Increasing competition in higher education for college students has given the term "enrollment management" wide acceptance in academia. Many factors are important to the success of enrollment management, including an informed enrollment management team of upper-level administrators committed to adopting a new philosophy in addition to new strategies, practices, and procedures. One example of a back-to-basics approach to enrollment management is "Residual Marketing," which requires personal involvement and face-to-face communication between college personnel and the community. Unlike intensive television advertising and mass mail techniques, which are increasingly used by postsecondary institutions, "residual marketing" relies upon word of mouth to establish a college's credibility in the community. Miami-Dade Community College (Florida) has implemented a number of techniques to involve the community in the promotion of the college's programs, services, and image. Though these techniques have had immediate dividends, many of the "residual" benefits take months, even years, to reach full fruition. Though "residual marketing" demands total commitment from the campus individuals involved and may detract from the time devoted to institutional responsibilities, the approach has benefits for both the college and the community. (UCM)