From Curious to Connected: Engaging Families in the Familiarity Stage
Welcome back to our Customer Journey miniseries! In our first installment, we explored the Awareness Stage, where families are just beginning to identify a need or curiosity and are looking for initial information. Now, we’re moving into the Familiarity Stage – where those curious minds start to recognize your school as a potential solution.
At this stage, your audience is no longer just broadly exploring. They’ve already encountered your brand and are beginning to form an impression. Your goal here is to deepen that initial connection – building trust, answering questions, and helping them understand what makes your school unique and desirable.
It’s up to you, the marketer, to ensure that your school is right there, in all the places they’re looking for information – with all the details they’re after – presented in a way that encourages them to take next steps and officially enter into your admissions funnel.
What Are People Thinking at This Stage?
Having moved beyond the initial “what’s out there for my child?” questions, families in the Familiarity stage are starting to narrow their focus. They’ve likely seen your name, maybe clicked on an ad, or heard about you from a friend. Now, they’re digging a bit deeper:
- Checking out schools they’ve heard about or others have mentioned
- Curious about differences between schools
- Looking at schools with values that align with theirs
- Reading about current families’ experiences
- Looking into the day-to-day experience
- Wondering if a school is a good fit for their child’s personality and learning style
- Seeing if they can connect with admissions or come on campus to learn a little bit more (without committing too much yet)
They’re moving from problem identification to solution exploration, seeking more granular details and social proof to validate their initial interest.
What Questions Are They Asking?
Families in the Familiarity stage are actively trying to get a better feel for your school. Their questions become more specific, aiming to understand your culture, values, and the tangible benefits your school offers. They’re no longer just looking for any school, but your school.
Here are some questions they might be asking:
- What is the school’s mission and philosophy?
- What kind of academic program or curriculum do you follow?
- What makes the student experience at ABC School unique?
- Can I see testimonials or hear from current families?
- What extracurricular activities or specialized programs are available?
- What kind of community does the school foster?
- How does the school support students academically and emotionally?
- What are the qualifications of the teachers?
- How simple and clear is the admissions process?
Tip: This is where your brand’s personality and values truly start to shine. Authenticity is key to building genuine connections.
Where Are They Looking?
Now that families are somewhat familiar with your school, their search habits evolve. They’re seeking more in-depth content and social validation. While they’re still using search engines, their queries will be more targeted.
At this stage, your audience is likely to browse:
- Your school’s website. They’ll be exploring program pages, faculty directories, news sections, and perhaps your admissions process pages.
- Your social media channels. Families are looking for glimpses into daily school life, events, and community engagement. Their older children are likely to be engaging this way too, and forming opinions on your school.
- Online reviews and forums. Sites like Niche, GreatSchools, or local parent forums become crucial for independent perspectives. (Read more about life after Google reviews here.)
- High level brochures and downloads. Motivated parents might be starting to look at viewbooks, high level brochures, and other pieces that introduce your school and your key programs. Schools that offer downloads like “How to Choose a School for Your Child” or “What is IB?” will start to see engagement from parents at this stage.
- Admissions information, contacts, and events. Some families at this stage might be ready to connect with your admissions team or attend an event – while others are still shopping. Make sure that it’s easy to find (and understand) information or contacts so everything is there when families are ready for it. Consider asking someone outside of your admissions, marketing, or communications team to audit the experience from the outside to ensure it’s as seamless as you think it is.
- Video content. School tours, “day in the life” videos, and interviews with students or faculty on YouTube, social channels, or your website all help families experience more of your school – without actually coming to campus (yet).
- Email newsletters or drip campaigns. If parents have already provided their email address, they’re looking for consistent, valuable content that will help guide their research and decision making.
- Virtual events or webinars. While not ready for a full open house, shorter, focused virtual events can offer a deeper dive for families who are looking for more.
- User generated content (UGC). Families searching for honest perspectives on your school will likely encounter organic content from current parents, students, and faculty on social media.
Tip: Make it easy for them to find social proof! Feature testimonials prominently on your website, share student success stories on social media, and encourage positive UGC and reviews.
What Makes Messaging Effective at This Stage?
Effective messaging in the Familiarity stage builds on the initial awareness, transforming a fleeting impression into a more concrete understanding of your school’s value. Your content should be informative, engaging, and designed to foster an emotional connection.
Consider these tips when crafting content for the Familiarity stage:
- Show, don’t just tell. Use high-quality photos and videos to showcase your campus, classrooms, and student life – with context and energy that really show what your school is like.
- Highlight unique programs and culture. Clearly articulate what sets your school apart.
- Feature student and parent testimonials. Authentic voices are incredibly powerful in building trust.
- Provide clear pathways to more information. Make it easy for them to download a brochure, sign up for a newsletter, or explore specific programs.
- Share your story and values. Help families understand the “why” behind your school.
- Offer mid-level engagement opportunities. Think virtual info sessions, short webinars, or downloadable guides on specific programs, rather than immediately pushing for an in-person visit.
Tip: When offering downloads, sign-ups, and other core pieces of information to parents, think about leveraging these to gather an email address and some basic information on a prospective family – and move them into your official admissions funnel, so you are able to follow-up and communicate with them through subsequent steps.
Familiarity is about deepening the relationship and painting a clearer picture of what life at your school truly looks like. By providing compelling content that resonates with their emerging questions and desires, you’re paving the way for them to move confidently into the next critical stage: Consideration.
Continue the Journey
This post is part of our Customer Journey Miniseries:
- Awareness: Reaching Prospective Private School Parents at the Awareness Stage
- Familiarity: From Curious to Connected — Engaging Families in the Familiarity Stage (you are here)
- Consideration: Making the Case — Standing Out in the Consideration Stage
- Conversion: Getting to Yes — Winning at the Conversion Stage
- Beyond Enrollment: Marketing Beyond Enrollment — Cultivating Loyalty in Your School Community
Follow along to see how families move from first impressions all the way through enrollment—and into long-term engagement with your community.
At Metric Marketing, we develop measurable and practical strategies to help private and independent schools like yours to make the most of your marketing efforts. We’d love to discuss your private school’s marketing requirements with you. Contact us today to speak with our marketing professionals or use the form below to sign up and receive more marketing tips in your inbox.
