PROLOGUE
Strategic vs. Tactical: Breaking Out of the "75% Tactical" Trap

I've been digging into our latest MarCom Society Salary Survey data, and one statistic jumped out at me: 57.7% of school marketers report spending 75% of their time on tactical execution and only 25% on strategic planning.

Does that ratio sound familiar? You're not alone.

The Strategy-Execution Imbalance

We all know strategic thinking is vital for effective school marketing. It elevates our work from reactive task completion to proactive, purposeful campaigns that actually drive enrollment.

Yet day after day, most of us find ourselves caught in the tactical hamster wheel – posting content, updating websites, designing materials, responding to last-minute requests – with precious little time for the big-picture thinking that could actually make all those activities more effective.

Three Ways to Reclaim Strategic Time

1. Schedule Strategy Sessions with Yourself

Block 90 minutes on your calendar weekly for uninterrupted strategic thinking. Treat these like non-negotiable meetings. Even if you can only protect 45 minutes, having dedicated strategic time can be transformative.

2. Say "Yes, And..."

When unexpected requests arise, try responding with: "Yes, I can help with that, and to fit it in, I'll need to adjust the timeline on [another project]." This approach acknowledges the request while maintaining boundaries around your strategic priorities.

3. Make Your Strategy Visible

Create a one-page document outlining your key marketing strategies and goals for the year. Share it with leadership and colleagues. When new requests arise, reference how they align (or don't) with these strategies. This visibility helps others understand the method behind your prioritization.

The most successful school marketers I know don't necessarily work more hours; they're just more intentional about carving out time for strategic thinking amid the daily demands.

What's one step you could take this week to shift your strategic/tactical ratio? Hit reply and let me know!

Thanks,
Brendan

SPONSOR
In-Person Workshops for Marketing & Admissions

Tackle your toughest enrollment challenges with the Enrollment Marketing Geeks! Join Andy Lynch and Dr. Rick Newberry as they dive into critical enrollment topics — equipping your team with recruitment and retention strategies, plus a clear framework for implementation.

July 17: The Family Journey™ Workshop (Linfield Christian School in CA)
July 24: The Admissions Playbook (Timothy Christian Schools in IL)

Register before May 31 for Early Nerd Pricing.
Brought to you by Tassel™ and Enrollment Catalyst.

REGISTER NOW

RECOMMENDED READING

RECOMMENDED VIEWING

RECOMMENDED LISTENING

MARCOM JOB

Whenever You're Ready, There Are 4 Ways I Can Help You

Fractional Digital Marketer Program: Our flagship consulting program where we help you get more inquiries by implementing inbound marketing, Google Ads, FB/Insta Ads, SEO, and Blogging for you! Learn more.

SchoolMarketingCRM: My new marketing software for schools. This is the software I wish I had when I worked in schools. It handles all of your marketing functions, including landing pages, email automation, reputation management, appointment scheduling, and much more. Learn more.

The MarCom Society: Join other school marketing and communication professionals in my membership community, which is designed to help you become a better MarCom professional through training, support, and community. Learn more.

Promote yourself to 5,000+ subscribers by sponsoring this newsletter. Email me at [email protected].