The University of Charleston (WV) has strong academic programs and a dedicated recruitment team, yet they were still facing a challenge many campuses know well: getting more of the right students into the funnel. Recognizing that prospective students increasingly rely on search engines to guide their college discovery, UC decided to invest in a steady, phased marketing approach to ensure they were visible when students were searching for the next step in their education. They began by improving their site through SEO to create momentum, then expanded into digital advertising and down-funnel campaigns that amplified the work happening both on the ground and across the web. What followed was meaningful undergraduate growth and a stabilizing effect on graduate enrollment, even amid difficult market conditions. This session is ideal for institutions that are ready to ditch reactive, quick fixes and focus on a realistic path forward.