The College of Saint Rose, Albany, New York, conducted surveys about the image of the college with random samples of its students, high school seniors, high school guidance counselors, and the college's faculty and administration. Four similar surveys were developed. The students' surveys had three parts: demographic data, data on the ideal college, and comparison of four area colleges. The staff surveys contained the same sections, but the respondents were asked to respond as they thought students would respond. Based on the findings, four major recommendations were made: the total public relations program of the college should be re-evaluated and strategies should be designed to yield greater awareness of the college in general and to strengthen the college's market position; alternatives for new and/or restructured programs that respond to the interests of high school students should continually be explored; a campus atmosphere that incorporates more of the elements that students believe necessary to college life should be established; and career counseling and job placement services should be made a marketing focus for the college. Specific courses of action were suggested. A copy of the college preference survey for high school seniors is included. (SW)