Ever since the beginning of the Great Recession, higher education has braced for the impending age of austerity and changing demographics. Now a reality, these conditions threaten the ability of institutions of higher education to remain competitive in an ever growing global marketplace. This article presents several core SEM strategies that can be implemented for four-year public colleges and universities in weathering these times of economic uncertainty and greater accountability. The authors weave in strategic recommendations for enrollment management leaders designed to more effectively expand the admissions funnel and engage in effective financial aid leveraging. Special attention is placed on how econometrics and elasticity of demand play in crafting an effective SEM response to fiscal exigency at their institutions of higher education.