Vocational education has suffered enrollment problems simply because there are fewer students today than a few years ago. Other factors that have hurt vocational enrollments include recent efforts to increase the number of academic credits required for graduation, and in the case of area vocational-technical schools, negative attitudes toward vocational education on the part of sending school personnel. As a result, vocational educators must either reassess their existing marketing and recruitment strategies or develop such programs. Educational marketing and recruitment campaigns must not, however, be developed without a strong concern for the ethicality of all strategies used. Perhaps the easiest way to define ethical recruitment is to begin by examining what is unethical. Some college tactics that either approach or go beyond ethical bounds include gimmickry, deception, payment for enrollees, no-need scholarships, early deadlines, and overadmission. The key to successful recruiting is to strike a balance between vocational education's special service orientation and the need to address the problem of declining enrollments in an effective manner. Based on recruitment strategies found in Pennsylvania and Florida vocational education programs, the following principles of sound marketing are recommended: (1) research the market; (2) be visible; (3) be thorough; (4) be aggressive; (5) meet the competition head on; and (6) practice the fundamentals of good marketing. (KC)