Many university and college counseling centers are experiencing increased financial constraints and a growing lack of general institutional support. This paper suggests that psycho-educational programming may be one solution for reaching more students while spending less in financial and staff hour resources. Although educational programming may be an excellent solution in theory, the actual provision of such programming presents its own difficulties. Discussed here are psycho-educational programs that have been developed in order to proactively reach greater numbers of students and do so with fewer expenses. This program is presented as a vehicle for addressing the issues of how to market counseling center services. Outlined here are the program itself, the marketing model, and the marketing plan. It is suggested that psycho-educational programming and proactive and assertive marketing are effective and ethical responses to meeting the demand of increased services with decreased resources. While some critics claim that marketing detracts from the clinical mission of the counseling center, it is argued that experience with such methods shows that this is not the case. Contains 12 references. (RJM)