In historically unprecedented ways, each schools needs to tell its story to an increasingly diverse and skeptical audience. Every school is in competition for students, resources, hearts and minds; complacency guarantees a constant race to simply stay in place. This book gives school leaders a perspective on where Education is today, and how we got here. Most importantly, it provides a field guide to being ahead of the pack, to leading the story, and to creating the future leaders want for their schools.

Phillip Diller, EdD, Associate Professor of Educational Leadership, Shippensburg University

Marketing K-12 schools is a necessity in this competitive educational market, yet the literature in this area has been lacking until now. Thanks to the authors of this book, educational leaders finally have a text that is specific to their industry. This book provides both, the internal and external strategic marketing focus, which is exactly what educational leaders need.

Katharine A. Bohley, Professor of Marketing and International Business, University of Indianapolis, School of Business