Marketing is a significant issue for school management. A newly established high school was used as a case in this study to explore its marketing planning, marketing strategies, obstacles faced and solutions utilized. Interview was the main method for the data collection, supplemented by observation and document analysis. The findings indicated that several steps were adopted by the school for the marketing planning. They were: the analysis of SWOT, the identification of marketing goals, the clarification of market segmentation, and the selection of target market. To attract students with high academic achievement, the school interchangeably used external, internal and interactive marketing strategies. However, the insufficiency of professional knowledge, personnel and budget for marketing were the problems faced. Even so, the school was still engaged in creating its niche.