Marketing in the Modern School

September 10, 2024

Storytelling, building connections, and engaging our community is irreplaceable in the marketing strategy of a school. Fairholme Marketing Manager, Kathryn Doyle, talks about what resonates in modern-day school communication.


School marketing is more than just promoting programs and events; it’s about telling the stories that define a school’s identity, its values, and its community. In an era where AI and digital tools dominate the conversation, the human touch remains as critical as ever. This became abundantly clear during a recent school marketing retreat I attended—an experience that was far from your ordinary conference.


As soon as we stepped into the room on Day 1, it was laptops open, minds engaged, and hearts invested. The retreat, organised by School Marketing Manifesto, was designed to pull school marketers out of their busy office environments and immerse them in two days of intense, hands-on work. By the end of it, we didn’t just walk away with a head full of ideas; we left with a complete marketing plan ready to take back to our principals and business managers, along with new networks and a reignited passion for our work.


One of the key takeaways from the retreat was the importance of planning. As school marketers, we are often so consumed by the daily demands of our roles that we rarely find the time to step back and strategise. This retreat provided that much-needed pause, a moment to delve into the data, conduct SWOT analyses, and write comprehensive marketing and communications plans.


At Fairholme, this meant grappling with both the opportunities and threats presented by our current situation—such as the arrival of a new principal next year. How will this transition impact our marketing efforts? How can we leverage our strong enrolment numbers, given that we’re the largest girls' school in Toowoomba? With waiting pools already in place, we face the challenge of marketing something we may not be able to deliver, all while ensuring we remain present and top-of-mind for prospective families.


Despite the growing role of AI in marketing, the retreat reaffirmed that the human element—storytelling, building connections, and engaging our community—remains irreplaceable. It’s easy to get caught up in the latest digital trends, but at its core, effective school marketing is about telling stories that resonate.


One of the sessions that stood out featured a school videographer who works prominently with international schools. His insights on the positives and negatives of AI, along with strategies for maximising digital marketing efforts, were invaluable. Yet, the underlying message was clear: no matter how advanced our tools become, the stories we tell and the relationships we build will always be our most powerful assets.


Another highlight of the retreat was the opportunity to connect with other school marketers. Many of my peers were in leadership roles, which underscored the importance of marketing at a strategic level within schools. While I may not be part of the leadership team at Fairholme, the experience reinforced that our marketing and communication efforts are ahead of the curve in many ways. However, it also highlighted areas where we can improve, particularly in internal communications and stakeholder engagement.


One area where I see room for growth is in the use of our communication tools. We’ve rolled out fantastic resources like our "Happenings at Holme" and app, but we haven’t always put enough effort into ensuring everyone—parents, teachers, admin staff—knows how to use them effectively. My goal now is to implement a comprehensive communications strategy that includes video tutorials and parent engagement events. It’s not enough to introduce new tools; we need to follow up and ensure they’re being used to their full potential.


The retreat didn’t just reignite my passion for school marketing; it also gave me the tools and inspiration to take our efforts at Fairholme to the next level. I’m excited about the upcoming implementation of the Funnel enrolment system, which will be a game-changer in how we connect with prospective families. I’m also more committed than ever to the power of planning and the importance of human interest in our marketing efforts.

More News…

In Principal: Pride and Purpose

By Sarah Richardson • December 3, 2025
It has been nothing short of extraordinary, a testament to the dedication of our students, staff and families who make our school such a vibrant and inspiring place to learn and grow. There are many memories from this term in my first year that will linger for a time to come. The Year 6 Graduation was a beautiful celebration of our Junior School girls stepping confidently into the next chapter of their educational journey. Their music and presentation reflected maturity beyond their years and their enthusiasm about what is to come was infectious. Similarly, the Junior School Presentation Assembly showcased the incredible talent and effort of younger students. These awards remind us that success comes in many forms. At the other end of the spectrum, our Year 12 external exams ended with our glorious Valedictory dinner and assembly honouring the graduating class of 2025. These young women have left an indelible and positive mark on our school. Their leadership and camaraderie went beyond being known as our 100%ers and we know they will continue to shine brightly in their chosen paths. Beyond the classroom, our students have embraced opportunities to challenge themselves and excel. This year, our team garnered national recognition in the Future Anything showcase, where their innovative ideas placed them among the country’s best young entrepreneurs. Likewise, our Junior School Lego League newcomers impressed everyone with their creativity, research and problem-solving skills, proving that age is no barrier to innovation. Sporting achievements this month were equally inspiring. Eden Broksch claimed the title of State Tetrathlon Champion for her age bracket – a feat that speaks to determination and versatility. These successes remind us that education is not confined to textbooks. It flourishes on sports field, stages and in collaborative spaces where passion meets perseverance. The November edition of At Holme is brimming with stories that reflect the heart and soul of our community. You will read about our amazing Mrs Nichol, whose dedication to our youngest Kindy students earned her the prestigious National Excellence in Teaching Apple Award. She is a shining example of the impact great educators have on young lives. Miranda Mann, our Head Boarder, shares insights into the unique experience of living and learning on campus, offering a glimpse into the bonds that make boarding life so special. We also celebrate Mariam Nabizada who was named Lion’s Youth of the Year for the Wilsonton club, a recognition of leadership and service that embodies our school values. These individual achievements, alongside team triumphs, weave a narrative of excellence that is both humbling and inspiring. What makes these accomplishments truly meaningful is the sense of community that underpins them. Parents, teacher and friends have all played a role in nurturing talent and encouraging ambition. Whether cheering from the sidelines, guiding through challenges, or simply offering words of support, our collective efforts have created an environment where every student can burn yet flourish. As we close the chapter on 2025, on behalf of the entire staff, I extend my heartfelt thanks to our families, Old Girls and broader community for your unwavering support and partnership. It is through value of collaboration that we continue to build Fairholme as a school where character is nurtured alongside a commitment to excellence in whatever we do. I wish each of you a Merry Christmas and restful summer break, as the festive season approaches. May this holiday bring time for relaxation, laughter and connection with loved ones. We look forward to welcoming you back in the new year, ready to embrace fresh opportunities and challenges with the same spirit that has made 2025 so memorable. Here is to a bright and exciting 2026! Dr Leigh Hobart | Principal

Leading with Heart: Miranda Mann, 2026 Head Boarder

By Sarah Richardson • November 24, 2025
As we welcome a new year, 2026 Head Boarder Miranda Mann talks about her ambition for her time in the role, reflects on her formative years and looks to what the future holds beyond the tartan. Miranda represents the sixth-generation of cattle graziers from Hillgrove Station, north of Charters Towers. With a deep connection to the land and a heart full of compassion, Miranda brings a grounded, inclusive, and community-focused ideal to the Head Boarder role in 2026. Beginning at Fairholme in Year 7, when she first arrived from her family’s historic Brahman cattle station, established in 1861, before the founding of Townsville. The transition from rural life to boarding school was significant, but it was the unwavering support of her fellow boarders and the dedicated boarding staff that helped her find her place. “An experience that has shaped me to who I am today is the support I received from fellow boarders and staff during tough times,” Miranda reflects. “It’s a great feeling when you know the people around you care for you and want you to succeed. That drives me to do the same for others, because the impact can be significant.” As Head Boarder, Miranda is most excited about working closely with students and staff throughout the year, especially during key events that bring the community together. “I want to make the most of my time left at Fairholme, it’s going to fly by,” she says. “My goal is to leave an everlasting impact by building a more connected and respectful boarding environment. I want every girl to feel comfortable and to enjoy the boarding space even more than they do now.” Miranda’s hope is that her leadership style is rooted in empathy and action. She encourages younger boarders to embrace every opportunity: “Get involved with others and join in on activities around the boarding house, even something as simple as a game of touch. It really makes the term more enjoyable and creates everlasting memories. And don’t be afraid to try new extracurriculars, even if you haven’t done them before.” With her strong sense of community, deep appreciation for her roots, and a genuine desire to uplift those around her, Miranda Mann is set to make 2026 a memorable and meaningful year for the Fairholme boarding family.

Celebrating Peer Support in Boarding

By Sarah Richardson • November 24, 2025
Friendship, connection, and a beautiful handover afternoon tea. At the beginning of this year, our Boarding Wellbeing Audit highlighted one message loud and clear: strong peer support is one of the most powerful influences on boarder wellbeing. In response, we set out with intention to strengthen and expand the ways our older girls walk beside and uplift our younger ones. In Term 2, we introduced our Middle Sisters program: a group of dedicated Year 11 Boarders who stepped in to support our Year 7s as the Year 12 academic demands increased. Over the past three terms, the Year 7s and Year 11s have shared plenty of laughs, chats, and practical support, building bonds that have enriched daily boarding life. Wanting our Year 8s to experience the same connection, we extended the initiative to include Year 10 Boarders who were interested to take on a similar role. This group has done a wonderful job running relaxed, group-style mentoring over shared dinners—something the Year 8s have thoroughly enjoyed. A big thank you to Year 11 Boarder, Bella Quinn, who has taken the lead in organising our next group of peer mentors. She has brought together our current Year 9s, who will step into mentoring roles in 2026, supporting today’s Year 7s as they move into Year 8, continuing the cycle of connection and care. Bella hosted a lovely afternoon tea to mark the handover. It was a chance for our Year 11 Middle Sisters to introduce their Year 7s to the new Year 9 mentors who will walk alongside them next year. The Cameron Room was filled with chatter, laughter and the beginnings of friendships that will carry through many years of boarding life. It was a reminder of what makes our community so special: girls supporting girls, encouraging one another, and finding strength in connection.
All News