239: When schools get marketing wrong – 2/5
from SMC: School Marketing and Communications Hosted by imageseven
The Insight Series with Charlie Maughan – Why school marketing works differently – The Reality In episode two of 'Why school marketing works differently', Charlie explores the reality of how school marketing can go off track when it borrows from the wrong playbook, especially a bottom-of-the-funnel mindset that overweights performance marketing and underinvests in brand-building. Charlie discusses what's often misunderstood about marketing in schools: the long decision journey, the need to build confidence and trust, and the hidden cost of campaign-only thinking. When a brand isn't doing its job, enquiries arrive with less conviction, comparison shopping increases, and admissions teams are left to do the heavy lifting. 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
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