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

In episode three of 'Why school marketing works differently', Charlie reframes what a school brand actually is — and why clarity and consistency often matter more than creativity.

For prospective parents, brand is not decoration. It's a risk-reduction mechanism in an emotional, high-stakes decision. What builds confidence isn't novelty, but familiarity, proof and alignment across every touchpoint. Charlie explores why school marketing behaves less like traditional B2C and more like B2B —where reassurance, accumulated trust and long decision cycles determine whether families move forward with confidence.

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