Studies of the Plans of high school students and the characteristics of first-time freshmen can reveal trends in community college enrollments that should be considered in marketing. Studies at Johnson County Community College (JCCC) reveal the continued importance of meeting the needs of the 18 to 20 year old student who is still strongly represented among full-time students and among the group that attended another college the previous year. One such study surveyed 2,000 high school students in the JCCC service area as to their goals, plans, and reasons for selecting a given college. National trends, such as those pointed to in the freshmen surveys conducted by the American Council on Education and the report of the National Center for Educational Statistics are also important to marketing. Trends have emerged in percentages of males and females, percentages of part-time students, reasons for attending college and for selecting a specific college, anticipation of success, educational objectives, and social values. Another concern of many colleges is the non-returning student. Studies in this area have focused on reasons for not returning and student characteristics. An additional variable to be considered is student intent. A JCCC study compared the number of students who intended to graduate with total enrollments and total graduates. An appendix presents survey results. (AYC)