Alabama's primary competitor in recruiting is in-state rival Auburn University which lures away roughly one in eight of UA's admitted students. Two factors stand above all others in attracting students to UA--academic reputation and social activities reputation. Factors following distantly are a visit to the UA campus, financial assistance and the desire to attend a school the size of UA. Disparities in these factors, however, exist based on race, sex, and entrance examination scores. This research is intended to aid administrators, researchers, and policy-makers at UA effect more efficient enrollment management processes through better enrollment planning, student marketing, and recruitment. (Contains 11 tables, and 4 color enhanced figures.)