Future First

Back to School Week

Objectives

Just how do you use market research to help schools and colleges harness the experiences and skills of their former students?

Future First’s vision is that every school should be supported by a thriving, engaged alumni community. To support this, they enlisted the help of YouGov to help launch ‘Back to School Week’, a campaign promoting alumni engagement in state schools and colleges.

Solution

YouGov and Future First worked together to ask children aged 11 to 16 about a range of things, including: how often they met adults in jobs they found interesting; whether their parents could introduce them to someone they work in a job they find interesting; how successful they thought people who went to their schools were.

This research was conducted alongside a nationwide survey of adults who do or don’t currently interact with their old school - providing additional insight.

Results

The results were interesting, showing contrasts and similarities between state and private sector students. Among children who attend a state school for example, students are more pessimistic about their job prospects than private students - 12 per cent of these students think that people who went to their school will be unsuccessful in the world of work compared with only one per cent of private school students thinking the same thing.

The resulting press releases saw Future First achieve media pick-up across various platforms and locations, including BBC Radio, pieces in the Independent and i newspaper, and a host of regional newspapers and websites.

About the client

Future First helps state schools and colleges to build alumni communities which transform a young person's confidence, motivation, and skills.