As an unprecedented number of colleges and universities close their doors forever while others struggle to survive, a deep pool of prospective students--and the key to accessing them--is hiding in plain sight. Students from rural America attend college at lower rates (59%) than their urban (62%) and suburban (67%) counterparts and comprise only 29% of all students ages 18-24 enrolled in higher education, according to the National Student Clearinghouse. Colleges in New England and upstate New York face a double dilemma: They are in locations with downward demographic trends and low college attendance rates. This past fall, the majority of New England public colleges and universities saw enrollment declines, according to data collected by the New England Board of Higher Education. One of the two most rural states in the country is Vermont, where only 60% of high school students attend college. These numbers contributed to the closures of three higher ed institutions. Despite this ominous trend, there are organizations with proven track records of helping colleges reach qualified students and helping schools and communities beat the odds. This article addresses the need for attracting students from rural areas to college and discusses how CFES Brilliant Pathways, located in rural Essex, New York, is meeting that need through successful school-college partnerships.