Radford University started using Banner Relationship Management for our Admissions process and is now seizing the opportunity to use this tool beyond the recruiting and admissions process. This presentation will discuss the considerations we make when developing new campaigns and our philosophy on how we can use BRM beyond our Recruiting & Admissions process. We will also discuss how we are implementing Recruiting and Admissions Performance (RAP) in coordination with BRM and what we hope to gain with the use of RAP.