Effective marketing of school-age programs is a systematic process that involves research, analysis, assessment of market trends and needs, short-term and long-term planning, and development of effective strategies to promote school-age program services and develop a positive image of the program in the community. It is important for school-age care leaders to recognize that marketing is a far reaching process that includes, but is not limited to, advertising and publicity. When leaders take a comprehensive approach to marketing, their programs and projects have an excellent chance of success. Knowledge and understanding of the marketing process is an invaluable tool for leaders as they plan and implement new programs and projects, assess the stability and need for improvement of current programs, develop plans for new or expanded programs, and develop a positive public image of the program and its services.