This is detention

Strategy for schools that are done playing it safe.

DETENTION partners with the decision-makers in education who know something’s off, but can’t afford to guess their way through it.

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Who we work with

Principals, Boards, Directors, Managers of Engagement, Marketing & Communication, Enrolments, Advancement, Alumni, Philanthropy and rebel educators who want traction, not talk.

What we fix

Brand. Enrolments. Community engagement. Fundraising. Philanthropy. Communication.  If it shifts enrolments or stakeholders’ expectations, we’ll show you how to do it better.

DETENTION IS DIFFERENT, AND HERE IS WHY

DETENTION is built by people who have walked the school corridors.

Unlike other agencies that claim to understand education but employ recycled agency tactics used to sell transactional products.

Yes, DETENTION has been called by other agencies to ask us how we do what we do… They want our secret sauce to tell you what your secret sauce is.


Because EDUCATION is different…

EDUCATION IS not a typical product

  • One of the most expensive and emotional purchases a family is likely to make.

  • Involves a wildly diverse range of stakeholders.

  • Everyone (and we mean EVERYONE) has been a consumer of education (the product).

  • Longer decision-making and lead time than most purchases.

  • Retention is just as critical as new enrolments.

  • Requires the attention of students, trust of parents, and increasingly, the financial support of grandparents

That’s where DETENTION comes in.

We don’t tell you what you already know.
We ask the uncomfortable questions you’ve been avoiding.

And we help you build strategies that actually work UNIQUE TO YOUR SCHOOL, from future families to final-year funders.

If your school is brave enough to ask the better questions, get on DETENTION.

Meet DETENTION’s Founder

DETENTION Founder, Amanda Peake, earned her seat at your table, not through theory but through battle-tested strategy.

When you're responsible for moving the needle on school brand, engagement, enrolments, fundraising, or community trust, you don’t need fluff, you need strategy that’s been proven to work in schools like yours. That’s why it matters who’s behind DETENTION. The person driving your strategy should understand the pressure, the politics, the blockers, and the human complexity of the job — because they’ve lived it. Amanda Peake hasn’t just studied the business of education, she’s rebuilt it from the inside, over and over again. What follows isn’t a backstory. It’s the reason DETENTION works.


  • Amanda has spent a good part of her life in the business side of education, learning, then leading enrolments (domestic and international), shaping school strategy, rebranding schools, rebuilding community trust, reigniting alumni, and most recently, raising money. She’s worked inside executive teams, presented to Boards, launched campaigns, fixed what others gave up on, and helped schools get unstuck.

    Amanda understands education as a product, not a widget, not a transaction, but a high-emotion, high-stakes investment that parents feel more than they rationalise. It’s not like selling shoes or software. You’re selling identity, aspiration, and belonging. You’re selling their child’s future.

    And here’s the twist, education is a product we’ve all used. Everyone’s been to school. But just because you once sat in a classroom doesn’t mean you understand how the whole machine works. That’s the danger: mistaking familiarity for expertise.

    And for a while, she walked away from all of it.

    Not because she was done, but because she wanted to go deeper. She earned a teaching degree — her magic wand moment. Or maybe her wooden ruler moment (yes, the kind you’d get cracked with in old-school detention).

    That move gave her something most in this space don’t have, a raw, inside-out view of what happens when the ‘product’ meets the ‘customer’ in real time. The classroom isn’t theory. It’s pressure. It’s politics. It’s pedagogy, parents, and students colliding, constantly.

    Now Amanda brings that lived insight into every strategy she builds. Because the truth is this:
    If you don’t understand what happens after the enrolment is signed, if you don’t understand the humans interacting with your product every day, then you don’t understand the business of education.

    Engagement doesn’t end when the sale is made. That’s when it actually begins.

    So, when she talks about strategy now, Amanda is not just speaking from a boardroom lens. She gets the human side, the friction, the fatigue, the potential.

    She’s been the marketer, the enrolments lead, the fundraiser, the teacher, the fixer, the bridge-builder. And right now, she’s the one who’s decided to say the quiet parts out loud.

    You don’t need permission to land in DETENTION.

    You just need the guts to rethink what education can be when we stop playing it safe.

    Welcome to the room. Let’s make it loud.