Principals desiring recognition in the community have added marketing to their job description. Faced with falling enrollments and more school choice for parents, they create strategies to market and brand their schools to potential parents and students, from promoting programs in school newsletters and websites to direct mailings and ads in real estate guides. Schools even create catchy slogans, like "Come Be Part of Our Family" and "Small Schools, Neighborhood Schools, Safe Schools." All of this is done with limited budgets, staff, and time. This often means finding creative, less expensive ways to show how great the school is and relying on volunteers to help spread the message. This article discusses some of the tactics used by principals trying to market their schools for survival.