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PODCAST

smj: school marketing journal

The School Marketing Journal podcast is for school Heads, covering the latest in school marketing and communications.

business marketing

All Episodes

19:07

131: Strategy in the real world – interview with Dr...

smj: school marketing journal ·

2023/03/23

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe What is the best way to think of strategy for non-strategists? Is it possible to clearly distinguish strategy from tactical execution? In this episode, we’re joined by CEO of Strategic Factors and Harvard Business Review author, Dr Graham Kenny, who knows what yields results and what doesn’t when it comes to executing a strategy. Get in touch at smj@imageseven.com.au

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16:25

130: Managing your school marketing team

smj: school marketing journal ·

2023/03/16

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe As you’re aware – as a school Head – switching hats from managing teachers to managing your marketing team can be quite the juggling act. So how can you adjust your management style to reflect this? In this episode, we go over our seven-step guide so you can effectively communicate with (and inspire) your team to achieve your school’s objectives. Get in touch at smj@imageseven.com.au

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19:50

129: The prevailing trends of 2023 – interview with...

smj: school marketing journal ·

2023/03/09

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe McCrindle’s Director of Advisory Ashley Fell summarises some surprising (and unsurprising) trends school Heads must be aware of leading into the year ahead, spanning from the virtuous needs of consumers (in this case, parents) to a shift in intergenerational connections in the workplace. Get in touch at smj@imageseven.com.au

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16:54

128: Increasing your school’s perceived value

smj: school marketing journal ·

2023/03/02

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe How do prospective parents determine value? And most importantly, how do you increase your school’s perceived value? In this episode, we discuss what the perceived value theory is and how you can apply this theory to prospective parents as a Chief Value Proposition Officer. Get in touch at smj@imageseven.com.au

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18:32

127: The importance of mission clarity – interview...

smj: school marketing journal ·

2023/02/23

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Dr Christopher Duncan has 20 years’ experience leading independent schools across Australia and is now the CEO of the Association of Heads of Independent Schools of Australia (AHISA). He spoke with SMJ about the observed parallels between leadership, decisions made by the Board and marketing strategies – leading to his mission to improve school governance. Get in touch at smj@imageseven.com.au

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18:26

126: The seven stages of school marketing

smj: school marketing journal ·

2023/02/16

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe How do you create enticing content to get your prospective parent to know, like, and then, ultimately, trust you? And most importantly, how do you leverage that trust into an opportunity? In this episode, we discuss how you can reach the seven key stages of the life cycle of your prospective parent’s journey, resulting in the prospective parent becoming an advocate for your school. Get in touch at smj@imageseven.com.au

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19:25

125: School fees, inflation, and national trends –...

smj: school marketing journal ·

2023/02/10

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Despite staggering inflation costs, many schools have increased their fees well below the current inflation rate in recognition of the cost-of-living pressures on families. In this interview, Edstart founder and CEO, Jack Stevens dives into Edstart’s School Fees Report 2023 to summarise the surprising tuition trends across the country and the financial implications this has had on schools. Get in touch at

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19:55

124: The future of AI for school marketing

smj: school marketing journal ·

2023/02/02

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe The future of artificial intelligence (AI) is here and with it comes the need for an answer to the big question: What does this mean for the future of school marketing? In this episode, we take a look at ChatGPT, the AI software stirring controversy, and reveal how you can utilise this powerful technology to augment and enhance your marketing and communication strategy. Get in touch at smj@imageseven.com.au

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18:04

123: The fundamentals of positioning – part 2

smj: school marketing journal ·

2022/12/09

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe As a leader of school marketing, there are two simple questions you should be answering: Who are you as a school and why do you matter? In this second half of two parts, we continue analysing the complexities of your positioning and reveal how you can unravel what your school does at its core. Get in touch at smj@imageseven.com.au

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18:35

122: CX Design: The global experience

smj: school marketing journal ·

2022/12/01

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe When thinking about your school experience strategy, you must consider all the moments families will have as they journey through the lifecycle of your school experience – from the first time they ever connect with the school – all the way through to becoming members of the alumni community. In this episode, we speak with David Willows and Suzette Parlevliet from [YELLOW CAR] who have been on a whirlwind trip the last few months

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17:29

121: The fundamentals of positioning – part 1

smj: school marketing journal ·

2022/11/28

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe As a leader of school marketing, there are two simple questions you should be answering: Who are you as a school and why do you matter? In this episode, we analyse the complexities of your positioning and reveal how you can unravel what your school does at its core. Get in touch at smj@imageseven.com.au

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18:56

120: Boomerang Carrot – interview with Mike Vachow

smj: school marketing journal ·

2022/11/17

Subtitle: School Marketing Journal with Brad Entwistle and Andrew Sculthorpe From the ongoing repercussions of COVID-19 to extended waitlists, prospective parents face uncertainty in many areas of their child’s education. In this interview, CEO of Knuckleball Consulting, Mike Vachow joins us to discuss what he’s learnt after serving in five independent schools, sharing his eight tips for eliminating this uncertainty in parents. Get in touch at smj@imageseven.com.au

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17:35

119: It’s about the customer

smj: school marketing journal ·

2022/11/10

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe It’s easy to lose focus of your external audience – prospective and current parents – when internally marketing your school. We explore where you should place your focus in a world of endless distractions and growing demands as the end of Term 4 approaches. Get in touch at smj@imageseven.com.au

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19:33

118: Prioritising school development – interview with...

smj: school marketing journal ·

2022/11/03

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Often, school Heads find it difficult to prioritise the workload of their development team to maximize the dollars raised with the number of staff they have. In this interview, Jill Goodman shares the seven-step framework you can follow to meet your development and fundraising targets regardless of the size of your team. Get in touch at smj@imageseven.com.au

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18:37

117: Elevating your school brand

smj: school marketing journal ·

2022/10/27

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Everything your customers know about your brand comes from what they see, hear, watch, and read … so all of your content advertising needs to adequately represent your brand. In this episode, we continue discussing why consistency is the key factor in building customer trust and how this consistency can be translated through a writing style guide. Get in touch at smj@imageseven.com.au

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19:50

116: Fundraising and philanthropy in your school -...

smj: school marketing journal ·

2022/10/20

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe When it comes to fundraising for schools, it seems everyone has an opinion, a favourite campaign format, or rules that should always be followed. These opinions are usually based on past success, but what works in one school won’t necessarily work as well in another. We interview Dr Wendy Scaife, the Associate Professor and the Director of the Australian Centre for Philanthropy and Nonprofit Studies at Queensland University of

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17:56

115: Utilising a style guide

smj: school marketing journal ·

2022/10/13

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Your brand can only remain consistent if every team member is following the same decision-making process when creating content. We talk you through everything you need to know about writing and style guides, what a comprehensive branding guide looks like and how to avoid inconsistent messaging creeping into your content. Get in touch at smj@imageseven.com.au

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19:48

114: Brand Tracking

smj: school marketing journal ·

2022/09/22

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Every school has a brand. However, perceptions and expectations of your school brand are constantly evolving. We interview the Director of Solutions at McCrindle, Geoff Brailey, to learn a thing or two about brand tracking and discover the brand-related questions school Heads should be asking. Get in touch at smj@imageseven.com.au

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19:53

113: Turbocharge your ideas

smj: school marketing journal ·

2022/09/15

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe As a school Head, you have a vision for your school. Persuading your school community that your vision is worth pursuing is the most important challenge you will face in your career. While trying to sell this vision, it can often feel like no-one is listening, which can be equally as frustrating as it is disheartening. This week, we look at why your message often fails to capture your audience’s attention and the six principles that

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17:20

112: Understanding school fees – interview with...

smj: school marketing journal ·

2022/09/08

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe When choosing a school, one of the first questions a prospective parent asks is, “Can I afford the fees?” Having designed a fee calculator which delivers a transparent fee experience to parents while generating valuable enrolment enquires, Founder of Feesable, Anthony McCausland, joins us to discuss the standout insights this data reveals. Get in touch at smj@imageseven.com.au

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233 results

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