Is there an Institutional Marketing Committee (IMC) of the governing board? Governing Board support is essential to the eventual implementation of marketing plans. Board validation of the process facilitates the eventual request for allocation of resources - money, manpower or materials. Some specific ways the Institutional Marketing Committee can support marketing planning are:

1. Critique marketing goals and objectives
2. Approve marketing objectives submitted by administration
3. Contribute ideas and direction to the preliminary marketing process and initial marketing plans
4. Participate in market research
5. Inform the Board of marketing programs of competitive schools
6. Visit similar schools in other areas to assess their marketing approach
7. Advocate marketing’s presence within the school
8. Participate in marketing evaluations.

The Project Team, assembled with the approval of the Head of School and reporting to the IMC, is responsible for writing the Project Implementation Plan. Accordingly, it:

1. Agrees on the strategic approach recommended in the overarching goal statement
2. Defines the primary objective of the project; creates a timeline with key target dates
3. Reviews targets
4. Identifies exchanges
5. Discusses and agrees on tactics
6. Identify potential problems and opportunities related to the project
7. Decides on the tools that must be developed and arranges for their production
8. Holds progress report meetings
9. Produces a written plan
10. Evaluates objective-based outcomes