The Virginia Community College System (VCCS) initiated the Marketing and Retention Recognition Program (MRRP) to identify and publicize innovative marketing and retention activities being implemented throughout the system. This report offers brief sketches of some of the exemplary projects identified by the MRRP. First, introductory material defines "marketing" and "retention," explains the "Law of Slow Learning in Marketing," looks at the impetus for and results of the emphasis on marketing and retention in the VCCS, and reviews the purposes of the MRRP. The next section outlines basic organizational principles for marketing and retention and highlights colleges determined to have particularly effective organizational structures. The next section focuses on exemplary high school outreach efforts, including programs to improve relations with high school personnel and to recruit high school graduates. Next, the report looks at the way VCCS institutions have used financial aid as a marketing tool; describes systems that have been developed to track prospective and enrolled students; and identifies several early warning, continuous alert, and follow-up intervention systems that have been developed to encourage student persistence. The next sections focus on exemplary efforts in the areas of media relations, economic development partnerships with business and industry, and marketing research. A list of the colleges and programs cited in the report is included, and numerous black and white photographs illustrate the text. (EJV)