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: [email protected]

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