A smart marketing plan creates emotional attachment and loyalty in a school's prospective students, but how does a school go about creating this type of positive environment?. In this brief paper, the author describes a step-by-step approach that he created--the enrollment funnel. The enrollment funnel is a systematic method of moving "prospective" students to becoming "actual" students as a result of generating positive feelings and emotional attachment that tie directly to the school's marketing plan. To build positive emotional attachment, a school must make prospective students feel important and have frequent contact and connection with them. Ideally, the formation of this "funnel" does not finish with enrollment, but continues beyond graduation. A good enrollment funnel should contain retention strategies that keep students engaged year after year and keep them connected until their own children are ready for the benefits of career and technical education.