Recently, I asked a room full of school marketing, enrolment and advancement professionals a simple question:

“Who knows of a school that talks about academic excellence, student wellbeing, fostering independence and preparing students for the future?”

Every hand went up.

It got a laugh, but it also made a serious point.

These are important claims. We know parents want these things for their children.

The challenge is that they’re no longer points of difference.

For a family choosing a school, these claims have become an expectation. In marketing terms we call it a ‘category hygiene factor’ – a basic feature, service or policy that consumers fundamentally expect. The price of entry, if you will.

So how do you make an impact?

Start with evidence, not assumptions

The schools that communicate most effectively aren’t always the ones with the biggest marketing budgets.

More often, they’re the ones that have done the harder work first. They’ve taken the time to understand themselves through the eyes of the people they’re trying to reach and influence.

To avoid wasting marketing budgets on messaging that doesn’t shift the dial, these schools have mined rich sources of data (parent surveys, exit surveys, focus groups, enrolment data, web analytics, ABS, Real Estate Institute, REMPLAN) to challenge their own assumptions.

This research is imperative to discover why current families keep choosing your school, to understand the profiles of prospective families and to be clear on what they really value.

You can then overlay that data with your school’s offerings and the traits you most proudly, and authentically, hang your hat on.

This unique intersection between your school’s strengths and what matters most to prospective families is where you’ll find your true brilliance.

Finding the brand territory you can occupy

When a school has genuine clarity about who it is, everything else becomes easier.

You don’t have to claim to be better than every other school. But you do need a distinctive brand position that clearly articulates what makes your school meaningfully different to the families you’re trying to attract.

Schools live and breathe their culture every day.

They know the stories, the people, and the little things that make the place feel different. Prospective families don’t (yet!).

You’re looking for that golden nugget, that little gem that breaks through the repetitive word salad and really says something to your audience.

Most prospective parents experience a school through a website, a social media ad or post, a school tour or a conversation with another parent at Saturday sport. So once that point of difference is defined, every one of these touchpoints is an opportunity to bring it to life.

The words you choose, the stories you tell, the images you use and the way your brand is expressed visually, should all work together to reinforce the same idea.

It’s about creating a clear and memorable impression that grabs a family’s attention and makes them nod knowingly once they understand not just what you do, but why your school is the right fit for them.

Be brave enough to be distinctive

Generic, interchangeable messaging doesn’t always happen because nobody had a better idea. It sometimes happens because schools are collaborative, consultative, inclusive places. And, inherently, risk averse.

They have to be!

But the process of filtering branding, copywriting and design ideas through leadership teams, marketing teams, enrolment and advancement teams, sometimes parent groups and even a Board, can mean the edges are smoothed so much that the message no longer cuts through.

In an effort to ensure no audience is alienated and no school strength is overlooked, a bold and distinctive brand position could be watered down to another version of what everyone else is saying.

You can be left with something that is completely true, but completely forgettable.

It’s important to remember that just because you don’t say something, it doesn’t make it not true. Your brand can’t, and shouldn’t, say everything all at once. Its job is to grab attention, make someone feel something, and get them in the door (to the website, on the school tour) so that you can then show them everything else that you are.

It has to be impactful and it absolutely has to be true. But it doesn’t have to be the entire story in one line.

Clarity is your biggest advantage

So, successful marketing isn’t always about shouting the loudest, spending the most, or being all things to all people. It’s underpinned by a clear understanding of who you are, what families genuinely value and where those two things intersect. When that clarity exists, marketing becomes less about trying to convince people and more about helping the right families recognise the right fit.

In a crowded market, that’s often the difference between being another good school and being the school community a family can genuinely see themselves becoming part of.

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How long have you been at Communikate?
I joined at the beginning of 2025 – still fresh enough to be excited by the office coffee machine, but seasoned enough to know better.

What path led you to Communikate et al?
My career has been steeped in design and strategy, with a focus on Brand identity, Packaging and Art direction. After years of crafting everything from wine labels to restaurant identities, I wanted a stage where the ideas (and the clients) were matching my ambitions. That’s where communikate came in.

What first sparked your interest in the work you do today?
Honestly? It started with an obsession for art, which (long story short) eventually pivoted towards a more sustainable and meaningful direction. Pair that with a love of big-picture thinking, and suddenly it became all about creating worlds people want to step into.

What do you most enjoy about your job?
That sweet spot where strategy meets creativity. Also, the thrill of seeing a brand go from “fine” to “oh wow” because someone pushed the thinking further than expected. Being on the Parade is pretty nice too.

What do you have a reputation for within the Communikate et al office?
I’m the guy who’ll push and push for furthering creative – not just polishing the surface but cracking it open to see what else is possible. I’ll happily knock down walls (metaphorical ones, mostly) and back every corner of the agency, because design shouldn’t sit in a silo. Good design isn’t something to be gatekept; it’s something to be shared, stretched and woven through strategy, copy, digital, events… the lot.

If you could describe yourself in three words, what would they be?
Curious. Intuitive. Present.

What’s a client or project you’re most proud of in your career?
Nothing beats seeing people walk into a space or pick up a bottle and feel like they’re part of a story you helped design. On a personal front, Pikes limited release was a real highlight, it was clever design, simple effective solutions and elegant outcomes. It also gifted me my first AGDA Distinction, which was equal parts flattering and memorable.

What would be your dream client or project?
A client with real impact. The kind that makes a genuine difference in people’s lives. Someone with a want (and need) to do good, but who isn’t afraid to ruffle feathers along the way. If it’s daring, a little disruptive and delivers the unexpected, I’m all in.

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Title:  Account Manager, Copywriter

How long have you been at communikate?

20 years (on and off!)

What path led you to communikate et al?

After graduating from school, I studied Marketing at RMIT in Melbourne and worked in various in-house marketing roles, but I couldn’t shake my passion for music. At the age of 23, I threw it all in, got a waitressing job and went off to study music.

In 2000, I won an audition to study a Bachelor of Music at the Elder Conservatorium, so I took the plunge and moved to Adelaide ‘for three years’. My Melbourne mates were horrified! But it was the best thing I ever did. I instantly fell in love with the creative energy of this town (helped by the fact that I arrived in the middle of Fringe and Festival season).

I joined CK as a work experience volunteer in 2005, supporting the team on publicity for the Come Out festival (now Dream Big festival). I  learned everything there was to know about securing a story in mainstream and arts media, and I was completely hooked! To this day, I still get a thrill when I see one of our clients in the paper.

Since then, my singing career has taken me on many adventures away from ‘office’ life, but I’ve always come back to my CK family. Combining my love of communications with a career as professional musician is a juggle, and one I’m privileged to have.

What first sparked your interest in the work you do today?

I’ve always loved words.  When I was at school we did an assignment that involved recounting a historical event in the style of a news article, and the teacher thought I’d copied mine from somewhere (this was pre-internet!)

And I always wanted to be Jana Wendt (again– showing my age!).

I didn’t know what a journalist was, but I realise now it was about story telling for me.

I’m not involved in publicity much these days but I’m still telling stories, in all kinds of ways.

What do you most enjoy about your job?

It’s so geeky but I absolutely love the written word.

Crafting any piece of content, be it a strategic brand story or a pithy social post, I seriously get a kick out of the rhythm and the colour of the words (am I weird?!)

I gain so much satisfaction from hearing clients say that we “get them” and that we’ve had a positive impact on their road to success.

 What do you have a reputation for within the communikate et al office?

I’m bit of a straight shooter (ie opinionated and bossy!)

If you could describe yourself in three words, what would they be?

Compassionate

Feisty

Over-thinker (is that two words?!)

What’s a client or project you’re most proud of in your career?

There really are so many. But a recent one I’m proud of is the St Mary’s College campaign. I love how the words, the design and the execution of this work perfectly reflects the research and the strategy. And the best part is it that it smashed the objectives in terms of driving awareness and enquiries.

What would be your dream client or project?

I can’t stand to see children suffering. If I could, I’d gather up every vulnerable child and bring them home for cuddles and love. I just want to be everybody’s Mum!

I’ve worked with a number of clients in the not-for-profit sector, particularly those supporting children and families. It feels good to know that I’m contributing in some small way, to their messages being heard. It’s not enough, but they’re the projects that feel really worthwhile.

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Title: Senior Graphic Designer

When did you start at communikate et al? 

2022

Where did your love of art and graphic design begin?

Even at a young age I was fascinated with design and what differentiated one brand from another, whether that simply be comparing graphics on a t-shirt or my favourite sporting team logos. While my parents didn’t work in an arts industry, they are both creatively minded. Dad is more technical and Mum more arts and craft. They have both definitely been an influence and encouraged me to pursue my passion.

The possibility of a career doing something I love is what lead me to graphic design. A passion for all things art and design has become a natural extension of my career and plays a big part in my life today.

What path led you to communikate et al?

Prior to joining the CK team I had spent my entire career working in boutique design studios. The time came where I was looking for a change, and for me, working in a larger organisation would be a new experience. CK is unique in that it has a dedicated design team, but also offers so much more. For me, it’s the best of both worlds.

What do you most enjoy about your job?

I really enjoy the entirety of the design process, from receiving an initial brief through to the delivery of creative solutions for our clients. I also enjoy the collaboration that comes from being a member of our design team and working closely with suppliers to bring concepts to life… Every day is different!

 What do you have a reputation for within the communikate et al office?

(1) Working late and being told to go home.

(2) Being on a first name basis with multiple local lunch spots!

If you could describe yourself in three words, what would they be?

Detail-oriented, genuine and easy-going.

When you’re not at work, where will you be and what will you be doing?

There are a number of possibilities … visiting galleries and exhibitions, watching movies with my wife and son, going to car meets in my 1970s era Mazda, or searching for more mid-century furniture (which technically I don’t need!).

What would be your dream client or project?

Anything to do with the arts or any project that makes a positive impact in some way.

What’s a client or project you’re most proud of in your career?

There are a number I could mention and for many different reasons, but a good example of a project I’m proud of is one from earlier in my career due to the scale of the challenge, the success of the project and amount I learnt from it. At the time my experience was mid-level. During an annual review I expressed an interest in learning more about signage projects.

Shortly there-after, the Design Director asked me to work with him on the wayfinding system for the new State Library of South Australia. This would be my first signage project. Working alongside the client, architect, builder and sign contractor, my role included design, final artwork and project management. Upon completion, the project included approximately 300 signs across one contemporary building and two heritage buildings.

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Title: Senior Graphic Designer

When did you start at communikate et al?

I’ve been at communikate for three years. Time flies when you’re having fun!

What path led you to communikate et al?

Originally from the UK, I studied Graphic and Communication Design at the University of Leeds. During this time, as part of the course I worked at a full service communications agency and was hooked on agency life from that day on. I was thrown in the deep end from the get go, working closely with the agency’s Creative Director, Shane.

His creative ideas, eye for detail and problem solving inspired and shaped my career in design. It was an invaluable experience to understand the ins and outs of agency life and I still find myself thinking ‘what would Shane do?’ when getting a little stuck on a brief!

Moving to Adelaide 10 years ago, I have continued working in creative agencies and have worked on a diverse range of local and international clients across branding,  advertising and design.

With a problem solving attitude and a keen eye for detail, I thrive in the creative agency environment and being able to apply my skills to a variety of projects. communikate felt like home from day one, surrounded by like-minded people striving to create change.

What do you enjoy most about your job?

I love storytelling. Every brand has a story and it’s about uncovering that story and bringing it to life. From creative concepting to casting, animation to art direction, I love being involved in the creative process and collaborating with others. Every day is different and interesting.

What do you have a reputation for within the communikate et al office?

Apart from being the resident sushi eater, apparently I’m known for being really pragmatic and keeping a super cool head, even when the pressure is on. My colleagues tell me I have no ego and will just muck in and do whatever is needed to create the best solution (I’ll take that!)

If you could describe yourself in 3 words, what would they be?

Adaptable, passionate, creative, honest (ok that’s 4..!)

When you’re not at work, where will you be and what will you be doing?

I love to travel and explore new places and cultures. Holidaying in Europe from a young age gave me the travel bug and let’s say it’s a hard habit to kick! When I’m not planning the next trip, you’ll find me at the beach, walking the dog or at my local grabbing a coffee.

What’s a career highlight you’re most proud of?

I really enjoy working on projects that make an impact. One of particular note while at a former agency was The Accidental Volunteer campaign for Meals on Wheels. The experimental concept was something totally different for the client and sector, using hidden cameras to trick the general public into volunteering.

Not only was it rewarding working alongside an amazing team of creatives, it was really heartwarming to see people engage with the experiment, and the overall campaign having a huge impact for the brand. The campaign was also recognised for two awards in experiential and guerrilla marketing.

What are 3 pieces of advice that you’d give to others trying to get into the industry?

• Jump at opportunities
• Real life experiences are invaluable
• Never stop learning

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The team at communikate welcomed me with open arms and allowed me to be part of the behind-the-scenes work that occurs to make public relations happen, from researching to shooting to publishing, with genuine warmth, friendliness, and care.

Assisting a shoot with Bec, Brydie and Henry

One of my favourite days with communikate was when I assisted on a shoot with Bec, Brydie, and Henry for an Adelaide Hills Council campaign. The shoot took place at Morialta Conservation Park and starred a mum with her 3-year-old boy.

It was really exciting seeing behind the scenes of the shooting process and getting to watch the storyboard come to life. Unleashing my inner model, I stood in as the photographer adjusted his gear to get the perfect shots and helped to capture content for communikate’s social media accounts.

I also put my childcare skills to the test as I entertained the young boy while his mum was being interviewed and became an outdoor explorer as I searched for koalas and native birds in the national park to be filmed for B-roll content.

Creative planning for a rebrand

Another project I enjoyed working on involved creative planning for the rebrand of a client, that’s soon to be launched. I was given the task of rewriting the brand narrative into a script for a video and creating a visual story board to capture what it could look like.

This project pushed me out of my comfort zone as it was not something I have done before but I enjoyed the creativity involved in the process, particularly in interweaving the brand’s messaging and values into the visual and spoken elements.

Support from Ben and the CK team

I really appreciated the way that the team at communikate were invested in my internship and put effort into ensuring it was a valuable experience. Ben made sure I always had projects on the go and provided valuable feedback that celebrated my strengths while pointing out where I could improve, developing my skills and confidence in a positive and constructive way.

Some of these projects included crafting media releases and email pitches, LinkedIn and social media posts, and conducting industry and client research. As my internship comes to an end, I am grateful for the new skills, confidence, connections, and experiences that I will take with me as I finish my degree and head into the wide world of public relations.

It has been a privilege to be able to experience working in an agency with such talented and genuine people and I am excited to see where this experience will take me!

Erin Lockwood
University of South Australia

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Title: Account Manager

What path led you to communikate et al?

Like many of the current CK team, I took part in the intern program, keen to gain some experience in an integrated consultancy. At the end of my internship I was offered a position here, that was over 7 years ago and I haven’t looked back since!

What does an average day look like for you?

Every day is different in consultancy, which is part of why I love it. The one constant for me is creating – whether it’s a piece of content, a digital advertising campaign, a video series, or branding project – every day I’m involved with the creative process in one way or another.

How do you stay up to date in an ever-evolving space?

We’re lucky now that webinars, online courses, and thought-leadership articles are the norm. I’ve found that staying across these three mediums provides a good foundation for continued learning.

What’s something that makes you proud?

Any time that we’re able to make a meaningful, noticeable difference in a client’s business or life. That’s a feeling that I don’t think I’ll ever get enough of. Luckily, there are plenty of those moments here!

When you’re not at work, where will we find you and what will you be doing?

If the weather is good, I’ll be camping, ideally somewhere I can fish! If it’s bad weather, indoors playing boardgames with friends.

What’s your number one tip when it comes to creating content?

Put yourself in your target audience’s shoes. Keep it timely and relevant to them.

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Pitching for a new project with Bec and Mel

One of my favourite projects was developing the pitch for a new client rebrand. Bec, Mel and I collaborated on concepts that called for a lot of imagination. The process was a lot of fun. We strolled through many parts of Adelaide, taking pictures of the locals for the presentation. I gained a lot of knowledge about Adelaide’s multiculturalism that day, particularly in the communities surrounding those council districts. I also discovered that putting a tiny personal touch on your work will improve it.

Jetty Road with Bec and Brydie

The Jetty Road project was unlike anything I had ever done before, but it was definitely enjoyable! I was asked to compile a list of potential locations for a Jetty Road photo shoot in advance.
As we collaborated with Jetty Road and a photographer to capture imagery for the Jetty Road social media pages, I had the opportunity to help Bec and Brydie transform that list of possible destinations into actual places. I got to model for a few shots in addition to helping with the locations!
My comfort zone was pushed by this project, which allowed me to learn about an aspect of the industry not covered at university. The project provided me with an excellent chance to hone my client communication skills as I engaged in conversations with the photographer, Jetty Road staff, and other models.

Rundle Mall with Ben and Vicki

Finally, working with Rundle Mall, one of Ben and Vicki’s biggest and busiest clients at this time of year, was another highlight. Luckily for me, Black Friday and the launch of Rundle Mall’s Christmas campaign all fell within the same month! I helped create some social media pieces, found appropriate influencers for events, and even had front-row seats to an interview with the Executive Manager of Rundle Mall, Andrew White, and 9 News Adelaide. I was able to exercise my research and writing skills over the course of several weeks. Ben provided me with some helpful feedback on my work, which allowed me to improve further.

Saying goodbye to this internship means more than just leaving with news skills. I’m leaving with confidence and a serious passion for PR. Learning the ins and outs of agency life has totally shaped where I want to go next in my career.

Reflecting on it all, this internship wasn’t just about the lessons; it was about growing, making friends, and learning to ‘adult’ in the professional playground. A massive shoutout to everyone who held my hand through this adventure. Even though this chapter’s wrapping up, it’s set the stage for what’s next in my career.

Sarah Zappia
University of South Australia

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It’s a great way to decompress from the busyness of life, get some exercise and soak up that vitamin D from the sunshine!

We’ve asked the team for some of their favourite walking trails and compiled them here to help you plan your next adventure.

Shepherds Hill Recreation Park – Bec

Just 20 minutes from the city, Shepherds Hill Recreation Park is Bec’s favourite local walking trail. More than just scenic stroll, and park’s home to a bike route, a BMX jumps track, a horse riding area and an archery club.

Close to home for Bec, she loves the breathtaking views it offers of the city, the ocean and the hills, as well as all the vividly coloured flowers and the grand, old eucalyptus trees. Bec says the park’s a great to get her kids Maya and Leo out of the house and relaxing in nature.

Hallett Cove Boardwalk – Samara

Samara’s favourite walking trail offers breathtaking views of Adelaide’s coastline, from the rocky cliffs and golden beaches to the bright blue water and exposed reefs.

She says the Hallett Cove Boardwalk can be a bit unpredictable as it follows the natural terrain, changing from dirt to boardwalk, while taking in A LOT of stairs!

If you’re lucky, you might even see some of the local marine life swimming by.

Brownhill Creek – Silvia

A short trip from home, Silvia says Mitcham’s Brownhill Creek offers a haven from the city, with a river meandering through the valley, surrounded by huge red gum trees.

There’s fun to be had for kids too – the walk isn’t too difficult and Mia loves tagging along to climb the enormous trees that have fallen and now rest alongside the creek bed.

For horse riders, there’s a gated training area and track too.

Michael Perry Botanic Reserve – Amy

Winding along Second Creek, via Burnside and Stonyfell, Amy says her favourite walking trail Michael Perry Botanic Reserve is perfect for a hot summer’s day because the large trees offer a lot of shade from the sun.

Volunteers recently undertook regenerative planting of trees throughout the area.

Amy says the walking trail isn’t too challenging to complete and is a good way to get her boys out of the house during the school holidays.

Pioneer Women’s Trail – Kate

Kate’s favourite walking trail begins in Hahndorf, runs through the Adelaide Hills, and finishes in the city fringe at Beaumont. At more than 20km long, there’s lots of different spots to take in over multiple visits.

Kate likes this trail because it runs through a number of national parks and the small towns of Bridgewater and Stirling, while she says she’s also drawn to its rich history – honouring the pioneering women who used the trail in the 1800s to carry vegetables and dairy products from the Hills into the city to sell.

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But it is now tried and tested in the online world, and, in 2024, it has firmly cemented itself in the marketing strategies of Australian and international brands of all sizes.

Say hello to influencer marketing – the must-have tactic in your brand’s toolkit.

What is it?

In its simplest form, influencer marketing refers to a social media user endorsing a product or service, in return for either monetary payment or free products/services. Depending on who you talk to, it might also be called influencer engagement, influencer relations, influencer outreach or influencer advertising, but they’re all essentially the same thing!

How does it work?

Influencer marketing can take many forms, such as:

• Paying an influencer to use your product/service and then provide an endorsement via their social media
• Inviting an influencer to an event or sending them complimentary tickets in exchange for them posting about it on their social media, and sometimes they might also be paid to ensure they attend and post
• Sending products to an influencer in the hope they will post about them or your brand – however there’s no guarantee.

Why does it work?

Influencers are called just that because they have influence. They have loyal, and often large, followings of social media users who follow them because they envy their lifestyle and seek to be more like them, or they genuinely trust them for their opinions and views.

Your brand can tap into that influence and following by engaging the influencer to produce authentic and compelling content that promotes your key selling points and influences their followers to choose your brand over another. The content needs to be authentic to the influencers’ own style and personality though, or else it won’t be well received by their followers.

Who can be an influencer?

It’s not just celebrities and well-known personalities who can be influencers. Many of the most popular social media influencers are everyday people with day jobs whose content resonated with others and their followings naturally grew.

How do you pick an influencer?

To give you the best chance of reaching potential customers, it’s important that the influencer’s followers align with your target audience.

You also want their following to be engaged with their content by liking, commenting and sharing posts. That way you’ll know your message is cutting through and that the followers aren’t just scrolling past the post.

You can search for influencers on Instagram or TikTok by looking at keywords or hashtags. Potential influencers may already be following your brand’s account, which would suggest they’re a really good fit, or similar brands / competitors.

Platforms like TRIBE and Pickstar can also be good starting points – you might not use them to engage the influencer directly, but you can search for influencers via categories, such as ‘mental health’, ‘technology’ or ‘travel’.

What does it cost? 

While mega stars like Cristiano Ronaldo and the Kardashians are said to charge upwards of $1 million for one social media post, not all influencer marketing will cost you your brand’s entire marketing budget for a year (or decade)! Costs could range from a few hundred to a few thousand dollars per post, depending on the influencer.

Can you measure it? 

Like any worthwhile marketing investment, you can measure the return on investment (ROI) of influencer marketing through:

• Sales / conversions – did sales or registrations increase as a result of the influencer’s content? We recommend providing each influencer with a trackable URL for their bio or Instagram stories, so you can see which influencer delivers the most sales / conversions.
• Instagram’s analytics – influencers can access data on each of their posts or stories, which includes metrics such as reach (number of users who viewed their content), how long they watched the content (for videos), and the engagement rate (number of likes/comments as a percentage of their total following).

Some types of influencer marketing offers little scope for measurement though. For example, if you send free products to an influencer, they might tag your brand in a post or stories, but they aren’t obliged to provide analytics from their content.

Still need help…?

We work with clients on influencer marketing campaigns of all sizes, helping to raise awareness of their brands and drive sales and conversions on their websites.

No matter your budget, we can develop an influencer marketing campaign that helps achieve your brand’s goals.

Contact our PR team today to discuss how we can help.

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