233: Closing the gap between insight and action – Part 2
Release Date: 11/27/2025
241: Are you leading or just explaining?
smj: school marketing journal
School Marketing Journal with Brad Entwistle, Andrew Sculthorpe and Belinda McCubbin In this episode, Brad, Bel and Scully discuss a confronting principle for school Heads: leadership is communication. Every decision, silence, delay and repeated phrase signals what matters most, and families read into those signals long before they read a strategy document. The trio explores why enrolment confidence is shaped by coherence, not volume, how pressure reveals a school’s true priorities and why clarity cannot be delegated. Get in touch at
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240: School fees, affordability and enrolments – Interview with Jack Stevens
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Jack Stevens In this interview episode, Brad speaks with Jack Stevens, CEO of Edstart, about what findings from Edstart’s 2026 School Fees Report mean for school Heads. The discussion explores why fee increases have remained steady, yet continue to outpace inflation, how staffing costs and government funding pressures are reshaping school budgets and why parent perceptions of value matter more than ever. Brad and Jack reveal how flexible payment options can reduce friction, improve parent experience and support both enrolment and...
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239: Is your brand a strategy or a symptom?
smj: school marketing journal
School Marketing Journal with Brad Entwistle, Andrew Sculthorpe and Belinda McCubbin A school’s brand is not owned by marketing. It is shaped by leadership clarity, consistency and decision-making over time. In this episode, Brad, Bel and Scully discuss why brand is a leadership responsibility, how mixed signals create uncertainty for families, and why enrolment confidence is built through coherence rather than volume. The trio explore the danger of reactive branding, the role of tone and direction, and why every major strategic decision becomes a brand decision, whether leaders intend it...
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238: Is your mission decorative or directional? – Part 2
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Belinda McCubbin When your mission is clear, it does more than guide strategy; it prevents misalignment before it starts. In part two, Brad and Bel explain why mission clarity should narrow your messaging, your promises, and the families who naturally feel called to your school. They discuss why broadening language can feel rational under enrolment pressure, but often creates confusion, hesitation and superficial comparison. The duo explore how mission-fit enrolment conversations reduce friction later and share a practical test for leaders to...
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237: Deep Dive - Interview with Dr Mark Merry
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Dr Mark Merry In this special Deep Dive, Brad sits down with Dr Mark Merry, long-serving Principal of Yarra Valley Grammar and former National Chair of the Association of Heads of Independent Schools Australia (AHISA), for a conversation about leading a school through scrutiny, crisis, criticism and change. The duo explore why authority is earned through relationships and how culture is shaped in the small everyday moments. Mark also shares a grounded approach to media and reputational pressure including why staying silent can backfire, how to...
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236: Is your mission decorative or directional? – Part 1
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Belinda McCubbin Most schools have a mission statement. Some use it as a reference point for decisions and others treat it as a familiar phrase that sits in the background. In this episode, Brad and Bel explore what happens when a mission becomes a practical leadership tool and the importance of having a directional mission. The duo discusses how direction shapes priorities, messages and resourcing. If it’s decorative, it tends to appear in documents but rarely changes behaviour or drives decision-making. Part 1 sets up the key tests...
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235: Why should I choose your school? - Interview with Brendan Schneider
smj: school marketing journal
School Marketing Journal with Brad Entwistle, Andrew Sculthorpe and Belinda McCubbin Many school leaders feel they are doing ‘all the right things’ in marketing – posting consistently, investing in digital, telling their story – yet their school is still not being chosen by prospective parents. In this interview, Brad speaks with digital marketing practitioner Brendan Schneider about the real issue behind underperforming marketing – relevance. They discuss why differentiation is leadership work, how digital marketing simply amplifies unclear positioning, and a simple leadership...
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234: First principles
smj: school marketing journal
School Marketing Journal with Brad Entwistle, Andrew Sculthorpe and Belinda McCubbin The first episode for 2026 sees Belinda ‘Bel’ McCubbin welcomed as a regular voice, sharing what’s changing in schools this year. The trio introduce two new formats: a termly deep dive interview with experienced school Heads and a 92-second mini stories capturing testimonials of common problems faced by Heads and how to move forward. The main conversation centres on first principles, and why they matter when teams are busy, yet outcomes remain unimproved. Get in touch at
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233: Closing the gap between insight and action – Part 2
smj: school marketing journal
School 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. ...
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232: Closing the gap between insight and action – Part 1
smj: school marketing journal
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Despite having more data and reports than ever, many schools still struggle to turn insight into meaningful change. Brad and Scully explore why execution often stalls through vague direction, thin ownership and weak inspection, and outline how Heads can close the ‘strategy-execution gap’. They share practical examples across enrolment, communication and brand delivery, demonstrating how clarity, cadence and single-point ownership can transform insight into visible, day-to-day behaviour change. Get in touch at ...
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