247: Designing a marketing strategy that builds confidence intentionally – 5/5

The Insight Series with Charlie Maughan – How parents form confidence - and what it means for your marketing strategy – Applied

In the final episode of 'How parents form confidence – and what it means for your marketing strategy', Charlie discusses how to turn parent confidence into a deliberate part of a school's marketing strategy. He explains why schools need to look beyond enquiries and conversions, and build confidence through clear positioning, structured messaging, connected touchpoints and shared ownership across the entire enrolment journey.

In the next lecture, Charlie will explore how to create clarity that parents can see and navigate. He will discuss how brand, websites, visuals and the role they play in creating an overall experience that can help parents understand and trust a school.

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: 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