Let’s Meet a Chapter Member
Each eNews, we introduce you to some of our wonderful Chapter Members, through a question-and-answer type interview article.
This week the Member in the hotseat is: Jordan Reincastle, Senior Marketing Officer, Scotch College
Jordan Reincastle
First, for anyone who has not met you yet, how would you describe your role at Scotch, and what does a typical week look like?
Hi, my name is Jordan Reincastle, and I’m fortunate to be the Senior Marketing Officer at Scotch College. I often describe my role to friends as a Swiss Army knife for the College. One minute I’m writing copy, the next I’m working on a campaign, capturing an event, editing a video, or, my favourite role of all, reminding students to tuck their shirts in.
A typical week? As I’m sure we all know, there is no such thing! But if I had to narrow it down to a few constants, I’d say conversations around campus, Microsoft Word and Excel. I’m always writing copy, drafting articles, reviewing pagination, checking campaign trackers, or everyone’s favourite… budgets.
No two days are quite the same, which is one of the things I enjoy most about the role. Although, if you asked Bella, who I share an office with, she’d probably say my phone never stops ringing.
You did not start out in schools. You cut your teeth on the agency and publishing side first. What got you into marketing, and what drew you across into education?
A funny story: when I left school, I completed a year of Criminology. To this day, I’m not entirely sure why. I wasn’t particularly interested in solving crimes, and my knowledge of Law & Order was little to none, so it was never going to be a long-term career path.
Thankfully, I found my way into Communications and Public Relations. After spending time in an agency during my final year of university, I quickly realised I enjoyed becoming part of a brand rather than working alongside one for a short period. I wanted to understand an organisation’s culture, people, and purpose on a deeper level.
So, what drew me to education? The sense of community is unmatched. Schools are incredibly community-focused environments, and everyone, whether they’re in the classroom or not, is working towards the same goal: providing an experience that allows young people to thrive.
As marketers, we have the opportunity to tell those stories and celebrate the people behind them, which makes it a really rewarding industry to be part of.
You have stepped up to Senior Marketing Officer quickly. What made the difference, and what has the move into a senior role taught you?
I think having a really strong and supportive team has played a huge part in helping me step into my current role. The culture within our department gave me the opportunity to grow and learn, so when the time came to put my hand up for the position, I knew I had the support of those around me.
I also believe building genuine connections across the College has been incredibly important. I never wanted to be known as just the “photo” or “social media” person. Attending staff meetings, having conversations around the campus, and getting to know people beyond a project or campaign has helped me build relationships throughout the community. As a result, people are more willing to share stories, support initiatives, and collaborate when opportunities arise.
There are two main things I’ve learnt over the past six months. The first is the importance of building a strong professional network. Whether it’s through the mentoring program offered by educate+ or the ED+ Connect mornings, having opportunities to connect with people who understand the challenges and opportunities of our sector is incredibly valuable.
The second lesson is a more personal one: don’t let your age hold you back. Regardless of your age or experience level, you bring a unique perspective and fresh ideas that others may not. Your first idea is rarely your final idea, and sometimes the ideas that seem different are the ones that start a new trend. So don’t be afraid to back yourself and share your ideas.
You have been a strong supporter of educate+ and the professional development it offers. How have the events, the networking, and the PD shaped your career and the way you work?
As I mentioned earlier, I’ve been fortunate to attend a variety of educate+ events, both free and paid. No matter which event I’ve attended, I’ve always come away with at least one new connection, idea, or practical takeaway that I can apply in my role.
Whether it’s a conversation with a presenter, a discussion with fellow attendees, or a story from another school, there’s always a little piece of gold to take away. Those opportunities to learn from others and share experiences have helped shape the way I approach my work.
Marketing teams in schools are usually small and pulled in every direction. How do you decide where your time and budget go?
At Scotch, our Marketing Team is small but mighty. There are two full-time team members and a graphic designer who joins us a couple of days each week, so prioritisation is essential.
One tool I often use is what I call the PAUSE Test:
- Purpose: What is the purpose of this task? What is the problem it is trying to address? What is the messaging behind the task and how does it support Marketing objectives.
- Audience: Who is the target audience of this task? Is it for our Primary or Secondary Audience?
- Urgency: Where does this fit within our current workload? What is the priority/deadline for this task? What level of priority does this sit in.
- Strategy: Does this align with the College’s Strategic Plan and our departmental goals?
- Expectations: Do we have the resources to deliver it well? Who needs to be involved, and can we realistically meet the deadline?
Likes and reach are easy to count. How do you know your marketing is really working, and how do you make that case to leadership?
Likes, impressions, and reach are useful, but they only tell part of the story. For me, the real value comes from understanding what happens after someone sees your content.
That’s why it’s so important that Marketing and Admissions work closely together. We need to understand the entire journey, from a family’s first interaction with the College through to an enrolment application, and the touchpoints that influence their decision along the way.
At Scotch, we regularly meet with the Admissions Team to ensure we’re aligned with what prospective families are asking and experiencing. That feedback is incredibly valuable because it helps shape our messaging and priorities.
When it comes to reporting to leadership, we’re looking beyond social media metrics. We analyse enquiry trends, event attendance, website performance, campaign results, and CRM data to understand what’s genuinely driving engagement and interest. While social media metrics certainly have their place, they are only one piece of the puzzle.
Marketing is often seen as a creative function, but it’s also a data-driven one. The numbers help us understand what’s working, what isn’t, and where we should focus our efforts next.
AI is changing marketing fast. Where is it genuinely helping you, and where does the human touch still matter in a school?
Aside from proofreading, I love using AI as a sounding board. It’s great for helping me flesh out ideas, overcome creative blocks, and get a first draft flowing.
As AI helps marketers become more efficient, the human element becomes even more important. Choosing a school is a significant decision for families, and the best stories come from understanding the people, culture, and values that make a community unique.
That insight only comes from being actively involved in the community. AI can help create content, but people still need to decide which stories matter, how they should be told, and how they will resonate with audiences. Technology can support the process, but genuine connection will always be human.
Finally, what is the one piece of advice you would give someone starting out in school Marketing orAdvancement?
I think people underestimate how important relationships are in our profession. It’s easy to get caught up in campaigns, content, deadlines, and analytics, but at the end of the day, schools are about people.
My advice would be to get out from behind the desk. Eat in the staffroom, attend the staff briefing, chat to students, pop in to your media club and offer some wisdom, start your own photography club to capture College events and be present around the campus. Don’t be known as just ‘the person with the camera’ or the ‘social media person’.
The best stories don’t land in your inbox. They come from conversations and relationships. The more involved you are in your community, the easier it becomes to tell those stories in a genuine and authentic way.
We’re all busy, but even the smallest effort to connect with people will pay off over time.
Thank you Jordan. it’s been wonderful getting to know you!
