Smc: School Marketing And Communications

The Insight Series with Charlie Maughan – Why school marketing works differently – Orientation Welcome to the first topic in The Insight Series. In this orientation episode, Charlie sets the context for why school marketing often feels harder than it should — and why that tension isn't accidental.   School choice is a high-stakes, identity-driven decision shaped by long timelines, multiple influencers and emotional weight. Parents are often well advanced in their thinking before they enquire, reshaping how marketing must work.   Charlie explores what this means for school marketers, often carrying responsibility without full authority, and why brand building in schools is less about promotion and more about reducing risk and building confidence.   This episode begins a five-part exploration of why school marketing works differently. Episode Links: The B2B Buyer Experience Report – 6sense School Choice: A Research Report – Independent Schools Australia Parents often lack metacognitive insight into