As of 2012, 35,064 Missourians have filed for unemployment benefits and technical institutes are providing training that is becoming vitally important to secure employment in the 21st century. Marketing as a way of attracting prospective students to attend a vocational college is dependent on recruitment incentives. Consequently, the purpose of this research study was to investigate the relationship of known institutional incentives and students' decision to enroll in a Missouri technical institute. The participants for this study were selected from a variety of classes from 2 proprietary technical institutes. The students' answers to a survey questionnaire generated raw data that was used for quantitative analysis. The survey instrument, which was adapted from prior research by Dickinson (2003) and employed in a similar study, was used to examine incentives and students' decision-making process in selecting a technical institute. SPSS was employed to determine which of the variables under study had the greatest influence on student enrollment. Data analysis was accomplished by using descriptive statistics. The primary purpose of this study was to identify factors that influenced students to enroll in a technical institute. This study revealed that the majority of respondents chose courses that were updated to meet employers' needs, the availability to graduate on time, and faculty availability to advise students as the most significant incentives. Other important reasons were a location that allowed them to obtain a job while they attended school, a visit to the campus, a friend's recommendation, and advice from a parent or guardian. These findings are illustrated and discussed within the framework of how technical institute administrators and leaders in Missouri can use this information to assist with recruitment strategies. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com.bibliotheek.ehb.be/en-US/products/dissertations/individuals.shtml.]