The document discusses creating an effective marketing communications plan for student recruitment in an increasingly digital world. It recommends focusing communications online through strategies like engaging prospective students on social media and the institution's website, providing incentives for students to reveal their identity earlier in the recruitment process, and maintaining frequent personalized contact through email, text, and phone to increase conversion rates throughout the application funnel. Key elements include using multimedia like video to engage visitors, tracking analytics to improve efforts, and adapting quickly to changing technologies and student preferences.