For best marketing, South Bay Adult School, Redondo Beach, California, Kate Nelson, accepting. The award is for selling their student handbook. A little background: The adult school not only does English as a Second Language classes, but is also committed to helping reach out to its adult students, many of whom are recent arrivals to this country, to help them cope with life in Southern California, which according to Kate can be confusing and complicated. Last year the teachers got together and pooled questions most frequently asked by their students. They put together a Student Handbook and sold the handbooks to the students. Hoping to sell 100, they sold 700 at $3 apiece. The teachers now use the handbook for some class lessons, students take them into their communities, which in turn attracts more students to the school. And some businesses have inquired about purchasing ad space in the handbook. Why we like this award is not because of the money-- but because of the marketing. First, by selling it the school is sending a message that it is worth buying, and wanting. Second, the handbook contents are learner oriented, responding to their needs. Thirdly, the quality has to be good if you’re selling something. Selling your student handbook, a great marketing technique.