This research gathered data from mid-level enrollment management practitioners to understand how they experienced the implementation processes designed to operationalize student services to support their traditional university's fully online distance education operation. Findings suggest that a strategic implementation plan, readiness assessments, a senior-level leadership support team, pre-implementation training opportunities, adequate resources, and formal and informal communication channels could encourage more formative experiences and quality outcomes. This study has implications for higher education administrators, student affairs faculty, student affairs practitioners, student affairs and higher education professional associations, and any organization committed to facilitating quality outcomes of innovation initiatives.