Parking Assistance:  As trivial as this seems, when we arrived at one college, there was a student with a clipboard near the Admissions office with a map and helpful tips on where to park.   Lesson: 

Make people feel welcome from the very first touch.

Voucher for a free lunch:  After one campus tour and info session, every family was given a certificate to eat in the dining hall.  It kept us on campus, mingling with students and staff and let my daughter sample the meals she'd be signing up for.  Lesson:  How can you build loyalty at low cost, exposing the prospect to how fabulous you are?

Student Store Gift Certificate:  My daughter made a beeline to the campus bookstore with her coupon and promptly bought a tee shirt, which she now wears non-stop back home.  Even if she doesn't attend the school, she's showing her connection to it with her friends.  Lesson:  Make it easy for your fans to advertise their love for you. 

Business Cards for Tour Guides:  At one school, the tour guide handed out her business card with her email address and cell number to all the students in case they wanted to reach out with more questions.  What a terrific way to make a personal connection.  Lesson:  People interact with other people, not just a business or institution.  By personalizing the experience, people can relate to you.

Where can you find examples of smart marketing?