Ah, marketing! The world’s favorite spectator sport, right up there with Monday Night Football and The Bachelor. After 25 years in the game—spanning the intense halls of Fortune 100 conference rooms, the frenetic energy of startups, and now the inspiring landscape of higher ed—I’ve seen it all. And if there’s one truth that spans every corner of the industry, it’s this: everyone thinks they’re a marketer.
Now, don’t get me wrong. I love my colleagues. They’re brilliant, dedicated, and tireless. But when it comes to marketing… let’s just say I get “input” from more non-marketers than there are characters in a Marvel movie.
Here’s the thing: Marketing Looks Easy. It’s easy to think, “Oh, I use social media, I see ads, I know what looks good.” It’s a bit like thinking you’re a gourmet chef because you know how to make toast. After all, the flashiest part of marketing is often the final product—the catchy taglines, the sleek graphics, the snappy emails. But just like there’s a lot more to cooking than plating the dish, there’s a whole lot more to marketing than meets the eye.
I Get It—Marketing Is Everywhere
Sure, we’re all exposed to marketing every day. You get hit with ads on your commute, at your desk, during dinner… heck, you probably see marketing messages in your sleep. So when non-marketing colleagues think, “I know what resonates,” they’re not completely off-base. But in reality, the work that goes into crafting those messages, deciding where they’ll land, and making sure they hit just right? It’s a science. A strategy. A carefully choreographed ballet of data, psychology, and a pinch of magic.
My Department’s Goals are the Best Goals
Here’s the kicker: every department thinks their message should be front and center, their goals the loudest in the room. And, hey, I get it. Admissions wants more leads, student support wants to reach students, IT wants…well, I’m still not sure what IT wants, but it’s probably expensive. And they all come to marketing because they think it’s as easy as flipping a switch. Like I’ve got a magic wand to make everyone’s dreams come true. Spoiler alert: I don’t.
Visibility, Baby
Let’s face it—marketing is the glitzy side of the college. People want to be part of the fun stuff. They want to be involved in the campaigns that get people talking, the emails that fill up inboxes, the posters that pepper the halls. But wanting to be a part of it isn’t the same as being equipped to lead it. Remember that time your cousin wanted to sing lead at your wedding? Yeah. Like that.
Communication Gaps? Guilty.
Alright, I’ll admit it. Sometimes we don’t always explain our strategies to the rest of the college. Why? Because half of our time is spent doing the actual work, and the other half is spent juggling everyone else’s requests to do the exact opposite. But honestly, if I took the time to explain why every font choice and color matters, I’d need another 25 years in this career just to get through this semester.
Cross-Departmental “Collaborators”
I love a good team project, I do. But sometimes, “collaborative culture” is code for, “every single person wants to weigh in on marketing.” There’s an art to knowing your lane, folks, and marketing happens to be ours. It’s like letting a chef into the kitchen, only to have the whole restaurant staff try to help with seasoning the soup.
Here’s my proposal: let’s play to our strengths. Let’s work together, but maybe let marketing actually do the marketing. Trust me, we’ve got this. And if you want to know more, let’s grab coffee sometime—I’ll happily explain how those social posts magically appear and the alchemy behind a good open rate. Until then, you can rest easy knowing you’re in good, marketing-schooled hands.