191: Lights, camera, enrolments! – Introducing imageseven’s new video service
Release Date: 10/31/2024
217: AI avatars to augment your communication and training – Interview with Nick Jensen
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe In this special interview episode, Brad is joined by Nick Jensen from ACTS Education to explore an innovation in school marketing – AI avatar simulations. These simulations offer school staff a space to practice and develop skills whilst simulating difficult scenarios. AI avatars can be used as virtual registrars for enrolment interactions to help prospective parents find information about your school. Nick also shares early demos that simulate a prospective parent’s enrolment interaction and discusses how Heads can...
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216: The funnel is broken
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe In this episode, Brad and Scully are joined by Pauline Shuttleworth, imageseven Advancement Specialist, to ask whether the traditional enrolment funnel has reached its expiry date. Together, they explore how parent behaviour has changed with stealth applicants and silent dropouts. The trio introduce the ideas of ‘evaporation’ and the ‘dark funnel’ and share a seven-step plan to help school Heads shift from a linear enrolment model to one that reflects today’s complex parent journey. Get in touch at
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215: Build your lighthouse
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe In this practical follow-up to episode 213, Brad and Scully take Heads from mindset to action as they reveal how to build a true ‘lighthouse’ strategy for your school. They dismantle common strategic myths, discuss how to uncover the unique value your school delivers and introduce a three-layer strategic hierarchy. Then, they share five daily habits all designed to help your school shine consistently. Get in touch at
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214: When your why is different – Interview with Brian Harris
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe In this special interview episode, Brad sits down with Dr Brian Harris, veteran Christian educator and former Principal of Vose Seminary, now leading the Avenir Leadership Institute. They discuss the unique tension Christian schools face between upholding their faith-based mission and meeting enrolment goals. Dr Harris explores why many families choose religious schools for non-faith reasons, the risks of misaligned expectations and introduces the concept of theological architecture. Learn strategies for transparent governance...
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213: Be a lighthouse, not a lifeboat
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe In this episode, Brad and Scully introduce a metaphor that challenges the way school leaders approach problems. Many Heads of school rely on ‘lifeboat thinking’, a reactive, short-term approach focused on immediate fixes. While this approach may feel effective, it often leads to misalignment in message internally and amongst parents. Instead, the duo discuss how Heads can become lighthouses by guiding their marketing and communications team through clarity, consistency and strategic messaging. They explore the consequences...
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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...
info_outlineSchool Marketing Journal with Brad Entwistle and Andrew Sculthorpe
A brand video is more than just a promotional piece – it's a powerful tool to tell your school's story, showcase its values and connect with the community. In this episode, we dive into the importance of brand videos for schools and introduce award-winning producer and director Gavin Carroll to unveil our exciting new video service offering, imaginate for Education. We discuss how brand videos can communicate a school's identity, attract prospective families and staff, and build a strong alumni community.
Get in touch at [email protected]