Embracing Enrollment Management: A Comprehensive Approach to College Student Marketing‪.‬

INTRODUCTION As the cost of providing post secondary education continues to increase and government support steadily decreases, religiously-affiliated, private, four-year colleges are forced to rely more heavily on tuition revenue for economic viability. Not only does this require attracting a higher number of new students to the institution, it necessitates increasing the retention of students who are already enrolled. Religiously-affiliated, private, liberal arts colleges in particular are vulnerable to changes in enrollment. The problem is exacerbated by the fact that they really only compete for less than 1% of the potential college student market. Breneman (1994) speaks of them as often lacking in sizable endowments, heavily dependent on tuition, and without direct support from government. They can fail if times are hard enough.