Administrators should be well informed so that they can brag about your program.
Having a German program is a sign of academic excellence as it represents a diversity of languages offered, thus better preparing students for college level opportunities.
Talk frequently with your administration about what you do and how well you do it.
Connect with recent graduates who have continued their study of German or are using German in their careers. Get stories about how well prepared they are and share them on your website or in school publications or the local press.
Use data, use the media, and be ever present in a professional way.
Provide information about scholarships and create press opportunities