In this episode:
What if everything we think we know about the parent journey is wrong?
Enquiry. Open day. Application. Enrolment. On paper, the admissions journey looks pretty straightforward. But in reality? Parents rarely follow the neat, linear path we've mapped out for them.
In this episode of the Ubiq X Podcast, host Maddie Lingard (Director of Marketing at Ubiq) sits down with Becci Dive to challenge the traditional marketing funnel and explore what the parent journey actually looks like.
From the power of parent advocacy to creating more emotive experiences, the conversation explores why schools have a unique advantage over other businesses: the opportunity to build meaningful relationships with families that last for years.
And it raises an important question: what if schools stopped trying to make parents fit their funnel, and started building their marketing around how families actually behave?
Learn more about the guest:
Meet Becci Dive. With over 15 years of experience across agency and client-side marketing, Becci has built a career around understanding audiences, building brands and creating customer experiences that leave a lasting impression.
Formerly Head of Marketing at Pret A Manger, where she spent over six years, and recognised in Campaign's 30 Under 30, Becci now works as a fractional marketing leader, helping businesses find fresh opportunities for growth.
Having previously joined us on stage at Ubiq X LIVE, Becci returns to share more of her commercial marketing perspective, exploring why schools should market for parents rather than to them, and what the education sector can learn from brands that put their customers first.
Parents don't follow your funnel
Families explore, compare and seek reassurance long before making an enquiry. Their journey happens on their terms, not your admissions timeline.
Market for parents, not just to them
Think beyond school deadlines and open days. Understand what's happening in families' lives and show up in the moments that matter to them.
Emotion beats another set of statistics
Results and facilities matter, but authentic stories of care, confidence and belonging help parents picture their child's future.
Your parents are your greatest advocates
Word of mouth carries enormous weight. Give current families, pupils and alumni opportunities to share their real experiences.
The parent journey doesn't end at enrolment
Keep building relationships long after a family joins. The trust and loyalty you create today can turn into advocacy for years to come.
Class is
in session.
Why don't parents follow your funnel? What makes your school brand memorable?
For school marketers ready to move beyond “we've always done it this way”, the Ubiq X Podcast brings fresh perspectives from marketing, creativity and beyond to help you stand out, challenge convention and connect with families in new ways.
Subscribe & listenA few moments worth pinning.
Questions from the class
What is the Ubiq X Podcast?
Big conversations and fresh perspectives from marketing, creativity, education and beyond, exploring what independent schools can learn from the world outside their sector.
Who is the podcast for?
School marketers, admissions professionals, education leaders and anyone interested in challenging conventional thinking and approaching school marketing differently.
Where can I listen?
Listen on this website or find the Ubiq X Podcast through your preferred podcast platform. Explore the episodes →
Who's behind the microphone?
Hosted by Maddie Lingard, the podcast brings together interesting voices from across marketing, creativity, education and beyond to share ideas schools can put into practice.
What topics does the podcast cover?
From brand storytelling and parent engagement to innovation, creativity and commercial thinking, each episode brings new perspectives to familiar independent school challenges.
How do I hear about new episodes?
Subscribe to the Ubiq X Podcast on your favourite listening platform to keep up with the latest conversations and catch new episodes as they arrive. Subscribe here →