smj: school marketing journal

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 trust, and explain why Heads must become AI-literate, lead with human purpose and set guardrails to protect their school's brand in a synthetic world. Episode links: Caylor Solutions OpenAI's Sora 2: AI Video Magic Meets Copyright Chaos – Mike Kaput – Marketing AI Institute Sora 2 System Card – OpenAI Sora 2 Blog – Sam Altman OpenAI launch of video app Sora plagued by violent and racist images: 'The guardrails are not real' – The Guardian AI-Generated "Workslop" Is Destroying Productivity – Harvard Business Review Get in touch at smj@imageseven.com.au

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 strategic, visual and verbal consistency across every touchpoint. A seven-step school brand consistency framework: Define brand intent: Clarify your school's core values and mission to guide all branding efforts. Customer journey audit: Review touchpoints to identify brand inconsistencies and areas needing alignment. Strategic, visual, verbal lenses: Assess branding through strategy, visuals and communication to find improvement areas. Maintain discipline: Ensure all actions and communications consistently reflect your brand values over time. Foster creativity: Refresh your brand with innovative strategies to keep it engaging and relevant. Generate enthusiasm: Engage your community with exciting content to maintain interest and prevent disengagement. Use the right tools: Use tools for consistency but rely on experts for strategic, creative brand execution. Get in touch at smj@imageseven.com.au

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 AI, how to avoid disenfranchising staff in the process, and why the most powerful uses of AI are often intensely practical.   Link to Workshop: Boost Your Strategy with the Power of AI – Strategic Factors   Get in touch at smj@imageseven.com.au

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 true expertise. Link to Article: Hiring with confidence: Ten questions for spotting expertise – Term 3, 2024 Get in touch at smj@imageseven.com.au

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 leaders can capture insights from everyday chats, avoid bias and use external perspectives to see blind spots more clearly. Episode Links: Jill Goodman Consulting Get in touch at smj@imageseven.com.au

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 empower their teams, close alignment gaps and ensure the school's values are lived out every day. Get in touch at smj@imageseven.com.au

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 families. Ultimately, they unpack how using technology to handle transactional and administrative tasks leaves staff free to handle the relational. Episode Links: Westbourne Grammar School - Homepage Get in touch at smj@imageseven.com.au

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 adopt a brand first mindset and ensure every campaign reinforces long-term messaging and strengthens the school's reputation.

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 boundaries protect staff while allowing for constructive responses that don't add fuel.

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 improve process and message consistency and that true brand strength comes from internal alignment. Get in touch at smj@imageseven.com.au

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe In this special interview episode, Brad is joined by Nick Jensen from ACTS Education to explore an innovation in school marketing – AI avatar simulations. These simulations offer school staff a space to practice and develop skills whilst simulating difficult scenarios. AI avatars can be used as virtual registrars for enrolment interactions to help prospective parents find information about your school. Nick also shares early demos that simulate a prospective parent's enrolment interaction and discusses how Heads can shape this innovative technology to reduce workload and improve efficiency. Episode Links: ACTS Education ACTS Education YouTube Channel Sample of avatar conversational training for teacher-parent interviews - LinkedIn

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe In this episode, Brad and Scully are joined by Pauline Shuttleworth, imageseven Advancement Specialist, to ask whether the traditional enrolment funnel has reached its expiry date. Together, they explore how parent behaviour has changed with stealth applicants and silent dropouts. The trio introduce the ideas of 'evaporation' and the 'dark funnel' and share a seven-step plan to help school Heads shift from a linear enrolment model to one that reflects today's complex parent journey. Get in touch at smj@imageseven.com.au

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe In this practical follow-up to episode 213, Brad and Scully take Heads from mindset to action as they reveal how to build a true 'lighthouse' strategy for your school. They dismantle common strategic myths, discuss how to uncover the unique value your school delivers and introduce a three-layer strategic hierarchy. Then, they share five daily habits all designed to help your school shine consistently.   Get in touch at smj@imageseven.com.au

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe In this special interview episode, Brad sits down with Dr Brian Harris, veteran Christian educator and former Principal of Vose Seminary, now leading the Avenir Leadership Institute. They discuss the unique tension Christian schools face between upholding their faith-based mission and meeting enrolment goals. Dr Harris explores why many families choose religious schools for non-faith reasons, the risks of misaligned expectations and introduces the concept of theological architecture. Learn strategies for transparent governance and clear messaging that honour both mission and market reality.   Get in touch at smj@imageseven.com.au

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe In this episode, Brad and Scully introduce a metaphor that challenges the way school leaders approach problems. Many Heads of school rely on 'lifeboat thinking', a reactive, short-term approach focused on immediate fixes. While this approach may feel effective, it often leads to misalignment in message internally and amongst parents. Instead, the duo discuss how Heads can become lighthouses by guiding their marketing and communications team through clarity, consistency and strategic messaging. They explore the consequences of reactive leadership and offer five questions to help shift from a rescue to a strategic mindset.  Get in touch at smj@imageseven.com.au