Segment whenever you can. Everyone knows that the constituent list for higher education is long and, at times, confusing. Even student populations consist of many groups. However, don't attempt to develop different strategies for more than a handful of your most meaningful segments. Choose a champion.
Every movement needs someone to carry the organization through the hard times.
You need to write a plan. This is the most basic. A written marketing plan provides a detailed guide of what will be done, by whom, and when. White Paper No. 2.