Know-How Exchange : Advertising/PR

I work for a private school that has been in the community for over a hundred years, but due to the economic situation of the country we are having students leave the school. Our tuition is not expensive, quite the contrary, it is affordable for middle class families.
I would like PR ideas to attract new students to the school. We are doing all sorts of improvements to the campus as well as improvements in our curriculum adding a Foreign Language program. We have also added a new Natural Sciences Museum and we are planning to inaugurate it at the end of January but would appreciate if we get ideas as to how to promote the New Museum as well as the school to the general public.
Thank-you very much for your help!