Everything you need to know about prep parents

Our presentation at the recent AMCIS/IAPS Prep School Seminar was based on research we are carrying out amongst millennial parents to ascertain what is important to them and their families.

Our research was prompted by an increase in enquiries relating to falling numbers in Nursery and Reception classes.  Understanding the key themes surrounding millennials will help prep schools to improve and refresh their marketing.

The key themes we are investigating cover (but are not limited to) the following:

  • Money
  • The breakdown of gender expectations
  • Convenience
  • Wellness
  • Family values
  • Digital behaviour
  • Millennials in the workplace
  • Brand loyalty

We are looking at the ways in which these key themes impact on the marketing of prep schools.

From our findings to date, it would appear that the three words that sum up the approach that prep schools should be taking to their marketing are:

  • Service
  • Support
  • Simplification

With this in mind we made some suggestions about the role prep schools can play in terms of servicing, supporting and simplifying the lives of their parents.

We are delighted that the presentation was well-received and elicited an encouraging response from the audience.

As previously mentioned, our research is ongoing and we are keen to hear the views of as many millennial parents as we can. If your school would like to take part in this project, please get in touch with us.

There is no charge to take part and you will receive a full copy of our report in due course.

We will be presenting an update and further insights at the main AMCIS Conference in May.