PODCAST · business
smj: school marketing journal
by imageseven
The School Marketing Journal podcast is for school Heads, covering the latest in school marketing and communications.
Episodes
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260: What do parents take away?
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....
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259: Trends in school experience – Interview with Dr David Willows and Suzette Parlevliet
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...
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258: Short-termism weakens trust
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe and Belinda McCubbin In this episode, Brad, Bel and Scully examine why quick wins can borrow from future trust. They distinguish acting quickly from short-termism, where immediate pressure replaces a school's long-term strategic...
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257: Turning strategy into action – Interview with Chris Post
School Marketing Journal with Brad Entwistle and Chris Post In this interview episode, Brad is joined by Chris Post, Headmaster of the Boys' Latin School of Maryland in Baltimore, the United States of America, to examine how strategy can guide decisions and drive action. Chris explains why broad,...
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256: Trust through repeated proof
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe and Belinda McCubbin In this episode, Brad, Bel and Scully examine two connected principles: consistency builds trust and reputation lags behaviour. They explain how families build confidence from patterns across touchpoints…
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255: Deep Dive – Interview with Ros Curtis AM
School Marketing Journal with Brad Entwistle and Ros Curtis AM In this deep dive episode, Brad is joined by Ros Curtis AM, Principal of St Margaret's Anglican Girls' School, to reflect on 16 years of leadership as the School grew from around 800 to more than 1,400 students. Ros explains how clear...
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254: The Head as Asker In Chief – Interview with Alan Jones
School Marketing Journal with Brad Entwistle and Alan Jones In this interview episode, Brad is joined by Alan Jones, Principal of Christ Church Grammar School in Claremont, Western Australia. Together they examine why the Head is central to school philanthropy. Alan explains that the ask only...
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253: Visible difference, meaningful value – Part 2
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe and Belinda McCubbin In this episode, Brad, Bel and Scully continue examining two principles: differentiation or invisibility, and the market defines value. They explain why distinctiveness should create clarity without becoming...
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252: Replacing assumptions with clarity – Interview with Tim Watson
School Marketing Journal with Brad Entwistle and Tim Watson In this interview episode, Brad is joined by Tim Watson, Principal of Northern Beaches Christian School (NBCS), to explore how schools can replace assumed understanding with shared clarity. Tim explains how the school's Compass document...
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251: Visible difference, meaningful value – Part 1
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe and Belinda McCubbin In this episode, Brad, Bel and Scully examine two connected principles: differentiation or invisibility, and the market defines value. They explain why a school's strengths only influence choice when parents…
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250: School choice: what's changed, what's next – Interview with Graham Catt
School Marketing Journal with Brad Entwistle and Graham Catt In this interview episode, Brad is joined once again by Graham Catt, Chief Executive Officer of Independent Schools Australia, to discuss what School Choice Counts has achieved and what now matters for school leaders. Graham explains…
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249: Strategy drives story. Meaning before message.
School Marketing Journal with Brad Entwistle, Andrew Sculthorpe and Belinda McCubbin In this episode, Brad, Bel and Scully examine why strong school communication begins before the wording stage. Combining the principles of strategy drives story and meaning before message, they explain why…
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248: Reputation risk management with your board – Interview with Tracey Cain
School Marketing Journal with Brad Entwistle and Tracey Cain In this interview episode, Brad is joined by Tracey Cain, Chief Executive Officer at H/Advisors, to unpack reputation risk in independent schools. Tracey explains why what matters to a school community must matter to the school, and why...
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247: Experience beats message
School Marketing Journal with Brad Entwistle, Andrew Sculthorpe and Belinda McCubbin In this episode, Brad, Bel and Scully explore the sixth principle in the series: experience beats message. They discuss why messaging can open the door, but parent confidence is shaped by what families repeatedly...
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246: Deep Dive – Interview with Shane Hogan
School Marketing Journal with Brad Entwistle and Shane Hogan In this deep dive episode, Brad is joined by Shane Hogan to explore what school leadership requires when communities need stability and confidence. Drawing on a career across Catholic and independent schools, boys' and girls' education,...
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245: The new parent mindset reshaping school choice – Interview with David Woodgate
School Marketing Journal with Brad Entwistle and David Woodgate In this interview episode, Brad is joined by David Woodgate, Chief Executive of the Independent Schools' Bursars Association (ISBA) in the UK, to examine how millennial parents are reshaping school choice. David explains why...
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244: Can a school create external confidence before it has internal coherence?
School Marketing Journal with Brad Entwistle, Andrew Sculthorpe and Belinda McCubbin In this episode, Brad, Bel and Scully explore why external confidence depends on internal coherence. They discuss why staff goodwill is not the same as shared understanding, how parents sense mixed signals across...
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243: Enrolment pressure and the new parent priorities – Interview with Chris Lang
School Marketing Journal with Brad Entwistle, Pauline Shuttleworth and Chris Lang In this interview episode, Brad is joined by Pauline Shuttleworth, imageseven Advancement Specialist, and Chris Lang, co-founder and Head of Sales for Asia Pacific at Digistorm, to examine the changing enrolment...
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242: Is your brand yours to reshape or yours to steward?
School Marketing Journal with Brad Entwistle, Andrew Sculthorpe and Belinda McCubbin In this episode, Brad, Bel and Scully explore why school brands are not personal platforms for leaders to reshape They explore the difference between ownership and stewardship, explain why a school's brand is...
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241: Are you leading or just explaining?
School Marketing Journal with Brad Entwistle, Andrew Sculthorpe and Belinda McCubbin In this episode, Brad, Bel and Scully discuss a confronting principle for school Heads: leadership is communication. Every decision, silence, delay and repeated phrase signals what matters most, and families read...
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240: School fees, affordability and enrolments – Interview with Jack Stevens
School Marketing Journal with Brad Entwistle and Jack Stevens In this interview episode, Brad speaks with Jack Stevens, CEO of Edstart, about what findings from Edstart's 2026 School Fees Report mean for school Heads. The discussion explores why fee increases have remained steady, yet continue to...
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239: Is your brand a strategy or a symptom?
School Marketing Journal with Brad Entwistle, Andrew Sculthorpe and Belinda McCubbin A school's brand is not owned by marketing. It is shaped by leadership clarity, consistency and decision-making over time. In this episode, Brad, Bel and Scully discuss why brand is a leadership responsibility…
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238: Is your mission decorative or directional? – Part 2
School Marketing Journal with Brad Entwistle and Belinda McCubbin When your mission is clear, it does more than guide strategy; it prevents misalignment before it starts. In part two, Brad and Bel explain why mission clarity should narrow your messaging, your promises, and the families who...
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237: Deep Dive - Interview with Dr Mark Merry
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...
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236: Is your mission decorative or directional? – Part 1
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...
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235: Why should I choose your school? - Interview with Brendan Schneider
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.…
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234: First principles
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...
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233: Closing the gap between insight and action – Part 2
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...
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232: Closing the gap between insight and action – Part 1
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…
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231: The enrolment journey – Interview with Anthony McCausland
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...
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230: How Heads build marketing maturity
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…
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229: Attracting staff – Interview with Sue Ellson
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...
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228: The Head's guide to managing message drift
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...
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227: This episode is not about AI – Interview with Bart Caylor
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…
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226: Relentless and remorseless
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...
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225: Practical strategy gains through AI
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...
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224: How to hire a marketer
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…
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223: The art of qualitative conversations – Interview with Jill Goodman
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…
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222: Consistency vs creativity – Part 3
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…
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221: Innovation in School Marketing and AI – Interview with Dr Adrian Camm
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...
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220: Consistency vs creativity – Part 2
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...
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219: WhatsApp Warriors – Interview with Phillip Heath
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…
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218: Consistency vs creativity – Part 1
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...
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217: AI avatars to augment your communication and training – Interview with Nick Jensen
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...
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216: 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...
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215: Build your lighthouse
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...
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214: When your why is different – Interview with Brian Harris
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…
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213: Be a lighthouse, not a lifeboat
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…
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212: How demographics will shape your school - Interview with John Black
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe Brad is joined by John Black, Founder and Executive Chairman of Education Geographics, to discuss the evolving enrolment demographic of Australia and how schools can proactively respond. John outlines the critical trend changes...
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211: Escape the campaign trap
School Marketing Journal with Brad Entwistle and Andrew Sculthorpe In this episode, we continue our deep dive into why campaign thinking falls short in school marketing and how Bold School Brand thinking offers a more effective path forward. Brad and Scully explore why personal connection,...
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ABOUT THIS SHOW
The School Marketing Journal podcast is for school Heads, covering the latest in school marketing and communications.
HOSTED BY
imageseven
CATEGORIES
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Frequently Asked Questions
How many episodes does smj: school marketing journal have?
smj: school marketing journal currently has 262 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is smj: school marketing journal about?
The School Marketing Journal podcast is for school Heads, covering the latest in school marketing and communications.
How often does smj: school marketing journal release new episodes?
smj: school marketing journal publishes regularly with 262 episodes available. Check the episode list for the typical release schedule.
Where can I listen to smj: school marketing journal?
You can listen to smj: school marketing journal on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts smj: school marketing journal?
smj: school marketing journal is created and hosted by imageseven.
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