If you follow "Do the Right Thing", the Marketing Best Practices naturally fall into place. You don't want to list ads in "Help Wanted" sections because the people looking there are specifically searching for jobs, not education - Not Right. You don't want to ask current students for testimonials because they might feel pressure to say something nice weather they mean it or not - Not Right. And you don't want to show visuals of great labs and equipment if you don't provide it - Not Right. Doing the Right Thing is honestly and clearly showing who we are.