Every photo taken at sports day, every alumni story shared on LinkedIn, every video of a school concert... that’s tomorrow’s archive. Yet most of it will be lost. Schools and universities often assume history will somehow preserve itself, but digital clutter and platform fragility mean today’s memories risk disappearing before they become tomorrow’s heritage. This article explores the concept of the living archive: a proactive, technology-enabled approach to capturing and curating school or university life as it happens.

Parents aren’t just reading brochures anymore, they’re asking AI: “Where will my child belong?” If your school’s authentic stories aren’t visible and discoverable, you risk being invisible to the very families you want to reach.

In a crowded education market, facts alone don’t drive enrolment decisions, feelings do. Families want more than prospectuses and league tables; they want to know what life at your school really feels like. Story-first marketing, powered by authentic voices from students, alumni, and parents, builds the trust and emotional connection that turns curiosity into enrolment.