Robert Kennedy over at about.com has a recent blog post about ways to promote schools. He concludes his post by suggesting,
Marketing your school successfully in today's highly competitive environment requires presenting your message in many different ways.Sometimes the obvious isn't so obvious, I guess.
One thought I had was creating a blog & a linked flickr site to make daily posts about life at school. Posts could be brief (perhaps as brief as my Notes, but likely a bit longer) with a picture. A quick post about an athletic event or a play or even what was served for lunch. Upload digital pics and blog briefly: maybe 15 to 30 minutes of work daily to provide an ongoing live advertisement about the school and the life of the school.