A critical component of an aggressive and well-defined recruitment program is the strategic utilization of telecounseling in the ‘mix’ of activities. The telecounseling component of EMAS Pro allows the University to utilize the student specific information stored within the database with calling scripts attuned to each student’s enrollment stage. The system allows for the most efficient use of student and professional staff time on the phone. The result: a higher conversion rate along the funnel—prospect to inquiry to applicant to decision to enrolled to confirmed.