Through the lens of a traditional enrollment management funnel, this descriptive quantitative research study explored variations in the level of perceived importance of institutional communications strategies on the enrollment decision of admitted domestic, campus-based master's degree students at the University of Kansas (KU). Data collected via an online questionnaire during the fall 2020 semester were analyzed to determine if those levels of perceived importance varied among select academic units, race/ethnicity, gender, marital status, parental education level, receipt of financial support, and/or previous affiliation with KU. Results indicate that email (specifically from a faculty member) was the only communication tactic among those included that were important in the domestic master's degree students' decision to enroll. In addition, the results found that there are no significant differences among the academic units included in the study. Finally, the results reveal relatively small variations among individual demographic characteristics including race/ethnicity, gender, marital status, level of parental education, and receipt of financial support. Recommendations for practice suggest that university administrators should review their overall communications plan targeting incoming master's degree students to determine if there is opportunity for additional faculty-centric variation (both in type and content) of communication to support already existing student recruitment functions. Conversely, this phenomenon could also suggest that certain types of communication are not as effective as intended; and in this instance those resources could be invested in other areas that are perceived to be more influential for the admitted student population. [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://www.proquest.com/en-US/products/dissertations/individuals.shtml.]