This publication is a resource to help independent schools attract more familites to their institutions and to increase the voluntary support by the larger community surrounding the school. The first chapter attempts to dispel misconceptions, define pertinent marketing terms, and relate their importance to independent schools. The rest of the book outlines specifically how a school can obtain favorable exposure and gives examples of successful outreach programs already employed at independent schools across the country. Chapter 2 focuses on publicity and advertising as marketing tools, with sections on print publicity, radio and television, and advertising concepts. Chapter 3 focuses on publications as marketing tools, with sections on the development of a logo, first impressions, use of photographs, recruitment publications, and audiovisual presentations. A variety of illustrative samples, worksheets, and resources are appended, including school maps, questionnaires, various sample communications, a press kit, fact sheets, and a publications budget worksheet. (TE)