This case study focuses on out-of-state undergraduate student recruitment at a small, private liberal arts institution in the southeastern United States. Wolpert's place utility theory, from the field of urban planning, was used as a framework for the study to help explain some of the reasons why a student may choose to attend a private university out-of-state. Interviews from staff members and students at the institution, descriptive statistics regarding enrollment, and recruitment materials, including information from the institution's admissions website and social media posts, were used as data sources. The purpose of this study was to learn how one institution recruits students from out-of-state to gain a better understanding of how similar institutions can adopt these strategies and overcome the challenge that many private institutions now have in recruiting students and remaining viable in the face of the looming "demographic cliff" approaching higher education. This case study found that understanding how to utilize the location, understanding the out-of-state student, and understanding the recruiter's role were factors that contributed to the successful recruitment of out-of-state students for this institution. [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.]