With fewer recent high school graduates available to attend college, colleges need to increase their efforts to attract adults. If colleges want to attract more adult students, they must develop a comprehensive marketing plan. The marketing process entails a thorough marketing study that includes a detailed institutional analysis, an analysis of competing colleges, and an analysis of the potential adult students. The results of this marketing analysis may suggest changes that should be made to serve the needs of the potential adult students. Because adults must be aware of the college and its programs in order to participate, colleges must also consider the various promotional methods that may be used to inform potential adult students of the attributes of the college that may be appealing to adults and of the programs available at the institution. The various forms of mass media and specialized media will require an advertising budget as a part of the marketing plan. However, other forms of promotion may be used at little or no cost to the institution, including publicity provided by the public relations department, community involvement of faculty and administrators, personal selling by faculty and staff, and free samples of instruction to prospective students. (KC)