Issue 237

Brendan Schneider
May 05, 2025

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

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July 17: The Family Journey™ Workshop (Linfield Christian School in CA)
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RECOMMENDED VIEWING

RECOMMENDED LISTENING

Make ChatGPT Your CMO: The Smartest AI Strategy You’re Not Using

In today’s episode, we’re diving deep into a fresh way to look at AI—one that goes beyond writing content or summarizing documents. My guest, Stephen Lewis, a seasoned journalist and copywriter with decades of experience, shares how businesses can use AI not just as a helper, but as a full-blown strategic partner. We explore how to create synthetic personas—AI-powered customer models that give honest, detailed feedback. This isn’t just about tech. It’s about using smart tools to better understand your audience, improve your message, and grow your brand. If you’ve ever wondered how to get ahead in digital marketing with AI, this episode will show you how.

podcast.nealschaffer.com/episode/make-chatgpt-your-cmo-the-smartest-ai-strategy-youre-not-using

MARCOM JOB

Director of Marketing @ Unquowa School

Reporting directly to the Head of School and collaborating closely with the senior leadership team, the Director of Marketing will lead the development and execution of a comprehensive marketing strategy to elevate the visibility and reputation of The Unquowa School. This strategic leader will be responsible for advancing the school’s brand, supporting enrollment efforts, and strengthening community engagement through a range of digital and print media. The Director will oversee—and actively contribute to—the planning, design, budgeting, and production of all marketing materials and admission-related events. In addition, the Director will manage the school’s advertising, publicity, and public relations initiatives to ensure consistent and compelling messaging across all channels.

jobs.marcomsociety.org/job/director-of-marketing-7

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