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Forming a data-driven understanding of a school’s marketplace is the first step to retooling a marketing strategy that is no longer yielding the required results. Demographic tools and resources have improved dramatically since in recent years and LearnCollab consultants help schools marshall these resources and build on existing studies to map new strategies and tactics. Jumping on this work early is also the best way to discover when a problem is intractable. Children can’t come to school if they weren’t born. Trustee and alumni optimism can’t change demographic facts. Knowing the lay of the land early empowers a school to be the first at the merger and collaboration dance, improving their odds of coming out on top in a market consolidation.