A decisionmade arounda kitchen table.
A two-year decision made by two parents who disagree, and a child who has an opinion.
Get your Video Map
Where they are when they find you.
A long, emotional, high-stakes consideration cycle. Parents are deciding on belonging as much as academics, and the tour is the conversion event.
The decision takes a year and the marketing usually runs in six-week bursts around open days. The map fixes the timeline.
What has to be answered.
- 01Will my child be happy here, or just well taught?
- 02What are the outcomes for kids like mine?
- 03What does it really cost, and is aid realistic?
- 04What are the other families like?
What tends to need to exist.
A pattern, not a package. Your map is built from your customers, not from this list.
01
A year in the life
Content that lets a parent picture their own child inside the building.
02
Faculty and outcomes
The two proof points that actually move an application, filmed properly.
03
Tour as the conversion
Everything upstream exists to fill the tour calendar. Everything downstream exists to close it.
Stranger to customer.
The states are the same in every category. What changes is how long each one takes, and which assets are capable of moving someone through it.
Stranger
01
Stranger
Has never heard of you. Isn't looking for you.
- Short-form video
- Paid social
Attention
02
Attention
Stopped scrolling. Doesn't know why yet.
- Hook-led creative
- Founder video
Curiosity
03
Curiosity
Wants to know who this is.
- Brand film
- Profile and bio
Problem recognition
04
Problem recognition
Realises the thing you fix is a thing they have.
- Educational content
- Comparison content
Understanding
05
Understanding
Knows what you do and how it works.
- Explainer video
- Landing page
Trust
06
Trust
Believes you can actually do it.
- Team and process content
- Long-form
Proof
07
Proof
Wants evidence it worked for someone like them.
- Customer stories
- Reviews
- Case studies
Offer
08
Offer
Ready to hear what it costs and what happens next.
- Offer creative
- Landing experience
Action
09
Action
Books, calls, visits, buys.
- Booking flow
- Follow-up
- Retargeting
Start withthe map.
A 30-minute recorded interview about private schools, your customers and where the drop-off is. Your map is presented 24 hours later. If a map won’t help, we’ll say so.
The strategic blueprint for your Content Ecosystem. It identifies who we're trying to reach, what they need to understand, the stories and videos that need to exist, and how those assets move someone toward becoming a customer.
It is not a content calendar. A calendar tells you when to post. A map tells you what has to be true before someone buys.