Postsecondary educational institutions are most recently aware of large demographic shifts in the traditional age population of college-bound students as it flat lines by 2025. However, this prestige traditional age student market is drastically diminishing in number, which has necessitated in college and universities looking to other traditional-age populations across the marketplace of students to maintain enrollments as private universities or to serve the public workforce needs as a state-supported institution. Emerging populations that have been heavily recruited include historically underrepresented populations of low-income, first-generation, and additional minority groups. Colleges and universities have struggled to not only connect with these students in admissions efforts, but to retain them as they persist towards graduation. This paper will address how colleges and universities can address the enrollment management challenges with historically underrepresented student populations through a campus-wide capacity building approach. Implications from the cultural, economic, and academic achievement gaps will be addressed to inform strategies and initiatives for college student access and success.