I then looked at my Twitter feed and saw this link from Brendan Schneider (@schneiderb), a US expert on schools marketing - 'Will Schools Turn to Inbound Marketing Before they Have To?'. Inbound marketing is a bit of a 'American' term - but if I understand it correctly you make compelling content that reflects how your school wants to be seen (in whatever form you can - from words to pictures to videos to pictograms) and then make sure potential customers can see and engage with it.
Brendan Schneider's school has used this to successfully turn around a recruitment programme that was badly suffering from the recession. I know that schools in the UK can do the same. I'm just not sure that I've said it simply enough before (my book basically takes 80 pages to get there...). So here it is - content is king. Work out how you want to be seen, go out and get the stories in, and then share them!