Enrollment management is an institutional function that has enjoyed burgeoning attention since the 1970s. The primary function of enrollment management is to control the size and composition of students within an institution. As the number of higher education institutions increased and as the number of high school graduates stagnated--particularly in the 1970s and then again in the 1990s--the competition to enroll students and the pressure to retain them proved undeniable elements of institutional functioning. These very pressures ultimately gave rise to a more formalized field of enrollment management. In recent years, the University of Alabama (UA) has increased enrollment and retention along with entering student credentials, as measured by ACT scores and high school GPA, through the combined effort of multiple campus offices. This qualitative case study assesses how the UA has approached increasing enrollment and retention figures over the past five years. (Contains 2 tables.)