Improving your relationships with schools is crucial for sports coaching companies to thrive and make a lasting impact on pupils. Here are some key strategies to enhance your partnerships with educational institutions:
Develop mutually beneficial programmes
Create programmes that benefit both your company and the schools you work with. Consider offering educational initiatives such as internships, job shadowing, or career days to expose students to real-world scenarios in sports coaching. Organise or support community events like health fairs or cultural festivals to enhance the school’s role within the community and raise the profile of your services.
Many schools already work with external sports coaching companies. Research which schools in your area might be open to new or additional sports programmes. This can change based on governmental, regional or local priorities such as the need for active travel, holiday programmes and new academic goals.
Establish clear communication channels
Open and transparent communication is the foundation of any successful partnership. Schedule regular meetings with school administrators to discuss ongoing projects and new opportunities. Implement collaborative tools with all-in-one platforms, like Coordinate Sport, that provide CRM and shared calendars that keep everyone informed and up-to-date.
Encourage your coaches to record day-to-day interactions and ad-hoc conversations on-site, as they are your primary representatives.
Understand the decision-making hierarchy
The education ecosystem has a structured hierarchy of decision-makers:
- Parent governing board members: They make strategic decisions about curriculum, technology adoption, and budget allocation.
- Headteachers and deputy heads: These individuals focus on implementing strategies that benefit students and empower teachers.
- Instructional technology coordinators: They ensure seamless integration of new tools and technologies.
- Curriculum coordinators and department heads: These decision-makers are concerned with specific curricular goals and educational objectives.
Beyond the visible hierarchy, there are hidden influencers who can significantly impact decision-making:
- Teachers: Their opinions often carry weight in technology adoption and programme implementation as they work with pupils daily.
- Parents and community members: They can influence school policies and programmes through their involvement and feedback.
Especially when you’re reaching out to a new school, the significance of each person in that hierarchy might change depending on the school environment. When planning your school outreach, plan several approaches that consider the impact of the school community, educational departments and upper levels of the educational hierarchy.
Offer comprehensive services
Expand your offerings to meet various school needs. Understand the interests and pain points of potential school decision-makers in your community. Identify what’s missing or needs expansion in the market, such as extended after-school care or cost-effective programmes.
Consider expanding into a Holiday and Food provision (HAF) or utilising local facilities and landmarks to highlight how your company creates innovative links in your local community.
Consider also providing services such as:
- PE lessons and PPA cover
- Extra-curricular clubs
- Active lunchtime programmes
- Teacher CPD (Continuing Professional Development)
- Holiday camps and courses
By offering a diverse range of services, you’ll become an indispensable partner to schools.
Build long-term relationships
Focus on developing sustained engagement rather than short-term projects. Strong school partnerships help build trust and allow for deeper impacts on students’ lives. Encourage your coaches to build relationships with school staff, enhancing cooperation and fostering a positive working environment.
Develop partnerships by offering after-school programmes, coaching sessions, or mentorship opportunities. These collaborations can foster long-term relationships within the community.
Provide high-quality coaching
Ensure that your coaches are well-qualified and passionate about their work. Offer a wide range of sporting activities to cater to diverse interests and abilities. Align your coaching programmes with the National Curriculum to support schools in meeting their educational objectives. By delivering exceptional coaching, you’ll build trust and credibility with schools and parents alike.
Demonstrate value and impact
Regularly assess and report on the impact of your programmes. Use data and testimonials to showcase the benefits of your services to schools, parents, and the wider community. This evidence-based approach will help solidify your reputation and justify continued partnerships.
Don’t just lead with services at sales meetings. Offer them the floor to discuss their school environment, not just their needs. Find out their goals, plans and priorities before discussing what you can offer them. Even an anecdote on a particularly lively pupil or group of children can indicate the types of services that could suit their needs.
A personalised approach can differentiate you from the market when competition for school contracts are fierce.
Network online and offline
Participate in local educational events where you can network with school administrators and decision-makers. Connect with school leaders and educators on professional networking platforms to build relationships and showcase your expertise.
Using these profiles and events can help you predict what any objections might be. Whether it’s having time to plan PE programmes, supporting dual academic and physical goals or even using external providers or CPD support. Take notice of the events they publicise or the initiatives they have and align your sales pitch for maximum effect.
Don’t forget to follow up! Not just with a list of services but with a personal approach showing that you understand their school community.
Secure that school partner
By implementing these strategies, sports coaching companies can cultivate strong, lasting relationships with schools, ultimately benefiting students, educators, and the community as a whole.
