Havergal College, a leading independent day and boarding school for girls, was looking to recruit mission-fit students and promote a new grade 5 entry year. Although the school has a strong reputation - 125 years of academic excellence - current economic, demographic and social forces are making it more difficult to compete for a smaller slice of the enrolment pie.
Families now have many options when looking for an educational institution including specialized programs offered at public schools.
But an increase of choice has also lead to confusion and the school selection process is time consuming and overwhelming for families.
We worked with Havergal to better understand their prospect parents by adopting an empathetic view of their needs. Looking at the entire enrolment journey from their perspective has helped the school look beyond a once-a-year enrolment period to opportunities throughout the entire year where they can become a valued partner to parents.
PROSPECT PARENT PERSONAS