What are strategic plans for, and who are they for? What does it mean to be “strategic”? These are among the questions addressed in a yearlong study of 108 active college and university strategic plans. The analysis of plans through a constituent-centric lens was revealing, and this session will address the various pitfalls of strategic planning and the significant leadership opportunity for marketing and communications beyond just “promotion.” The session will also highlight an example of a market-oriented, human-centered strategic plan — the CU Denver 2030 strategic plan — sharing critical lessons from the university’s strategic planning process and activation.