School marketers understand parents, don't we? So what do you think is more important to them when choosing a school?
A) An inclusive ethos or B) good behaviour? A) Location or B) OFSTED rating? A) Qualified teachers or B) good exam results?
Well, in each case, the answer is A. Or at least that's what survey company Parent Ping found when they asked UK parents in October. And the same survey found that when choosing secondary schools, 20 times more parents attended an open day than asked their contacts about it on social media.
There's nothing wrong with being innovative with social media, or focusing on areas such as external ratings and behaviour when we market our schools. But these questions led me to to wonder whether we move too quickly with technology and too slowly with social changes? So I thought I'd take a wider look at what 'parents' look like in the UK in 2020...
Each of these sources challenges some of the perceptions we might hold about parents - that they see league table positions and exam results as important or that families are either two parents or a lone female.
So, one of my New Year's Resolutions is to do more research before taking any marketing action. Do you agree?