This study utilized performance improvement theories, models, tools, and techniques to investigate why a new Instructional Design and Technology (IDT) Bachelor of Science program at a comprehensive university was experiencing low enrollment. The program was recently launched based on thorough research in the job market that indicated a high demand for candidates with a bachelor's degree in IDT; however, the program was only meeting approximately 50% of its targeted enrollment. Human Performance Technology was used as the conceptual framework for this dissertation in practice. The study included a review of relevant literature and extant data relative to the problem of low enrollment. Additional data was collected through interviews and focus groups with various stakeholders. The study included multiple phases of analyses to understand the gaps and root causes. The study revealed root causes relating to a lack of awareness about the program and corresponding career opportunities for graduates. Organizational communication interventions of developing a message campaign, multimedia content, and a social media strategy were employed and evaluated. Preliminary evaluation results indicated that the interventions were highly effective at improving the root causes related to a lack of awareness about the program. A confirmative evaluation plan to measure the long-term impact of the interventions is included in this study. From an organizational perspective, the study has implications at the program, department, college, and university levels. The study has implications for any higher education institution experiencing an issue with low enrollment in a program. The findings of this study are transferable and scalable to almost any organization that needs to raise program awareness. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]