As the economic recession continues to threaten state funding, federal support and financial aid allocations, colleges and universities increasingly rely on student enrollment and tuition as a revenue source. This article, examines how universities respond to this challenge, particularly in the areas of student recruitment and admission. These areas represent key components related to organizational well-being; such functions serve to bring in new students and sources of revenue as well as shape external perceptions of the institution. In this study, the authors sought to understand how economic challenges impact the college admission process. The data were collected from a larger case study of public four-year colleges and universities. Six institutions were identified across the southeastern United States to encompass a range of characteristics, including size, location, curricular offerings, and reputation. Individuals at those universities were selected who could provide insight into enrollment management, funding and financial aid. Two of these case studies are presented in this article in greater detail to illustrate how institutional characteristics impact student admission, enrollment and retention during times of economic challenge.