Most admissions marketing breaks down in the same five places: no clear first-touch content for parents researching at 11pm, ad spend that isn't tied to actual applications, no chat coverage after the front office closes, generic (not FERPA-conscious) email nurture sequences, and zero visibility into which open house actually drove enrollments.
Each of these is solvable without adding headcount — the fix is instrumentation and automation, not more people. AI chat alone recovers hours of after-hours inquiries that would otherwise go to a competing school's website.