Traditionally, “performance marketing” means metrics-driven, inquiry-focused, left-brained, algorithm-loving data advertising. "Brand marketing," on the other hand, implies experience-focused, purpose-driven, right-brained, creativity-loving storytelling. While both are under the marketing umbrella, these two disciplines have developed their own language, culture, and objectives that don’t often overlap. The question is:

The web is changing for both parents and schools. Parents no longer read and learn by going from one site to another. Instead, they get information pushed to them via their own curated online channels—be it text messages, emails, their Facebook feed, etc. Social media is driving more parent