Planning coherent, relevant marketing strategies is crucial to the survival of independent education in the United States. This handbook was created for independent school marketers; principals; and development, publications, public relations, and admissions directors. It offers checklists, sidebars, callouts, and summaries that focus on increasing enrollments without sacrificing educational quality. Chapter 1 describes marketing principles for boarding schools. Chapter 2 discusses boarding school enrollment management, survey research, data analysis, and school selection factors. Chapter 3 discusses image making on campus as a marketing strategy. Chapter 4 analyzes collaborative school marketing. Chapter 5 deals with two tools of promotion: (1) publications and printed matter, and (2) audiovisual marketing. Chapter 6 reviews advertising as part of a marketing program. Chapter 7 considers the role of publicity in marketing boarding schools. Chapter 8 is a case study of one school's approach to designing a marketing program. A marketing consultants' resource list is also offered. (JAM)