In higher education, we are in a constant state of engagement. Whether we’re building vibrant student communities, raising awareness for new initiatives, or connecting with donors, every interaction is part of a larger, ongoing campaign. The most effective marketing isn't just about the "ask"—it’s about a strategy that honors our audience. By mapping out a plan that centers our audience, we ensure our tactical approach is both intentional and impactful. Michael will cover the essential steps to: identifying (and refining) your audience, sharpening your message, and driving conversion.