212: How demographics will shape your school - Interview with John Black
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Brad is joined by John Black, Founder and Executive Chairman of Education Geographics, to discuss the evolving enrolment demographic of Australia and how schools can proactively respond. John outlines the critical trend changes impacting enrolments, including slowing population growth, evolving migration patterns and family dynamics. Together, they explore how schools can use data to align their messaging, values and strategy with Australia’s changing population. Get in touch at
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211: Escape the campaign trap
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe In this episode, we continue our deep dive into why campaign thinking falls short in school marketing and how Bold School Brand thinking offers a more effective path forward. Brad and Scully explore why personal connection, long-term positioning and internal alignment matter more than short-term campaigns. Discover how the Bold School Brand approach helps schools build clarity, trust and consistency across every parent touchpoint to create stronger engagement and lasting impressions. Get in touch at
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210: Pulling in the same direction - Interview with Mike Connor - Part 2
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Enrolment begins inside your school. In this special interview episode, Brad sits down with Mike Connor, Founder and President of Connor Associates, to explore why alignment is a leadership responsibility. Mike unpacks how internal culture shapes external perception, and why every teacher plays a critical role in marketing. Together, they dive into how teacher interactions influence parent decisions, how Heads can lead by modelling marketing, and why retention depends on continually reinforcing the reasons families chose...
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209: Why campaign thinking fails schools
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Campaign thinking was originally designed for commercial marketing, but it often misfires when applied to school marketing. In this episode, we dive into six key reasons why school marketing demands a different approach, from the importance of internal alignment and emotion driven storytelling to understanding long purchasing cycles and narrow target audiences. Brad and Scully explore how campaign thinking can dilute a school’s identity and confuse prospective parents. Get in touch at
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208: Pulling in the same direction – Interview with Mike Connor - Part 1
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Independent schools in Australia are navigating a rapidly evolving landscape, facing rising operational costs, shifting parent expectations, and growing competition. In this interview episode, Brad sits down with Mike Connor, Founder and President of Connor Associates, a leading expert in aligning school culture and strategy to drive enrolment. Together, they explore the critical role of interdependence within schools and why aligned, school-wide communication is essential to effectively convey a school’s mission to...
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207: The truth about parent focus groups
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Focus groups were designed to complement data, not replace it. Yet in many schools, focus groups are being misused as decision-making tools. In this episode, we unpack the history of focus groups, highlight common pitfalls like selection bias and moderator influence, and explore how these missteps can lead schools off course. We share examples of where it’s gone wrong and offer a practical checklist for running focus groups that deliver insight, not false certainty. Get in touch at
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206: Saying more with less
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Parents are overwhelmed. Attention spans are shrinking. Yet schools keep sending newsletters and emails that are long, complex and unclear. At imageseven, we’ve seen communication cut-through deteriorate across the board. If they don’t adapt, schools risk becoming irrelevant to the very families they’re trying to engage. This episode, we explore a communication framework that helps Heads lead with clarity. Get in touch at Episode links: ...
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205: Rebrand for the right reasons
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe In this episode, Brad and Scully continue the theme from last week by speaking on all things rebrands. The pair delve deeper into what a school’s rebrand entails, from visual identity to brand personality and promise. They then go on to discuss the different categories of a rebrand to help school Heads establish whether it’s right for your school and how to approach such an endeavour while ensuring your school’s health remains the priority. Get in touch at
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204: Rebrand or rethink? Fixing the real problem
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe When enrolments are slipping, pressure is mounting and the Board starts asking tough questions, the temptation to undertake a rebrand can seem appealing. A well undertaken rebrand can transform your school for the better, but it’s not always necessary. This episode, we discuss why sometimes a rebrand can be a costly mistake for schools, how to know if a rebrand is right for your school and what alternatives school Heads can consider instead. Get in touch at
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203: Beyond the waitlist – The case for continuous marketing
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Your enrolment success is a result of all the work that's gone into your marketing and your brand building efforts, but having full admissions and long waitlists should never mean halting your marketing efforts completely. This episode, we make the case for continuous marketing – which isn’t just about getting new students but reinforcing your school's brand and building brand longevity. Get in touch at
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To do great school communication and marketing, some of the most impactful levers you can pull don’t depend on the size of your budget. This episode, we discuss six things you can do that won’t put any strain on your school financially. But we warn you, it’s not going to be easy. Through our experience of working with hundreds of school Heads, we know these ideas can be difficult to action ... but not impossible.
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