Ashbrook School’s positioning of itself as a boutique education provider at Ōpōtiki reminds me of the famous “We Try Harder Campaign” of 1962.

One of the famous advertising campaigns in history was when US rental car company Avis turned its number two market share behind Hertz into a sales pitch.

Avis promised customers they would get cleaner cars, faster check-ins and generally be better focused because they weren’t number one. The campaign worked, bringing an additional 12 percent of market share.

Ashbrook has the smallest roll at Ōpōtiki, according to a Google search about 75 students. Woodlands has about 187 and Ōpōtiki Primary 282-290, so the “boutique pitch” seems timely.

In a press release sent to Ōpōtiki News, Ashbrook principal Sean Moore spoke of a school heading into 2026 with strong momentum.

He pointed out that its most recent Education Review Office (October 2025) highlighted strong culture, high expectations, and notable improvements in literacy and numeracy, supported by structured literacy.

Leadership, governance, and community partnerships were also praised.

“Our ERO report affirms the powerful learning happening every day and shows that high-quality teaching and whānau partnerships are making a real difference for our tamariki.  

“We are now in a position of focusing on learning and there is less of a need to invest in MOE attendance programmes,” Mr Moore said.

The school welcomed two new teachers for 2026: Rachael Andrews and Cammy Savage.

“Rachael and Cammy bring strong skill sets and enthusiasm. They are both very different people and will offer our kids a well-grounded and explicit approach to learning,” deputy principal Paula Ashby said.

“We’re excited to have them join the Ashbrook whānau. They will add to our boutique flavour for sure.”

Mr Moore said a standout feature of the learning journey this year has been the continued partnership with Jamie Boynton of Hawai Marae, who leads the inspiring Love the Whenua Technology Programme.

“This initiative weaves cultural knowledge, environmental care, and modern design, teaching students to create sustainable products.

“They learn how traditional Māori practices and contemporary technology intersect, developing products and prototypes that reflect both environmental responsibility and creative problem-solving through a process of improving technology.

“This mahi is strongly supported by Matua Bryan (our caretaker and a registered teacher), who works alongside Jamie to deepen students’ understanding of woodworking, and hands-on construction.

“His expertise adds another layer of practical skill-building to the programme.

“Swim coach Nicola Mansel contributed to Ashbrook’s alternative learning pathways by offering water safety, confidence building, and physical skills development.

“Ms Mansel provided daily lessons to students in weeks 1-6 of term 1. This involved river swims and beach education at the Ōpōtiki Surf Lifesaving Club.  

“These sessions complement the technology programme by engaging students in whole-person learning.

“Jamie, Bryan, and Nicola bring a richness to our curriculum that you simply won’t find anywhere else.

“They offer authentic, hands-on, culturally connected learning that grows our students as thinkers, creators, and confident young people.”

The school board and staff recognised that many students excelled when learning was physical, team-oriented, and connected to real-world sporting environments. So, to broaden opportunities and visibility of sporting futures, Ashbrook has undertaken several key experiences, including:

n Attending Warriors NRL games in Auckland, giving students exposure to elite performance environments and professional sporting culture. Many of our children have not been past Whakatāne.

n Training and attending games alongside First XV rugby teams and senior netball squads in Tauranga and Rotorua, allowing students to learn from high-level athletes.

n Combining with Nukuhou North School for joint training days at Ōhope Beach, where students experience teamwork, fitness, and confidence-building in a dynamic outdoor environment.

There were trips aimed to expand what students saw as possible.

“For many kids, sport is where their confidence and leadership shine. Switch on any TV network to see the number of sports available is colossal.  

“We want to open that world to them.”