Independent schools traditionally haven’t had to focus hard on marketing to guarantee a steady stream of pupils. They're having, though, to become more business-minded.

A smarter marketing approach is now needed to attract what is a smaller applicant pool. This pool is shrinking for socio-economic reasons and due to changes in the UK birthrate.

The Office for National Statistics states that the UK birthrate reached a 12-year low in 2018. Couples are having fewer children or deferring having them until later.

Millennial parents require a new approach to engagement. It hinges on user-focused content that answers the key questions these inquisitive and caring parents are asking.

That means a multi-channel strategy, with an emphasis on social media and video marketing.