so desperately sad at the thought of never seeing my lovely students that I have been given the privilege to actually know (due to such small class sizes) well, and bond with (and in some cases still have their work in my bag!!!) . Ill and stressed and absolutely gutted! Please SOMEONE. ANYONE find a solution to this abominable situation!!!! "

Communication with Parents

It seems the recent problems with the school were not properly communicated to all parents.

In particular some parents overseas said they only found out through Facebook!

One parent wrote:

"
As ex-parents who recently had the foresight to see this coming, we sit here quietly content at our decision to remove our child from this school. It became obvious to us early on that this is firstly a business then secondly a school. Our child left this school because we felt it could not guarantee the continuity or standard of education we expected. Obviously this decision upset our family and in particular our child who now faced moving schools.

The school was only interested in chasing my family for a full terms fees. Although, these were exceptional circumstances, the school would not accept our reasoning and bombarded us with threatening letters from solicitors demanding excessive fees (which when challenged, could not be justified).

Each letter and in fact each bill whilst my child attended Bolitho was incorrect - that tells its own story
We carried out research into the finances of this school. For the last five years this school has been running at a loss according to their returns to the charities commission.

We also believe another charge was taken out on the properties in early December 2009 - why!!!!
Go to the charities commission web site and read with interest who the school actually pays each month. The named directors of each company receiving payments from Bolitho makes interesting reading.

You may think that this is all sour grapes. Believe us, it's not. We just do not want other families to go through the strain of potential court action, potential financial loss and family upheaval that we have had to over the past few months.

We have also heard that the Royal Navy has changed its ruling on funding for Boarding Schools which will mean that several parents may no longer claim funding. We sincerely wish Bolitho the best for the future but parents please remain open minded and realistic."

Marketing

In the previous post we considered two products:

a. GCSEs
b. The IB Diploma

It's possible that the IB Diploma is not as widely respected as you may think - but, leaving that aside, there's also the possibility of offering A levels.

There is a lot of information about A levels here.

In 2009 A-level pass rate rose for the 27th year in a row to 97.5 per cent - up 0.3 per cent on last year. Of these, 26.7% gained A grades. more than one in four exam entries, 26.7 per cent, was awarded an A grade - up from 25.9 per cent last year.

250,000 students took A levels in 2009. That's a HUGE market that Bolitho has chosen to ignore. If it's worried about its reputation then it could just avoid the soft A levels...

So this looks like a 'missing product' that Bolitho is just not 'stocking'

Marketing - the product

Firstly we'll consider the products.

Two main products:

a. GCSEs
b. The IBO Diploma

GCSEs on offer:

According to a post by Alisa,

Subjects offered at GCSE are as follows:

  • English language (compulsory)
  • English Literature (compulsory)
  • Maths (compulsory)
  • Chemistry (compulsory)
  • Physics (compulsory)
  • Biology (compulsory)
  • ICT (compulsory)
  • Religious Studies (compulsory)
  • French
  • Spanish
  • German
  • Art
  • Design Technology
  • Music
  • Geography
  • Psychology
  • Physical Education
  • History

NB; other subjects that are made compulsory, though are not GCSE subjects, are PSHE, Theory of Knowledge, and sports.

There's a lot of information about GCSEs here... and here...

Let's look at the list again...

9% of the GCSEs taken in June 2009 (in the UK) were Science. Individually, Biology was 1.8%; Chemistry 1.5% and Physics 1.7%.

Nationally, popular subjects - but 1.5% nationally took Business Studies - not on offer at the school. 1.7% took Drama - also not on offer. 1.2% took Media/Film Studies.

Could these be subjects missed?
Could these be products for which there is a demand but Bolitho does not offer them?

The second major product is the IB Diploma. Bolitho pay £5480 a year to even offer the IB (that's £5480 more than they'd have to pay for A levels.)

According to the IB, candidates by nationality for May 2009 (Diploma) were:

  • USA : 50,775
  • Canada: 8,886
  • UK: 4213
  • Mexico : 2,586
  • Netherlands : 2503
  • India: 2054
  • Germany: 1646
  • Korea : 1321
  • China : 1321
  • Sweden: 1,129

Where did Bolitho go to promote their 'product'?


"The school continued to recruit new pupils from all areas of West Cornwall and full boarders from many countries overseas. The school attended recruitment fairs in Hong Kong, Germany and the Middle East. Locally the school has held open days in Hayle, St Ives and Falmouth and had a stand at the Culdrose Air Day."

(2008 Annual report)

So, if they're not specifically targetting China, Netherlands, Korea, Canada...that leaves their main method of reaching out to them, the website.

People

Firstly there's the Head, Mark Shere. He has only recently been appointed and says:




"I am lucky that in being a headmaster I can directly affect much of what the pupils experience whilst they are here. For this privilege I am determined to ensure that those who have strengths continually have something to yearn for, and those who have weaknesses have nothing to run away from."

But why did he leave Malaysia and go to Bolitho?

1. The illiterates of the 21st Century will not be those who can't read and write, but those who don't have enough broad skills to learn, unlearn and relearn. Because Bolitho is a small school with classes no bigger than 16, we are able to ensure that each pupil has the guidance to achieve superb examination results, but in a caring and holistic environment

2. To escape the rat race of the Home Counties or Kuala Lumpur. "The children and parents here are so friendly, it is a pleasure to be part of such a warm community. Everyone we have met, both in the School and outside, have made us all feel very welcome. The Cornish people have shown that education isn't just about what you are taught at in the classroom, it is the day-to-day relationships which make life so enriching".

3. The school's reputation for making pupils feel safe, giving them a sense of belonging, an opportunity for self-respect, and ultimately for pupils to realise their potential.

4. Because he knows what makes a school successful - and Bolitho has everything in place to continue to flourish

And yet...Administration...high loans...

What about the teachers?

Previous Heads have been praised and insulted...

Some teachers are praised and some are criticised.

One parent recently wrote:

"We have the money for next term in our bank account, but as stated we are going to sit on it until we hear the school is going to open on the 4th , if it does not then the school is in breach of the contract and we expect no further inconvenience. We will loose £750 deposit. We will get over this, but I am so so sorry for the staff, I would like to give the staff a big hug for bringing out good qualities in our Daughter, she is a complex child who has benefited from her time at Bolitho. So sad so sorry! "

So, wonderful teachers, fantastic learning environment - just no money.

This brings us back to revenue i.e. price x quantity.