In Shakespeare’s Othello, Cassio’s anguished cry about the value of a "good name" is a timeless echo in today’s educational setting.

With student numbers expected to drop, the pressure is on. A strong reputation could be the difference between a thriving school and one struggling to stay open. 

Let’s explore how a robust reputation supports schools through demographic shifts, helping them become a school of choice for parents. 

The urgent need for a strong reputation

Pupil numbers are dropping, and the impact on schools is undeniable. Each year brings a noticeable decrease in students. This trend is a real challenge that schools must confront head-on. 

Projections may vary, showing temporary improvements or declines, but the overarching trend remains downward. Schools have been thrust into a competitive arena, where a strong reputation is critical. 

A good reputation becomes a lifeline, drawing parents in at a time when every student counts. Schools to strengthen their public image now, making sure they not only weather the storm of falling numbers but emerge stronger.

The impact of declining pupil numbers on schools and Multi-academy trusts

Schools
The drop in student numbers puts a strain on schools. While funding for state schools is tied to student enrollment and independent schools rely on tuition fees, the bottom line is the same: fewer students means less money. 

But the costs of running a school don’t drop with less students in classrooms. Schools are bringing in less money but still facing the same bills.

Schools are facing a tough financial crunch, forcing them to make some tough calls like cutting back on staff or programmes. Such reductions can hurt the quality of education. When the quality dips, the school's reputation takes a hit too, starting a vicious cycle. 

We’re even seeing schools shutting their doors for good. Moreover, certain local councils are reevaluating school catchment areas, potentially leading to even fewer schools in the future. 

Multi-academy trusts
Declining pupil numbers can significantly impact MATs, leading to reduced funding and necessitating tough decisions. Multi-academy trusts may face the closure of less viable schools, staff reductions and cuts to educational programmes. 

This financial strain could also affect their strategic growth plans. Schools previously considered for expansion may no longer be around or might not be as attractive due to decreased desirability and diminished resources. It gets harder to think about expanding or sometimes even just keeping things running as they are. This can lead to major headaches in managing the MAT’s future direction and stability.

Building and maintaining a strong reputation 

Building a strong reputation is the key to survival and growth for schools and multi-academy trusts. Word of mouth significantly shapes reputation, as evidenced by recent findings. 

NFER reports that 72% of parents in England rely heavily on word of mouth when choosing a school. 

The DfE adds that 68% of parents trust other parents' recommendations more than official school publications like websites or brochures.

Here's why this matters
Parents are having conversations. They're gathering insights from various sources, covering different year groups and subjects, to piece together a true image of a school. It’s vital that every narrative they uncover is overwhelmingly positive. Your school’s reputation must shine brightly, far and wide.

Schools need to wield their reputation as diligently as they manage their educational offerings. Achieving excellence in teaching and facilities is expected, but actively shaping parent perception transforms schools. 

This isn’t merely filling classrooms; it’s about cementing a school’s presence as pupil numbers fluctuate. Get this right, and your school avoids closure. Perhaps it even becomes the preferred choice, attracting and retaining students year after year.

What makes a strong reputation?

It starts with how effectively a school communicates its vision, values and ethos internally and externally. 

By actively shaping a recognisable and respected 'school brand,' schools ensure their foundational principles resonate clearly and compellingly outside their walls. This makes sure these values are understood and embraced by parents. 

When a school’s identity is clear and its values are seen in action, it becomes the top choice for families. This strategy secures a school’s future by building a legacy of trust and preference in the parent community. 

External communications
Like businesses, schools must strategically shape their public image. Every tweet, update and newsletter is an opportunity to broadcast their unique ethos and values. 

Consider that each message to parents has the potential to improve or even damage a school’s reputation. We’ve seen how crucial these communications are — how much importance does your school actually place on them? Recognise that engaging parents isn't a routine task. It influences perceptions, strengthens relationships and builds a strong reputation.

Think of each piece of communication as a crucial step towards securing a school's future. Getting this right is necessary for survival and growth.

Aligning vision and values internally
A clear vision and well-defined values help align pupils and staff with what the school stands for. It creates a positive and focused atmosphere where students are more engaged and achieve more, and staff feel more connected and satisfied with their work. This strong internal environment naturally builds a good reputation because the school is seen as a place where everyone is committed and moving in the same direction.

Community engagement 
Schools are community hubs. By joining local events, partnering with local businesses, and inviting the community to join in school activities, schools become a key part of where parents live. This helps build strong relationships and a sense of pride in the community. When schools are active in the community, they earn trust and support, making them a popular choice for parents when enrolling their children. 

Reputation matters more than ever
Shakespeare's Cassio was right. Reputation is at the centre of everything. It’s how schools can secure enough pupils to achieve their goals, even when faced with declining numbers.

As demographics shift and new families come in, dynamic and proactive engagement is key. Schools need meaningful, two-way conversations with parents. Uncertainty with student numbers demands robust planning. Be ready for anything, keeping a strong reputation, no matter what. 

We’ve only scratched the surface of how schools and Multi-academy trusts can improve their reputation. Get more actionable advice in our next blog as we focus on strategic branding and smart communication.

Read the blog now.