In order to keep off the shut-down list, Harlem public schools are using marketing and PR to attract new charges. The principal of PS 125 keeps brochures in her purse, painted her minivan to transform it into a mobile advertisement, and leads tours where she extols the virtues of her institution, especially its functioning pool. Her zealous efforts are quickly becoming a necessity, since competing charter schools—some of which spend $90 per recruit—employ top-dollar marketing firms to promote their good image. The Harlem Success Academy spent $325,000 on a campaign to attract students to four charter schools last year, reports the Times. That’s a lot more than the $500 worth of fliers run off by most city public schools, but you can't put a price on Success.