Catholic school marketing involves more than purchasing a billboard, or a few radio spots. To be truly effective, school leaders must approach marketing as a vital strategic function that is based on sound research and a thorough understanding of the needs and wants of prospective parents. This workbook lays the foundation for creating a strategic marketing plan, targeting appropriate audiences, tailoring key messages and planning school communications to maximize impact. School leaders and marketing committees alike will benefit from this field-tested approach to a more sustainable future. This workbook provides in-depth strategies and tactics regarding enrollment, communication, mission effectiveness, donor support, and public image.