If your school or school district is going to go out on your own and there isn't anybody with legit marketing experience, you should find somebody to help you out prior to starting an advertising or marketing program for your school or school district.
I can't emphasize this enough. I don't mean some guy that set up parties back in college and did all the "promotions" for it or somebody that had an internship putting flyer's on cars for a restaurant chain.
Get real help. Here's a good starter kit: Donna Anselmo's Marketing Demystified.
http://www.amazon.com/Marketing-Demystified-Donna-Anselmo/dp/0071713913
Or contact an agency (this one is mine) to help you out: http://www.tebosportsmarketing.com/
Do not contact an agency that asks you to sign anything giving them exclusivity. That's like saying, "hold me hostage for a year."
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