The Independent School sector is extremely competitive. The most
important competition (and there are many competitions) is the
competition for students. The mathematics is quite simple; the more
students, the more revenue; the more revenue, the more building
projects, the more resources, the more opportunity and most
importantly (and it can't be underestimated) the more job
security. Interestingly, these facts alone give weight to the
question:
"Are independent schools a school and a business, or a
business that sells an education?"
The concept of 'selling' an education (because
regardless of a person's responsibilities at an Independent
School, every staff member has an aspect of sales in their role)
includes promoting a school through various mediums such as printed
brochures, prospectuses, social media posts, web-sites and videos
just to name a few. These resources are integral to selling a
school's message to attract students. So, like any other
business in
