In response to dwindling enrollments and increasing competition from other postsecondary institutes and private training schools, the Southern Alberta Institute of Technology (SAIT) has developed a marketing plan to take advantage of existing opportunities. SAIT's Marketing Department focuses on developing a strong and unique institutional image and is made up of a marketing manager, projects funding manager, creative supervisor, public affairs supervisor and assistant, and school/community liaison. In addition, a faculty member within each department is designated as marketing representative. These representatives act as liaisons with potential students, employers, and advisory committees; promote SAIT facilities, expertise, and courseware; and encourage donations of equipment, supplies, funds, and scholarships. The development of SAIT's marketing process involved the following steps: (1) the creation of a network of departmental marketing representatives to facilitate communication; (2) the identification of target groups; (3) the identification of activities to be included in the marketing efforts; and (4) the development of marketing strategies for each department. Since the marketing program began, the role of the department representatives has been expanded to include responsibilities for business/industry/government training, school relations, special events, continuing education, and public relations. Although some issues remain to be resolved, positive outcomes of the marketing process have included the expansion of the pool of potential donors, advisory committee members, employers of graduates, and other contacts in the community; broader, more credible exposure in the marketplace; and the generation of revenues. An outline of the responsibilities of marketing representatives and the marketing objectives of SAIT's Business Education Department are appended to the paper. (AJL)