We've identified two strategic objectives of marketing communications as being: to sustain and strengthen enrollment using your Strategic Marketing Communications Plan and its subset, the Parent Retention and Enrollment Plan; and to promote investment in the school by giving parents confidence that the school’s plans make sense—and may even be inspirational as the school constantly renews itself through quadrennial strategic planning/strategic financial planning. While your key constituent is the parent, the center and purpose of the school—as illustrated by the school’s mission—is the student. What does it mean, therefore, to have the parent as your key constituent while still being student-centered? This requires putting into practice the following three understandings.