Hi Patty Very well thought out. I like the idea of an institutional plan to use not to collect dust. Sounds like you will need a specific plan to review it. Maybe 2 - 3 times a year? As to establishing who your ideal student is, how will you do that? Some people look at demographics. I like to look at core commonalities among prospects, students, and people successful in the field. What are the qualities an ideal person in the career has? Can a checklist be made for admissions staff to use to identify the ideal students? A marketing plan and budget are a great idea. Once you know who your ideal students are then you can target them. If they are a diverse group, then a wide blast approach may be needed. As to faculty development - you are right. They are the main and sometimes only contact the student has with the school. Lots of good ideas. Best wishes, Susan