How Frontline Education Revamped monday.com to Optimize Marketing Campaigns

The Challenge

Frontline Education, a leading education technology company, had been using monday.com for marketing campaign management for several years. Like many organizations that grow into a platform organically, their instance had expanded without a governing architecture. The result was hundreds of boards across multiple workspaces, inconsistent naming conventions, duplicate workflows, and third-party Make automations that were difficult to maintain and frequently broke.

Beyond the organizational complexity, there was a performance issue: boards with hundreds of items and dozens of connected columns were loading slowly, creating friction for the marketing team that used the platform daily. Leadership had lost confidence in the dashboards because the data was unreliable — items weren't being updated consistently because the workflow was too complex to follow.

The Discovery Process

OrangeDot began with an extensive discovery phase — auditing every board in the Frontline Education instance, mapping workflows to business processes, and identifying which boards were actively used vs. which had been abandoned. The team also interviewed key stakeholders across the marketing organization to understand what information they actually needed from the system vs. what the current boards were trying to provide.

The discovery revealed a common pattern: the instance had grown through accretion. Every time a new campaign type emerged, a new board was created rather than updating the existing template. Automations had been added to handle edge cases without removing the manual processes they were meant to replace. The result was a system that technically worked but was far more complex than the underlying business required.

The Three-Tiered Rebuild Approach

OrangeDot designed a three-tiered approach to simplify and rebuild Frontline Education's monday.com instance. The first tier was the campaign portfolio — a single master board giving leadership visibility into all active campaigns, their status, and key metrics. The second tier was campaign management boards — standardized boards for each major campaign type, built with consistent column structures so data could be aggregated to the portfolio tier automatically. The third tier was execution boards — lightweight boards for specific campaign activities like content production, paid media, and event coordination.

This three-tier structure reduced the total board count from hundreds to 13 core boards. Everything else was either archived, consolidated, or rebuilt as a view within an existing board rather than a separate entity.

The Results

The rebuilt instance delivered immediate improvements across multiple dimensions. Board load times dropped significantly because boards were leaner — fewer items per board, fewer connected columns, more intentional structure. The marketing team began using the system consistently because it was easier to navigate and update. Leadership gained reliable dashboard visibility for the first time in over a year.

Perhaps most importantly, the new structure gave Frontline Education a platform they could maintain and extend themselves. The OrangeDot team documented every workflow, provided training to the internal admin team, and established governance guidelines to prevent the accretion problem from recurring.

Lessons from This Project

The Frontline Education project illustrates a pattern OrangeDot sees frequently in organizations that have been on monday.com for two or more years: the platform is being used, but it has grown faster than the governance around it. The solution isn't more tools or more automations — it's simplification, standardization, and a clear architectural framework that can guide future growth.