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<p>Caltech is highly elite and exclusive, in that most people haven’t heard of it, and those who have tend to know exactly what kind of school it is – one where people go to be with others who share their interests, not quite a school to flaunt prestige. As another poster stated, that it doesn’t have name-recognition in a mass appeal sort of way seems a good thing for its goal: to build its own tight little community of enthusiasts in the fields it is known for. In some senses not having name-recognition to the mass population, but to the qualified science/math population is terribly elite. </p>
<p>I don’t think Caltech needs to do too much. That its applicant pool self-selects is good, and more advertising as a “smartypants” school would defeat the purpose in my eyes.</p>