Welcome
I deeply care about how families and staff experience school.
That’s what led me to the work I do today – spending my days with schools, helping leaders, marketing and admissions teams bring clarity and calm to the enrolment journey.
I started out splitting my time between school marketing and a management role in a creative agency that served non-profits and education.
In schools, I saw up close the pressure of enrolments. The weight on parents to choose the right school and the effort staff put in behind-the-scenes.
Over time, one gap stood out in particular: the gap between what schools believed they were delivering and what families were actually experiencing.
Every school needs a connected enrolment journey – shaped by the stories they tell, the people who deliver it, and the systems that hold it all together.
The enrolment journey is a living ecosystem. Often, it only takes a few focused changes to create an experience that feels coherent, connected and trustworthy.
Bolsta Education wants to re-imagine the way children, families and staff experience school.
A big part of this work is helping principals, business managers and boards see the journey as a shared responsibility. When that happens, marketing and admissions can stop patching gaps and start doing their best work. Bolsta is committed to:
I trained in experience strategy to help schools move beyond process and design the full experience.
That meant learning how story, behaviour and outcomes work together, and how to design for all three.
I’ve seen what happens when schools do this work:
Frequently Asked Questions
Bolsta was founded by Jacob Shultz, a specialist in experience strategy for schools. His background spans both school marketing and creative leadership. These days, his focus is on improving the lived experience of schools.
Bolsta exists to close the gap between what schools intend families to experience and what they actually do. Too often, schools believe they’re delivering clarity and care, but families encounter confusion or inconsistency. Bolsta helps schools bridge that gap.
Experience strategy is about designing every part of your enrolment journey with the human in mind. That includes your messaging, your systems, and the small moments that shape how families feel. It’s where behaviour, story and operations meet.
We work with schools who are ready to move beyond surface fixes and align their enrolment journey with the experience they want families to have. Most are seeking clarity, consistency, and a more human approach to enrolment. We serve schools all around the world.
Schools tell us they see clearer alignment between teams, smoother enrolment processes, and a noticeable shift in how families engage. When your story, systems and people work together, the experience feels more authentic and trust grows.
We typically work with principals, business managers, marketing, communication and admissions teams. Our approach brings these roles together with shared language and aligned priorities, so the whole team can deliver a consistent experience.
A targeted website re-skin helped a small rural school align its digital presence with a refreshed brand, improving clarity, warmth, and next-step momentum without costly rebuilds or operational disruption involved.
A warm orientation booklet helped new Prep and Kindergarten families feel prepared and cared for, blending practical details with emotional reassurance and reflecting the relational heart of Belmont Christian College from day one.
Schools converge over time. Same language, same look, same experience. Distinctiveness comes from coherence, not differentiation. Why the difference matters.
School marketing inherits competitive logic that conflicts with what schools say they value. What if the work is helping a school become more honestly itself?
The initial idea About twelve months ago, I started building a shared language for experience. If you’ve worked with me, you’ll probably recognise some of it: Jobs, Friction, Moments, Heroes. I kept watching the same thing happen in workshops with leadership teams. Halfway through, something would click. People would start seeing their own work differently. …
Nobody sets out to write confusing communication. Yet somehow, parents end up feeling like outsiders in their own child’s education. Here’s why jargon creeps in, and some ideas on how to bust it.
