Shows
smj: school marketing journal216: The funnel is broken 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.au2025-07-2419 min
smj: school marketing journal210: Pulling in the same direction - Interview with Mike Connor - Part 2School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Enrolment begins inside your school. In this special interview episode, Brad sits down with Mike Connor, Founder and President of Connor Associates, to explore why alignment is a leadership responsibility. Mike unpacks how internal culture shapes external perception, and why every teacher plays a critical role in marketing. Together, they dive into how teacher interactions influence parent decisions, how Heads can lead by modelling marketing, and why retention depends on continually reinforcing the reasons families chose your school. Get in touch at smj@imageseven.co...2025-05-2218 min
smj: school marketing journal208: Pulling in the same direction – Interview with Mike Connor - Part 1 School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Independent schools in Australia are navigating a rapidly evolving landscape, facing rising operational costs, shifting parent expectations, and growing competition. In this interview episode, Brad sits down with Mike Connor, Founder and President of Connor Associates, a leading expert in aligning school culture and strategy to drive enrolment. Together, they explore the critical role of interdependence within schools and why aligned, school-wide communication is essential to effectively convey a school’s mission to prospective parents. Get in touch at smj@imageseven.com.au ...2025-05-0818 min
smj: school marketing journal206: Saying more with lessSchool Marketing Journal with Brad Entwistle and Andrew Sculthorpe Parents are overwhelmed. Attention spans are shrinking. Yet schools keep sending newsletters and emails that are long, complex and unclear. At imageseven, we’ve seen communication cut-through deteriorate across the board. If they don’t adapt, schools risk becoming irrelevant to the very families they’re trying to engage. This episode, we explore a communication framework that helps Heads lead with clarity. Get in touch at smj@imageseven.com.au Episode links: Smart Brevity – Book Axios newsletters Jim VandeHei at TEDxOshkosh 2025-04-1019 min
smj: school marketing journal194: From challenge to clarity: Enrolment insightsSchool Marketing Journal with Brad Entwistle and Andrew Sculthorpe Managing enrolments is about more than just filling seats. It’s about building a secure and sustainable future for your school, and that takes an approach that goes beyond surface level fixes. Introducing imageseven’s newest offering: the Enrolments Practice. In this episode, we are joined by imageseven’s Belinda McCubbin and Pauline Shuttleworth, to take you through the rationale behind the Enrolments Practice, why now is the right time for this service, and how it can help Heads confidently move from challenge to clarity. Get...2024-11-2117 min
smj: school marketing journal191: Lights, camera, enrolments! – Introducing imageseven’s new video serviceSchool Marketing Journal with Brad Entwistle and Andrew Sculthorpe A brand video is more than just a promotional piece – it's a powerful tool to tell your school's story, showcase its values and connect with the community. In this episode, we dive into the importance of brand videos for schools and introduce award-winning producer and director Gavin Carroll to unveil our exciting new video service offering, imaginate for Education. We discuss how brand videos can communicate a school's identity, attract prospective families and staff, and build a strong alumni community. Get in touch at smj@imageseven.com...2024-10-3118 min
smj: school marketing journal170: How good is your email newsletter?School Marketing Journal with Brad Entwistle and Andrew Sculthorpe How does your school’s newsletter compare to the benchmarks of the industry, and do they really make a difference to what you are trying to do? Recently, imageseven’s Digital Marketing Specialist, Harrison Shearn undertook a comprehensive project to analyse the performance of over a quarter of a million school email newsletters. For the first time in Australia, Harrison’s findings have revealed some benchmarks for school email newsletters, which we discuss in depth to learn all there is to know. Get in touch at smj@ima...2024-05-0218 min
smj: school marketing journal148: The gap between idea and actionSchool Marketing Journal with Brad Entwistle and Andrew Sculthorpe School’s marketing efforts often struggle to close the strategy-execution gap. Why do so many implementation efforts fail? In this episode, we discuss strategies among school leaders and explore ways to create effective strategies. We also explore ways to encourage buy-in from all staff to a school Head’s strategic direction in order to enhance your chance of success. The AHISA Biennial Conference 2023 Location: Gold Coast, QLD imageseven presents: Bold School Brand: Masterclass Date: 24 September 2023, 12:30pm to 3:30pm...2023-08-3115 min
smj: school marketing journal141: Persona development – interview with Suzanne WillcockSchool Marketing Journal with Brad Entwistle and Andrew Sculthorpe Suzanne Willcock, our Senior Consultant at imageseven, joins us to breakdown the who, what and why of parent, student and alumni personas, revealing the purpose and intensive quantitative and qualitative data used in the creation of these semi-fictional characters. Get in touch at smj@imageseven.com.au2023-06-2218 min
smj: school marketing journal140: Look again at your school toursSchool Marketing Journal with Brad Entwistle and Andrew Sculthorpe Every aspect of a school tour – from the confirmation email to the inside of the classroom – is an opportunity to build trust with parents, as well as exemplify how much you care about families. Brad and Andrew are joined by imageseven team members Mikayla Coombes and Cassandra Kirkpatrick who share their tips and tricks for leading a successful school tour and Open Day. Get in touch at smj@imageseven.com.au2023-06-1517 min
smj: school marketing journal136: You're writing, but is anyone reading? – part 2In part 2 of the ‘You’re writing, but is anyone reading?’ episode, we challenge you to inject your brand personality into your writing, as we discuss the difference between voice and tone and why they are important for your writing. We also focus on the need to provoke a response from your readers and how best to implement a Call to Action (CTA) into your work. Get in touch at smj@imageseven.com.au If you missed part 1 of this episode, watch it here: https://www.imageseven.com.au/school-marketing-journal-podcast/2023-05-1816 min
smj: school marketing journal128: Increasing your school’s perceived valueSchool 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.au2023-03-0216 min
smj: school marketing journal127: The importance of mission clarity – interview with Dr Chris DuncanSchool 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.au2023-02-2318 min
smj: school marketing journal126: The seven stages of school marketingSchool 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.au2023-02-1618 min
smj: school marketing journal125: School fees, inflation, and national trends – interview with Jack StevensSchool 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 smj@imageseven.com.au2023-02-1019 min
smj: school marketing journal124: The future of AI for school marketingSchool 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.au2023-02-0219 min
smj: school marketing journal123: The fundamentals of positioning – part 2School 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.au2022-12-0918 min
smj: school marketing journal122: CX Design: The global experienceSchool 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 bringing their signature expertise in Customer Experience for Schools to Heads and marketers across the world.2022-12-0118 min
smj: school marketing journal121: The fundamentals of positioning – part 1School 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.au2022-11-2817 min
smj: school marketing journal120: Boomerang Carrot – interview with Mike VachowSubtitle: 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.au2022-11-1818 min
smj: school marketing journal119: It’s about the customerSchool 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.au2022-11-1017 min
smj: school marketing journal118: Prioritising school development – interview with Jill GoodmanSchool 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.au2022-11-0319 min
smj: school marketing journal117: Elevating your school brandSchool 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.au2022-10-2718 min
smj: school marketing journal116: Fundraising and philanthropy in your school – interview with Dr Wendy ScaifeSchool 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 Technology to get a helicopter view of philanthropy in Australia and help you to navigate your way to su...2022-10-2019 min
smj: school marketing journal115: Utilising a style guideSchool 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.au2022-10-1317 min
smj: school marketing journal114: Brand TrackingSchool 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.au2022-09-2219 min
smj: school marketing journal113: Turbocharge your ideasSchool 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 will get your message to well and truly stick. Ge...2022-09-1519 min
smj: school marketing journal112: Understanding school fees – interview with Anthony McCauslandSchool 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.au2022-09-0817 min
smj: school marketing journal111: The future of school marketing – part 2Leaders have an obligation to be looking around corners and seeing what is ahead, even if it’s not fully in focus yet. In this second half of two parts, we continue to look at some of the trends to watch in marketing and discuss why you and your team need to be thinking about them now. Get in touch at smj@imageseven.com.au 2022-09-0119 min
smj: school marketing journal110: Setting school fees for 2023 - interview with David BartlettWe sit down with expert in all matters of school financial management and Partner at Resolve Consulting, David Bartlett, who guides us through school fees increases. We look at the economic factors that you must communicate to the school community as the school Head in order to give parents greater financial confidence. Get in touch at smj@imageseven.com.au2022-08-2518 min
smj: school marketing journal109: The future of school marketing – part 1This week, we try to predict the future! Well, not quite. Leaders have an obligation to be looking around corners and seeing what is ahead, even if it’s not fully in focus yet. In this first of two parts, we look at some of the trends to watch in marketing and discuss why you and your team need to be thinking about them now. Get in touch at smj@imageseven.com.au2022-08-1819 min
smj: school marketing journal108: Designing customer experiences in schools – interview with Dr David WillowsExperiences lead to enrolments. It’s that simple. And also that complex! In this interview with Dr David Willows of [YELLOW CAR], we look at why that’s the case, what the barriers are to designing good customer experiences and how you can overcome them. Get in touch at smj@imageseven.com.au2022-08-1119 min
smj: school marketing journal107: Marketing myth busting“I don’t need marketing or a marketing plan.” If you’ve said (or even thought) this, you aren’t alone. But is it true? As a school Head, it would be unthinkable to begin a school year without a plan for how you will educate your students. Yet when it comes to attracting, enrolling and retaining students, many school Heads face the year without a plan, or think that they don’t need one. We dig into what it means and what it might look like for your school. Get in touch at smj@imageseven.com.au2022-08-0416 min
smj: school marketing journal106: Understanding school fees – interview with Jack StevensWhere you set your school fees is one of your clearest positioning signals to prospective parents. With annual data obtained from over 500 independent Australian schools, CEO of EdStart, Jack Stevens, joins us to discuss the ins and outs (and ups and downs) of school fees, sharing his top tips for how to communicate them well. Get in touch at smj@imageseven.com.au2022-07-2819 min
smj: school marketing journal105: Executing your strategyHaving a vision and a strategy for your school — and your school marketing — is not enough. The long-term key to success is execution. Relentless consistency. Every day. Every term. Every year. Without a system for getting things done, your strategy will forever remain an unrealised dream. We discuss what it takes to make that dream a reality. Get in touch at smj@imageseven.com.au2022-07-2216 min
smj: school marketing journal104: Managing your online reputationThere are things you can and can’t control when it comes to managing your school’s online reputation. Brendan Schneider, specialist in inbound marketing for schools, joins us to discuss what your school can and should be doing, along with what questions to ask your marketing team. We also share real-life examples of search engine optimisation done well … and really badly! Get in touch at smj@imageseven.com.au2022-06-2318 min
smj: school marketing journal103: Positioning – the battle for the mind of parentsWhen we at imageseven look at a school through the lens of a prospective parent, we often discover a confusing maze of competing market positions. But you cannot win the positioning war with a positioning strategy that is constructed like a Swiss army knife. You need to be something ... for someone. In this episode, we show you how. Get in touch at smj@imageseven.com.au2022-06-1617 min
smj: school marketing journal102: What parents want – interview with Chris MountfordConducted by Independent Schools Queensland (ISQ), What Parents Want is the longest running survey in the country exploring why parents choose independent schools. CEO of ISQ, Chris Mountford, helps us dig into the goldmine of insight gathered in their 2021 research, highlighting the factors that matter to school Heads. Get in touch at smj@imageseven.com.au2022-06-0919 min
smj: school marketing journal101: The three foundational building blocks of a robust school marketing systemThrough our experience working with schools, we have identified three foundational building blocks of a robust school marketing system. In this episode, we chat with Claire Jones, our own Head of Strategy and Programs, to walk you through building a communications and marketing operation that’s built on a solid foundation and minimises the ‘trip hazards’. Get in touch at smj@imageseven.com.au2022-06-0218 min
smj: school marketing journal100: Anniversary ROI – interview with Dr Alec O’ConnellWelcome to the 100th episode of the SMJ podcast! To celebrate this milestone, we talk to Dr Alec O’Connell, Headmaster of Perth’s Scotch College, where they’re about to mark the College’s 125th anniversary. We discuss what it looks like for schools to celebrate and capitalise on significant events, to enhance both your fundraising and your brand. Get in touch at smj@imageseven.com.au2022-05-2619 min
smj: school marketing journal099: How parents choose schools – interview with Dr David WillowsHow do parents choose schools? What motivates them to ‘buy’ your school experience? Dr David Willows, Director of Advancement at The International School of Brussels and Co-Founder of [YELLOW CAR], joins us to discuss his article, ‘Dual-Factor Theory’. He highlights the important questions you should be asking in the wake of a pandemic and gives you the tools to answer them. Get in touch at smj@imageseven.com.au2022-05-1919 min
smj: school marketing journal098: The problem with school brandsHistorically speaking, marketing activity for schools can be summed up in one word: relationships. However, market changes mean this is no longer enough. Despite this, many schools are resisting new ways of building their brands and marketing themselves. We explore why that is and discuss how your school can join the marketing revolution. Get in touch at smj@imageseven.com.au2022-05-1219 min
smj: school marketing journal097: Schools, marketing and the law with David FordWhat do school Heads need to know about the intersection of schools, marketing and the law? With over 30 years’ experience advising Australian educational institutions, David Ford, a Partner of Carroll & O’Dea Lawyers, is known for his expertise in education law. In this interview, we pick up on some of the topics addressed in his contributions to the School Marketing Journal, discussing enrolment contracts, sending emails to prospective parents and how to handle online reviews. Get in touch at smj@imageseven.com.au2022-05-0518 min
smj: school marketing journal096: What your parents are thinking“We’re not rebuilding, we’re building.” Schools have a once-in-a-lifetime opportunity to build fit-for-purpose communications and marketing, rather than rebuilding from a pre-pandemic plan. We dive into Real Insurance’s Real Education Report to find out what parents are thinking and how you can build your messaging to speak directly to their concerns. Get in touch at smj@imageseven.com.au2022-04-2819 min
smj: school marketing journal095: New ways to reach your audience – interview with Josh KruegerA quiet revolution has been happening in marketing technology, particularly in the world of digital advertising. In this interview with Unify’s Josh Krueger, we pull back the curtain on some of this wizardry and look at how your school can benefit from it. Get in touch at smj@imageseven.com.au2022-04-0719 min
smj: school marketing journal094: Seven questions Heads need to ask about every web projectSchool web projects generally require a sizeable investment of time and resources. By asking the right questions in advance, your team can work efficiently and you can be confident your new website will meet your school’s requirements. We discuss seven questions you should ask to ask to keep your website project heading in the right direction. Get in touch at smj@imageseven.com.au2022-03-3118 min
smj: school marketing journal093: School leaver insights with Jeremy Chetty“What is one skill you wish you had been taught while you were at school?” This is just one of the questions asked by Student Edge in their recent survey of Australian students. In this interview with co-founder Jeremy Chetty, we dig deep into the results to reveal some of the gems you can use in your school marketing and even in designing your school’s offering. You can find more student insights by visiting Student Edge Youth Insights. Get in touch at smj@imageseven.com.au2022-03-2419 min
smj: school marketing journal092: The parent attention economyDo you find yourself declaring that “parents just aren’t paying attention anymore”? Attention has become one of the most valuable resources of the digital age. It is not given automatically; it must be earned. We discuss how you can overcome the barriers to effective parent communication and give you seven ways to earn their attention. Get in touch at smj@imageseven.com.au2022-03-1717 min
smj: school marketing journal091: Value propositions and your perceived valueWhen faced with a choice, how do prospective parents determine the value of your school? Is their perception different from the reality? Your answers to these questions can make or break your enrolments. We highlight the importance of your value proposition and give you the tools to influence and manage your perceived value, leading to greater enrolment success. Get in touch at smj@imageseven.com.au2022-03-1018 min
smj: school marketing journal090: Outsourced or in-house?Should school Heads look to have all their communication and marketing needs serviced by their own in-house team, external providers or a combination of both? In this episode, we draw on imageseven’s methodology to assist you in making the best decision for your school’s unique circumstances. Get in touch at smj@imageseven.com.au2022-03-0317 min
smj: school marketing journal089: 2022 Trends school Heads need to know – interview with McCrindle’s Ashley FellAfter a(nother) year unlike any other, it’s important for leaders to have foresight; to be able to see things not just as they are, but as they will be. In this interview, Ashley Fell discusses the top trends identified by the McCrindle team that will shape 2022, along with how these should inform the decisions school Heads make this year. Get in touch at smj@imageseven.com.au2022-02-2419 min
smj: school marketing journal088: Do we really have to talk about social media and TikTok?Over one million more Australians became active on social media in 2021, according to a new report released by Hootsuite and We Are Social. We analyse the findings to reveal what matters in school marketing, and discuss the whether, why and how of TikTok for schools. Get in touch at smj@imageseven.com.au2022-02-1715 min
smj: school marketing journal087: Interview with Mark Ashby – Rebrand: ten years laterIn 2012, two independent schools in Western Australia merged to become one, with Mark Ashby appointed as Principal of the new Kennedy Baptist College. Ten years later, Mark discusses where the College is now, sharing the why, what and how of the merger and rebrand, along with lessons learnt. Get in touch at smj@imageseven.com.au2022-02-1019 min
smj: school marketing journal086: Five branding pitfalls to avoidThe competition is getting tough, enrolment enquiries are stalling or your school doesn’t stand out anymore ... it’s time to rebrand, right? Wrong. In this episode, we discuss the damage a misguided attempt can do, along with what you need to consider before embarking on a rebrand. Get in touch at smj@imageseven.com.au2022-02-0319 min
smj: school marketing journal085: Your job – be inspiringIt’s not in the formal job description, but inspiring your communications and marketing team is vital to your success. How do you go about such a task when you are not a professional marketer yourself? Spoiler alert: the key is to be inspired yourself. We discuss how to do that and give you tools to be both inspired and inspiring. Get in touch at smj@imageseven.com.au2021-12-0217 min
smj: school marketing journal084: Listening online – interview with Rhianna Busler “Your brand is what other people say about you when you are not in the room,” Amazon’s Jeff Bezos has been quoted as saying. But how do you know what that is? In this interview, Meltwater’s Client Strategy Manager, Rhianna Busler, discusses how they collect and analyse online news and social media to find out what others are saying about you, along with what you can do about it. Get in touch at smj@imageseven.com.au2021-11-2519 min
smj: school marketing journal083: MoonshotWhat does sending a man to the moon have to do with independent school marketing? How can Heads lead their school’s customer experience initiatives with few established reference points? We look at five reasons why NASA’s moonshot was successful and why the efforts of school Heads to create and sustain meaningful improvements in their customer experience often fail. Get in touch at smj@imageseven.com.au2021-11-1819 min
smj: school marketing journal082: Future directions for enrolment – interview with Phil CookPhil Cook has 28 years’ experience in the tertiary education sector, most recently as Vice President for Enrolment at Lee University in Tennessee. In this interview, the newly appointed Executive Director of the North American Coalition for Christian Admissions Professionals shares his considerable wisdom on the trends emerging in education marketing, communication and enrolments, and what they mean for Australian school Heads. Get in touch at smj@imageseven.com.au2021-11-1119 min
smj: school marketing journal081: Just get us out there!When your Board suggests you solve your school’s enrolment challenges by “just getting us out there,” you know it is not that simple. In this episode, we discuss why and give you a step-by-step framework for explaining it. Get in touch at smj@imageseven.com.au2021-11-0418 min
smj: school marketing journal080: Media crisis or media enquiry? – interview with John Le CrasHow do you react when you hear ‘the media’ is on the phone? For many Heads, panic immediately sets in and they can be inclined to hide under their desk. So, how do you spot the difference between a simple enquiry and a potential crisis? PR and media expert John Le Cras joins us to discuss his five red flashing lights that will help you determine which is which. Get in touch at smj@imageseven.com.au2021-10-2817 min
smj: school marketing journal079: Marketing myth bustingIt’s been said that ‘communications and marketing are the same thing’ and that ‘marketing communications have not fundamentally changed.’ Are these two statements myths or facts? We delve into the whys and wherefores of both, unpacking what you need to know about them as the school Head. Get in touch at smj@imageseven.com.au2021-10-2117 min
smj: school marketing journal078: Prove it before you promote it – interview with Steve CunoIn this interview, Steve Cuno — author, copywriter and self-professed ‘marketing know-it-all’ — discusses whether he’s a marketing sceptic and why you should take intuition out of your marketing decisions. He provides tips for school Heads in how to embrace scientific marketing, unpacking insights from Prove It Before You Promote It. Steve’s recommended reading: Ogilvy on Advertising – David Ogilvy Tested Advertising Methods – John Caples Direct Marketing Rules of Thumb – Nat G Bodian Scientific Advertising – Claude Hopkins Or Your Money Back – Alvin Eicoff Prove It Before You Promote It – Steve Cuno Of Marketing and Emasculated Goats – Steve Cuno Get in touch at smj@im2021-10-1418 min
smj: school marketing journal077: Crafting your visual identityWhat are the differences between visual identity, brand and logo? Why would a school want to consider its visual identity and maybe even change it? In this episode, we talk you through the what, why and how. You can delve even deeper by grabbing a copy of Bold School Brand via your favourite online bookseller. Get in touch at smj@imageseven.com.au2021-10-0718 min
smj: school marketing journal076: Emotional fatigue – interview with Dr Steve BagiAs the pandemic rolls on, are you, like many Heads, at the end of your rope and struggling to hold it together? Consulting psychologist Dr Steve Bagi shares insights from his PhD in educational leadership and suggests some ways you can combat emotional fatigue. Get in touch at smj@imageseven.com.au2021-09-1619 min
smj: school marketing journal075: Crafting your key message guide – part 2In this second of our two-part look at defining and articulating your school’s key messages, we discuss the next steps you can take to maximise your communication and marketing impact. If you haven’t yet listened to part 1, head to SMJ073. Get in touch at smj@imageseven.com.au2021-09-0918 min
smj: school marketing journal074: Managing marketingWith experience leading large independent schools, Dr Paul Teys now helps schools leverage their strengths by mentoring leadership teams and managing executive recruitment. In this interview, Paul discusses what it means for Heads to perform as CEOs, focusing on the intersection of leading the school and leading school marketing. Email smj@imageseven.com.au for your copy of 'Bringing marketing to the school boardroom'. Get in touch at smj@imageseven.com.au2021-09-0219 min
smj: school marketing journal073: Crafting your key message guide – part 1What are your school’s key messages and why is it important to define and articulate them? We walk you through our framework and give you the tools to apply it in your own context, so that you can maximise your communication and marketing impact. Get in touch at smj@imageseven.com.au2021-08-2617 min
smj: school marketing journal072: A storytelling ecosystem with Tracy ChalkThe University of Newcastle’s Chief Marketing Officer, Tracy Chalk, has deep experience across higher education and government in both marketing and brand management. In this interview, Tracy discusses why storytelling is so important for today’s education marketing, what her own storytelling ecosystem looks like and how school Heads can start the necessary conversation with their marketers. Get in touch at smj@imageseven.com.au2021-08-1918 min
smj: school marketing journal071: Being remarkableHow do you stand out from the crowd? What does it mean to be remarkable? In this episode, we delve into the highlights of Seth Godin’s Purple Cow, discussing those things that can make all the difference to your school marketing and, ultimately, your enrolments. Get in touch at smj@imageseven.com.au2021-08-1218 min
smj: school marketing journal070: Why media training mattersEven the most experienced of performers can be caught out when dealing with the media. In this interview, media and crisis communication expert John Le Cras discusses why even smooth operators would benefit from some training. Remember, “everything you say may be taken down and used in evidence against you.” Get in touch at smj@imageseven.com.au2021-08-0619 min
smj: school marketing journal069: Real, rare and relevantIs your school distinctive? Do you, your staff and your prospective parents know what sets you apart? In this episode we discuss the ‘3Rs’ criteria, a tool to help you evaluate whether what differentiates your school from your competitors is strategically meaningful. Get in touch at smj@imageseven.com.au2021-07-2917 min
smj: school marketing journal068: Eighteen attributes of a school marketer with Brendan SchneiderAs the main driver of enquiries and enrolments, the importance of school marketing cannot be overemphasised. However, we’ve found that school Heads struggle to find great school marketers. In this interview, Brendan Schneider highlights 18 traits of successful school marketers, providing an invaluable resource as you search for marcom team talent. Get in touch at smj@imageseven.com.au2021-07-2218 min
smj: school marketing journal067: Three questions your school must answer“Do you understand me? Can I trust you with my child? Will you keep your promise?” Articulating the answers to these questions is a strategic task that is your responsibility as the school Head. In this podcast, we discuss how you can give clarity and confidence to prospective parents. Get in touch at smj@imageseven.com.au2021-07-1516 min
smj: school marketing journal066: Seven school brand narratives – part 2No two school brand narratives are exactly the same. Following on from podcast SMJ064, we continue the discussion of the various frameworks you can use to successfully tell your school’s story. Which one best reflects your school? Do your leadership and marketing teams share your clarity? Get in touch at smj@imageseven.com.au2021-06-1719 min
smj: school marketing journal065: Generation Alpha with Ashley FellWith Generation Alpha starting to enter secondary education, McCrindle’s Ashley Fell joins us to discuss what makes them different to Generation Z and what that means for school Heads. Focusing on insights of direct relevance to you, she shares some of the findings of Generation Alpha; Understanding Our Children and Helping Them Thrive, a new book just released by Mark McCrindle and Ashley with Sam Buckerfield. Get in touch at smj@imageseven.com.au2021-06-1018 min
smj: school marketing journal064: Seven school brand narratives – part 1No two school brand narratives are exactly the same but almost all of them fall within a handful of frameworks. In this first of two parts, we discuss what these look like and how you can get it right for your school. Get in touch at smj@imageseven.com.au2021-06-0319 min
smj: school marketing journal063: Jay Goulart - Big PhilanthropyJay Goulart, founder of Big Philanthropy, speaks to us about how to solicit major gifts for your school by following a specific formula and the importance of getting comfortable with having these conversations as a Head. He takes us through “the art of the ask” and the three important components that every Head should know. Jay enlightens us with his model of not only creating a donor, but retaining a donor. Get in touch at smj@imageseven.com.au2021-05-2819 min
smj: school marketing journal062: Wrangling social media marketingThe world has been upended by the rise of social media and with it so has communication and marketing at your school. In this episode, we discuss ways in which you can empower your school marketing team to wrangle it well, including how to ensure accountability without smothering creativity. Get in touch at smj@imageseven.com.au2021-05-2119 min
smj: school marketing journal061: Communication for change with Dr David Willows“We serve our School by understanding what it is today and imagining what it might be tomorrow.” So states the communication for change manifesto penned by Dr David Willows and his team at The International School of Brussels. David joins us to talk about the why and how of ‘unlearning advancement’ and what place it has for your school. Listen to our previous interview, SMJ podcast 056, to hear how David reimagined the School’s advancement team resulting in reduced costs, increased conversion rates and improved parent satisfaction. Get in touch at smj@imageseven.com.au2021-05-1319 min
smj: school marketing journal060: The experience economyYour current and prospective parents are not only changing how they research, review and buy a school for their children, but they are also changing what they value most. It is no longer just the ‘product’ … it is the experience. In this episode, we discuss what the experience economy is and why you can’t ignore it. Get in touch at smj@imageseven.com.au2021-05-0618 min
smj: school marketing journal059: Six irrational leaps with Steve CunoWhy do intelligent people make irrational leaps in marketing and how can you lead your school towards rational marketing? In this interview, Steve Cuno — author, copywriter and self-professed ‘marketing know-it-all’ — highlights six irrational leaps you might be making and discusses how to avoid them. Get in touch at smj@imageseven.com.au2021-04-2919 min
smj: school marketing journal058: Thoughts on enrolment successIt’s been said that enrolling new families is a numbers game, but the most successful schools would vigorously disagree. In this discussion, we look at how to focus your marketing efforts in areas where you have a clear advantage and pass on everything else. Get in touch at smj@imageseven.com.au2021-04-2118 min
smj: school marketing journal057: The top five school marketing mistakesFrustration. That’s the most common emotion imageseven sees when Heads try to describe the status of their marketing efforts. But you don’t have to stay frustrated. We discuss the five most common mistakes our analysis has revealed and give you the know-how to fix them. Get in touch at smj@imageseven.com.au2021-03-2518 minsmj: school marketing journal055: What your marketing team wishes they could ask youIn our work with school marketers, we get to see and hear what they wish their school Head knew about communication and marketing at their school. In this episode, we discuss their top ten questions to help you understand where your team is looking to you for marketing leadership. Get in touch at smj@imageseven.com.au2021-03-1117 min
smj: school marketing journal054: Content marketing with Brendan SchneiderWhat exactly is content marketing and why does it matter to school Heads? Brendan Schneider, Director of Advancement at Pittsburgh’s Sewickley Academy, digital marketing specialist and founder of SchneiderB Media, breaks it down, discussing the strategies you need and what you should be doing next. Get in touch at smj@imageseven.com.au2021-03-0418 min
smj: school marketing journal053: The problem with social“Do not build your digital house on rented land.” So says Joe Pulizzi of the Content Marketing Institute. When Facebook blocked Australian news sites, a lesson in school marketing strategy was played out on a grand scale. With some independent schools nearly becoming roadkill, we take a look at the social media landscape and what you can do to manage your digital currency. Get in touch at smj@imageseven.com.au2021-02-2517 min
smj: school marketing journal052: 2021 Trends school Heads need to knowIt’s important for leaders to have foresight and be able to see things not just as they are, but as they will be. With an eye on some of the societal impacts of the pandemic, Ashley Fell, Director of Advisory at McCrindle, discusses the top ten trends for 2021 that independent school Heads should be aware of. Additional resources from McCrindle 2020 year in review Strategic Insights 2021 webinar Education blog Education Future Get in touch at smj@imageseven.com.au2021-02-1919 min
smj: school marketing journal051: Editorial mission statementsA common problem imageseven encounters is that of schools’ regular communication channels becoming ineffectual, off brand and off message. How does that happen and what can you do about it? In this episode, we help you diagnose the problem and prescribe a solution, looking at what editorial mission statements are, why they matter and how you can use them to increase engagement, trust and loyalty. Get in touch at smj@imageseven.com.au2021-02-1117 min
smj: school marketing journal050: School advancement with Heather Hamilton, CASEAs Executive Director of CASE Asia-Pacific (the Council for Advancement and Support of Education), Heather Hamilton has a wealth of knowledge about the operation of school advancement teams. In this interview, she and Brad discuss the difference between fundraising and advancement, how to make a meaningful start to the year in building engagement with alumni, and what the transforming trends might be for school advancement teams in 2021. Get in touch at smj@imageseven.com.au2021-02-0419 min
smj: school marketing journal049: Creating performance-driven marketing teamsA question that haunts many Heads is how to fairly judge the performance of their school communication and marketing teams when they themselves do not have any domain expertise in marketing. In this episode, we discuss how you can lead your school marketers to a path of accountability for the important, as well as the urgent, tasks. inspirED school marketers 2020 Brilliance Awards Watch the video and listen to the podcast that won imageseven two gold awards in inspirED’s 2020 Brilliance Awards: Fundraising Video, Outsourced Single Podcast Episode Get in to...2021-01-2917 min
smj: school marketing journal048: Getting your school talked aboutIn every study imageseven has undertaken and every other study we’ve researched, word-of-mouth is shown to be the primary influence for parents when choosing a school for their child. But very few schools have a strategy for generating word-of-mouth enrolment referrals. In this episode, we talk about why that is and what you can do about it. Get in touch at smj@imageseven.com.au2020-12-1118 min
smj: school marketing journal047: My Board expects me to solve the enrolment problem with Tom OlversonAll schools will at some time experience ‘the enrolment problem’, and many new Heads are hired to solve it. Tom Olverson, a veteran independent school Head of 27 years in the US and now mentor of other school Heads, discusses with Brad a better way to tackle enrolment challenges than trotting out the usual suspects. Get in touch at smj@imageseven.com.au2020-12-0418 min
smj: school marketing journal046: Trust meThe trust of your current and prospective parents is the cornerstone of a successful school. Trust is also the cornerstone of successful school communications and marketing. Why do so many schools miss the mark? In this episode we look at the causes of and solutions to the trust problem you might not know you have. Get in touch at smj@imageseven.com.au2020-11-2617 min
smj: school marketing journal045: Influencer marketing with Neil SchafferWhat is influencer marketing and what is it not? What does it have to do with education marketing (if anything)? In this interview, Neil Schaffer, author of newly released the age of influence: the power of influencers to elevate your brand, defines and discusses both digital influence and influencer marketing, explaining the whys and wherefores for your school brand. Get in touch at smj@imageseven.com.au2020-11-1919 min
smj: school marketing journal044: The dirty little secret about strategyAre you creating, endorsing and even promoting marketing strategies that don’t have a snowball’s chance of success? As you know, a strategy is worthless unless executed … in this episode of the podcast, we give you the right tools to turn your strategy into action. Get in touch at smj@imageseven.com.au2020-11-1316 min
smj: school marketing journal043: The ultimate online school review with Trevor WaddingtonHave you ever looked at online reviews of your school and been dismayed, often disappointed and occasionally depressed? You’re not alone. Trevor Waddington, Principal of US digital marketing services firm Truth Tree Consulting, joins us to share his insights and unpack his article, The Ultimate Private School Review. Get in touch at smj@imageseven.com.au2020-11-0619 min
smj: school marketing journal042: Talking about valueHow do you talk with current and prospective parents about your school fees and the value you deliver? How do you and your staff overcome the (natural) reluctance to talk about money? Garth Wynne, Executive Principal of Christ’s College in Christchurch, New Zealand, shares how he was able to increase fees mid-pandemic, complete with positive media coverage. Get in touch at smj@imageseven.com.au2020-10-3018 min
smj: school marketing journal041: Teachers as brand managers with Dr Rob Loe“Teachers are not merely the pastoral point of contact or a focal point of academic review; they represent the principle means by which parents judge school quality.” Dr Rob Loe, CEO of Relationships Foundation, shares his research insights into brand and relationships in schools, explaining how and why teachers are brand managers. Listen to the extended version of the podcast to go even deeper. Get in touch at smj@imageseven.com.au2020-10-2319 min
smj: school marketing journal040: 2020 Private School MarCom Survey analysisWe love a good statistic at imageseven. In this podcast, we deconstruct the results of US-based InspirED’s survey of school marketing departments and extract the highlights, trends and expectations for independent schools in Australia. Get in touch at smj@imageseven.com.au2020-10-1619 min
smj: school marketing journal005: How to structure your intranetBrad and Scully talk about how to structure the content on a school’s local intranet, bringing in imageseven’s multimedia specialist, Jose Caceres, to discuss how to manage this information well. Later in the episode, they answer a question submitted by a Head about the story behind the name ‘imageseven’. Get in touch at smj@imageseven.com.au2019-11-1416 min