smj: school marketing journal

School Marketing Journal with Brad Entwistle and Dr Alec O'Connell Schools revolve around generations, not campaigns. Brad speaks with Dr Alec O'Connell, Headmaster of Scotch College in Perth, about why a school's story should guide its marketing and leadership decisions. Alec reflects on refusing to be judged by league tables and developing the online school Scotch Global in response to students' needs. He explains how enduring values can support innovation, while communications and everyday staff interactions reinforce existing families' confidence in their choice. Get in touch at [email protected].

School Marketing Journal with Brad Entwistle, Andrew Sculthorpe and Belinda McCubbin Imagine a change to Friday pick-up arrangements buried in a crowded school newsletter. The school sent the information, but the parent missed it. Brad, Bel and Scully explore why attention follows value and how competing, worthwhile requests can dilute the messages that matter most. They discuss how Heads can organise communications around families' needs, protect space for strategic priorities and ensure those priorities shape what the school does, not just what it says. Episode link: Reflection and Leadership Guide: Attention follows value and focus protects impact Get in touch at [email protected]

School Marketing Journal with Brad Entwistle, Charlie Maughan and Gavin Carroll Parents keep asking about a decision you have already explained. Could short-form video make the reasoning clearer? Brad speaks with Charlie Maughan and Gavin Carroll from imaginate about using video to address specific communication needs instead of simply producing more content. They discuss how planning video content early can avoid last-minute pressure on stretched teams and provide Heads with an opportunity to speak naturally on camera to communicate their message clearly. Schools can then measure the videos value through parent understanding and fewer repeated questions, rather than view counts alone. Episode link: imaginate – Video production for schools Get in touch at [email protected]

School Marketing Journal with Brad Entwistle, Andrew Sculthorpe and Belinda McCubbin A parent enjoys your school tour, but can they explain what makes the school right for their child? Brad, Bel and Scully explore why clarity requires shared understanding across staff, not simply better wording. They explain how everyday stories make a school's promise tangible to families and how wider evidence can help families assess how consistently the school delivers on that promise. For Heads, the challenge is to align staff judgement and be candid when the evidence reveals gaps. Episode link: Reflection and Leadership Guide: Clarity scales and story precedes statistics Get in touch at [email protected]

School Marketing Journal with Brad Entwistle, Dr David Willows and Suzette Parlevliet  In this interview episode, Brad is joined by [YELLOW CAR] co-founders Dr David Willows and Suzette Parlevliet to examine what 30,000 accounts of school life reveal about students, parents and employees. They explore why relationships matter and how a lack of coherence can surface as student pressure, parent confusion and employee workload concerns. The challenge for school Heads is to listen beyond surveys, communicate the insights and align what the school promises with what its community experiences. Episode link: [YELLOW CAR] website Get in touch with [YELLOW CAR] - [email protected] Get in touch at [email protected]