Private school marketing has become a huge factor. Mass-mailings are sent out to candidates included on broad lists, while other potential students are targeting using billboards, radio, and even conferences. Still, word of mouth is probably the biggest factor for promoting schools. This can even create situations in which outsiders are not welcomed at the private institutions. Parents must not let flashy advertising get in the way of the quality that schools, regardless of type, can offer.

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With wide-open school choice, marketing becomes name of the game – Milwaukee Journal Sentinel