This empirical study presents a thematic analysis of the Strategic Enrollment Management (SEM) framework from the perspectives of senior managers and program manager in Hong Kong. Data were collected from 25 in-depth interviews with self-financing institutions in Hong Kong. They were processed qualitatively through thematic analysis. The study has found uncovered attributes of (1) campus environment and facilities (2) peer and teacher influence (3) career opportunity (4) program design and (5) teacher quality and effectiveness in the enrollment stage of the SEM process from both senior and program management perspectives. A new insightful SEM framework has been developed. The results can be useful at the management level within Hong Kong’s higher education institutions as they seek to improve their institutions’ strategic and marketing plans by incorporating SEM as a means of increasing student enrollment and retention, enhancing institutional revenues. © 2020 Informa UK Limited.