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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

51:36

237: Deep Dive - Interview with Dr Mark Merry

smj: school marketing journal ·

2026/02/27

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

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18:56

236: Is your mission decorative or directional? – Part 1

smj: school marketing journal ·

2026/02/19

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

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20:00

235: Why should I choose your school? - Interview...

smj: school marketing journal ·

2026/02/13

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,

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17:23

234: First principles

smj: school marketing journal ·

2026/02/05

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

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17:39

233: Closing the gap between insight and action – Part 2

smj: school marketing journal ·

2025/11/27

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

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17:21

232: Closing the gap between insight and action – Part 1

smj: school marketing journal ·

2025/11/20

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

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16:14

231: The enrolment journey – Interview with Anthony...

smj: school marketing journal ·

2025/11/13

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 Feesable, 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

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18:13

230: How Heads build marketing maturity

smj: school marketing journal ·

2025/11/06

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

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19:50

229: Attracting staff – Interview with Sue Ellson

smj: school marketing journal ·

2025/10/30

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

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18:14

228: The Head's guide to managing message drift

smj: school marketing journal ·

2025/10/23

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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19:42

227: This episode is not about AI – Interview with...

smj: school marketing journal ·

2025/10/16

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

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18:02

226: Relentless and remorseless

smj: school marketing journal ·

2025/10/03

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

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18:42

225: Practical strategy gains through AI

smj: school marketing journal ·

2025/09/25

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

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17:55

224: How to hire a marketer

smj: school marketing journal ·

2025/09/18

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

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17:06

223: The art of qualitative conversations – Interview...

smj: school marketing journal ·

2025/09/11

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

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17:59

222: Consistency vs creativity – Part 3

smj: school marketing journal ·

2025/09/04

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

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20:00

221: Innovation in School Marketing and AI –...

smj: school marketing journal ·

2025/08/28

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Brad is joined by Dr Adrian Camm, Principal of Westbourne Grammar School in Victoria, to explore the school’s innovation in not only the classroom, but also how they communicate with prospective parents. Adrian shares Westbourne’s three-year digital strategy, from AI-driven data analysis to multilingual ‘knowledge concierge’ avatars that respond 24/7 and provide personalised enrolment touchpoints to enhance the connection with

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17:21

220: Consistency vs creativity – Part 2

smj: school marketing journal ·

2025/08/21

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe In part two of their conversation on consistency and creativity, Brad and Scully explain why campaigns alone can't build brand trust. They unpack the critical differences between brand and campaign thinking, highlighting the risks that short-term tactics, like fee discounts, pose to a school’s image and current parent relationships. Emphasising the importance of consistency between promotional peaks, they explore how Heads can

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19:27

219: WhatsApp Warriors – Interview with Phillip Heath

smj: school marketing journal ·

2025/08/14

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe In this interview episode, Brad is joined by Phillip Heath, Head of Barker College, to discuss the potential risks of parent WhatsApp groups. Phillip explains why trust and culture must be the centrepiece, why schools should monitor group chats and avoid “swinging at every pitch”. Phillip outlines a 3R test (Repeated, Reasoned, Relevant) to help Heads decide when intervention is the best course of action and explain how clear

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19:03

218: Consistency vs creativity – Part 1

smj: school marketing journal ·

2025/08/07

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Brad and Scully explore how Heads can hold creativity and consistency in productive tension. From staffroom culture to prospectuses, they unpack why brand consistency isn’t about sameness but brand alignment. The duo explore how inconsistency can quietly erode trust, how internal alignment reinforces external perception, and why brand governance is essential for enabling creativity. Learn the importance of brand guidelines to

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239 results

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