Morton College, a two-year institution in Illinois, has hit upon a novel way to draw attention—and enrollments. The college, which has a largely Latino student body, is staging a “Round the Clock Registration Rave,” in which admissions officers will be on hand for 29 straight hours to students wanting to register for classes. “You can do it all!” says a promotional blurb: “meet an advisor, take your placement test, apply for financial aid, sign up for a payment plan.” Students can even win prizes. It all happens from 8 p.m. on August 11 to 1 p.m. on August 12.

Now any student worth his salt might be expected to show up at 3 a.m., properly fortified, to sign up for courses. But what of the administrators who will be staffing the event?

Sandra Saldaña, the dean who is coordinating it, said in a news release that “we know many of our students often work late, or even have two jobs, and sometimes can’t enroll during regular registration hours.” As a result, she said, the college is “always willing to try new ways to meet their needs.”