Episoder
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
In this episode, we discuss the importance of delivering on your brand promise. Prompted by a case study of a school in America, we explore how moving away from your brand promise as a school, risks losing its distinctiveness in this increasingly competitive market. We also share some tips to help you get on the front foot to ensure that what you are communicating as your promise, matches your school's offering.
Get in touch at [email protected]
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
In this special interview, we dive into a case study of how one school has successfully differentiated itself from the competition. Clayton Johnston, Director of Admissions at Brentwood College in British Columbia, Canada, shares the College’s journey of developing 11 differentiators which align with the College’s values, enabling Brentwood to clearly define who they are and what they stand for.
You can find out more in Clayton's new book Dare To Be Different: Practical Tips for Developing a Unique and Sustainable Admissions Strategy for Your Boarding School.
Get in touch at [email protected]
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Manglende episoder?
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School 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 [email protected]
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
Heads of independent schools confront a conundrum: how do you introduce change and innovation while preserving the traditional values that resonate with their community? How can you strike a perfect communications balance between progress and maintaining a reassuring sense of stability? In this episode, we discuss the MAYA (Most Advanced Yet Acceptable) principle and how it applies to school communications, offering a framework to help Heads craft communications that cut through day-to-day school life.
Get in touch at [email protected]
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
School communication and marketing is changing, and whether you like it or not, this means your school marketing will need to change. However, the most significant barrier to your school’s adaptation to this new landscape is not the customers nor the technology, it’s managing the change required. This episode, we discuss how we believe you can lead your school through change effectively, and share some common reasons why school marketing change initiatives falter.
Get in touch at [email protected]
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
To do great school communication and marketing, some of the most impactful levers you can pull don’t depend on the size of your budget. This episode, we discuss six things you can do that won’t put any strain on your school financially. But we warn you, it’s not going to be easy. Through our experience of working with hundreds of school Heads, we know these ideas can be difficult to action ... but not impossible.
Get in touch at [email protected]
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
There is a problem that is deeply ingrained into the structural fabric of Australia’s independent school sector. Schools need high-level marketing support, but only a few of the largest schools can access this type of talent. A concept borrowed from the commercial world might be the answer. This episode, we discuss the role of the 'Fractional' Director of Marketing, how they operate and why this role might be right for your school.
Get in touch at [email protected]
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
For generations, we've been told that logic dictates our decision making. However, a growing body of research suggests that it's our emotions that drive our decisions, especially when it comes to complex purchase decisions. This episode, we discuss how you can lead your communication and marketing team to limit the logical and elevate the emotional in your quest for increased enrolment enquiries.
Get in touch at [email protected]
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
In this episode, we dive into the topic of AI and how it can be used in your school marketing. We discuss a Hubspot article surveying over 1,000 marketing professionals to discover trends in AI usage. We also share our thoughts on how your school marketing team can use this technology to become more efficient by freeing up their time to focus on the parts of the job they love.
Get in touch at [email protected]
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
In this special interview episode, we are joined by Tom Olverson, a veteran school Head of 27 years across the United States who is now a specialist search consultant, as well as a mentor to Heads. He is also the author of Leading Through Strategy – How Business Principles Can Help Independent Schools Thrive. He talks us through what ‘winning’ looks like for schools, as well as sharing some of the principles from the for-profit world that Heads often overlook.
Get in touch at [email protected]
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
In the world of independent schools, clear communication isn't just beneficial — it's pivotal. The pitfalls of misinterpretations, ambiguous roles and inconsistent messages can profoundly inhibit a school's growth on all fronts. Schools, like all organisations, face challenges in achieving effective communication. And it’s holding them back. This episode we discuss the significance of communication in school marketing and provide tips on paving a way forward for your school communications.
Get in touch at [email protected]
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
In this special interview episode, we are joined by Dan Oshinsky, owner of Inbox Collective, an email consultancy that helps brands grow audiences, build relationships and gets results through email. We discuss the future of email marketing and the differences and similarities between brand email marketing and school email marketing. Dan shares how to make your marketing emails feel more personal to establish a connection with your target. Finally, we discuss which metrics are the best for you and how to interpret those metrics.
Get in touch at [email protected]
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
“You never get a second chance to make a first impression.” That’s only partially true. Brad and Scully discuss this further in this episode, delving into how – within the school marketing context – your second chance is to iterate and improve before your next opportunity for another first impression. In today's interconnected world, the battle for enrolment begins online. As prospective parents commence their intricate journey of selecting the best school, their first stop is usually your school’s website.
Get in touch at [email protected]
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
In this episode, we are joined by psychologist Dr Matt Pfeiffer to discuss his model TXcel Education, which aims to enhance the educational effectiveness of teachers. TXcel is a professional development model which uses surveys to allow teachers to receive a range of feedback and help them enhance their teaching effectiveness. Matt talks us through the development of the model, as well as how TXcel is used in practice in schools. Finally, we discuss the connection between marketing and communications and quality of teaching and what this means for school Heads.
Get in touch at [email protected]
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
After presenting at the 2024 International Boys’ School (IBSC) Annual Conference held in London, United Kingdom, Andrew Sculthorpe (Scully) shares his learnings from picking the minds of school Heads from 145 countries around the world. Focusing on the Conference’s theme ‘Tradition, leadership and innovation’, he shares some of the knowledge he picked up, such as the challenges facing boys’ schools, the similarities and differences in marketing efforts between single-sex and co-ed schools and the prospective parent journey.
Get in touch at [email protected]
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
In this episode, we are joined by Brendan Schneider, an expert in digital marketing for schools and the Artificial Intelligence (AI) revolution. We discuss the growth in AI and break down some of its accompanying terms and jargon. Brendan tells us how he believes AI is going to (and has already) change the world of school marketing.
Get in touch at [email protected]
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
In this episode, we pick up where we left off from SMJ175, continuing with our list of marketing jargon that school Heads might encounter in order to help you interpret what you are hearing from your school’s marketing team. We discuss all the terms you might often hear, from ‘social media marketing’ to ‘CTAs’ and we try our best to explain them in simple terms and give you practical examples in a school-based context.
Get in touch at [email protected]
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
There comes a time in the life of every school when the time is right to make a permanent record of the school’s history. This episode, we are joined by Associate Professor David Hastie to understand the pitfalls and the benefits of writing your school history. David takes us through the steps of approaching such a project, and shares his advice and his takeaways from his vast experience of writing histories for independent schools.
Get in touch at [email protected]
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
This episode, we discuss some of the jargon in the marketing industry to help school Heads interpret what they are hearing from marketers and understand the process behind what is going on in their schools marketing programs. We discuss all the terms you might often hear, from ‘brand awareness’ to ‘CX’ and try our best to explain in simple terms for your understanding and then give you practical examples in schools.
Get in touch at [email protected]
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School Marketing Journal with Brad Entwistle and Andrew Sculthorpe
In this episode, we are joined by Tom Olverson, a veteran school Head of 27 years who is now a specialist search consultant with RG175 and a mentor to current school leaders. We discuss his book, Leading Through Strategy, How Business Principles Can Help Independent Schools Thrive, which explores his personal journey leading schools across the USA, the lessons he learnt and how to use strategy to find your school identity.
Get in touch at [email protected]
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