Transform the way you lead marketing

When you became a Principal, you also became a CEO… but without the marketing and enrolments manual.

Enter The Principal’s Playbook: a dynamic video series designed to empower you with the insights and strategies needed to lead your school’s marketing with confidence and clarity.

No more feeling lost or in the dark about how marketing and enrolments work: The Principal’s Playbook provides the CEO-level advice you need to transform your school’s future.

Revolutionise your approach to marketing and enrolments - your school’s future depends on it.

Introducing The Principal’s Playbook

This comprehensive course is designed to help you cut through the overwhelm, focus on what truly matters, and make bold decisions that drive enrolments and elevate your school’s reputation.

Why The Principal’s Playbook works:

  • It's Practical

    Simple frameworks and tools you can put into action with your team — straight away.

  • It's Proven

    Drawn from 15+ years of real-world, award-winning school marketing experience.

  • It's Time Saving

    With short, sharp lessons, you’ll shortcut years of trial and error to get straight to what works.

  • It's Transformational

    Shift marketing from a blind spot to a lever you can pull with confidence.

When marketing is a mystery, it’s just another worry to add to the list.

When you don’t have marketing under control, you’re probably:

  • Crossing your fingers in the lead up to Census.

  • Feeling like marketing is always reactive, not proactive.

  • Seeing tactics without any real strategy.

  • Staying up at night worrying about your school’s reputation.

  • Wondering if marketing is costing more than it’s delivering.

Sound familiar?

As a Principal, you have one of the toughest jobs in the world.

In this four part series, we’re going to unpack exactly what you need to know about marketing and enrolments, so that you can confidently step into the CEO Principal role you aspire to.

Let’s cut to the chase: we know how busy you are. That’s why each video is less than 10 minutes.

We’re not here to show you how to use social media or Canva…

The Principal’s Playbook is designed to provide the CEO-level advice you need to lead your school’s marketing and enrolments.

Across each chapter, you’ll find quick videos that tell you what you need to know - without the fluff.

There’s also supporting lessons, worksheets, and recommended readings to support you in your learning journey.*

Here’s an overview of each chapter (click the + to expand):

    • The easiest mistake we all make

    • Word of Mouth Marketing

    • Mapping the Customer Journey

    • The Tactical Trap

    • Strategy is Choice

    • Your Strategic Marketing Plan

    • Playing the Long Game

    • Don’t be Quick to Blame

    • Red Flags in Enrolments

    • Reporting Lines

    • Hiring and Retaining Top Talent

    • The Visionary CEO Principal

*What can we say? Working in schools has rubbed off on us!

You don’t need to stay stuck in uncertainty.

The Principal’s Playbook is your gateway to mastering school marketing with confidence and clarity.

Available now for an introductory price of $2,490+GST, this comprehensive resource offers lifetime access to:

  • 12 Engaging Video Tutorials: Dive into CEO-level marketing insights that empower you to lead with authority.

  • Actionable Written Lessons: Break down complex strategies into clear, actionable steps you can implement immediately.

  • Interactive Worksheets: Transform theory into practice with tools designed to help you apply what you learn.

  • Curated Reading List: Deepen your understanding with recommended readings that reinforce key concepts.

Bonuses

In addition to the above, if you purchase The Principal’s Playbook before 1 March 2026, you’ll receive the following bonuses:

  • Strategic School Marketing Framework: Our OG course on mapping the parent experience. Valued at $2,197.

  • Award Winning Marketing Campaigns E-book: A behind-the-scenes look at award-winning campaigns that have cut-through the marketing noise and delivered tangible enrolment results. Valued at $997.

There’s plenty of other things keeping you up at 2am… let’s take marketing off that list.

My personal guarantee

Hi. I’m Bianca Coleborn, the creator of the Principal’s Playbook.

After 15+ years working for and consulting with Principals, I am confident that The Principal’s Playbook is a perfect fit for school leaders like you.

That’s why I’m backing it with a personal guarantee: If you don’t find at least one module directly relevant to your school’s situation, I’ll refund you the cost of the program. No strings attached.

Because at the end of the day, I’m all about getting you what you really need: clarity, confidence and control.

Starting now!

Access the Principal's Playbook