This resource contains checklists, worksheets, and examples to encourage staff to share their views and to precipitate action. It assumes an open system of college management with a desire to be efficiently and effectively responsive to local needs. Section I describes briefly some challenges the further education system faces. Section II identifies system strengths and invites readers to respond, in terms of their own college, to the challenges described in Section I. Section III contains a checklist to examine college effectiveness. The checklist concludes with a form on which respondents can note their priorities for action. Section IV provides a brief introduction to the Further Education Unit model of processes of curriculum development. A simple explanation of "the marketing mix" is furnished with examples and a "worksheet," with which colleagues can apply marketing concepts to an aspect of their work. This should be an aid to program development and college planning. Section V provides some basic principles to guide the promotion of the college's services. An example is enclosed of "copy" about college strengths, based on the first part of Section II. It is couched in language to which employers are likely to respond, as a guide to those who are writing college publicity material. Several cartoons are included. (YLB)