This four-part presentation examines the theory and practice of enrollment management at Florida Community College at Jacksonville (FCCJ). First, Charles C. Spence offers a brief description of FCCJ and reviews some of the problems facing the college when he assumed the presidency in 1985, including a significant enrollment decline and serious morale problems among employees. Next, Charles R. Dassance defines enrollment management as the planning, coordination, and integration of traditionally independent collegiate activities associated with recruiting, enrolling, and retaining students. He then explains how the concept was implemented within the Department of Student Affairs at FCCJ through academic planning, career planning, student development programming, retention planning, community and co-curricular activities, and enrollment services. Charlotte Minter then examines the steps in the creation of the Division of Enrollment Services, which was established to provide personalized services to students; increase the use of technology in order to release staff from tedious tasks and allow them more time to work with students; combine recruitment, admissions, and student aid functions; and develop methods to increase staff knowledge of programs and services. She also highlights the major accomplishments of the Division. Finally, Dr. Spence provides a summary of enrollment management issues yet to be resolved. (EJV)