This is one area that seems to be getting scrutinized by school administration as a result of current economic conditions. It is becoming a tougher call either way. You can spend a lot of money carpet bombing an advertising campaign in pursuit of a dwindling student pool, or conduct technical studies to determine if a narrowly-focused marketing plan is better in these difficult times. Unless your institution is loaded with Title IV programs, I recommend pursuing the latter plan, if not for the sake of saving money in your marketing budget. The more difficult economic climate is going to force more applicants to the government money. Those institutions offering Title IV assistance will, therefore, continue to grow, regardless of the economy. Those not qualified to offer Title IV will be faced with draconian budget cuts.