Our most important work doesn’t happen behind a desk or on Zoom. It happens on campuses walking hallways, meeting with people, brainstorming ideas over lunch, and observing those in-between moments that define a school’s character.

Building a large marketing plan for a small team can be counterproductive and even unhelpful. The truth is: the best plan is the one you’ll actually use.

Goal setting in the marketing realm is crucial. Too many schools implement elements of a marketing strategy, but they skip planning and goal setting. The result is a doom loop of continually adding to an ever-fuller plate.

Schools often don’t consider themselves businesses. For marketing and communications departments, it’s time for a mindset change.