The "Chronicle of Higher Education" report "The Looming Enrollment Crisis" offers multiple case studies on how institutions "were" responding to shifting demographics and new student needs--that is, prior to the coronavirus pandemic. In contrast to the adverse impacts of natural disasters on particular geographic areas, which often include temporary campus closures, the sweeping effects of the present phenomenon will significantly change the higher education industry. Facing the coming months and years, uncertain of impacts the pandemic will have on future student enrollment, it is imperative that universities and colleges stay the course with respect to attracting, enrolling, and supporting diverse student bodies--even in the face of existential challenges. Enrollment logics enable and constrain enrollment possibilities; circumscribe who is authorized to perform specific enrollment actions and make certain enrollment claims; govern and legitimate enrollment methodologies, decisions, and outcomes; and stipulate the criteria used to evaluate enrollment efficacy. Developing C-suite understandings of past and present enrollment logics is a critical step toward ensuring that attracting, enrolling, and supporting diverse student bodies is not only top of mind, but institutionalized in practice.