Developing a school district marketing plan requires identifying key audiences, delivery methods, messages, and evaluation metrics. The plan should determine who needs to hear the district's message, how it will be communicated using multiple vehicles tailored to different audiences, the top two to three messages to deliver such as student performance or financial responsibility, and how success will be measured through surveys, focus groups, and public perception over time. Developing an effective evaluation process allows the district to determine if its promotional goals were achieved and modify future marketing as needed to reach all constituency segments.