The purpose of this qualitative study was to explore the extent to which a marketing plan informed the system leader's means of communication with different constituents. Using a protocol, the research was conducted via telephone or face-to-face interviews with public school principals in two specific districts in a large, urban school system. The data gleaned from the participants' responses showed that principals utilized advertising, personal selling, and digital marketing tools to communicate with various internal members of their public schools. However, the other promotion mix, such as public relations, sales promotion, and direct marketing tools, were not used by principals to market their public schools to both internal and external members. One conclusion was that most principals' means of communication were not informed by a marketing plan. While they were willing to learn how to market their public schools, principals did not have the requisite knowledge needed to promote them. Principals need marketing professionals to work with them to develop and implement their marketing plans to communicate with all stakeholders of their public schools. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]