No, and the distinction matters more in Catholic schools than almost anywhere.

Marketing gets a family to look. Everything after that — whether the phone gets answered well, what the tour feels like, whether anyone follows up, what the first ninety days do to a new family, whether a teacher notices a child drifting — is enrollment management, and none of it is a campaign.

According to NCEA, the single biggest factor in a family’s choice of a Catholic school is how many times they have been on campus. You cannot buy that. You can only build the reasons to come and then be worth the visit. A larger advertising budget for a school that does not retain families is money spent filling a bucket with a hole in it.