I once began a conversation with a marketing firm by asking, “Where should we advertise to get the best bang for our buck?” They answered the question with their own question, “How much money do you have?”

If you build it people might come, but more likely — without marketing — they’ll have no idea your program exists. Even if they know it exists, they might not understand it or think it isn’t for them. Good marketing ensures people can easily find and access the services they need, maximizing the efficiency of public programs and the positive impact they have on the folks they serve.