Responding to VAT changes at an independent school

The client: An independent school navigating the government's introduction of 20% VAT on school fees.

The objective: Retain existing parents, attract new families, and grow admissions to offset the financial impact of the VAT change.

Timeframe: 6 months

Cost: £4,500

Impact: A marketing and communications strategy was developed to engage existing parents and reach prospective new families. The approach delivered a parent retention loss of less than 5%, increased donations, and additional revenue secured from funders. Student numbers grew by 12 pupils — generating a forecast revenue increase of £1 million per annum and placing the school in a demonstrably stronger financial position despite the sector-wide pressures.