As part of a six-part series, Strategic Shorts, Dr. David Rowe explores how theological school leaders and boards can strengthen economic vitality and mission fulfillment. In this episode, David interviews Elizabeth Scarborough Johnson (Simpson Scarborough) and Paige Booth (Marketing Wayfinder) to explore how data-driven strategies can help theological schools make smarter, more sustainable choices. To view all Strategic Shorts, click here.

Elizabeth Scarborough Johnson highlights the importance of market research for leaders and boards to assess and strengthen current educational programs or portfolios, avoiding the traps of just “telling your story better” or “building programs because you can.” She encourages leaders to adopt an evidence-based approach, grounded in analyzing trends, assessing competitors, and conducting primary research. She explains the value of an iterative process that helps schools understand true market demand before investing in new initiatives.

When considering new programs or entering different markets, alignment on what success looks like — and understanding the potential return on investment — is critical. Paige advises schools to start by expanding new offerings for current students before considering geographic expansion. She underlines the importance of validating ideas through research before launching, rather than relying on instinct or anecdotal feedback.

Elizabeth also reminds institutions to give themselves adequate time to plan and launch new initiatives. The episode closes with a key takeaway: listen to the data you’ve collected. While passion is important, informed decision-making is what sustains long-term success.