Private School Early Enrollment: A Marketing Strategy

Abstract

The purpose of this study was to highlight the benefits that early enrollment on a private school institution has on the child's cognitive development and academic outcomes and to develop a Marketing strategy to communicate these benefits to prospect parents. The aim of this project is increasing early enrollment in elementary middle private schools. In order to better understand parent's perspectives of the importance of private school early enrollment and to measure the impact that communicating these benefits had on the potential parents' decision making process, when choosing private or public institutions, an on-line survey was conducted. 51 potential prospect parents at one of the largest private schools in Southeastern Wisconsin were surveyed. Qualitative and quantitative data from the survey were analyzed and results were statistically significant. This study concluded that parents perceive that private school early enrollment positively contributes to students' learning outcomes and cognitive development. Benefits such as higher academic achievement, less victimization and crime, small size classrooms and more chances to pursue college graduation are some of the most important benefits of private school early enrollment. This study provides a Marketing strategy and guidelines to effectively communicate the benefits of early enrollment in private schools to prospect parents.