An in-house market analysis was used to determine which resources in a small, private, liberal arts college influence prospective students to matriculate there. The purpose was to evaluate and improve the use of recruitment resources. The responses of inquirers, applicants (matriculating and nonmatriculating) and matriculators were compared on such factors as the perception of the college as compared to other colleges, recruitment procedures, and college literature. The prospects' college choice priorities were identified and a model developed to recruit students, using their priorities. The use of the findings by the admissions staff is discussed. It is concluded that marketing can help to clarify mission, enact a plan to carry it out effectively and satisfy clients, and communicate these efforts to current and prospective constituencies. (Author/MSE)