This project was conducted to develop a comprehensive strategic marketing plan for Fox Valley Technical College (FVTC). Components included a review of the literature, establishing criteria for the plan, validation of the criteria, the actual development of the plan involving a formative committee, and the review of institutional marketing plans from other colleges. A draft of the plan document was developed, a summative committee was used to review and evaluate the product, and the final draft was developed based on the summative committee feedback. The review of the literature validated the need for FVTC to develop a strategic marketing plan. The following criteria were established for an effective marketing plan. It must: (1) be based on and consistent with the organization's mission and strategic directions; (2) have a basis in market research and institutional data; (3) include key components of situation analysis, identification of target markets, marketing goals and objectives, marketing strategies, and evaluation; (4) serve as a internal communication tool that establishes a marketing philosophy and direction for the institution; (5) provide a comprehensive picture of the marketing strategies, as well as ongoing marketing activities, in support of the marketing goals and objectives; and (6) reflect ongoing organizational planning efforts. The study concluded that the plan would serve as a comprehensive marketing direction for FVTC; it would ensure the alignment of the marketing objectives with instructional programming priorities, and provide a framework for the ongoing evaluative measurement of the marketing objectives and strategies. (Appendixes include the following: a list of the reviews of other institutional marketing plans, strategic marketing plan criteria, validators, a list of formative committee members, the strategic marketing plan development framework, summative committee review form, and a list of members of the summative committee.) Contains 40 references. (KC)