Busy, Scattered, Exhausting: What’s Really Wrong With Your School Marketing

Last week, I wrote about why most schools don’t actually have a defined school story—and how that lack of clarity quietly undermines even the best storytelling efforts.

This week, I want to talk about what that lack of clarity feels like on the ground.

Because if you’re on a school marketing team, chances are your days look something like this:

An email campaign that needs to go out.
A social post to promote an upcoming event.
A landing page that needs updating—again.
A viewbook revision.
A last-minute request from leadership.

You’re busy. Productive. Constantly creating.

And still, there’s a lingering sense that the work isn’t adding up to the impact it should.

Busy Marketing Isn’t the Same as Effective Marketing

One of the most common things I hear from school teams is: “We’re doing everything we’re supposed to be doing… so why doesn’t it feel like it’s working?”

Marketing calendars are full.
Campaigns are launching.
Content is being produced.

But inquiries still feel uneven, messaging shifts depending on the audience, and it’s hard to articulate—simply and confidently—what truly sets the school apart.

When that happens, it’s tempting to assume the solution is tactical:

A new campaign
A different platform
More content
A refreshed look

But more activity rarely solves the problem. Because scattered marketing is almost always a symptom—not the root issue.

When Everything Is a Priority, Nothing Is Anchored

Here’s what’s really happening in many schools:

Each initiative makes sense on its own.
Each message is well-intentioned.
Each campaign has a purpose.

But without a clear story anchoring them, they compete rather than reinforce one another. That’s when:

Admissions emphasizes one thing
Marketing emphasizes another
Advancement tells a slightly different story
Leadership language shifts depending on context

No one is doing anything wrong. There simply isn’t a shared foundation guiding decisions. Teams default to what feels safe, familiar, or urgent in the moment—rather than what’s most strategically aligned.

A Clear School Story Changes How Work Gets Done

When a school has a clearly defined story, something important happens behind the scenes. Teams stop asking:

“What should we say here?”
“How do we position this program?”
“What angle should we take?”

And start asking:

“How does this reinforce our story?”
“What part of our promise does this bring to life?”
“Is this aligned with who we’re trying to reach?”

Story becomes a decision-making tool, not just a messaging exercise. It helps teams:

Prioritize what actually matters
Say no to distractions that don’t align
Create marketing that feels cohesive instead of reactive
Work with more confidence—and less second-guessing

Why This Isn’t About Doing Less (or More)

This isn’t a call to slow down or scale back effort. It’s a call to realign.

Most schools don’t need another campaign, content push, or communications channel. They need a clear, shared story that everything else can plug into.

When that foundation is in place, marketing stops feeling scattered because it’s no longer starting from scratch each time.

Clarity Is the Unifier

If your school marketing feels busy but disconnected, it’s not because your team lacks skill, commitment, or creativity. It’s because the work hasn’t been anchored in a single, shared story.

Clarity is what turns activity into strategy, and it’s what allows school teams to move forward with confidence—even in seasons of growth, pressure, or change.

Ready to clarify your school’s story?

Through the Master School Story Framework, I work with leadership teams to define and steward a clear, shared story—one that brings alignment across enrollment, marketing, advancement, and leadership communication.

If your school is navigating growth, change, or simply feeling the strain of scattered messaging, this foundational work creates the clarity, confidence, and consistency needed to move forward with purpose.

Learn more about the Master School Story →