As a result of a study in 1972, in which independent college administrators were asked to assess their growth needs and problems, the Northwest Area Foundation established the Independent College Program to assist colleges in dealing with their needs. The first phase, the Admissions and Retention Program, was designed to assist colleges in coping with declining enrollments. Institutional planning for marketing and student retention is the general subject of six institutional case studies: (1) metamarketing at Pacific Lutheran University (Tacoma, Washington); (2) the student application pool at Carleton College (Northfield, Minnesota); (3) college choice, by the Minnesota Private College Research Foundation; (4) freshman and sophomore retention program at Drake University (Des Moines, Iowa); (5) attrition at St. John's University (Collegeville, Minnesota); and (6) advising and counseling to improve retention at Gustavus Adolphus College (St. Peter, Minnesota). (Editor/MSE)