The Institutional Playbook
Strategy, AI, and the marketing of educational institutions.
Six articles. A three-part operating model for the marketing of educational institutions, plus three follow-ups that extend the framework into a specific case study, a vertical deep-dive, and the operational concern that cuts across both K-12 and higher ed. Each article stands on its own; together they form a complete framework.
The trilogy
A three-part operating model: strategy, AI execution, and the document that makes both compound.
How to Build a Social Media Strategy That Actually Fills Seats
A field-tested playbook for schools and universities. Differentiators audits, segment mapping, the 60/30/10 content mix, decision-window calendars, and the funnel math behind sustainable enrollment growth.
How to Use AI to Execute Your School's Social Media Strategy
AI tools mapped section by section onto the playbook from part one — research, audience modeling, content production, multilingual adaptation, analytics. The strategy is the leverage; AI is the multiplier.
The Institutional Brief: The Document That Makes Strategy and AI Compound
The trilogy-closing piece. The brief is the document strategy depends on for execution and AI depends on for non-generic output. Seven sections, the discipline of keeping it current, and why most institutions don't have one.
Follow-ups & specific scenarios
Standalone articles that extend the trilogy into a case study, a vertical deep-dive, and an operational concern that cuts across both.
A Year Inside the Funnel: An Anonymized K-12 Enrollment Campaign Walkthrough
What running the framework looks like over one season — an anonymized Caribbean K-12 school, the actual decisions week by week, the surprises, the final numbers, and what we would do differently.
Higher Education Marketing: The Long Cycle, the Rankings Trap, and the Recruitment Layer Most Institutions Get Wrong
The dedicated higher-ed playbook. The 18-month decision cycle, international recruitment as its own operating layer, why ranking optimization is a trap, and alumni as the marketing channel most universities underuse.
Marketing and Admissions, One Team: Closing the Funnel Gap Most Institutions Leak Through
Most institutions run marketing and admissions as semi-hostile sibling departments, and the funnel leaks through that seam more than anywhere else. What the leak looks like, why it persists, how to fix it.
Comprehensive AI training designed for educators, by educators. From awareness to mastery.