Strategies are proposed for the implementation of the marketing concept at Triton College. The report begins by describing the establishment and goals of the Marketing Task Force and goes on to define "institutional advancement," as a positive, progressive response to community educational needs, and "the marketing concept," as suggesting an orientation toward the public and a systematic process for implementing that orientation. Next, the change in enrollment patterns at Triton between 1965 and 1977 is examined, illustrating the decline in the number of full-time transfer students and a dramatic upswing in the number of part-time students enrolled in vocational, general studies, or continuing education programs. Promotional strategies are then outlined for the recruitment of selected target populations, including high school students, homemakers, continuing education students, attendees at campus events, mid-life career changers, those requiring upgraded job or professional skills, parents of currently enrolled students, the general public, extension faculty, transfer students, and out-of-district students. Retention strategies are then outlined for the improvement of instructional and student support services. The report concludes with a marketing strategy form designed to solicit further suggestions from educators at other two-year colleges. (JP)