Sustaining enrollment growth in today’s competitive higher education environment requires a coordinated approach that integrates inbound and outbound marketing across the entire recruitment funnel. This session explores how institutions can guide prospective students from initial awareness through application and enrollment by aligning digital discovery, proactive outreach, and personalized engagement. Participants will examine how inbound strategies—including Search Engine Marketing (SEM), Search Engine Optimization (SEO), and Generative Engine Optimization (GEO)—drive early awareness and intent by ensuring programs are discoverable where students actively search for information. The session also highlights the role of paid social and programmatic advertising in extending reach beyond traditional search, using targeted, data-driven messaging to influence consideration and engagement. The discussion then shifts to outbound strategies that convert interest into action. Attendees will learn how personalized variable-data print, triggered email communications, and coordinated CRM workflows reinforce inbound touchpoints, maintain momentum, and reduce friction at key decision points. The session also explores the growing impact of AI-powered name acquisition, showing how predictive modeling and intent signals can expand prospect pools while improving lead quality. Attendees will leave with a practical understanding of how to connect these tactics into a unified enrollment marketing ecosystem that drives measurable results. Current clients Loma Linda University and Saint Mary's University of MN are asked to participate in this session, but did not have word back at time of submission.