A unique selling proposition or USP is almost certainly a phrase most of us are familiar with but usually associate with a commercial service or product. However, the harsh reality
is that most schools are in competition with one another, vying to attract the very best staff and ensuring they have a full pupil roll for the next academic year. Justin Smith, Managing Director of Chameleon Consultancy and Training Ltd, outlines how to develop a USP for your school.
The number of pupils in state-funded primary schools in England in September 2020 fell for the first time since 2010, down0.3 per cent year-on-year, a combination of falling birth rates and the UK’s decision to leave the EU. In May this year, the Financial Times reported an annual decline of 6.7 per cent for applications to London primary schools for this new academic year, and declines of 9.5 per cent and 6.8 per cent in Birmingham and Bristol, respectively. Birmingham City Council said the drop in applications was “primarily because of reduced net migration to the city.”1
Beyond the national picture, there will be a number of different factors that influence a decision to send a child to your school or attract a potential new recruit. Spending time focusing on those things that differentiate you from others, your USP, will be time well spent.
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