We can't merely ensure that we're looking at the services provided by the leaders of the field and do our best to match those efforts, we also need to make sure what we're providing doesn't look like that provided in the for-profit sector. There should be an obvious distinction. This was a big takeaway for me.

Don’t know what the stats are for “non-profit universities and colleges” but it does feel like an increasing portion of their budgets go to marketing, advertising, PR, and strategic positioning (at least in the United States and Canada).