Jim Black is president of SEM WORKS, one of the leading higher education consulting firms in the area of enrollment management. Dr. Black has delivered keynote addresses and conducted training workshops for business leaders and educators worldwide. His areas of expertise include leadership, organizational change, customer service, strategic enrollment management, marketing, recruitment, and retention. This article is an interview with Black wherein he describes his accomplishments in higher education and his experiences of starting and facilitating various conferences as a consultant for AACRAO. Black also expresses his views on the basic points that need to be covered in order to have an intentional enrollment management strategy. In addition, he also explains how marketing and brand awareness tie into an enrollment management plan.