How to use ideal customer profiles in the express stage of loop marketing

What is the Express stage of Loop marketing?

The 'Express' stage of Loop marketing is where you express who you are. The focus is on visibility – getting your campaigns seen by the right people, at the right time. To succeed, you need clarity on who those people are. That’s why Ideal Customer Profiles (ICPs) are essential.

What is an ideal customer profile (ICP)?

An ideal customer profile (ICP) is a clear picture of your perfect-fit family or student. It defines:

Who they are – for example, prospective parents, international families, scholarship applicants, or sixth form students
Where they’re based – local catchment, overseas regions, or feeder schools
What they care about – such as academic pathways, pastoral support, affordability, SEND provision, or career opportunities
What challenges they face – like navigating complex admissions processes, balancing fees, or finding the right support for their child’s needs

Why are ICPs important in the Express stage?

ICPs matter because they stop your campaigns from becoming generic. Without them, you risk:

Spending budget on the wrong channels
Sending messages that don’t resonate
Attracting leads who will never convert

With ICPs in place, you can:

Target precisely – e.g. “High earner families in London"
Tailor messages - address the real challenges your audience cares about. For example, highlight your special educational needs provision when speaking to families actively seeking that support.
Increase ROI – Focus on families that convert, not wasted traffic

How do you create an ICP? (Step by step)

A simple process to create your first ideal customer profile (ICP):

Identify your best-fit families or students – Who do you wish you could enrol more of?
Gather the key details – Age group, location, education goals, financial situation, decision-making factors.
Understand their challenges – Use enquiry notes, parent conversations, or feedback. (e.g. “Looking for stronger SEND support” or “Frustrated by lack of communication during admissions.”)
Map their goals – Link your school or college’s strengths to the outcomes families/students value most, like smooth admissions, specialist provision, or strong academic pathways.
Document it clearly – Create a one-page ICP for each audience group, so your whole team has clarity on who you’re targeting and why.

Where should you keep your ICP?

Your ICP should be easy to access and practical for your team. A few smart places to keep it include:

In your CRM (HubSpot) – store ICPs directly in your settings under AI > Data Sources > Ideal Customer Profiles, so they’re easy to reference and apply when segmenting, reporting, or building campaigns.
In your brand or marketing strategy docs – include them in shared guidelines so admissions and marketing stay aligned.
In your campaign planning tools – keep ICPs front and centre when building ads, emails, or content calendars to make sure every campaign speaks to the right families.

How should you use ICPs in marketing campaigns?

To get the most value from your ICPs:

Plan campaigns around them – ask “Which ICP is this campaign for?”
Segment your CRM – tag contacts by ICP so you can build targeted lists.
Write content for them – blogs, webinars, and ads should speak to their challenges.
Train your team – admissions and marketing staff should know who you’re targeting.
Review often – update ICPs at least once a year to keep them relevant.

(Possible link: Connect to HubGem’s blog on inbound campaigns or your “Inbound Marketing Toolkit” content offer.)

Example ICP in education:

One example ICP for a school might be - "Family seeking strong SEND (Special Educational Needs and Disabilities) support"

Challenges:

Struggling to find schools that can provide tailored learning support
Concerned about class sizes and individual attention
Worried about the admissions process being overwhelming or unclear

Goals:

Enrol their child in a school with proven SEND provision and pastoral care
Receive clear communication and reassurance throughout the admissions journey
Feel confident their child will thrive academically and socially

How to apply this ICP:

Segment in HubSpot – tag enquiries mentioning SEND to tailor follow-up communications
Highlight in campaigns – run ads or create content showcasing your SEND support team, facilities, and parent testimonials
Build trust – share case studies and stories of how your school has supported other SEND families successfully

Where should I start if I’ve never built an ICP?

Start with your best current customers. Look at who converts easily, stays engaged, and delivers the most value. Use them as your template.

Final thought

In the Express stage of Loop marketing, amplification without precision is just noise. ICPs make sure your message is not only seen – but felt by the right people. Keep them accessible, use them daily, and refine them over time. That’s how you turn strategy into measurable results.

👉 Next step: If you’d like a head start, HubGem can help you plan out your ICPs and plan your marketing strategy – get in touch to see how we could sharpen your campaigns.