An overview is provided of the marketing and recruitment efforts designed to make Capilano College (CC) an "institution of first choice" in the minds of its community and prospective students. The presentation by Doug Jardine defines what CC means by and hopes to accomplish by becoming a "first choice" institution, indicating that a "first choice" institution is one that strives for excellence, strives to be the first choice college in student's minds, and sets standards to find the best students. He provides several examples of institutional efforts to improve community relations, including: (1) an entrance scholarship for each public and private high school in the college region; (2) meetings with all local high school principals to give feedback on that school's students' performance at CC, and receive feedback on the school's perception of its relationship with CC; (3) a project bringing together three municipalities to draft an economic development plan; and (4) the development of a regional arts policy. Next, Frank Gelin describes specific institutional policies and practices designed to make CC a "first choice" college. After describing the college's new selective admissions policies and registration procedures, Gelin explains the student recruitment functions of the student advising department, the college's information hotline, an annual science enrichment workshop for 11th grade students, Club Optima (an academic competition for academically gifted 12th graders from the college region), Natural Sciences Alumni Night, and "The Captivator" newsletter for parents and students. He then explains ways in which student achievement is recognized, including board, science tuition, departmental, and English essay scholarships; outstanding student certificates; and support for student participation in athletic, arts, and academic competitions. After describing some of the high-profile activities of CC's faculty members, Gelin offers evidence of the success of the "first choice" efforts. (WJT)