Today marks 15 years on working in school marketing - to celebrate, I’m sharing the most daunting part of transitioning to schools.

As school marketers, we are all deeply invested in the decision making process that drives families to choose a school.

Independent Schools Queensland has released their 2025 What Parents Want Survey - a phenomenal resource for school marketers with data from more than 3,000 independent school parents. Here’s a summary of the key points.

The reality is that for many independent schools, both parents need to be working full-time to be able to afford the school fees.

And yet, the way our schools are set up can make life very difficult for working parents.

In the challenging world of school marketing, where time is often a scarce commodity, the idea of stepping away for a couple of days to craft a marketing plan might seem like a luxury.

But is writing a marketing plan really a luxury?

When it comes to marketing schools, every single person in the organisation is a marketer.

Is your school guilty of ‘blandvertising'?

Blandvertising is where brands try to appeal to everyone, sacrificing creativity in the process.

This results in promotions that don’t stand out.

There’s no cut-through in a busy and competitive marketplace.

One thing I’ve learned in my 14+ years of being a school marketer is that the first year is always one of the toughest. But if you hang in there, I promise things do get better!

As school marketers, we have to be marketing generalists - it’s not our job to be professional photographers. In this article, we explore some of the reasons why schools may choose to stop using a professional photographer and my take on why they probably shouldn't.

“Hi Bianca. We’re in the fortunate position at our school where enrolments are full. However, this has led to some members of leadership thinking that spending on marketing is no longer necessary. What do I tell them?”

When it comes to marketing schools, there are three key pillars that set us apart from our marketing contemporaries who work in other sectors.

Administration and marketing professionals are essential forces - each contributing in their own way to the overall success of the school in their distinct ways.