Wichita State University has implemented a holistic Graduate Enrollment Management (GEM) process to reward graduate program innovation. GEM aligns resources, investments, and reporting to improve enrollment, retention, and student success. GEM is purposefully aspirational and provides a structure to improve program quality through an iterative process of goal setting, action, and evaluation. Driven by the Graduate School – in close collaboration with Strategic Enrollment Management – the framework purposely blurs the lines between traditional enrollment management functions and academics. That is, GEM is used to catalyze continuous program improvement and to ensure that graduate and professional programs are aligned with employer demand. This presentation will focus on the broad GEM vision, as well as our successes and failures in rolling it out.