"Marketing" and "branding" were once considered dirty words on campus but faculty, staff, and board members now appreciate the value of getting their message out and managing their reputation. The question is not so much whether to invest, but when, how, and most important, what's the return on investment? A roundtable of accomplished marketing professionals met in December 2003 to discuss what works--and how trustees can be certain of this. This article summarizes the ten questions that emerged from that discussion for boards and senior administrators to consider as they monitor and guide their institution's marketing efforts. These ten questions are: (1) Are your marketing goals based on your strategic plan? (2) Are mechanisms in place for tracking return on investment? (3) Do you know what your audiences think? (4) Are you remembering the intangible benefits? (5) Is an internal marketing effort in order? (6) Have you gotten complacent? (7) Have you protected your institution's marketing budget? (8) Do you place too much stock in national press coverage? (9) Are you comparing apples and oranges? and (10) What should a good trustee do?