This guide explains the concept of marketing tech prep and provides marketing principles and strategies to promote tech prep programs. The guide covers the following topics: (1) why it is necessary to market tech prep; (2) what a comprehensive tech prep marketing plan should include; (3) targeting the benefits message; (4) marketing tech prep to other educators, counselors, employers, students, and parents; and (5) how to budget for and evaluate marketing activities. Three appendixes contain the following: names, positions, and addresses of persons quoted in the guide; an annotated bibliography listing 30 references; and a chart with quick explanations that can be used to help answer frequently asked questions about tech prep. (KC)