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 resource 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:
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It's Practical
Simple frameworks and tools you can put into action with your team straight away.
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It's Proven
Drawn from 15+ years of real-world, award-winning school marketing experience.
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It's Time Saving
With short, sharp lessons, you’ll shortcut years of trial and error to get straight to what works.
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It's Transformational
Shift marketing from a blind spot to a lever you can pull with confidence.
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 the introductory price of $1,979+GST, this comprehensive resource offers 12-months access to:
12 short video tutorials: Dive into CEO-level marketing insights that empower you to lead with authority.
Supporting lessons: Complex strategies broken into clear, actionable steps you can implement immediately.
Leadership exercises: Practical tools to help you apply what you learn and drive real progress.
Curated Reading List: Recommended resources to deepen your understanding and reinforce key concepts.
The price will increase to $2,479+GST on 1 July 2026.
Limited Time Bonuses
If you purchase The Principal’s Playbook before 1 July 2026, you’ll receive the following bonus materials at no added cost:
Strategic School Marketing Framework: Strategic tools to map your school’s customer journey, identify your target audience, and clarify your strategic priorities. Valued at $2,379+GST
Marketing Strategy Breakdown: A behind-the-scenes case study of Concordia Lutheran College’s viral, international award-winning Queensland’s Best Kept Secret campaign. Valued at $497+GST
Behavioural Market Research for Schools: A premium mini-course developed with a market research leader to teach you how to commission and use behavioural research for your school - so your strategy is built on evidence, not assumptions. Valued at $997+GST
TOTAL BONUS VALUE: $3,873+GST
These bonuses are exclusively available to purchasers of The Principal’s Playbook at no additional cost if you purchase by 30 June 2026.
Just one enrolment pays for this - and the payoff will last for years.
Request an Invoice
To order The Principal’s Playbook and pay by invoice, please complete the below form. We’ll send you and your accounts team the invoice. Once payment is received, we’ll send you the login details.
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 and leadership exercises to support you in your learning journey.
Here’s an overview of each chapter (click the + to expand):
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The easiest mistake we all make
Word of Mouth Marketing
Mapping the Customer Journey
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The Tactical Trap
Strategy is Choice
Your Strategic Marketing Plan
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Playing the Long Game
Don’t be Quick to Blame
Red Flags in Enrolments
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Reporting Lines
Hiring and Retaining Top Talent
The Visionary CEO Principal
There’s plenty of other things keeping you up at 2am… let’s take marketing off that list.
Limited Time Bonuses
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Valued at $2,379
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Valued at $497
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Valued at $997
Playbook FAQs
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You’ll receive 12 months access to The Principal’s Playbook from the date of purchase.
This is intentional — the Playbook is designed to be completed and implemented within 12 months (one unit per week is more than enough).
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Yes — within reason.
The Principal’s Playbook is licensed per school, so your marketing team and relevant leadership staff within your school can access it.
However, logins and materials can’t be shared outside your organisation (for example: across multiple schools, campuses, or school systems).
For full details, view our Fair Use Policy.
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Yes. If you’re purchasing for a system, diocese, or multi-campus organisation, please contact us for a multi-school licence.
Please request an invoice and we’ll be in touch to provide a quote.
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This was built for time-poor Principals.
Each unit includes:
a video under 10 minutes
a lesson you can read in under 5 minutes
a quick leadership exercise designed to be completed fast
Most people find 30 minutes per week is the perfect rhythm.
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It’s designed for current and aspiring Principals who want to lead school marketing with clarity and confidence.
Many leaders also work through it alongside their Marketing team, Business Manager, or Enrolments staff to quickly create alignment and momentum.
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No. Each unit stands alone, so you can jump to the modules that matter most right now (Reputation, Strategy, Enrolments, or Structure).
If you completed the Strategic School Marketing Index, it’s a great idea to start with the areas that were identified as needing the most support.
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Perfect. That’s exactly what this is for.
The Playbook will help you move from scattered activity to strategic direction — so marketing becomes a growth lever, not a to-do list.
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Yes. Many schools prefer invoice payment.
Simply click “Send me an invoice” and complete the form — we’ll send your invoice through shortly. Once payment is received, we’ll email your login details and access instructions.
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Yes.
The Principal’s Playbook is backed by a 30-day personal guarantee. If, within 30 days of purchase, you don’t find at least one module directly relevant to your school’s situation, simply email us and we’ll provide a full refund — no hard feelings.
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 30-day guarantee: If you don’t find at least one module directly relevant to your school within 30 days, I’ll refund you.
Because at the end of the day, I’m all about getting you what you really need: clarity, confidence and control.
Starting now!