The Insight Series with Charlie Maughan and Suzanne Willcock – How parents form confidence - and what it means for your marketing strategy – What we see

In episode four of the Insight Series on how parents form confidence, Charlie is joined by imageseven Group Account Director Suzanne Willcock to explore what happens when a school's marketing, enrolment and leadership teams are working from the same understanding of how confidence is built.

Drawing on her experience working with schools across Australia, Suzie explains why prospective parents rarely arrive at tours and open days as blank slates. Instead, they arrive carrying a level of confidence that has been shaped long before those interactions take place.

Together, Charlie and Suzie discuss how misaligned messaging creates friction, confusion and unnecessary pressure on enrolment teams, while strategic clarity helps parents arrive better informed, ask better questions, and seek confirmation rather than persuasion.

Episode links:

• The 2024 B2B Buyer Experience Report – 6sense
• Determinants of Parental School Choice: A Systematic Review of the Literature
• 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
• Drivers of school choice: The role of behavioural science in parental decision making – Independent Schools Victoria

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