Issue 258

We're about a month in, and I'm willing to bet your inbox looks like a crime scene.

The back-to-school dust has settled just enough that everyone remembers you exist. Cue the requests: Can you make a flyer? Update the website? Oh, and the head of school needs talking points by noon.

Here's the thing: This is exactly when you need to stop.

Being responsive is part of our job. But there's a difference between being responsive and being reactive. Reactive means you're always on defense, always scrambling, always at the mercy of whoever yells loudest. It feels productive because you're busy, but you're not actually moving the needle.

You know what needs to happen—the enrollment campaign, the parent engagement strategy, the rebrand that's been on your "someday" list. But "urgent" keeps eating "important" for breakfast.

Block time on your calendar for strategic work. Not "find time." Actually, schedule it like you would a meeting with your superintendent.

Maybe it's two hours every Friday morning. Maybe it's one afternoon a week where you go offline. Whatever it is, protect it. Because nobody else will.

Use this time to plan proactive campaigns, map out the rest of the year, and build systems that make the day-to-day easier.

Your value isn't just in how fast you can turn around a flyer. It's in your ability to see the bigger picture and tell your school's story in ways that matter.

But you can't do that from the bottom of your inbox.

Thanks, and with appreciation,
Brendan

Does your school struggle to answer the question: “What makes us different?”

Independent schools are doing extraordinary work in teaching and learning. But too often, those powerful stories are lost in a sea of sameness. Everyone promises "small classes" and "an inclusive community." But without sharper, more distinct messaging, families can't see why your school is worth choosing over another. We'll tackle this challenge head-on using real-life examples, and you'll walk away with actionable, strategy-driven tools to make your messaging stand out this admission cycle.

About Sophie Shulman & Schoolhouse Creative

Sophie Shulman is the Founder and Creative Director of Schoolhouse Creative, an agency focused on strategic messaging for independent schools that need sharper, clearer messaging and materials to stand out in a crowded market. With over a decade of in-house experience leading marketing and communications at a K–8 independent school in the Bay Area, Sophie serves as an extension of school marcom teams, bringing deep expertise without the need for extra training or oversight. She blends her creative skills with her love of education to help schools tell their stories with clarity and impact.

RSVP today: https://community.marcomsociety.org/c/guest-experts-e2f31b/how-to-differentiate-your-messaging-this-fall

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