As a parent with over 20 years experience in digital communication and customer journeys who has just enrolled their child into second level education, I was reminded of just how crucial a school’s digital presence, communication, perception and engagement with prospective parents is in this very personal journey of choosing the right school. Drawing from this and my experience in designing digital customer journeys, email campaigns and digital workflows, it seemed a natural evolution to leverage this format for schools and apply it to a family’s journey in choosing a school.