This paper looks at Western Illinois University's Enrollment Management plan designed to reverse a serious declining enrollment pattern from the late 1970s. The plan was implemented in 1984 and encouraged a total university commitment to enrollment management. Some of the highlights of the program in its first 2 years are: expansion of the Honors Program; development of a comprehensive marketing plan; upgrading of the financial aid process; expansion of academic assistance via Learning Assistance Centers and help sessions; faculty development programming; and establishment of an Admissions Clearinghouse to respond to inquiries within a 24-hour period. This program produced immediate results, with the fall 1986 semester enrollment exceeding the 12,000 student total for the first time since 1982. Total headcount enrollments increased by 1.9% from 1985, with on-campus enrollments up 3.8%. New freshmen for fall 1986 increased 2.8%, and graduate enrollments showed significant gain. Extension undergraduate enrollments increased at all levels. The university also experienced a rise in the academic quality of freshmen enrollees. Overall enrollments have continued to grow due to improved recruitment efforts and retention rates. Between 1984 and 1987, the freshmen to sophomore retention rates increased from 66% to 71% with impressive improved retention rates for minority students. (SM)