In this episode, Charlie, Rita and Jose talk about the perceptions of private school advertising, internally and externally. In the Deep Dive segment, the hosts discuss the importance of creating and giving your school a soul. The Question of the Week focuses on how school marketers can overcome the challenges of the crazy end of year period. In the Rants and Raves segment, the hosts have some fun with the 2019 Social Media Dictionary, discussing new useful online terms, slang and acronyms.