The Insight Series with Charlie Maughan – How parents form confidence – and what it means for your marketing strategy – Orientation
In episode one of ‘How parents form confidence – and what it means for your marketing strategy’, Charlie explores why enquiry is not the beginning of the school choice journey, but a sign that a decision is already taking shape.
He explores how parents often form views of a school well before making contact, drawing on reputation, word of mouth, lived experience and repeated brand signals over time.
Charlie also probes the commonly held belief — usually outside of marcom offices — that success for school marketers is measured only by enquiries. Instead, he proposes that it’s about building clarity and confidence long before families are ready to act.
Episode Links:
- The 2024 B2B Buyer Experience Report – 6sense
- Drivers of school choice – Independent Schools Victoria
- Determinants of Parental School Choice: A Systematic Review of the Literature
- School Choice: A Research Report 2021 – Independent Schools Australia
- The Components and Determinants of School Reputation: Insights from Parents’ Voices
- Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context
Got more questions for Charlie and the team? You can ask them via the following:
- Email: smc@imageseven.com.au
Have you heard about imaginate? The bespoke video solution for schools. If you’re ready to take your school’s video to the next level, head to imageseven.com.au/imaginate