233: Closing the gap between insight and action – Part 2
Release Date: 11/27/2025
255: Deep Dive – Interview with Ros Curtis AM
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Ros Curtis AM In this deep dive episode, Brad is joined by Ros Curtis AM, Principal of St Margaret’s Anglican Girls’ School, to reflect on 16 years of leadership as the School grew from around 800 to more than 1,400 students. Ros explains how clear values, a relentless focus on students and consistent storytelling helped strengthen academic reputation while protecting the School’s sense of community. She discusses why marketing must reflect reality, how trust is built through relationships and integrity, and why Heads are stewards who...
info_outline
254: The Head as Asker In Chief – Interview with Alan Jones
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Alan Jones In this interview episode, Brad is joined by Alan Jones, Principal of Christ Church Grammar School in Claremont, Western Australia. Together they examine why the Head is central to school philanthropy. Alan explains that the ask only becomes possible after trust has been built and the educational purpose is clear. He describes fundraising as a long-term relationship, strengthened when donors understand the difference their support can make and feel part of the school’s direction. He also explains why Heads must thank donors...
info_outline
253: Visible difference, meaningful value – Part 2
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe and Belinda McCubbin In this episode, Brad, Bel and Scully continue examining two principles: differentiation or invisibility, and the market defines value. They explain why distinctiveness should create clarity without becoming rigid, and why differentiation communicates particular value rather than superiority. Parent language and enrolment feedback become leadership intelligence, testing whether the school is understood as leaders intend. They challenge Heads to decide what their school must be known for, sharpen that...
info_outline
252: Replacing assumptions with clarity – Interview with Tim Watson
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Tim Watson In this interview episode, Brad is joined by Tim Watson, Principal of Northern Beaches Christian School (NBCS), to explore how schools can replace assumed understanding with shared clarity. Tim explains how the school’s Compass document illustrates NBCS’s founding principles, beliefs, values and educational commitments, helping leaders distinguish what must remain fixed from what can change. He discusses how this concise reference point guides Board recruitment and decision-making, preserves continuity through generational change...
info_outline
251: Visible difference, meaningful value – Part 1
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe and Belinda McCubbin In this episode, Brad, Bel and Scully examine two connected principles: differentiation or invisibility, and the market defines value. They explain why a school’s strengths only influence choice when parents can recognise, understand and use them when comparing schools. They explore how presenting every program and proof point can obscure what matters most, why purpose must be translated into meaning for families, and why Heads must establish a clear hierarchy of strengths. The discussion challenges...
info_outline
250: School choice: what's changed, what's next – Interview with Graham Catt
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Graham Catt In this interview episode, Brad is joined once again by Graham Catt, Chief Executive Officer of Independent Schools Australia, to discuss what School Choice Counts has achieved and what now matters for school leaders. Graham explains why the campaign's strongest stories were not about sectors, buildings or funding, but families, students and communities. He argues that Heads need to move beyond election-time advocacy by building ongoing relationships with local MPs, helping parents understand how policy affects fees and...
info_outline
249: Strategy drives story. Meaning before message.
smj: school marketing journal
School Marketing Journal with Brad Entwistle, Andrew Sculthorpe and Belinda McCubbin In this episode, Brad, Bel and Scully examine why strong school communication begins before the wording stage. Combining the principles of strategy drives story and meaning before message, they explain why schools can sound articulate while still leaving parents unsure about what matters most. The trio discuss how weak strategy turns communication into a list, why more content rarely builds confidence, and how clearer intent gives story direction and message weight. They challenge heads to settle purpose and...
info_outline
248: Reputation risk management with your board – Interview with Tracey Cain
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Tracey Cain In this interview episode, Brad is joined by Tracey Cain, Chief Executive Officer at H/Advisors, to unpack reputation risk in independent schools. Tracey explains why what matters to a school community must matter to the school, and why that community now extends beyond staff, parents and students to alumni, neighbours and local influencers. She explains how Heads and boards can prepare before risk eventuates by listening early, testing likely scenarios and building the trust, policies, processes and culture needed to manage...
info_outline
247: Experience beats message
smj: school marketing journal
School Marketing Journal with Brad Entwistle, Andrew Sculthorpe and Belinda McCubbin In this episode, Brad, Bel and Scully explore the sixth principle in the series: experience beats message. They discuss why messaging can open the door, but parent confidence is shaped by what families repeatedly experience through tours, follow-up, responsiveness and prospective parent touchpoints. The trio examines how mixed signals weaken trust, why the enrolment journey is the brand made visible, and why Heads must lead the standards, systems and behaviours that give the school’s message...
info_outline
246: Deep Dive – Interview with Shane Hogan
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Shane Hogan In this deep dive episode, Brad is joined by Shane Hogan to explore what school leadership requires when communities need stability and confidence. Drawing on a career across Catholic and independent schools, boys’ and girls’ education, and interim roles in schools under pressure, Shane discusses why visibility, relationships and discernment matter as much as structure. He explains why marketing must reflect the school’s lived experience, how staff, parents and alumni influence enrolment confidence, and why school Boards need...
info_outlineSchool Marketing Journal with Brad Entwistle and Andrew Sculthorpe
In this follow up to episode 232, Brad and Scully focus on how Heads can turn understanding into meaningful activity that changes behaviour or perception for your audience. They explore how to define success before acting, choose the right measures and build simple systems that keep teams aligned. The conversation highlights how structure prevents drift and sustains momentum through the term. The duo discusses practical steps for maintaining momentum and ensuring insights create meaningful improvement for families and staff.
Get in touch at smj@imageseven.com.au