Community colleges, known for their open access and inclusion, have seen consistent enrollment declines for several years. At Outward Flats Community College, the research setting in this study, student enrollment has consistently declined and a widening admission yield gap between students of color and white students occurred. The researcher utilized an explanatory sequential mixed methods design to first collect quantitative through a survey prior to collecting qualitative data through semi-structured interviews. The researcher sought to explain students' enrollment decisions and explore the extent to which these decisions vary by race. Quantitative results indicated that students' decisions to attend the research setting were influenced by cost, campus location, academic programs, availability of financial aid, and campus size. Using One-Way ANOVAs, the researcher found statistically significant differences between African American/Black and White students. Compared to White students, African American/Black students were more influenced by college reputation, social activities, faculty expertise, educational facilities, guidance counselors, college advertising, and college published materials. Implications for practice include diversifying institutional marketing and communication strategies and framing the institution's view of students as customers.