A methodology for evaluating the service area of a community college and determining potential student markets is discussed. It is suggested that because of locality-based operations, projected higher education enrollment declines may be felt severely by community colleges. Because of the special nature of examining a specific geographical area, identification of potential students is approached from both the individual and organizational aspects. The methodology emphasizes the development of profiles of identified subgroups of potential students, either on an individual or organizational basis. The four areas comprising the proposed methodology include: (1) establishment of identifiable subgroups of potential students; (2) collection of data representative of each of the subgroups identified; (3) evaluation of the respective subgroups as to potential recruitment, educational needs and attitudes, and relationship with major college programs; and (4) development of recruitment profiles of those subgroups that appear to offer the best possibility for student recruitment. It is suggested that with the information provided from this research, institutional researchers can play an integral role in the student recruitment process and interact with other administrative personnel in a total institutional recruitment process. (Author/SF)