Are You Mapping the Four Phases of the Private School Parent’s Journey?

Understanding each point of the “buyer’s journey” can only make you a better, more efficient marketer.

Why? Mapping all of the key touch points that can influence someone’s purchasing decision provides vital intelligence allowing you to make truly informed marketing decisions.

Just think about how breaking this all down might frame the way you create and deliver the most helpful content to lead buyers to the purchase point so you can “close the deal.”

But how does this relate to private schools?

Consider your parents as buyers.

It starts the moment they kick off their school search, continues after they’ve enrolled and become active members of your community, and takes on a new form post-graduation when they become past-parents.

Each phase represents part of their journey, and the critical interactions (both in person and online) that you have with them along the way shapes the overall experience and perception of the school.

Admission expert, Chuck English, English Marketing Works, broke down each step of the parent journey in his free e-book, Tailoring the Parent Experience: A Journey to Enrollment Success, and now he’s back with the infographic below to visualize the four key phases — Discovery & Recruitment, Onboarding, School life/Retention, Staying Connected — and make your life as a marketer just a little bit easier.

Make sure to not only view this infographic below, but get your free copy of the ebook. It contains a worksheet to help you identify, outline and design your school’s parent journey.


About the Author

Peter Baron

Peter Baron is the Chief Member Relations Officer at the Enrollment Management Association. Prior to joining EMA, Peter served as a senior product marketing manager, for Blackbaud K-12. Peter is the founder of edSocialMedia, a community-driven site dedicated to exploring the role of social media in education. He regularly contributes to various online communities and education conferences like NAIS, CASE/NAIS & SSATB to explain the importance of providing modern, user-friendly experiences for school constituents. Peter also serves as a trustee for Wolfeboro, The Summer Boarding School and is an Executive Committee member of TABS’ North American Boarding School Initiative.

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