So take a few minutes to read (or re-read) ‘A New Conversation with Parents’, Fiona Millar and Gemma Wood, Pearson, 2011. This report gives a detailed insight into parental attitudes towards school and should be essential reading for schools marketers.
If I pick out just one fact (from p. 14), the most important factors for parents choosing a secondary school are ‘my impression of quality of teaching at the school’, ‘proximity to home’, ‘general reputation in the local community’, ‘child’s preference’ and only then ‘test and exam results’. In primary schools (p.15) the test results and league tables are even less important. This underlines the role of community marketing – good schools do what their communities want!