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When the CFO Asks, “So… What Does Marketing Do?”
When the CFO Asks, “So… What Does Marketing Do?”

There’s a moment most school marketers know well.

You’re in a budget meeting. Admissions can point to enrolled students. Development can point to dollars raised. Then the conversation turns to marketing and someone asks, politely but plainly: “So… what exactly do you do, and how do we know it’s working?”

“Just Post More” on Social is Bad Marketing Advice 
“Just Post More” on Social is Bad Marketing Advice 

In 2026, social media remains a vital part of how people discover, engage with, and connect to organizations. But using it as your entire marketing strategy is not just outdated (was it ever really a thing in the first place?), it’s risky.

market insights, not assumptions
market insights, not assumptions

Your organization’s success depends on how well you communicate your value. But the biggest mistake organizations make is building their strategies around what they want to say rather than what their audience actually wants or needs to hear.

Audience research closes this gap. It gives you actionable insight into motivations, hesitations, and perceptions so your marketing reflects reality, not assumptions.