The Insight Series with Charlie Maughan – Why school marketing works differently – Orientation

Welcome to the first topic in The Insight Series. In this orientation episode, Charlie sets the context for why school marketing often feels harder than it should — and why that tension isn't accidental.

School choice is a high-stakes, identity-driven decision shaped by long timelines, multiple influencers and emotional weight. Parents are often well advanced in their thinking before they enquire, reshaping how marketing must work.

Charlie explores what this means for school marketers, often carrying responsibility without full authority, and why brand building in schools is less about promotion and more about reducing risk and building confidence.

This episode begins a five-part exploration of why school marketing works differently.

Episode Links:

• The B2B Buyer Experience Report – 6sense
• School Choice: A Research Report – Independent Schools Australia
• Parents often lack metacognitive insight into what drives school choice decisions. – PLOS ONE
• The B2B Buying Journey: Key Stages and How to Optimize Them – Gartner

Got more questions for Charlie and the team? You can ask them via the following:

• Email: [email protected]

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