What is the competition doing? How is technology changing things? And where are the gaps in today's outreach? To explore these questions, undergraduate officials from a broad cross-section of colleges and universities participated in a spring 2018 poll to produce this report. Data in this report reflect responses from 115 nonprofit four-year colleges and universities. Highlights from the report include: (1) Approximately one in five private respondents and four out of 10 public respondents were not using text messaging. These institutions should give students the opportunity to provide cell numbers and opt in; (2) Digital advertising was popular in 2018 for both first contact with prospective students and for follow-up contact with non-responders, but institutions still have opportunities to engage through re-targeting and digital tracking; and (3) More expensive forms of traditional media such as outdoor advertising, radio, and print advertising are still widely used despite not being rated as effectively. [For the 2017 report, see ED611890.]