Building your Parent Personas Understanding
Carl Esposito
Like many international schools, our marketing team was aware of the general categories of parent personas and the research supporting them. However, we had very little information in how our parents perceived the school and how our marketing and communications resonated with our particular parents. In October 2025, we decided the best path forward was to conduct our own research and identify the most important themes to our parents. In January 2026 we completed a series of parent interviews to collect qualitative data for a thematic analysis. Join us on our journey and we’ll discuss qualitative research methods, lessons learned, what we discovered about our parents, and how we’re building action plans for recruitment, retention, and parent engagement.
About Carl Esposito
Carl is a career admissions and marketing professional currently leading the MAC team at Korea International School in Pangyo, South Korea. This is his ninth academic year working in K to 12 international schools and his seventh year in Asia. Prior to transitioning into K to 12 education, he led higher education teams focused on marketing, communications, enrollment operations, and the campus visit experience.
