City University of New York's recruitment strategy evolves from focusing on former CUNY students to targeting all interested individuals, and highlights a partnership with non-profits. Transportation costs are identified as a significant barrier for students.

• In the first year, the focus was on students who started at CUNY but did not complete their education.
• The strategy expanded in the second year to include anyone interested in pursuing or completing their education, utilizing geo mapping data.
• A partnership with non-profits is in place to assist their employees in pursuing education.
• The importance of supporting students beyond recruitment, aiming for their graduation and job placement, is emphasized.
• Transportation costs, particularly the price of MetroCards, are discussed as a major barrier for student retention, with existing support programs like half-priced MetroCards for lower-income students being highlighted.