Every astute administrator and educator knows that you cannot maintain or expand your school's enrollment without marketing and that you have to continue to actively market your programs if you want to survive the onslaught of educational choices available today. Yet it's typically the marketing budget that is the first on the chopping black when cuts are required. Because it is marketing that creates community awareness, brings new students and generates business customers, cutting marketing during a demanding budgetary period is a little like raising the white flag before the first shot is fired. In this article, the author defines seven "smart marketing" tools that are effective and within budget. He will elaborate on each of these in future issues of "Techniques."