For the last few years, Geospatial Science at RMIT has pursued a more aggressive approach to the recruitment of students and also focussed more strongly on the retention of students. This has involved much more than direct marketing and extends into a process that considers recruitment as a continuum from initial contact through to successful transition into the university system. The skills shortage in the geospatial sciences will be with us for some time and there is no quick fix. The market place is crowded with options and Gen-Y hassignificant differences to previous generations, which we are attempting to address with our marketing strategy.