Insights into the world of school marketing and communications, presented by Charlie Maughan, Rita Kilroy and the imageseven team. The education industry is an increasingly competitive one - a school is a business, and a marketing strategy can no longer be an afterthought.
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The Insight Series with Charlie Maughan – Creating clarity parents can see and navigate – The Insight Clarity of message depends less on one strong asset, than on the system connecting every interaction. Charlie explores why a school can follow its style guide perfectly, yet still feel difficult for parents to understand. Exploring the differences between style guides and design systems, he looks…
The Insight Series with Charlie Maughan – Creating clarity parents can see and navigate – The Reality Small disconnects in brand experience can do more damage than a school realises. In episode two of 'Creating clarity parents can see and navigate', Charlie discusses how outdated documents, broken links, mixed messages and confusing website journeys make parents work harder to understand a school.…
The Insight Series with Charlie Maughan – Creating clarity parents can see and navigate – Orientation In episode one of 'Creating clarity parents can see and navigate', Charlie explores why visible clarity is more than a design issue. He explores how parents experience a school through its website, visual identity, photography, publications, signage, social posts and everyday communications.…
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…
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…
The Insight Series with Charlie Maughan – How parents form confidence - and what it means for your marketing strategy – The Insight In episode three of the Insight Series on how parents form confidence, Charlie discusses why confidence is rarely built in one standout moment. While open days, tours and campaigns all play an important role, he argues they usually confirm what parents already…
The Insight Series with Charlie Maughan – How parents form confidence - and what it means for your marketing strategy – The Reality In this episode of the Insight Series, Charlie examines why schools do not usually lose enrolments because they lack visibility, but because prospective parent confidence has been gradually worn away. As part of the Insight Series on how parents form confidence, he…
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…
The Insight Series with Charlie Maughan – Why school marketing works differently – Applied In the final episode of 'Why school marketing works differently', Charlie explores what it looks like to apply brand clarity to a school. He explores how a school brand is shaped by far more than marketing outputs alone, with every touchpoint contributing to how families interpret the school and how…
The Insight Series with Charlie Maughan – Why school marketing works differently – What we see In episode four of Why school marketing works differently, Charlie is joined by imageseven Account Director Cassandra Kirkpatrick to discuss what marketers often underestimate when they enter the education sector. Drawing on her own experience, Cas explains why school marketing is rarely limited to…
