In 1993, Chattanooga State Technical Community College (CSTCC), in Tennessee, experienced its first drop in enrollment in 7 years. In an effort to increase enrollment, the CSTCC adopted a new approach to marketing. First, external factors that indicated a potential further decline in enrollment were examined and a four-part strategy that included research, program development, outreach, and promotion was implemented to respond to the changing external forces. Research initiatives included analyses of local economic development and demographic studies and annual surveys of students. Programs developed in response to findings included on-site college-level courses for business and industry; 25 specialized, short courses, most for 1 hour of college credit; and flex entry classes, allowing students to add classes up to 2 weeks into the semester. Outreach efforts consisted of mail and telephone recruitment, increasing hours of operation and sites to facilitate student registration, disseminating information at malls, organizing town meetings, and visits to high schools and over 175 area businesses. With respect to promotional activities, CSTCC offset declines in available resources by utilizing electronic and print media advertising, outdoor display advertising, an information center at the shopping mall, and a cable television "documercial." As a result of these efforts, the college managed to achieve its goals of maintaining the level of enrolled credits and increasing previous enrollment rates, enrolling 8,728 credit students and serving 10,340 total students in the fall 1994 semester. (TGI)