Motivation is a phenomenon that has been studied and analyzed from different perspectives, and for a very legitimate reason – it affects human beings and it dictates their actions. Finding out more about the young people who start College, offers the Faculty the possibility to adapt or complement the program of education, formal or informal, with the contents that are of great importance to them. Understanding certain groups of people way of thinking, communication and motivation, allows us easier understanding of their needs, but also makes it easier to approach them and achieve a successful cooperation. The main research goals are to give an answer to questions about the motivation of high school students when selecting the higher education institutions, who or what has the greatest impact on them when choosing a college, and what are the main communication channels that are used while searching for information. The guide in making and designing the communication plan was the results of the research, which have encouraged me to put the emphasis on collecting experiences through various forms of cooperation with economic operators and increasing the digitalization of the content intended for students. The communication plan oriented towards high-school students will be part of a broader overall communication plan of the Faculty of Economics, University of Rijeka - created in accordance with the Mission of the Faculty: „By educating and developing entrepreneurially oriented and socially responsible regional leaders, managers and researchers, and by cooperating with the local community, we contribute to social development and science".