In higher education, objectives for relationships are often measured in short phases. You want prospects to apply, admitted students to matriculate, students to graduate, alumni to give.
The holy grail of higher education communication is to build and sustain bonds that transcend any one of these phases. Consistent messaging, recognition of changing needs and goals and smooth handoff from one department to the next can help you get there.
Map out the path that an individual takes to and through your institution. How does the handoff take place from one phase to the next? Are you planning for and protecting the relationship throughout?