School Marketing Journal with Brad Entwistle and Dr Alec O'Connell
Schools revolve around generations, not campaigns. Brad speaks with Dr Alec O'Connell, Headmaster of Scotch College in Perth, about why a school's story should guide its marketing and leadership decisions. Alec reflects on refusing to be judged by league tables and developing the online school Scotch Global in response to students' needs. He explains how enduring values can support innovation, while communications and everyday staff interactions reinforce existing families' confidence in their choice.
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