Connect. Learn. Grow. Post Event Wrap

Understanding Today’s Families to Future-Proof Your School  

On Wednesday 15 July, the SA/NT Chapter of educate + hosted its second professional development event of the year, Understanding Today’s Families to Future-Proof Your School, at St Peter’s Girls’ School.  

Bringing together Advancement professionals from across the sector, the Session explored the changing expectations of families, the evolving Enrolment landscape and how schools can better engage the next generation of parents through data-led insights and authentic brand storytelling. 

The afternoon featured two expert-led Sessions designed to move from understanding families to taking action. 

Understanding the Future Family and the Changing Enrolment Landscape 

Geoff Brailey from McCrindle drew on nationally recognised social research to unpack the forces shaping today’s school communities. Participants explored the factors influencing school choice, the changing expectations of next-generation parents and how demographic, social and generational trends are reshaping family engagement with schools.  

Geoff also highlighted five defining traits of today’s families: values-driven, time-poor, digital-first, partnership-minded and future-focused, and the implications these have for school engagement, communication and enrolment strategies. 

 Turning Insights into Action: Building Brands that Connect 

The second Session, led by Bec Tape and Melissa McCaig from Communikate et al, explored how educational institutions can translate research and insights into meaningful brand strategies. 

 Key themes included: 

• Using data to inform acquisition and retention strategies 

• Defining a clear point of difference in a crowded market 

• Delivering a consistent brand experience internally and externally 

• Harnessing the power of community advocacy to amplify a school’s story 

 A key takeaway from the Session was the distinction between marketing and brand: “Marketing is asking someone on a date, but the brand is why someone will say yes.” 

 The event provided valuable insights and practical strategies for Advancement professionals seeking to better understand their communities, strengthen engagement and adapt to the evolving needs and expectations of families. 

Sophia Saracino
Head of Marketing & Community Engagement
St Andrew’s School, Walkerville