One of the most valuable lessons I learned during our strategic planning work was a simple but clarifying truth shared by Ian Symmonds. Marketing alone will not solve a school’s challenges. You cannot market your way into a strong market position. However, when a clear strategy is paired with thoughtful, disciplined marketing, the results can be extraordinary.
I have long been interested in marketing, particularly the idea of matching people’s needs and aspirations with what a school can genuinely offer. Over time, I wanted to move beyond tactics and gain a deeper understanding of what sits beneath effective marketing. Early in 2025, I read an article by the founders of 38 House titled How to Build a Marketing Plan That Doesn’t Overwhelm Your Small Team. I remember finishing it and thinking, this is exactly what we need.
I reached out to Eric and Graylyn at 38 House, and our initial conversation was energizing. They were early in building their firm, and I was struck by the clarity of their thinking and the discipline of their approach. We entered into an initial one-year engagement for the 2025–26 school year, and they quickly became true partners in our work.
What they helped us see, very clearly, is that strong marketing begins with a strong plan. They spent time on campus in Eugene getting to know Oak Hill deeply. From there, they identified four key target audiences and helped us articulate four core messages that resonate with those audiences.
Perhaps most importantly, we narrowed our focus. In the past, we had used a broad mix of marketing channels. With 38 House, we’ve concentrated our digital efforts on Meta and Google Ads, testing messages, tracking engagement, and adjusting monthly based on data. We also set aside resources for community-based advertising that aligned with our values and visibility goals, understanding that awareness building and direct return on investment play different roles.
In just a few months, the results have been very strong. We now meet regularly as an advancement team that includes enrollment, development, leadership, and our partners at 38 House. It has been a truly transformational partnership.
My encouragement to school leaders is twofold. First, read their short article on marketing plans and reflect honestly on whether your school has one that is focused and sustainable. Second, if marketing feels like an area of growth, consider reaching out to 38 House. I have worked with many consultants over the years. This team stands out, and I could not recommend them more highly.