This publication explores the enlistment potential of college-market youth by examining the characteristics of the college-market population and the implications of these characteristics for designing effective recruiting policies. Chapter 1, "Introduction: Trends and Theoretical Considerations" (M. Rebecca Kilburn, Beth J. Asch), provides an overview of recent trends as well as some theoretical reasons why recruiting college-market youth makes sense. Chapters 2-4 then investigate different aspects of the youth college market. Chapter 2, "Trends in Intentions to Enlist and Attend College" (Chris Bourg), examines the individual choice to enlist for individuals very early in the decision process. It explores trends in intentions to enlist and to attend college among American high school seniors and the relationship between these trends. Chapter 3, "Paying for College: A Survey of Military and Civilian Financial Aid Programs and Postsecondary Education Costs" (C. Christine Fair), compares civilian financial aid programs, military educational programs, and college costs to assess the relative attractiveness of current educational recruiting incentives. Chapter 4, "The Enlistment Potential of College Students" (Beth J. Asch, M. Rebecca Kilburn), analyzes the enlistment potential of different segments of the college market (e.g., two-year and four-year students and dropouts). It examines some policy options available to target the college population, such as loan repayment programs, paying higher wages for more education, paying for tuition, or enlistment bonuses. (Appendixes include relative risk ratios; multinomial logit coefficients for year of study; breakdown of numbers of schools by category in each state; data collection and analysis; case studies of financial aid bundling strategies; details of predicted probability estimates; and additional tables.) (YLB)