The Strengthening Business Practices for Centers series addresses essential concepts in the fiscal and operational management of center-based child care programs. In this session, participants will develop a marketing plan and identify how to use specific marketing tools to communicate with families about their program’s benefits. Topics discussed include identifying external and internal audiences, completing an environmental scan, distinguishing between features and benefits, and increasing communication with existing and prospective families. Marketing your program is one component of sound business practices that improves the sustainability of child care centers.