The University of Mississippi has a history and continued stigma of not being a welcoming place for people of color. While the university has made strides to distance itself from its past, negative stereotypes and perceptions still exist among some students and parents. These stereotypes and perceptions can make recruiting students more difficult. This study explores the perceptions of first-year students who identify as Black, Indigenous, and People of Color (BIPOC) about the impact of institutional recruitment practices on their decision to enroll in the University of Mississippi's Integrated Marketing Communications (IMC) program. This study will help provide perspectives from BIPOC students by allowing them to share their perceptions of recruitment practices and what, if any, of those practices influenced their decisions to enroll in IMC. I hope this study will inform the marketing and recruitment committee about recruitment strategies and how students are experiencing their efforts. This Dissertation in Practice (DiP) will provide the plan and results, allowing the school to examine the future of the major and recruitment tactics to enroll a more diverse first-year class of students. [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.]