In 2013, the convergence of a new Elon University registrar, a fairly new provost, and a need for structure related to summer marketing and registration presented an opportunity to innovate. The university provost conveyed an expectation that summer enrollment should grow under the new registrar, with a promise to free up the resources necessary for success. Increased revenue from Elon Summer helped make up for potential revenue shortcomings in the regular semesters, reducing the need for budget cuts. But due to the financial crisis in 2008, Elon's summer revenue remained stagnant for years, hovering around $1.5 million, with approximately 2,200 students enrolled each year. As of summer 2020, Elon Summer now boasts $6.4 million in revenue and more than 3,000 students enrolled. This paper details the strategies and tactics the registrar's office used to reach this goal and provide a tremendous service for students.