Waldronville School board of trustees chairman Keith Brandish said the unusual approach had become necessary because pupil numbers at the school were low, with no sign of improving.
About 20 pupils were expected at the start of the school year and it was hoped marketing would attract at least another six pupils, which would allow the school to open a second classroom and employ a second teacher.
"We are managing a school in a competitive environment and that's why we're taking a marketing focus."
Mr Brandish said marketing was used widely by secondary schools, but seldom by primary schools, in Otago.
"We have to show our strengths and our point of difference in the community. We have to show our point of difference is a positive.
"The luxury of being a small school is we can offer a greater amount of teacher-to-student contact time in the classroom."
The board has placed advertisements in Dunedin newspapers, put fliers in mail boxes and planned to put up signs on Brighton Rd.
It has also spent a lot of time building up a good relationship with the local community, Mr Brandish said.
"We are encouraging kids in the area to come here and play sport after school."
The school used to be vandalised regularly. In 2007, the bill for repairs was $18,000.
"Since building a relationship with the community, we've had no vandalism in the past three holidays. It's a very big marker on the community feel about the school.
"It lets us know we are on the right track," Mr Brandish said.
It was unrealistic to expect older children to move back to Waldronville School but he hoped the marketing would help attract younger pupils and families moving into the community.
School rolls up to 25
in Otago (2008 July roll return):
Amana Christian School 10
Dn Rudolf Steiner School 24
Flag Swamp School 9
Karitane School 17
Macraes Moonlight School 20
Makarora Primary School 8
Otepopo School 17
Paerau School 5
Purakanui School 19
Sthn Lakes Christian School 20
Tahakopa School 8
Taieri Beach School 25
Tarras School 14
TKKM o Otepoti 16
Tomahawk School 12
Waldronville School 21
