Marketing communications and admissions often have very different needs, priorities, and ways of conducting business, but the two units work toward the same end goal. Brad Ward of BlueFuego, a marketing company that specializes in social Web tools for educational institutions, explains that admissions doesn't necessarily need to [talk] to university marketing. They know their audience, which is younger. Communicating with that audience through social media is second nature. Admissions might have to go to marketing if they need a printed piece or a brochure, but there are all these free tools that have cropped up out on the Web. Oftentimes, it's easier for admissions to take care of those things themselves. However, if marketing and admissions are too far apart, the university can't realize its full potential. It won't leverage what it has as quickly or as well. The author discusses three elements that are essential for bringing communications and admissions together: (1) leadership; (2) structure; and (3) talent.