Insights shared by Merryn Parks, General Manager, ToucanTech | Webinar – February 2026
What truly shapes a school’s reputation? According to a recent educate+ Webinar presented by Merryn Parks, it is not just academic outcomes or Marketing. It is the lived parent experience.
Opening the Session, facilitator Tina Fleming, Member Relations Manager of educate+ framed a powerful truth: reputation travels faster than any campaign and first impressions matter. Referencing Malcolm Gladwell, the Webinar highlighted how judgments are formed within moments and in the context of schools those moments begin well before and extend far beyond enrolment.
Research consistently shows that word of mouth remains the strongest driver of Enrolments. Merryn Parks went on to emphasise that advocacy is not created by performance alone. It is shaped by how families experience a school day to day.
“Enrolment is just the starting point,” Merryn explained. “Parent experience shapes advocacy. Advocacy shapes reputation.”
Outcomes of Strong Parent Experience
When schools intentionally design for positive parent experience, the impact is far reaching:
- Faster Enrolments through referrals
- Stronger word of mouth
- Reduced attrition
- Increased Fundraising success through deeper connection
- Greater resilience during times of crisis
When trust is established early, families are far more likely to support rather than question an institution during challenging moments.
Three Key Opportunity Areas
There are three critical areas where schools can intentionally design for impact:
1. Seeing the Child
Every parent wants to feel that their child is genuinely known. When schools demonstrate this consistently and authentically, parents naturally become advocates.
2. Parent Experience of Community
Beyond the child, parents themselves seek connection. Do they feel part of something meaningful? Are they included, informed, and welcomed into the school community?
3. Handling Difficult Moments Well
Advocacy is not built through perfection, but through response.
Challenging moments are inevitable. What matters is how they are handled. When schools respond with empathy, clarity, and strong Leadership, even difficult experiences can strengthen trust rather than erode it. In many cases, it is these moments that turn parents into the strongest advocates.
Practical Examples
Schools are already finding innovative ways to elevate parent experience:
- Replacing traditional newsletters with regular video updates from the principal, creating a more personal and transparent connection
- Extending cultural events such as International Day to involve parents more meaningfully, strengthening belonging
- Creating digital parent platforms that enable families to connect by country of origin and shared interests, particularly valuable for relocating families
These approaches move beyond communication and into connection.
To strengthen parent experience, consider:
- Where can friction be removed from the enrolment journey?
- Where can intentional positive “flash moments” be designed?
- Are Communications one way or truly relational and two way?
- What happens in the critical first 90 days after a child starts?
Closing Reflections
A central theme emerges clearly:
Parent advocacy is not built through messaging alone. It is built through experience.
This requires a shift away from transactional processes and towards experiences that are thoughtful, connected, and human.
When schools get this right, advocacy does not need to be asked for. It happens naturally.
Why This Matters to educate+ Members
- Strengthens Enrolments through advocacy
A positive parent experience turns families into advocates, driving word-of-mouth referrals — still the most powerful influence on Enrolments. - Builds long-term community connection
When parents feel included and valued, they are more likely to engage across Alumni, Community Engagement, and broader school life. - Supports sustainable Fundraising outcomes
Strong parent relationships lay the foundation for future giving, creating deeper affinity and trust over time. - Reduces attrition and protects reputation
Schools that actively manage parent experience are better positioned to retain families and maintain a strong, positive reputation. - Enhances cross-functional Advancement strategy
Parent experience sits at the intersection of Admissions, Marketing & Communications, Community Engagement, and Fundraising — making it critical to a holistic Advancement approach.
