People live and work in an era of transformation and uncertainty; they know that things are changing, but they are not sure where they are headed. One of the key forces of change is the enormous flow of information that individuals and institutions consume and produce. Awareness of knowledge flow is essential, but so is the sense that neither individuals nor institutions can control these flows. In this article, the author provides useful strategies for coping with information overload in developing an effective marketing campaign for her institution.