St Paul’s is an Anglican co-educational school in Queensland, Australia, teaching around 1,500 students from Pre-Prep to Year 12. When Dylan Malloch was appointed as its director of marketing and communications he wanted to engage some outside assistance to help him develop a robust strategic marketing plan to position St Paul’s as a leader in educational thinking and practice.
The school has been a pioneer in creativity and innovation in learning and opened a School’s Centre for Research, Innovation and Future Development, which since 2013 has been visited by leaders from more than 100 schools in Australia and New Zealand. In a constantly changing and challenging world, St Paul’s was looking to build and sustain a long-term, international reputation as a market leader.
“I first came across Debbie Richardson, mfCEOs’ founder, at my job interview, when she sat on the interviewing panel,” explains Dylan, “and having discussed the company’s framework I thought it could help me develop and articulate the school’s points of differentiation and positioning.
“I found the IP – the 9 Boxes – invaluable. It provided a great structure that really helped identify key areas of focus. It enabled me to look at the big picture; to plan improvements; set distinct and realistic sales objectives and set out our marketing progression for the next five years. Our goal is to establish St Paul’s as the leading school in Australia for creativity, innovation, entrepreneurship and servant leadership.
“Debbie and I have worked collegiately over the past year, meeting up every couple of weeks. I’ve worked through all the nine areas of the framework and at each stage she’s offered me constructive feedback and suggestions, as we’ve moved forward in a clear and logical progression. She keeps me focused on strategy and stops me spending all my time on tactical actions.”
Debbie Richardson is currently a coach for St Paul’s Entrepreneur’s Club where students develop plans to start their own businesses and pitch to a panel of venture capitalists.