Model B

Mission as North Star: Marketing the World’s Best-Kept Secret in Education 🌟

How many marketing leaders leave a Director-level role to take a Coordinator position? For Kristina Pae, VP of Communications and Marketing at Milton Hershey School, the answer was simple: you do it when the mission is too compelling to pass up.
Milton Hershey School is a fully residential, tuition-free school serving over 2,200 students in need, socially and financially.

Marketing a "one-of-a-kind" institution comes with a deeply complex puzzle:
- The Codependent Funnel: Simultaneously recruiting nationwide students and the rare 2% of Americans who qualify as houseparents.
- The 90+ Touchpoint Cycle: Navigating an incredibly high-stakes, emotional decision-cycle for families crossing state lines.
- Data-Driven Clarity: Utilizing tools like LeadsRX to move past educated guesses and see real-time attribution across search, streaming TV, and digital ads.

"Start with the mission and let everything flow from it... That clarity validates every content decision, every channel decision, and every partnership decision."

Check out the full Beyond the Brief conversation to get the full story ⬇️
🔗https://tr.ee/whgtZZgGr0

🎵 Is your favorite playlist legally exposing your business?

Think playing your personal Spotify account at your venue is harmless? Think again. A staggering 79% of U.S. businesses are using unlicensed music services—mostly because they just don’t know any better.

In our latest Beyond the Brief conversation, Lisa Farris, CMO of Impact One & Chief Advocacy Officer at Soundtrack, breaks down why improper licensing hurts both creators and commerce, and how she's leading a massive educational movement to fix it.

📊 The Real Value of Sound:
58% of consumers stay longer when they like the music.
36% are more likely to return.
Beware "silent churn"—customers who leave quietly because of bad or repetitive background tracks and never come back.

From pioneering early digital marketing at Universal Music Group to leading marketing for the Grammys, Lisa’s career path is a masterclass in driving innovation.
Read the full convo to learn about Soundtrack’s mission to fairly compensate artists, how AI is rewriting the rules of SEO, and why Lisa is mentoring the next generation of music leaders at LMU.

🔗 https://tr.ee/S4zcNp49JU