{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"243: How parents form confidence long before they enquire - 1\/5","description":"The Insight Series with Charlie Maughan \u2013 How parents form confidence - and what it means for your marketing strategy \u2013 Orientation In episode one of \u2018How parents form confidence \u2013 and what it means for your marketing strategy\u2019, 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 \u2014 usually outside of marcom offices \u2014 that success for school marketers is measured only by enquiries. Instead, he proposes that it\u2019s about building clarity and confidence long before families are ready to act. Episode Links: The 2024 B2B Buyer Experience Report \u2013 6sense Drivers of school choice \u2013 Independent Schools Victoria Determinants of Parental School Choice: A Systematic Review of the Literature School Choice: A Research Report 2021 \u2013 Independent Schools Australia The Components and Determinants of School Reputation: Insights from Parents\u2019 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: smc@imageseven.com.au Have you heard about imaginate? The bespoke video solution for schools. If you\u2019re ready to take your school\u2019s video to the next level, head to imageseven.com.au\/imaginate ","author_name":"SMC: School Marketing and Communications","author_url":"https:\/\/www.imageseven.com.au\/","html":"