Just for information really...
We push complimentary/discounted tickets in schools only for Saturday games now, as we have found with past experience, the take up on "school nights" is very minimal. Our school clubs and youth activity groups know to expect ticket offerings for Saturday home games, so they can plan around their weekends accordingly.
However, as mentioned in the past by others, these schemes have upset regular fans, who pay full price, so we have tried not to 'take advantage' of the agreement with the club by giving out ridiculous amounts of tickets. Therefore, we limit the amount we offer schools and pick certain games in the season to do a big push to see if we get any new take up trends (e.g. derby games). Last season we had the school equipment kickback scheme, which with a bit more time and preparation in the future, could be a good example of strengthening links with schools and all parties benefiting.
There are some exciting plans in place for next year to revamp the ticket scheme, potential junior membership options and new ideas of how to target certain community user groups and track the uptake better. The diversity and inclusion team are a good example of this recently, as they are currently offering tickets to a new group in the local area, people who have never been before or never knew what was available in their community.