College access marketing (CAM) is a relatively new phenomenon that seeks to positively influence the college-going rate. This report defines CAM, describes CAM examples, and discusses how CAM seeks to counter barriers to college. it explores four main elements of CAM: information, marketing, advocacy, and social mobilization. Further, it identifies themes among the CAM literature that illustrate its value. It explains CAM’s role in supporting access to higher education, discusses the shortcomings of the literature, and identifies areas for further research. As CAM evolves, so will its effectiveness in promoting higher education and facilitating college enrollment.