Detailed descriptive information is provided on programs and activities identified by the Virginia Community College System's (VCCS) Marketing and Retention Recognition Program (MRRP), which was designed to identify and publicize innovative marketing and retention activities being implemented throughout the system. Following introductory material, the report looks at ways of organizing for marketing, focusing on elements of a successful marketing program, the role of marketing in higher education, the importance of organizational structures in marketing, and examples of organizational approaches used in the VCCS. The next sections examine high school outreach efforts, the use of financial aid in marketing, automated admissions tracking systems, and intervention systems. Within each section, program descriptions are provided, results are reviewed, resources and variations are identified, and back-up materials and a list of contact people are provided. Next, exemplary media relations programs are described, and partnerships for economic development are highlighted. The final section focuses on marketing research, pointing out the elements of a successful marketing research program, offering examples of current research activities, and identifying VCCS marketing research tools. (EJV)