Marketing Is Mission Work

Marketing is often treated as the department that makes things look good: the flyer, the campaign, the website, the email, or the ad. But in higher education, marketing is much bigger than that. Every message, webpage, phone call, meeting, and moment of confusion teaches students something about whether an institution is organized, trustworthy, and ready to help them. A compelling campaign can create interest, but the experience that follows determines whether trust grows stronger or begins to break. In "Marketing Is Mission Work," Cheryl Broom invites college leaders, marketers, communicators, enrollment teams, faculty, and campus partners to look honestly at how institutions show up for students before, during, and after they express interest. Drawing on more than two decades of experience working in and with colleges, Broom explores the everyday moments that shape the student journey. She examines what happens when websites become filing cabinets, messages rely on insider language, processes create unnecessary friction, strategy gets diluted by committee feedback, and marketing promises are not supported by the experience that follows. Broom also shows what is possible when colleges communicate clearly, bring the right people into the room, follow the student beyond the click, tell stories students can believe, and recognize that every person and department plays a role in building trust. Through practical lessons, real stories, and Field Notes designed for reflection and team discussion, "Marketing Is Mission Work" helps institutions ask better questions, make stronger decisions, and create experiences that are easier for students to understand and navigate. This is not a technical marketing manual. It is a practical, people-centered guide to aligning message and experience, strengthening collaboration, reducing barriers, and making the mission visible in the small moments that matter most.