In order to develop a marketing program for potential students and assist in institutional planning, a study was conducted at Walla Walla Community College (WWCC), Washington, to obtain information from high school seniors regarding their career interests, educational plans, and perceptions of WWCC's programs and services. Questionnaires were administered at 13 local public and private high schools, and responses were obtained from 677 seniors, representing 67% of all seniors enrolled at these institutions. Selected findings included the following: (1) 83% of the students said they planned to continue their education at some time after high school; (2) of the students anticipating further studies, 67% planned to attend a two-year college and 33% planned to attend a four-year institution; (3) 63% cited money as the most likely obstacle to furthering their education; (4) 39% said they were very sure of their career choice, while 15% reported being not at all sure; (5) the most popular career choice among students (36%) was the area of business and commerce; (6) 70% reported some familiarity with WWCC's intercollegiate athletics, financial aid, and basic skills curriculum; (7) 40% of the respondents wanted more information about WWCC, and of these, only about half planned to attend the school; and (8) 75% rated WWCC's academic quality as good or excellent. The study report discusses the implications of the findings for curriculum and program development and includes the questionnaire. (DAB)