Challenges continue to mount for colleges and universities due to changes in student demographics, the fiscal and regulatory climate, and public perceptions regarding the value of higher education attainment. But, despite this dynamic and turbulent landscape, it would be difficult to find an industry with a stronger and more consistent sense of purpose that is led by people who unwaveringly stand behind its mission. It is always inspiring to collaborate with passionate administrators who understand the value of higher education and want nothing more than to see students transform themselves and those around them for the better. To be able to help these students grow and transform, however, it is first necessary for higher education marketers to attract those students to their institutions. Effective recruitment is dependent upon communicating with prospective students in ways that those students find to be timely, relevant, and personalized.