By David Adeniji – 08069462143 – adenijidav@gmail.com – Thinkage Consulting


S/N Strategy Estimated Growth
1 Parents’ Consultancy Strategy 15 %
2 Environmental Scanning and Conversion 5 %
3 The Incentive Strategy 15 %
4 Prospective Students’ Empowerment strategy 10 %
5 Community Project Strategy 5 %
6 Entry Point Target 5%



Research has shown that schools get more costumers from existing ones. However the best way to maximize this concept is to position the true value of the school in the minds of the parents, and then raise it even higher, showing them why they should even partner more with the school in populating it. Paying their school fees promptly may not just be enough. Consciously bringing in more parents will be even more beneficial to them.


  1. The school sets up separate appointments with the parents (maybe in groups of 5’s, 10’s or 20’s depending on the overall parent population). The school prepares invitation letters to be sent to parents. The letters bear the school’s brand. This strategy may look like the usual PTA forum, but it’s different. Its aim is to further break down the forum to get more personal with the parents and hence force deeper participation.
  2. School Officials (members of staff specially trained for this purpose) then meet each parent sub-group. The officials interact with the parents with the school’s already developed, tested and proven value-raiser questions, comments and talks.
  3. The school builds more rapport and follow-up with calls and Bulk SMS (eg. esmspro.com) to make sure parents actually bring new parents or at least give referrals for the school’s marketing team to work on.
  4. By this, we’re unconsciously recruiting the parents into the school’s marketing team.


  2. Surely, the environment around us houses the parents and students we need as costumers. A strategic (not conventional) combing of our immediate environment definitely turn out our targets. This strategy, is the most commonly employed marketing strategy, but certainly not the most effective. The output is not easily measurable since most of our competitors use the same method. It works well when combined with one or more of the other strategies. The efficacy of this strategy (and other strategies) will begin to be measured from the number of those who turn up for enquiries at the school



  1. The school’s marketers do strategic canvassing of the environment, street to street.
  2. The school then follows up with strategically targeted calls and Bulk SMS (eg. esmspro.com) to make them come for more serious enquiries from the school.
  3. The school trains an official (most likely, the receptionist) that would be responsible for receiving prospective parents who turn up for enquiries
  4. The school shall also put in place some simple and cost effective advert objects or mechanisms to improve the school’s physical appearance, both from outside and inside.




The incentive strategy is also called the ‘bait’ strategy. An exciting incentive scheme is developed as reward for any stakeholder (teacher or parent) who brings a child into the school. This strategy if mishandled can make the school loose income unnecessarily. So the incentive may not be strictly monetary in value. The school management will develop a model for going about this. The stakeholders basically needed for this are the parents and teachers.


  1. The school comes up with the reward framework for rewarding every single new student registered into the school through a teacher or parent. The framework will not give room to double rewarding, mis-rewarding or rewarding-for-nothing, the framework must be able to recognize if truly a student came through a stakeholder or not.
  2. The school trains the staff for this specific task, making them understand clearly, the benefits of this framework
  3. The school also speaks to parents either during the PTA meeting, End-of-Session Party, or during the parents’ consultancy strategy sessions described in 1(b) above




The most important stakeholder in every education system are those for whom the system is built, the learners – the Students. We have a couple of them in school already, but we need more. And they are all living in our immediate environment. Some of them are not in school yet and some are planning to change their schools. Although the decision to enroll depends on their parents, 90% of parents don’t do so against the children’s wish. So bringing them into the school and showcasing what we really have will to a Large extent influence their choice



  1. The school comes up with a 3 or 4-week student empowerment Programme to be run during the holidays. The programme will not be for profit making, so, it may be free or very cheap. We can develop a holiday programme around our ICT facility at a little fee, to woo over students of other schools whose ICT level is nothing near our own.
  2. The vocational skills to be imparted in the Programme will be those already possessed by the teachers
  3. The school Prints handbills whose design will be directed by the school.
  4. During the Programme, the students would be developing interest in the school and her wonderful array of skillful instructors and our ICT facility among other facilities. The school then intimates participants about advantages of enrolling at the school, and at the end of the programmes, lots of students are wooed with slight price reduction offers (as much as the school can offer)




If the school was not actually accepted in the minds of occupants of the environment, there wouldn’t have been any business so far, because there’d be no good image. So, let’s boost our image in the community, making them see that our primary aim is not to make money out of the community, but to add value to the community. Whatever helps us do so will make them accept us more. If properly handled, a free-will community project (that will not actually cost the school any serious spending) will bring new customers into the school.



  1. The school scans the environment and comes up with the most suitable and low cost community project(s)
  2. The project will not be capital, will not cost much money, and will aim at using the resources the school already has, but will be aimed at benefitting the environment and not really the school directly.
  3. The project will be carried out within a day, or two –outside the premises of the school.
  4. During the project, the schools banners, handbills and other visible forms of advert will be boldly positioned to catch people’s attention.
  5. The school would have trained the school staff on how to exploit the curiosity of passers-by or excited individuals for possible enrolment
  6. The school will direct and supervise the project


  1. ENTRY POINT TARGET This strategy helps to populate the JSS1 class of secondary section very fast. There are obviously primary schools in the vicinity of the new school whose school fees are in the same range with ours but do not have secondary schools. Our professionalism is employed in winning over the hearts of the school owners to woo their primary school leavers and their parents to our newly established school. This requires no easy marketing. The competition is keen. Our edge however is that 90% of schools do not employ experts to market their school. They rather use conventional methods



  1. The school’s marketing consultants visit primary schools in the new school’s vicinity
  2. These school owners are convinced at encouraging their school leavers to enroll in our school in the forthcoming academic session.
  3. Incentives might be necessary for these prospective customers.
  4. Strategic Common Entrances Examinations are then conducted (by the school officials) in our new school.
  5. The follow-up thereafter is the cutting edge of this strategy.



Combination Effect

Combination of Expected Drop in expected increment
2strategies 10%
3strategies 20%
4strategies 30%
5strategies 40%

*So, 5 of strategies are used for instance, we may not have 50% growth as expected from page 1, there will be a 40% drop in that expected 50% (40% of 50% which is 20%), leaving us with a possible 30% growth (50% – 20%)


Performance will be measured in both short-run (the immediate next term), and long run (throughout the session)

NB: If you however need more help with the implementation of these strategies or you need more of our consultancy or various trainings needed to execute these strategies effectively, please call the project coordinator on 08069462143, email: adenijidav@gmail.com. Thanks





  1. Networking Sessions


  1. Brainstorming Sessions


  1. Strategic meet-ups with School Resource



  1. Advanced Innovation and School Marketing Sessions


  1. Advanced Educational technology discovery sessions


  1. Full exposition on all subjects ever discussed on the platform and more


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  1. Introduction to the Thinkage Complete School Growth Strategy


  1. Practical hands on Training for moving from one level to another


  1. Introduction to the smartest School Management Software and Mobile App


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Jennifer · January 21, 2018 at 10:28 am

What if the cost of implementing the 4 and 5th strategy are high whereas we are meant to be offering a CSR initiative towards prospect pupils empowerment and adding value to the community?

How does the school cope with the cost especially in an environment known for not responding to new schools or organisations within its community?

Thank you.

esmspro · January 23, 2018 at 4:33 am

Thanks for your response and question. Cost is relative. What is expensive to you may not be to someone else even in your same circumstance and vicinity. There’s no doubt these strategies will improve your growth. So what we should do is minimize cost. The community project strategy should not be a capital project.

Something like: offering to execute an comprehensive sanitation exercise on your street should not cost you much. You hire few hands in a day, dress them in your branded jackets, hang a banner around the work environment, sweep the streets, clear some gutters, cut some grasses in a way that’s quite visible.

What if you decide to brand a few OKADA riders in your estate with safety jackets and helmets with your logo on them. That shouldn’t cost much too.

You may simply attach one or two improvised street lights to some electric poles on your street.

Just make sure some eyes see you while you do it. Let canvassing be done to those who seem to love what you’re doing. Collect phone numbers and then follow up.

Secondly, the student empowerment strategy should not also cost you anything more. Every school does summer classes. The idea is to tweak the programme and make it sell for you. Dont hire any special hand or buy any special devices, except for gifts. Your teachers have crafts and skills apart from classroom teaching. Some can do beads, some bake, some make garments, soap making, etc. Harness those skills and follow the procedure outlined in that strategy. Not much of a cost should you incure here.

Concerning environment’s response, I can tell you every environment will resist new comers, because remember there are also competitors in that environment who will not want you to share the market with them. But not everyone in the environment will. People make up the environment, so you must also connect on a personal level with people in your environment. Don’t be detached from them. Don’t operate aloof and don’t just drive in and drive out everyday and just see them from afar. Once in a while, attend that big church in that environment and connect with the people. Make friends. Intentionally attend the CDA meetings and introduce yourself to the CDA people. Connect with them on a personal level. You will gradually form their perception about you. And you know their perception about you as a person will inform their perception about your school

    Jennfier · January 26, 2018 at 12:32 pm

    Thanks, I will look into the personal level with the community. The okada and street light is still capital based sir. God bless.

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