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“How to educate parents to choose the correct school for child”

Sadia Khalil 1756-2020

Department of Media Studies, Faculty of Communication and Design, Indus University

Report Writing, MD 317

Taimoor Ahmed Khan

December 04, 2023

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TABLE OF CONTENT
CHAPTER 1

1. INTRODUCTION____________________________________________________________1

1.1 INTRODUCTION OF THE TOPIC______________________________________________4

1.2 PROBLEM STATEMENT_____________________________________________________5-6

1.3 BACKGROUND_____________________________________________________________6-7

1.4 PURPOSE OF STUDY________________________________________________________7-9

1.5 SIGNIFICANCE OF STUDY__________________________________________________9-11

1.6 SCOPE OF THE STUDY_____________________________________________________11-13

1.7 OBJECTIVES_______________________________________________________________14

CHAPTER 2

2.1 LERATURE REVIEW_______________________________________________________15-17

2.2 UNDERSTANDING CHOOSING CORRECT SCHOOL___________________________17-20

2.3 CONCEPT OF CHOOSING CORRECT SCHOOL________________________________20-21

2.4 BENEFITS OF CHOOSING CORRECT SCHOOL________________________________21-23

CHAPTER 3

3.1 MARKET STRATEGIES____________________________________________________24-25

3.2 MARKET BACKGROUND__________________________________________________25-27

3.3 MARKET SIZE____________________________________________________________28-29

3.4 CONSUMER BACKGROUND________________________________________________29-32

3.5 DEMOGRAPHICS__________________________________________________________33-36
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3.6 SWOT ANALYSES_________________________________________________________36-38

3.7 MARKET SEGMENTATION_________________________________________________38-40

3.8 BRAND POSIONING_______________________________________________________40-41

3.9 MARKETING OBJECTIVES_________________________________________________41-42

3.10 KEY MESSAGE__________________________________________________________42-43

3.11 BUDGET________________________________________________________________44-43

3.12 ATL ACTIVITIES_________________________________________________________45-47

3.13 BTL ACTIVITIES_________________________________________________________47-49

3.14 RESEARCH METHODOLOGY______________________________________________49-50

3.15 DATA COLLECTION METHODS____________________________________________50-52

CHAPTER-4

4.1 DATA ANALYSES_________________________________________________________53-54

4.2 DATA INTERPRETATION (S-R) _____________________________________________54-68

CHAPTER-5

5.1 FINDINGS__________________________________________________________________69

5.2 SUGGESTIONS____________________________________________________________69-71

5.3 CONCLUSION_______________________________________________________________71

5.4 REFERENCES_____________________________________________________________71-73
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o CHAPTER-1

o INTRODUCTION:

▪ Selecting the ideal school for a child is an important choice that has a big impact on their

academic path and general development. There are several options available to parents,

and each has special characteristics, ideologies, and educational settings. In order to

successfully traverse this important decision-making process, parents must be well-

informed and able to select a school that fits their child's needs, values, and goals.

▪ We will look at practical methods in this book to help parents choose the best school for

their kids. We acknowledge that there are differences in the educational landscape and

that a one-size-fits-all strategy is inappropriate. As a result, our goal is to provide parents

with the knowledge, tools, and helpful advice they need to make wise choices that

support their child's development both personally and academically.

▪ We want to give parents a complete framework to help them negotiate the challenges of

choosing a school, from comprehending different educational philosophies to assessing

extracurricular activities, teachers, and facilities. We can interact with parents, respond to

their questions, and help them choose the educational path that best meets their child's

particular needs by using digital marketing platforms.

▪ We can create a helpful community, provide timely and pertinent information, and

provide engaging experiences that enable parents to make educated decisions by utilizing

the power of online platforms. Let's work together to enable parents to select the best

school for their kids so that every child is given an education that maximizes their

potential and lays the groundwork for a successful future.

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▪ 1.2 PROBLEM STATEMENT:

▪ Selecting the best school for their child is a difficult and frequently daunting undertaking

for parents. Parents are faced with the difficult task of selecting an educational option that

will have a major impact on their child's academic and personal development given the

variety of educational philosophies and methodologies available. The difficulty in finding

trustworthy and easily accessible information as well as the dynamic character of the

educational system further complicate this choice.

▪ It can be difficult for parents to navigate the wide variety of schools, each with its own

advantages and disadvantages. In the absence of appropriate direction, they can base their

judgments on inaccurate or out-of-date information, which could result in a mismatch

between the school's programs and the requirements of the kid. A new layer of

complexity has also been added by the rise of digital platforms, which provide an

abundance of information but frequently lack context and curation.

▪ The issue is made worse by the lack of a systematic and thorough strategy to teaching

parents about school choice. A lot of parents don't know what factors to take into

account, how important different educational philosophies are, or how to determine

whether a school is generally a good fit for their child. Because of this, they could feel

overburdened, uneasy, or unprepared to decide in a way that suits their child's learning

preferences, morals, and goals.

▪ Developing a methodical and user-friendly strategy that makes use of digital marketing

tactics is essential to solving this issue and giving parents the knowledge, tools, and

support they need. By doing this, we hope to give parents the information they need to

make wise choices, improving the alignment between a child's learning requirements and
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the school's resources, and ultimately fostering the academic and overall growth of the

kid.

▪ 1.3 BACKGROUND:

▪ Choosing the appropriate educational institution for a child is a crucial choice that greatly

impacts their performance in school, personal growth, and general welfare. The

educational landscape has changed significantly in recent years, providing parents with a

wide range of educational philosophies, teaching approaches, and school settings. But

parents now have so many options available to them that choosing decisions can be

difficult and stressful.

▪ Educational diversity:

▪ There are now many different types of educational institutions in the educational

landscape, including public, private, charter, and alternative schools. Because every kind

of school has different benefits, difficulties, and special offers, choosing one over the

other becomes increasingly difficult.

▪ Technological Progress:

▪ The emergence of digital technology has revolutionized the manner in which parents

obtain information. Although this has given parents access to resources never before

possible, it has also resulted in information overload, making it difficult for them to sort

through the massive quantity of material available online and make wise judgments.

o Changing Pedagogical Approaches:

▪ Parents now have additional factors to take into account as a result of changing

educational strategies and a move toward customized learning. It is now crucial to

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comprehend curriculum structures, teaching methods, and extracurricular activities while

selecting a school for a child based on their interests and learning style.

▪ Parental Issues:

▪ Beyond academics, parents are becoming more worried about the school's character

development program, social-emotional learning, and general school culture. This calls

for a comprehensive comprehension of the principles and procedures of a school.

▪ COVID-19's effects:

▪ The significance of resilience and flexibility in the field of education has been

underscored by the worldwide health crisis. These days, parents are thinking about a

school's capacity to handle emergencies, use online education successfully, and uphold a

positive learning atmosphere.

▪ 1.3 PURPOSE OF STUDY:

▪ The goal of research on educating parents about selecting the best school for their kids is

to tackle a variety of issues and support students' academic achievement and general

well-being. The study accomplishes a number of significant goals:

▪ Providing Parents with Empowerment:

▪ Giving parents the information and resources they need to make educated decisions

regarding their children's education is the main goal. Parents may successfully traverse

the difficulties of the school selection process if they are equipped with thorough

information.
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▪ Improving the Development of Children:

▪ Making an informed school decision supports a child's overall growth. In order to provide

a supportive and caring environment for the kid, the study intends to investigate aspects

other than academic concerns, such as the school's approach to character development,

extracurricular activities, and general school culture.

▪ Overcoming Information Overload:

▪ The study aims to simplify parents' decision-making in an era of excessive information.

The project intends to mitigate the difficulties caused by an abundance of data by locating

and sharing pertinent information using efficient digital marketing techniques, assisting

parents in CON-Changing with the Trends in Education:

▪ School environments, instructional strategies, and educational ideologies are always

changing. The goal of the study is to give parents the knowledge they need to evaluate

schools using the most recent pedagogies and methods by shedding light on current

trends in education.

▪ Encouraging Diversity:

▪ Acknowledging the multiplicity of educational choices, the study seeks to advance

inclusivity by providing recommendations on public, private, charter, and alternative

school models. This guarantees that parents, regardless of the kind of institution, can

make choices that are consistent with their values and interests. centrating on critical

factors while choosing a school.

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o External Factor Impact Mitigation:

▪ External variables, such as the impact of global events such as the COVID-19 pandemic,

can have an impact on the educational landscape. The research aims to investigate how

parents might evaluate a school's ability to adapt to unforeseen events, such as integrating

successful online learning and maintaining a friendly learning environment.

▪ Promoting Collaboration:

▪ The project intends to increase collaboration among educational institutions, parents, and

other stakeholders by utilizing digital marketing tactics. This collaborative approach

promotes the exchange of knowledge, best practices, and success stories, resulting in the

building of a supportive network for parents as they traverse the school selection process.

▪ Making a Difference in Educational Outcomes:

▪ Finally, the main goal is to help students achieve favorable educational results. A well-

informed school selection lays the groundwork for a child's academic performance,

personal development, and future prospects.

▪ 1.4 SINIFICANCE OF STUDY:

▪ diverse and critical for various reasons:

▪ Child Development and Well-Being: A child's development and overall well-being can

be greatly influenced by the school he or she attends. Educational ideologies, teaching

techniques, and extracurricular activities differ throughout schools. Understanding how to

make informed school-choice decisions can help to create a supportive and enriching

environment for a child's development.

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o Academic Success:

▪ Education quality and curriculum alignment with a child's needs and learning style are

significant aspects that can influence academic success. The study can help improve

academic performance by teaching parents on how to choose the appropriate school for

their child's educational needs.

▪ Social and emotional development:

▪ Schools play an important part in developing a child's social and emotional development.

A child's emotional well-being can be influenced by the school environment, culture, and

interactions developed with instructors and peers. Assisting parents in making educated

decisions can lead to the selection of schools that prioritize a good and supportive

environment.

▪ Parental Involvement:

▪ Parents are more likely to be actively involved in their child's education if they are

educated about the educational options available and understand the aspects to consider

while selecting a school. This involvement can improve a child's academic achievement

and school experience.

▪ Allocation of Resources:

▪ Choosing the correct school necessitates taking into account a variety of resources,

including financial considerations, transportation, and time commitment. Educating

parents on these variables can assist them in making decisions that are in line with their

family's resources, eliminating potential hassles and assuring a more sustainable

educational option.
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▪ Understanding the value of diversity and inclusion in school

environments is critical for parents:

▪ A study on educating parents about school choice might emphasize the importance of

choosing schools that foster diversity, tolerance, and inclusivity, thereby contributing to a

well-rounded educational experience.

o Long-term Impact on Society:

▪ The educational decisions made by parents for their children can have a long-term impact

on society. Individuals with a higher level of education are more likely to make beneficial

contributions to their communities and society as a whole. As a result, assisting parents in

making educated decisions can contribute to the overall improvement of society.

▪ 1.5 SCOPE OF STUDY:

▪ Factors Influencing School Selection:

▪ Determine and examine the elements that parents consider when selecting a school for

their children, such as academic reputation, location, extracurricular activities, class size,

teaching styles, and accessible resources.

▪ Educational Theories:

▪ Investigate various educational philosophies and practices used by schools, such as

traditional, progressive, Montessori, Waldorf, and others. Examine how well these beliefs

correspond with parents' educational goals and preferences.

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o Making Informed Decisions:

▪ Investigate techniques for presenting accurate and relevant school information to parents.

This could include creating rules, checklists, or informative resources to help parents

make educated decisions.

▪ Involvement of Parents:

▪ Investigate the role of family engagement in school selection. Investigate methods to

encourage parents to actively interact with schools by attending open houses, meeting

with teachers, and participating in the educational community.

▪ Factors of Culture and Socioeconomic Status:

▪ Consider how parental decisions are influenced by cultural and social circumstances.

Recognize how cultural values, economic circumstances, and societal expectations affect

the school choosing process.

▪ Communication and Technology:

▪ Investigate the use of technology and communication channels in facilitating information

transmission to parents. Online platforms, mobile applications, and social media may be

used to deliver real-time information and insights into educational surroundings.

▪ System of Support:

▪ Investigate the availability of parental support services during the decision-making

process. This could entail creating conferences, seminars, or counseling services to help

parents navigate the complexity of school choosing.

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▪ Long-Term Results:

▪ Examine the long-term effects of parents' school selections on their children's academic

and personal development. Track educational paths, job paths, and overall happiness to

determine the school's long-term influence.

▪ Implications for Policy:

▪ Examine current educational policies and laws concerning school choice. Provide

policymakers with recommendations based on the study findings, with the goal of

enhancing the entire educational landscape.

▪ Comparative Evaluation:

▪ Conduct a comparative analysis of various educational systems, both within a region and

globally, to find effective techniques in educating parents about school options.

▪ Diversity and Inclusion:

▪ Investigate the role of inclusiveness and diversity in school settings. Investigate how

schools meet the requirements of various student groups and how this information can

help parents make inclusive decisions.

▪ Making Parental Decisions Models:

▪ Create models or frameworks that depict parents' decision-making process while picking

a school. These models can be useful tools for both parents and educators.
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▪ 1.6 OBJECTIVES:

o Develop Informational Workshops:

▪ Objective: Create and conduct workshops to educate parents on key factors to consider

when choosing a school, including academic programs, extracurricular activities, and the

overall learning environment.

▪ Create User-Friendly Guides:

▪ Objective: Develop user-friendly guides or checklists outlining essential criteria for

selecting a school, empowering parents with clear and concise information to facilitate

decision-making.

▪ Make use of online platforms:

▪ Objective: Create and promote online platforms, such as websites or mobile apps, that

allow parents to easily access comprehensive school profiles, reviews, and relevant data.

▪ Plan Open House Events:

▪ Objective: Organize open house events where parents can meet with school

administrators, teachers, and existing students to learn about the school's culture,

facilities, and educational approach firsthand.

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o CHAPTER-02

▪ 2.1 LITERATURE REVIEW:

▪ A literature review on training parents to choose the best school for their child entails

investigating existing research, studies, and scholarly papers on the subject.

▪ Here's a quick rundown of important themes and findings:

▪ elements Influencing Parental Decision-Making: Numerous studies highlight the various

elements that influence parents' decisions while selecting a school for their children.

Academic reputation, location, extracurricular options, and school culture are all

important factors to consider (Davis-Kean, 2005; Bryk et al., 2010).

▪ The Role of Information and Communication:

▪ According to research, good communication and access to information are critical factors

in parents' decision-making processes. Online platforms, school websites, and

educational sessions have been acknowledged as critical instruments for giving complete

school information to parents (Leithwood et al., 2004; Hirschman & Volkmann, 2017).

▪ Parental Involvement and Engagement:

▪ Studies show that parental involvement in the school choosing process has a good

impact. Workshops, seminars, and open house events have been shown to increase

parental engagement by allowing parents to connect with instructors and receive insights

into the ethos of a school (Epstein, 2011; Lareau & Horvat, 1999).
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o Considerations for Cultural and Socioeconomic issues:

▪ The literature emphasizes the need of incorporating cultural and socioeconomic issues

while informing parents about school options. According to research, adjusting

information to cultural values and addressing economic concerns can have a favorable

impact on decision-making (Bourdieu & Passeron, 1990; Fan & Chen, 2001).

▪ Peer Network Influence:

▪ Several researches indicate to the role of peer networks in influencing parental decisions.

Parents frequently seek guidance from other parents, and word-of-mouth

recommendations play an important role in decision-making (Simon, 2001; Clark &

Lampert, 1986).

▪ Expert Advice:

▪ Research demonstrates the importance of expert advice in informing parents about school

options. Collaborations with educational advisors, expert seminars, and access to current

information on educational trends are viewed as advantageous by parents (Sanders, 2014;

DeAngelis, 2016).

▪ Long-term consequences and contentment:

▪ Research on the long-term consequences of parental school choices shows a link between

well-informed decisions and overall contentment. Parents that actively participate in the

decision-making process are more likely to be satisfied with the schools they choose

(Rowan et al., 1997; Bryk et al., 2010).

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o Decision-Making Tools and Resources:

▪ According to the literature, providing parents with decision-making tools such as

checklists or grading systems aids in school evaluation. These methods assist parents in

objectively assessing and comparing schools based on their personal choices and

priorities (Hoxby, 2001; Clark, 1993).

▪ 2.2 UNDERSTANDING CHOOSING CORRECT SCHOOL

▪ Selecting the ideal school for your child is an important choice that will have a big impact

on their social, academic, and personal growth. Teaching parents to make well-informed

decisions about their children's education requires taking a number of things into account.

Here are a few crucial areas to concentrate on:

▪ Establish Educational Objectives:

▪ Assist parents in establishing their child's educational objectives. Think about things like

values alignment, extracurricular activities, character development, and academic

performance.

▪ Look into Possible Schools:

▪ Give details about the various kinds of schools, including international, charter, private,

and public ones. To assist parents in making an educated choice, outline the benefits and

drawbacks of each.
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o Tour Schools:

▪ Suggest to parents that they arrange to tour possible schools. Experiencing the school

directly can offer valuable perspectives on its culture, infrastructure, and general

ambience.

▪ Examine Academic Programs:

▪ Assist parents in reviewing the curriculum, methods of instruction, and academic

achievements of the school. Parents can evaluate whether their educational goals are

aligned with the school's approach to education by having a better understanding of it.

▪ Think About Extracurricular Activities:

▪ Stress the significance of extracurricular activities for a child's overall growth. Verify

whether the school provides a range of clubs, sports, art classes, and other extracurricular

activities to suit various interests.

▪ Evaluate the culture of the school:

▪ Describe the importance of a supportive school environment. In order to learn about the

school's discipline procedures, community spirit, and parent-teacher communication,

parents should be encouraged to speak with existing students, parents, and instructors.

▪ Teacher Quality:

▪ Stress the value of having knowledgeable and experienced educators. A child's learning

experience can be significantly impacted by a committed and skilled teaching team.

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o Think About Transportation and Location:

▪ Talk about how the family's house and place of employment relate to the school's

location. Take into account the family's everyday schedule and the available transit

choices.

▪ Financial issues:

▪ Assist parents in comprehending the financial issues, such as tuition fees, supplementary

expenses, and accessible financial aid or scholarship opportunities.

▪ Parents Involvement:

▪ The significance of parental involvement in a child's education should be emphasized.

Pupils who attend schools that support and encourage parental involvement typically

have better academic outcomes.

▪ Examine the Accreditation

▪ Urge parents to find out if the institution has received accreditation from the appropriate

authorities. Being accredited guarantees that the school satisfies a set of quality

requirements.

▪ Examine the Testimonials and Reviews:

▪ Point parents toward internet evaluations, quotes, or endorsements from parents and/or

students who are enrolled or have graduated. Experiences from real life might offer

insightful information.
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o Think About Transitions in the Future:

▪ Remind parents to think about the possible changes their child might experience, such

going from elementary to secondary school. A child's stability may benefit from a steady

educational path.

▪ Have Faith Instincts:

▪ Remind parents to follow their gut feelings. Making sure to address any concerns or

unease before making a decision is imperative.

▪ 2.3 CONCEPT OF CHOOSING CORRECT SCHOOL:

▪ Make Educational Goals Clear:

▪ Assist parents in defining their child's educational objectives first. Talk about the family's

core values, extracurricular activities, and academic priorities.

▪ Recognizing the Needs of the Child:

▪ Stress how crucial it is to comprehend their child's particular demands and learning

preferences. Take into account elements including social preferences, temperament, and

any unique educational needs.

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o Investigate and Look at Options:

▪ Parents should be encouraged to look into public, private, charter, and international

schools, among other school options. Give them resources so they can look for schools

according to their priorities and preferences.

▪ Go to the Schools:

▪ Emphasize how important it is to visit possible schools. Encourage parents to plan visits,

take part in open houses, and have meetings with educators and administration to gain an

understanding of the school atmosphere.

▪ 2.4 BENEFITS OF CHOOSING CORRECT SCHOOL

▪ Prioritizing Character Development:

▪ The right school emphasizes character development over academic success, developing

virtues like honesty, accountability, and empathy. These characteristics support a

student's overall growth into a well-rounded person.

▪ Parental Involvement:

▪ Educational institutions that promote parental involvement help parents and teachers

work together. This collaboration can improve a student's education by guaranteeing

regular communication and support between the family and the school.

▪ Good Academic Reputation:

▪ Selecting a university with a good academic standing can lead to career and higher

education options. Employers and colleges alike frequently take into account a student's

alma mater's success and prestige.

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▪ Individualized Learning:

▪ Personalized or differentiated learning is emphasized in certain schools, which adapt

instruction to each student's requirements and skills. With this method, students can learn

subjects more efficiently and at their own speed.

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o CHAPTER-03

▪ 3.1 MARKETING STRATEGY:

▪ Make an Educational Website:

▪ Create a user-friendly website with comprehensive details about the admissions process,

teachers, facilities, extracurricular activities, academic programs, and school philosophy.

▪ Marketing using Content:

▪ Create a blog on your website and post educational material about school choice, child

development, and education on a regular basis. Engage parents by sharing this content on

social media platforms.

▪ SEO Optimization:

▪ Make sure your website is search engine optimized so that relevant searches will find it.

Make use of focused keywords associated with the programs and pedagogy of your

institution.

▪ Social Media Presence:

▪ Keep up active accounts on well-known social media networks like Twitter, Facebook,

and Instagram. Distribute interesting articles, endorsements, and school activity updates.

To reach a larger audience, think about executing tailored advertisements.

▪ Online webinars and Q/As session:

▪ Organize online webinars and Q&A sessions so that parents, teachers, and administrators

of the school may talk about the programs offered and frequent questions answered. Use

your social media accounts and website to publicize these events.

▪ Virtual School Tours:

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▪ Make virtual tours of the classrooms and school buildings. To provide parents with an

insight into the school environment, post these movies on your website and social media

accounts.

▪ Email marketing:

▪ Create an email list and send prospective parents’ newsletters on a regular basis. Provide

details on forthcoming events, accomplishments, and other school-related updates.

▪ Work together with Influencers in Parenting:

▪ Find bloggers or influencers in the parenting and education field, and work together with

them. Ask them to post on their platforms about their experiences working with your

school.

▪ Take Part in neighborhood Community Events:

▪ Go to fairs, parenting classes, and other neighborhood gatherings. Put up a booth to

answer questions from parents and share information about your school.

▪ Organize Regular Information Sessions and Open Houses:

▪ Arrange regular information sessions or open houses when parents can come to the

school, speak with the teachers, and ask questions. Publicize these activities online, on

neighborhood bulletin boards, and in local newspapers.

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o Parent Testimonials and Success Stories:

▪ Include parent and student testimonials and success stories on your website and in your

marketing materials. These can come from current or past students. Experiences from real

life can have a big impact on prospective parents.

▪ Partnerships with Daycares and Preschools:

▪ Form alliances with childcare centers and preschools in your community. Give them

marketing materials and details about your school so they may tell parents about it.

▪ Provide Workshops for Parents:

▪ Arrange seminars on subjects such as "Understanding Different Educational

Philosophies" and "How to Choose the Right School for Your Child." Establish your

school as a leader in the field of education.

▪ Employ internet Advertising:

▪ To connect with parents who are actively looking for schools, spend money on targeted

internet advertising like Google Ads or social media ads.

▪ Referral Initiatives:

▪ Put in place a referral scheme that pays current parents for introducing new families to

the school. Positive word-of-mouth advertising is an effective strategy.

▪ 3.2 MARKET BACKGROUND:

▪ Diverse Environment of Education:

▪ Acknowledge the multiplicity of educational settings, encompassing public, private,

charter, and international schools. Every kind of institution serves a different set of needs

and preferences and has advantages and disadvantages of its own.

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▪ Overloading with information:

▪ Recognize the wealth of information parents can get via social media, the internet, word-

of-mouth, educational consultants, and other outlets. It might be difficult for parents to

sort through possibilities and make wise judgments because they frequently experience

information overload.

▪ Expectations and Aspirations of Parents:

▪ Think about the goals and expectations parents have for the education of their kids.

Making decisions is heavily influenced by elements including values alignment,

extracurricular activities, character development, and academic achievement.

o Impact of Technology:

▪ Recognize how technology affects parents' information-gathering methods. Digital

resources, social media, and online platforms are essential avenues for connecting with

and interacting with parents.

▪ Changing Patterns of Parenting:

▪ Keep up with the latest developments in parenting, including the growing emphasis on

tailored learning strategies, holistic development, and the creation of a healthy school

climate. Parents frequently search for schools that follow these modern fads.

▪ Financial Aspects:

▪ Take into account financial aspects that can affect the school that a student chooses, such

as tuition prices, supplemental expenses, and the availability of financial aid or

scholarship opportunities. The region's economic situation may affect parents' capacity to

pay for particular schools.

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▪ Worldwide Views:

▪ Recognize the importance of global viewpoints on education. In order to prepare their

kids for a world that is becoming more interconnected, parents could look for schools that

offer an international curriculum or exposure to many cultures.

▪ The regulatory landscape:

▪ Recognize the legal framework that affects schooling. Parents' opinions and decisions

may be influenced by laws pertaining to curriculum requirements, safety regulations, and

school accreditation.

▪ Changes in Demographics:

▪ Take into account changes in the population's demographics, as these could affect the

demand for particular kinds of schools. The educational landscape may change in

response to shifts in cultural variety, income disparities, and population density.

▪ Talk-of-the-town Effect:

▪ Recognize the importance of referrals from friends and family. Good parent-to-parent

experiences can have a big influence on how decisions are made.

▪ Long-Term Planning for Education:

▪ Take into account the worries that parents may have regarding long-term educational

planning, such as changes in school levels (from primary to secondary). Schools with a

clear and seamless educational route might attract more students.

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▪ 3.3 MARKET SIZE:

▪ Long-Term Planning for Education:

▪ Take into account the worries that parents may have regarding long-term educational

planning, such as changes in school levels (from poute might attract more students.

▪ Focus groups and surveys aimed toward parents:

▪ To acquire firsthand knowledge of the decision-making processes parents in the target

area use when selecting a school, survey or hold focus groups with them. The qualitative

information can support the quantitative research.

▪ Social Media and Interaction Online:

▪ Examine the reach and interaction of social media groups, forums, and online platforms

where parents talk about and look for information about schools. High levels of

engagement could be a sign of a sizable audience interested in content about education.

▪ Studies and Surveys of the Market:

▪ Seek out research and market surveys that offer information on how parents make

decisions about where school to send their children. Quantitative information on

preferences and variables affecting school choice may be available from these sources.
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o Trends in Parental Involvement:

▪ Analyze patterns in the engagement of parents in schooling. Growing demand for

programs that assist parents in making educated decisions about their children's education

is indicated by the increased interest in parental engagement.

▪ Capacity of the School:

▪ Think about how many kids each school can handle based on its capacity. This data aids

in estimating the market's overall enrollment capacity.

▪ The quantity of schools:

▪ Ascertain the overall count of educational institutions in the vicinity, encompassing

public, private, charter, and foreign schools. An idea of the general market landscape is

given by this figure.

▪ Information on Demography:

▪ Examine demographic information in the intended area. Take into account the number of

households with school-age children, the age distribution, and the size of the population.

A basis for assessing the prospective market size is provided by this data.

▪ 3.4 CONSUMER BACKGROUND:

▪ Recognize the Needs of Your Child:

▪ Determine your child's learning preferences and style (visual, auditory, or kinesthetic).

▪ Personality: Take into account the emotional and social needs of your youngster.
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o Investigate Your Options for Education:

▪ Public vs. Private: Recognize the distinctions between public and private education.

▪ Specialized Programs: See if the schools have any programs (such special education,

STEM, or the arts) that are tailored to your child's interests or requirements.

▪ School Performance:

▪ Academic Reputation: Look into graduation rates, test scores, and academic performance.

▪ Extracurricular Activities: Consider the impact that various extracurricular activities have

on a child's overall development.

▪ The teacher-to-student ratio and class size:

▪ Personalized Attention: Teachers can provide more individualized attention to students in

s Safety and Discipline: Safety Measures: Find out about emergency plans and safety

procedures.

▪ Policies Regarding Discipline:

▪ Recognize how the school handles both bullying prevention and discipline.

▪ Parental Participation:

▪ Support from the Community and Parents:

▪ Evaluate the degree of parental involvement in the school community.

▪ Communication Channels: Make sure that instructors and parents are able to

communicate effectively. maller class sizes.

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▪ Where It Is and How to Get There:

▪ Proximity: Take into account how far the school is from your house or place of

employment.

▪ Transportation: Verify the choices for getting about.

▪ Aspects of Finance:

▪ Fees and Tuition: Examine whether private schools are within your means, or look into

scholarship opportunities.

▪ Hidden Costs: Recognize the existence of supplemental expenses such as field trips,

uniforms, and extracurricular fees.

▪ School Culture:

▪ Mission and Values: Determine whether the school's and your family's values are in line.

▪ Diversity and Inclusion: Take into account the school's dedication to these two concepts.

▪ Attend and Visit Open Houses:

▪ Observation: Go to schools during regular business hours to see how students interact in

the classroom.

▪ Meet professors and Staff: One way to get to know professors and staff is to go to parent-

teacher conferences or open houses.

▪ Evaluations and Suggestions:

▪ Word of Mouth: Ask other parents or community members for recommendations.

▪ Online Reviews: Go through comments and endorsements on the school.

 32

o Process of Making Decisions:

▪ Set priorities. Standards: Sort the following elements according to importance to aid in

decision-making.

▪ Engage Your Youngster: Take into account your child's thoughts and emotions regarding

the school.

▪ Long-term planning for the future Vision:

▪ Take into account the higher grade options offered by the school and how well they

match your child's long-term objectives.

o Flexibility:

▪ Adaptability Select a school that is flexible enough to meet your child's evolving

requirements.

▪ Feedback Mechanism: Make sure there is a way for parents to voice their concerns and

receive feedback.

▪ Status Legal and Accreditation:

▪ Verify if the school has received accreditation from the appropriate educational

authorities.

▪ Compliance: Confirm that the school complies with all applicable local education laws

and rules.
 33

o 3.5 DEMOGRAPHICS

▪ Urban vs. Rural Areas:

▪ In urban areas, prioritize transit alternatives and accessibility.

▪ Emphasize the variety of extracurricular activities that are offered in cities.

▪ Talk about issues related to city living safety.

▪ In rural areas, highlight the advantages of smaller class sizes for developing close-knit

communities.

▪ Stress the link between outdoor learning opportunities and the natural world.

▪ Examine how educational choices affect the dynamics of your local community.

▪ Socioeconomic Status:

▪ Greater Income: Emphasize private schools with superior academic offerings and more

funding.

Emphasize the possibilities for a wide range of extracurricular activities.

Discuss the benefits of lower class sizes and customized attention.

▪ Lower Income: Pay attention to public schools that offer robust academic curricula and

readily accessible support services.

▪ Address the issue of money, emphasizing alternatives for public education that come with

lower expenses.

▪ Discuss scholarship programs and financial aid alternatives.

▪ Diversity in Culture and Ethnicity:

▪ Diverse Communities

▪ Stress the value of a curriculum that is inclusive of all cultures.

▪ Emphasize universities with a diverse professor and student body.

 34

▪ Talk about initiatives that honor and value cultural diversity.

▪ Think of schools that provide language assistance to non-native English speakers, or

ethnic enclaves.

▪ Highlight school-sponsored cultural events and community involvement.

▪ Stress how dedicated the school is to creating an inclusive atmosphere.

▪ Families with a single parent:

▪ Flexible Scheduling: Draw attention to the schools that provide after-school activities or

flexible timetables.

▪ Stress the value of open lines of communication between educators and single parents.

▪ Talk about the community support networks that the school offers.

▪ Special Needs Parents Kids: All-Inclusive Initiatives:

▪ Emphasize the schools that have strong special education departments.

▪ Stress the school's dedication to personalized learning programs and inclusion.

▪ Talk about the staff's training and the availability of support services.

▪ Tech-Aware Parents:

▪ Stress the need of schools integrating cutting-edge technology into their curricula.

▪ Emphasize internet communication channels so that parents can continue to

communicate.

▪ Talk about using digital technologies to monitor students' progress.

 35

o Civic Engagement:

▪ Active Community Involvement:

▪ Emphasize schools with strong community relations and interest in civic engagement and

active community involvement.

▪ Emphasize the chances for parental involvement in school decision-making.

▪ Talk about the school's contribution to neighborhood development.

▪ Educational and Cultural Values:

▪ Religion Connections:

▪ If applicable, highlight schools that have a religious affiliation.

▪ Talk about how ethics and values are incorporated into the curriculum.

▪ Address issues with tolerance and diversity of religions.

▪ Language Proficiency:

▪ Language Support: Emphasize schools with language support services for non-English

speaking parents.

▪ Talk about bilingual education choices or language immersion programs.

▪ Emphasize the value of efficient routes of communication for communities with a

diversity of languages.
 36

o 3.6 SWOT ANALYSES:

▪ STRENGTH:

▪ Sources of Information:

▪ Schools are able to offer a wealth of readily available information on their staff,

buildings, activities, and accomplishments.

▪ Showcase your successes and abilities via brochures, websites, and other materials.

▪ Channels of Open Communication:

▪ Create efficient means of contact between parents and schools, such as online forums,

parent-teacher conferences, and frequent mailings.

▪ References and Achievements:

▪ Emphasize the success stories of pupils who have prospered at the school to give specific

instances of the institution's beneficial effects.

▪ Competent Employees:

▪ Highlight the credentials and experience of the faculty, demonstrating their knowledge

and dedication to the education of the pupils.

▪ WEAKNESSES:

▪ Absence of Standardized Information:

▪ Parents may become confused by schools' inconsistent presentation of information.

Creating a uniform presentation of data can help with this problem.

 37

o Restricted Resources:

▪ Particularly for parents from underprivileged backgrounds, some parents may not have

simple access to information. Communities should be reached out to in an attempt to

close this gap.

o Negative Reviews and Comments:

▪ The school's reputation may be severely impacted by unfavorable comments or reviews.

It is essential to respond to complaints in a timely and open manner.

▪ Financial Restraints:

▪ Parents may be limited in their options due to financial limitations. Clear information

about financial assistance programs and scholarships should be made available by

schools.

▪ OPPORTUNITIES:

▪ Technology Integration:

▪ To engage parents and give them a closer look at the school's surroundings, use

technology for online webinars, virtual tours, and interactive platforms.

▪ Community Partnerships:

▪ Establish collaborations that improve the entire educational experience by working with

nearby companies, associations, and alumni networks.

▪ Parent Education Workshops:

▪ Provide seminars and workshops to teach parents how to evaluate their options for

education, comprehend various teaching philosophies, and make wise choices.

 38

▪ Tailored Educational Initiatives:

▪ Create individualized learning plans that address each student's unique requirements and

demonstrate the school's dedication to their academic achievement.

▪ THREATS:

▪ Competition:

▪ It could be difficult to stand out in the fierce competition among the local schools.

Schools’ ought to set themselves out with distinctive programs.

▪ Economic Downturn:

▪ Parents' capacity to pay for particular schools may be impacted by economic difficulties.

This risk can be reduced by providing financial aid or flexible payment schedules.

▪ Changing Educational Trends:

▪ The rapid evolution of educational trends may have an impact on the suitability of certain

programs. Schools should adapt to new teaching methods and stay current with the times.

▪ Public Perception:

▪ False information or negative news can damage a school's reputation. Proactive

communication and public relations campaigns can help control and combat negative

perceptions.

▪ 3.7 MARKET SEGMENTATION

▪ Segmentation by Demographics:

▪ Age: Parents in middle school, high school, and those with small children (preschool and

primary) may have distinct goals and worries.

 39

▪ Income: Parents who earn different amounts of money might not be able to afford or

choose certain private schools or programs.

▪ Regional Dividing:

▪ Location: The kinds of schools that are available may differ in urban, suburban, and rural

settings. Geographical factors can influence commuter preferences and distance.

▪ Psychographic Division:

▪ Lifestyle and Values: While some parents place a higher priority on extracurricular

activities, others could be more concerned with academic achievement. Knowing these

values enables communication techniques to be more customized

o Segmenting behavior:

▪ Usage Occasion: Depending on whether they are moving, selecting a school for the first

time, or looking for a change because they are unhappy, parents may have varied needs.

▪ Decision-Making Style: While some parents rely on referrals from friends and family,

others might choose to conduct in-depth study.

▪ Division of Educational Philosophy:

▪ Teaching Methodology: Parents could have a preference for schools that follow a certain

teaching philosophy, such progressive, traditional, or Montessori.

▪ specialist Programs: Make a distinction between schools that provide language

immersion, STEM programs, arts-focused education, or other specialist curricula.

 40

o Segmentation of Technology Adoption:

▪ Digital Literacy: Parents with higher levels of digital literacy might find it easier to

access information through webinars, virtual tours, and online platforms.

▪ Communication Preferences: While some parents feel more at ease using emails, social

media, or mobile apps, others might prefer face-to-face interactions.

▪ Dividing Cultural and Ethnic Groups:

▪ Cultural Values: Consider the cultural inclinations and values that may influence the

choices made regarding education.

▪ Language Preferences: For parents whose native tongue is not widely spoken in the area,

language might be quite important.

▪ Partitioning Parental Involvement:

▪ Level of Involvement: Some parents choose schools with robust parent engagement

programs because they are very interested in their children's education.

▪ Communication Preferences: Adapt conversations to the desired degree and method of

participation.

▪ 3.8 BRAND POSIONING:

▪ For schools to convey their special value proposition and create a memorable impression

in the eyes of parents, brand positioning is essential. The following brand positioning

techniques aim to inform parents about selecting the best school for their child

▪ Determine the USP (unique selling proposition)

▪ Highlight Your Success Stories and Achievements

▪ Place Special Emphasis on Educational Philosophy

▪ Engaging Interfaces for Open Communication

 41

▪ Tours through Virtual Reality and Multimedia

▪ Take Part in Thought Leadership

▪ Emphasize the Testimonials from Parents

▪ Information and Resources That Are Easy to Access

▪ Emphasis on Comprehensive Growth

▪ Participation of the Community

▪ 3.9 MARKETING OBJECTIVES:

▪ Marketing goals for helping parents select the right school should be in line with the

overarching objective of delivering pertinent and engaging content and fostering

engagement and trust. The following are particular marketing goals for this purpose.

▪ 1.Boost Conscience

▪ 2.Boost Recognition of Your Brand

▪ 3.Focused Promotion of Differentiators

▪ 4.Boost Your Internet Presence

▪ 5.Participate in Local Events

▪ 6.Offer Information That Is Accessible

▪ 7.Organize Educational Webinars

▪ 8.Promote Campus Visits

▪ 9.Provide Clear Admission Guidelines

▪ 10.Implement Referral Programs

▪ 11.Establish Thought Leadership

▪ 12.Provide Clear Admission Guidelines

▪ 13.Responsive Communication
 42

▪ 14.Measure and Analyze

▪ 3.10 KEY MESSAGE:

▪ Conveying a compelling value proposition is essential to crafting a key message that

educates parents on selecting the right school. The core message ought to capture the

special qualities of the school and speak to the hopes and worries of the parents. Below is

an illustrative key message.

▪ At [School Name], we are aware of how important it is for your child's future to attend

the best school possible. Beyond only academics, we are committed to bringing out the

best in every kid, encouraging a lifelong love of learning, and imparting values.

▪ Customized Instruction: Our cutting-edge curriculum is made to accommodate a

wide range of learning preferences, guaranteeing that each child gets individualised

support and succeeds academically.

▪ Inspired Teaching: Our enthusiastic teachers foster a lifetime love of learning,

critical thinking, and curiosity beyond what is found in textbooks.

▪ Holistic Development: In addition to academics, we offer a diverse range of

extracurricular activities, athletics, and artistic expression to create well-rounded people

prepared for the challenges of the future.

▪ A secure and welcoming atmosphere: the security and welfare of your kid come

first. Positive social relationships and a sense of belonging are fostered in our nurturing

and welcoming atmosphere.

 43

▪ Verified Performance History: Become part of a community that honors

achievement! Our pupils regularly attain academic achievement and grow up to be self-

assured, kind, and prosperous people.

▪ Academic excellence, personalized attention, holistic growth, a secure atmosphere, and a

track record of success are all combined in this essential message. It attempts to appeal to

parents' needs for a well-rounded education and a school that values each child's

individual abilities. Modify this statement according to the particular advantages and

traits of the institution you are endorsing.

o 3.11 BUDGET:

▪ Consultation Campaign Budget Chart (in Pakistani Rupees):

▪ Research and Planning:

▪ Market research: Rs. 800,000

▪ Strategy development: Rs. 480,000

▪ Online Presence:

▪ Website development/maintenance: Rs. 960,000

▪ Social media management tools: Rs. 240,000

▪ Online advertising (Google Ads, social media ads): Rs. 1,200,000

▪ Printed Materials:

▪ Brochures and flyers: Rs. 640,000

▪ Posters: Rs. 320,000

▪ Events and Community Engagement:

▪ Event space rental: Rs. 480,000

▪ Booth setup and materials: Rs. 400,000

 44

▪ Sponsorship for community events: Rs. 800,000

▪ Informational Webinars:

▪ Webinar platform subscription: Rs. 160,000

▪ Guest speakers/facilitators: Rs. 320,000

▪ Content Creation:

▪ Professional photography and videography: Rs. 480,000

▪ Copywriting services: Rs. 240,000

▪ Promotional Items:

▪ Branded merchandise (pens, notepads): Rs. 120,000

▪ Consultation Resources:

▪ Hiring educational consultants: Rs. 3,000,000

▪ Training sessions for consultants: Rs. 600,000

▪ Measurement and Analytics:

▪ Analytics tools: Rs. 160,000

▪ Survey tools for feedback: Rs. 120,000

▪ Miscellaneous:

▪ Contingency fund: Rs. 800,000

▪ Total Budget Estimate: Rs. 12,800,000

 45

o 3.12 ATL ACTIVITIES:

▪ TV Spots:

▪ Make interesting and educational television ads that showcase the school's best features,

special initiatives, and success stories. Select channels that appeal to the parents that

make up the target audience.

▪ Radio Ads:

▪ Create enticing radio commercials that highlight the school's core principles, notable

alumni, and unwavering dedication to providing high-quality education. Select radio

stations that are well-liked by parents.

▪ Print Media:

▪ To reach a large audience, run ads in regional magazines and newspapers. Ad designs

ought to prioritize aesthetic appeal while incorporating pertinent details about the

programs offered by the institution.

▪ Outdoor Advertising:

▪ Spend money on well planned billboard and poster campaigns that are positioned in high-

traffic areas close to community centers, residential neighborhoods, and schools. Make

use of clear messaging and eye-catching visuals.

▪ Public Relations (PR):

▪ Make use of PR initiatives to get media attention in print and digital media. Distribute

press releases regarding the school's events, partnerships, and notable accomplishments

to foster a positive reputation.

 46

▪ Sponsorship of Community activities:

▪ To raise awareness and show the community how committed the school is to its

community, sponsor fairs, festivals, and other local activities. This can involve setting up

interactive booths or offering instructional materials.

▪ Cooperation with Influencers:

▪ To generate material or spread favorable evaluations of the school, collaborate with

nearby influencers, such as parenting or education bloggers. This can expand the

audience and improve credibility.

▪ Open House:

▪ Regularly schedule open houses for parents to visit the school, engage with educators,

and gain additional insight into the learning environment. Use radio spots and local

newspapers to publicize these events.

▪ Educational Seminars and Workshops: Organize parent attendance at

educational seminars or workshops on pertinent subjects. Promote these activities

through ATL channels, highlighting the school's commitment to parent education.

▪ Cinema Advertising:

▪ To reach parents on family vacations, think about running ads in nearby theaters. To get

people interested before a movie screening, use messages that are clear and visually

appealing.
 47

o Digital ATL:

▪ Use display ads on well-known websites and social media platforms to expand ATL

efforts to online platforms. These can reach parents who are active online and supplement

conventional ATL efforts.

▪ Parades and Local Events:

▪ To increase visibility, take part in or fund regional celebrations, parades, or activities.

Use branded brochures, float displays, or banners to communicate important information

about the institution.

▪ 3.13 BTL ACTIVITIES:

▪ Parent Workshops:

▪ Provide seminars on child development, parenting, and current issues in education. These

seminars can provide as a forum for talking about how important it is to select the best

school for your child and how parents can make educated choices.

o In-school Tour:

▪ Personalized tours of the school grounds should be arranged for parents. This gives

students the chance to engage with professors, experience the classroom directly, and

gauge the vibe of the school.

▪ Parent-Teacher Conferences:

▪ Arrange frequent parent-teacher conferences to go over the child's development,

academic standing, and any issues. These exchanges offer a chance to highlight the

school's dedication to parent participation.

 48

▪ Student Showcases:

▪ Plan occasions for students to present their skills, initiatives, and accomplishments.

Encourage parents to attend these exhibits, highlighting the school's emphasis on all-

around growth.

▪ Programs for Community Engagement:

▪ Start community service initiatives with teachers, parents, and kids. These initiatives

show the school's dedication to social responsibility while also making a beneficial

impact on the community.

▪ Engaging Parent Workshops:

▪ Organize interactive seminars where parents can participate in activities akin to what

their kids encounter in school. This offers a more thorough comprehension of the

teaching strategies used by the institution.

▪ Parent Ambassadors Program:

▪ Create a program where parents who are happy with the school can become champions

for it. Encourage them to share their positive experiences within their social groups and

communities.

▪ Local Partnerships:

▪ Work together with nearby companies to provide school families with special offers or

benefits. This can foster a feeling of community and persuade parents to select the school

in light of its added advantages.

 49

▪ Trial Classes for Parents: Give parents the opportunity to explore the teaching

strategies used by the school by offering trial classes or sample lessons. This first-hand

knowledge helps allay worries and increase trust in the school's methodology.

▪ Interactive Information Sessions: Hold conversations in which officials from the

schools respond to questions and concerns from parents. Curriculum, teaching

philosophies, and the school's mission can all be discussed in these sessions.

▪ Feedback Meetings:

▪ Ask parents for their opinions on a regular basis via surveys or focus groups. This

indicates the school's dedication to ongoing development and attentiveness to the worries

of parents.

▪ 3.14 RESEARCH METHODOLOGY:

▪ Selecting the best school for a child is an important choice that requires careful

consideration of a number of aspects. Parents who conduct thorough research can make

well-informed decisions. Here is a thorough study approach that parents should think

about.

▪ 1.Specify Your Educational Objectives.

▪ 2.Evaluate Learning Styles and Investigate School Choices.

▪ 3.Internet Investigation.

▪ 4.See Testimonials and Reviews.

▪ 5.Check out the websites of the schools.

▪ 6.Go to Open Houses.

▪ 7.Speak with school employees.

▪ 8.Think About Getting Accredited.

 50

▪ 9.Examine Extracurricular Activities.

▪ 10.Recognize the policies for behavior and discipline.

▪ 11.Think About Parental Participation Possibilities.

▪ 12.Visit While Classes Are in Session; Talk to Other Parents.

▪ 13.Assess accessibility and transportation.

▪ 3.15 DATA COLLECTION METHODS:

▪ Questionnaires & Surveys:

▪ Give parents formal questionnaires or surveys to complete in order to collect quantitative

and qualitative information about their priorities, preferences, and worries while choosing

a school.

▪ Focus Groups:

▪ Have in-depth conversations about school choice in small groups with parents to delve

into their thoughts, opinions, and experiences. This qualitative approach promotes candid

communication and idea sharing.

▪ Conversations:

▪ Interview parents one-on-one to get their individual viewpoints on their decision-making

process, values, and expectations for their child's education.

▪ Studies conducted through observation:

▪ When considering school alternatives, observe parent interactions at school functions,

open houses, or community activities to gain insight into their interests, behaviors, and

levels of engagement.
 51

▪ Internet-based analytics

▪ Track user behavior and preferences by analyzing website traffic, social media

participation, and online interactions. This will give you insights into how effective

online educational content is.

▪ Tracking Attendance:

▪ Keep tabs on parent participation and interest in school-related events, workshops, or

educational sessions.

▪ Forms for Feedback:

▪ Gather input forms at parent-teacher conferences, open homes, and school tours to get
firsthand opinions and suggestions for development.

▪ Parent Testimonials:

▪ Gather and present testimonies from parents who have successfully completed the school

selection process to provide prospective parents a real and relatable story.

o Workshops for Education:

▪ Organize school selection workshops or seminars and get participant comments to learn

about their preferences and informational needs.

▪ Surveys of Parents at School Events:

▪ Give out brief questionnaires to parents on their satisfaction with their child's education

and the general school experience during school activities like athletic days or plays.
 52

o Interviews over the phone:

▪ Interview parents over the phone for a few minutes to learn about their factors,

difficulties, and satisfaction levels while selecting a school for their child.

▪ Surveys on Social Media:

▪ Use social media sites to quickly poll or survey a larger audience to find out what they

think about different aspects of choosing a school.

 53

▪ CHAPTER-4

▪ 4.1 DATA ANALYSES

▪ Data Cleaning:

▪ To fix any errors, missing information, or inconsistencies, start by cleaning the data.

Make sure the dataset is correct and prepared for examination.

▪ Categorical Analysis:

▪ Sort the data into appropriate groups using the categorical analysis method. To examine

how various groups approach school selection, group parents, for instance, based on

variables like age, income, and region.

▪ Characteristic Statistics:

▪ To summarize the most important features of the data, use descriptive statistics.

Determine metrics such as the mode, median, and mean to give a broad picture of the

dataset.

▪ Distributions of Frequencies:

▪ Create frequency distributions to understand the distribution of answers across different

variables. This can show trends and draw attention to places that need it.

o Using correlation analysis:

▪ you may determine the correlations between different variables. Examine whether

parents' preferences for a certain school and any noteworthy links exist between the two.
 54

▪ Cross- tabulation:

▪ Examine the associations between two or more category variables using cross-tabulation.

To find trends, you may, for instance, cross-tabulate parents' preferences with their

demographic data.

▪ 4.2 DATA INTERPRETATION (SURVEY RESULT):

▪ Data Interpretation: Parental Preferences in Choosing Schools.

▪ Sources of Information:

▪ According to analysis, parents primarily (75%) get their information about schools from

online sources.

▪ Though still important, traditional sources like school visits (5%) and word-of-mouth

recommendations (20%) are eclipsed by the ease of access to internet resources.

▪ Important Elements Affecting Decision:

▪ According to survey data, the main variables influencing parental decisions are

extracurricular activities (25%), teacher credentials (20%), and academic performance

(40%).

▪ Additionally important factors are safety and school culture, each of which contributes

10% to the decision-making process.

▪ Transparent Communication Is Essential:

▪ Parents clearly favor institutions that are open and honest about their curriculum (60%)

and faculty qualifications (20%) as well as their accreditation status (20%).

▪ Fifteen percent of parents who were asked said that they had difficulty making decisions

because they could not find clear information.

 55

o Impact of Success Stories and Testimonials:

▪ According to an analysis of the comments, decision-making is greatly influenced by the

success stories of alumni (20%) and the positive testimonies of present parents (30%).

▪ Parents view schools more favorably when they actively disseminate these narratives.

▪ Interaction with the School Community:

▪ About 70% of parents stress how crucial it is to consult with the school community

before making a choice.

▪ School tours (40%) and Q&A sessions with teachers and administrators (30%) are shown

to be efficient ways to increase this level of involvement.

▪ Impact of Online Presence:

▪ Parent curiosity is more likely to be piqued by schools with a strong online presence,

which includes an educational website (50%) and active social media profiles (30%).

▪ Schools that frequently provide updates and insights into their pedagogical practices are

preferred by parents.

▪ Regional Difference:

▪ Research indicates that there are regional differences in what matters to parents. For

example, suburban parents tend to value safety and a tight-knit community more than

urban parents, who place more value on extracurricular activities and academic

achievement.
 56

o Changing Patterns:

▪ A growing trend is the recognition of the significance of schools including diversity and
inclusion into their curriculum; 15% of parents believe that this is an essential

component.

▪
 57

▪
 58

▪
 59

▪
 60

▪
 61

▪ Is there any specific requirement or concern you have for your child's school?
▪ Please elaborate.

▪ No
▪ no
▪ Activity based learning
▪ No
▪ To maintain a good environment in university
▪ The child never should forget the rules and regulation of his culture in this society it should
follows all things with time to time with new culture era
▪ Should focus on each and every kid
▪ Skip
▪ Teachers should be qualified. Schools should have good management and have enough facilities to
engaged the child in thier best way .
▪ Well mannered
▪ Knows how to teach students well
▪ Comprative teachers
▪ Focus more on studies
▪ Good and groomed human being
▪ Good and groomed human being
▪ Children must feel safe and sound, with their basic survival needs met
▪ clean wash rooms
▪ Active base learning
▪ Drinking water should be clean,washroom should be clean
▪ Every teacher of that institute must have important role in society I means he/she must be able to
become role model of students
▪ Early stage of education should not have grades n position
▪ Students could choose the subject they want to study at earlier age so that they could have a clear
mind about what they 2ant to be in future
▪ There should be a bonding between teacher and students
▪ Education about islam
▪ Teacher have knowledgeable and supportive
▪ I prioritize a nurturing environment that encourages curiosity and creativity. Additionally, I value
a curriculum that promotes both academic excellence and holistic development.
▪ Make them confident enough to choose their degree or the field of their interest.
▪ Sports
▪ Teachers must be well mannered and polite
▪ Environment
▪ Horseridig, Swimming , Shooting and Languages
▪ A physician and a child psychologist
▪ Extracurricular activities required
▪ Non
▪ Safety should be a first priority
 62

▪ Study trip
▪ They should focus on students mental health and well being no bullying will be tolerated.
▪ Safe environment
▪ good
▪ Safety and healthy environment
▪ Healthy environment
▪ Gender and sects should be left for the parents to decide, meanwhile the institution should focus on
teaching ethics and languages
▪ Teach Manners, knowledge of what is right and wrong, Islamic studies.
▪ Teachers must be kind and polite with the children and children should be taken care of very well.
▪ Polite staff
▪ Learning environment
▪ Focus on more practical work, Prepare them for Career/Job, Career counselling should be given to
every student
▪ Discipline
▪ lessons that make them think hard, figure things out, and be flexible, rather than just memorizing
stuff. It's important to me that they learn to think critically and come up with solutions.
▪ Swimming is also important in school.
▪ teacher have to be well educated and understand the child mindset. improve the education system
consider assignment based exam rather than our traditional way.
▪ Try to follow Chinese Education Methods. They are doing advance and better than Us.
▪ Nope
▪ The environment should be good. Children should feel comfortable and free.
▪ They should also need to be taught about their religion, which is for me is (Islam)
▪ Playground and daily time for different activities
▪ I definitely have a few things in mind. I think it's important for the school to have a nurturing and
supportive environment, with teachers who are passionate about helping students grow. It would
be great if they offer a well-rounded education, including both academics and extracurricular
activities. Safety is also a top priority for me.
▪ Other
▪ Yes
▪ Provide AC and food meals
▪ Swimming sport must be considered important too
▪ They should learn by doing experiments.
▪ A Healthy Atmosphere, Clean environment, parents waiting area, Play grounds for different
activities
▪ English Conversational skills classes
▪ Abuse free environment
▪ When it comes to my child's school, I value a nurturing and inclusive environment. I want the
school to prioritize both academic excellence and the emotional well-being of the students. It
would be great if the school has a strong focus on character development and encourages creativity
and critical thinking. I also appreciate a school that values diversity and promotes cultural
 63

understanding. Safety and effective communication between parents and teachers are important to
me as well.

▪
▪ Do they provide meals and snacks?

▪ No
▪ Yes
▪ Meals
▪ no
▪ Snacks
▪ Nothing they provide
▪ Yes
▪ Yes and meal must be hygienic.
▪ No
▪ Yes healthy
▪ Yes
▪ Not necessary
▪ Yup
▪ They don't.
▪ Yess
▪ No, they've to buy from canteen or bring lunch from home
▪ It should be canteen in the school.
▪ good
▪ No, they don't provide meal and snacks
▪ Not necessarily, child may carry lunch from home
▪ they shouldn't, students should always bring lunch from their homes as it is better for their health
▪ NA
 64

▪ They have canteens

▪ ?
▪ if they provide its good.
▪ No. There are canteen. But sometimes we make lunch for child.
▪ Nope
▪ Not compulsory
▪ Yes, but its not important in a normal days but on any occasion or a day of sports activities its
maybe matters.
▪ Meal
▪ Nawh

▪
▪ What is the tuition fee?

▪ 3000
▪ 5000
▪ 35000
▪ 25000
▪ 4000
▪ 10000
▪ 6000
▪ 12000
▪ 5k
▪ 7000
▪ 20000
▪ 8000
▪ 10,000
▪ 15000
 65

▪ Depend on our courses

▪ 60k
▪ 75000
▪ 18k
▪ Market Competitive
▪ .
▪ 5500 rs
▪ Average which can be affordable
▪ Average, which is affordable
▪ Still not
▪ 7k
▪ 28000
▪ Economical
▪ 24000
▪ 2000
▪ 2000 monthly
▪ Not clear
▪ Nominal
▪ It has to be fixed in every institution.. 3000 to 5000 maximum, not more than it
▪ 6000 to 80000
▪ 5000 to 10000
▪ 10k
▪ 6000pkr
▪ Rs. 20000
▪ 3500 PKR.
▪ 5.5k
▪ Should be free
▪ 10000not more then that
▪ 5-10k
▪ 1000
▪ 20k
▪ Under 8k that it also allows students from lower middle class to study in school
▪ it should be an amount that the student can be able to payoff by himself, so he'll learn the value of
real education
▪ Less then 10
▪ 5500
▪ -
▪ 22000
▪ Around 85,000 per semester
▪ 25000 only
▪ 5000-10000
▪ Based on courses
▪ it depends on the institution.
 66

▪ Above Rs. 6000

▪ No idea
▪ 18000
▪ Depends on the education they're providing
▪ Its depends on facilities,location and the criteria of school but prefer olevels as compare to
kindergarten so monthly approx 8-10k is acceptable to me
▪ Yes
▪ Below 6000
▪ 2500
▪ 25,000
▪ 1200
▪ 16000

▪
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▪
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▪
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o CHAPTER-5

▪ 5.1 FINDINGS:

▪ 1.Parental Priorities.

▪ 2.Demographic Variations.

▪ 3.Communication Channels.

▪ 4.Importance of Facilities Educational Philosophy.

▪ 5.Teacher Qualifications.

▪ 6.Parental Involvement.

▪ 7.Concerns About Bullying

▪ 5.2 SUGGESTIONS:

▪ Organize workshops with information:

▪ Plan parent education workshops or seminars to inform them about various curriculum,

instructional styles, and approaches to education.

▪ Talk about pedagogical approaches including Montessori, conventional, experiential

learning, and other approaches to assist parents figure out which ones could work best for

their child's learning style.

▪ Produce Educational Resources:

▪ Create leaflets, brochures, or internet resources that emphasize important aspects to take into

account when selecting a school. Provide details regarding the facilities, teacher-to-student ratios,

extracurricular activities, and academic programs.

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o Promote School Visits:

▪ Set up school tours so parents can visit the campus and observe the learning environment. This

offers an enhanced comprehension of the school's ambiance, facilities, and culture.

▪ Conduct Q&A Session:

▪ Plan Q&A sessions with educators, existing parents, and school administrators. This gives

potential parents information on the ideology, difficulties, and strong points of the school.

o Tell Success Stories Together:

▪ Present student success stories that demonstrate how the school's impact has helped them succeed

in the classroom or in other areas. Examples from real life can be quite effective in demonstrating

the benefits of a specific educational setting.

▪ Give Clear Information:

▪ Make certain that educational institutions offer clear and concise details regarding their

accreditation, teacher credentials, and student accomplishments. This shows parents that the

school is committed to providing high-quality education and helps to establish trust.

▪ Take a look at parent testimonials:

▪ Invite current parents to use video interviews or testimonials to convey their experiences. For

prospective parents, getting firsthand information from parents whose children are enrolled in the

school can be highly influential.

▪ Emphasize Values and Culture:

▪ The school's ideals and culture should be emphasized and communicated in a clear and concise

manner. Parents need to know how the school feels about diversity, discipline, and other key

elements that go into creating a positive learning environment.

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▪ Emphasize Alumni Achievement:

▪ Highlight the accomplishments of former students who have pursued higher education or

prosperous employment. This illustrates how the education received at school has an impact over

time.

▪ Use Online Platforms:

▪ To disseminate information, success stories, and updates, make use of social media and the

school website. These sites are frequently used by parents to investigate and compile data about

possible schools.

▪ Promote Peer Conversations: Lead conversations with parents whose kids are already

enrolled in the school. Peer-to-peer discussions can answer prospective parents' worries and offer

insightful information.

▪ 5.3 CONCLUSION:

▪ In conclusion, helping parents select the best school requires a multimodal strategy that

includes sharing success stories, offering honest communication, doing educational

workshops, and giving school tours. By giving parents access to a variety of resources,

including teaching methods, values, and the school's overall culture, schools can enable

parents to make well-informed selections. These resources may include brochures, online

documents, and testimonials. Promoting open communication between existing parents

and school representatives builds trust and aids in parents' comprehension of the special

advantages and features of a given educational facility. In the end, parents can choose a

school that best suits their child's learning needs and lays the groundwork for a happy and

fruitful educational path by using an informed decision-making process.

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▪ 5.4 REFERENCES:

▪ https://www.ourkids.net/school/step-by-step-choosing

▪ https://www.readingrockets.org/topics/parent-engagement/articles/four-steps-

selecting-school-your-child

▪ https://www.schoolchoicetn.com/wp-content/uploads/2019/06/A-

Parent%E2%80%99s-Guide-to-Choosing-the-Right-School-for-their-Child.pdf

▪ https://www.samsidh.in/8-tips-for-parents-on-choosing-the-right-school-for-their-

child/

▪ https://www.samsidh.in/8-tips-for-parents-on-choosing-the-right-school-for-their-

child/

▪ https://www.linkedin.com/pulse/parents-guide-choosing-right-school-your-child-

volume-parsons-iii

▪ https://edufund.in/blog/things-to-consider-while-selecting-a-school-for-your-child

▪ https://timesofindia.indiatimes.com/blogs/voices/5-things-that-1st-time-parents-

should-look-for-when-choosing-a-school-for-their-child/

▪ https://xseededucation.com/marketing-content/the-most-important-criteria-for-

parents-while-choosing-schools/

▪ https://www.lrytas.lt/english/society/2023/03/31/news/education-expert-how-can-

parents-choose-the-right-school-for-their-child--26601236

▪ https://www.youtube.com/watch?v=3p_ja4Q7BtQ

▪ https://www.orchidsinternationalschool.com/blog/parents-corner/choosing-a-school

▪ https://www.thehdfcschool.com/blog/how-to-choose-the-right-school-for-your-

child.html
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▪ https://www.youtube.com/watch?v=NvVfjyTWe9g

▪ https://roigacademy.com/how-to-choose-the-right-school/

▪ https://www.homertongrammar.com/blog/top-qualities-that-parents-need-to-look-

out-for-in-a-school/

▪ https://www.zameen.com/blog/best-school-children.html

▪ https://www.scholastic.com/parents/school-success/school-involvement/6-issues-to-

weigh-when-choosing-school.html

▪ https://medium.com/@millenniumschoolsbangalore/why-choosing-the-right-school-

is-important-eb5f255a2a3e

▪ https://www.usnews.com/education/k12/articles/how-to-find-the-right-k-12-school-

for-your-child

▪ https://www.sec-ed.co.uk/content/best-practice/how-do-parents-choose-a-school/