ABSTRACTThe authors of this article develop a marketing strategy for increasing advocacy among business board members for a college of business. Advisory Boards are often comprised of leading business and community leaders who perform a variety of services which enhance the operations of colleges and universities. They assist their institutions in a variety of ways including: to network in the community, recruit students and faculty, place students, and fund raise. The authors propose a model to develop a marketing strategy to motivate members of the business advisory board to become strong advocates for a program. Research findings are presented along with implications for higher education administrators.