231: The enrolment journey – Interview with Anthony McCausland
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Parents are becoming far more sensitive to how schools communicate fees, and fee transparency is now one of the top factors shaping enrolment decisions. In this interview episode, Brad is joined by Anthony McCausland, Founder and CEO of , to discuss new national insights from the School Fees in Australia: 2025 Report. They explore how Gen Z parents are reshaping expectations, why clarity and simplicity build trust and retention, and the practical steps Heads can take to modernise fee communication and strengthen every...
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230: How Heads build marketing maturity
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Heads feel like they’re constantly firefighting. In this episode, Brad and Scully discuss how to replace that reactive cycle with calm and confident leadership through marketing maturity. They explore how disciplined systems create clarity, resilience and trust across your school and outline five practical steps to embed structure, align marketing with strategy and lead with confidence – building stability that lasts beyond any single person or change. Get in touch at
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229: Attracting staff – Interview with Sue Ellson
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Brad speaks to Sue Ellson, independent LinkedIn Specialist and career development author, to discuss how schools can attract and retain quality staff in a competitive employment landscape. Sue shares practical ways to build a stronger professional presence online, position your school as an employer of choice, and use LinkedIn to reach candidates. Together, they explore how Heads can shape staff attraction strategies that align with a school’s values, strengthen culture and enhance reputation. Get in touch at ...
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228: The Head's guide to managing message drift
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Even the strongest school brands can lose clarity through slow and silent erosion. Brad and Scully explore the hidden danger of message drift: how small, well-intentioned changes can blur your voice and weaken your impact. They discuss why drift is a leadership issue, how to spot it before it spreads, and share a five-step guide to re-anchor your school’s story so it stays clear, consistent and trusted. Get in touch at
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227: This episode is not about AI – Interview with Bart Caylor
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Brad is joined by US education marketing strategist and Founder of Caylor Solutions, Bart Caylor, to explore how rapid AI advances are reshaping school communication and leadership. With tools like OpenAI’s Sora 2 creating lifelike videos in seconds, the discussion dives into what this means for authenticity, brand risk and crisis readiness. Brad and Bart explore the dangers of ‘work slop’, how AI-generated noise dilutes brand trust, and explain why Heads must become AI-literate, lead with human purpose and set...
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226: Relentless and remorseless
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe In this episode, Brad and Scully explain why consistency is the foundation of every strong school brand, and why it’s so difficult to achieve. They explain how inconsistency erodes trust, why chasing the ‘new and different’ isn’t always better, and how brand confusion impacts both parents and staff outlook and communication. To help school Heads lead with clarity, the duo introduces a practical seven-step framework for building strategic, visual and verbal consistency across every touchpoint. A seven-step school brand...
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225: Practical strategy gains through AI
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Brad is joined by strategy expert Graham Kenny and behavioural data scientist Professor Ganna Pogrebna to explore how school Heads can harness AI to shape strategy with confidence. They examine the creative and practical potential of large language models, from amplifying alumni stories and sharpening communication, to ideating fresh approaches for enrolment and open days. Together, they highlight the opportunities and risks of AI, how to avoid disenfranchising staff in the process, and why the most powerful uses of AI...
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224: How to hire a marketer
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Hiring a marketing professional isn’t like hiring a teacher, it requires a different approach. Brad and Scully outline 10 key questions every Head should ask before making a decision. They explain why defining success first matters, how to spot true experience and why strong marketers acknowledge their limits. The duo also reveals how facing failure, the ability to explain and planning systematic approaches to tasks are signs of true expertise. Link to Article: Get in touch at
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223: The art of qualitative conversations – Interview with Jill Goodman
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe In this interview episode, Brad is joined by Jill Goodman to explore how school Heads can turn conversations into powerful sources of insight on the school experience. Together they unpack how intentional, qualitative conversations reveal the ‘why’ behind parent and staff behaviour, why starting with open-ended and positive questions builds trust, and how repeating themes highlight patterns worth acting on. Jill also explains how leaders can capture insights from everyday chats, avoid bias and use external perspectives to...
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222: Consistency vs creativity – Part 3
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe In the final part of their series on consistency and creativity, Brad and Scully explore the Head’s role as the ultimate brand custodian. They explain why brand leadership cannot be delegated, how micro-moments influence perception and why modelling behaviours is essential to embedding culture and identity. The duo also discuss how every staff member, student and alumni contributes to the brand and share practical ways for Heads to empower their teams, close alignment gaps and ensure the school’s values are lived out...
info_outlineSchool 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 smj@imageseven.com.au