As School Head, you want to assure that there is solid alignment between the way you and your marketing team portray your school and the actual outcomes your graduates experience. For example, if you tell others that you offer one of the leading college preparatory programs in your area, you want to be able to back that up with data about your graduates’ college experiences that substantiate your claims. You also want to be able to celebrate the successes of your graduates in ways that reinforce your mission, help keep your alumni engaged, and align your alumni’s values with your mission and vision so as to enable more robust financial support of your school.