All college and university communications professionals work hard to promote their institutions' strengths and uniqueness. They tout high-caliber faculty, programs, and facilities and point to the achievements of their graduates as examples of their success. But those who work for institutions that are members of a higher education consortium also must balance the communications and marketing priorities and goals of their own institution with those of the consortium. While this can be challenging, many have also found that the opportunity to work closely with their counterparts at other institutions contributes to the strength of the institution as well as the larger group. Members of higher education consortia have opportunities to collaborate and share resources that can have a significant impact on the services they offer and the role they play in their communities as well as the larger educational arena. Professionals who regularly balance their individual institution's communications efforts against a consortium's bigger picture offer their perspectives on the benefits and challenges of such collaboration.