<p>I came to this party late, so I am probably beating a dead horse…but Nondorf and Company’s marketing tactics seem a tad unsophisticated. Comparison to Hogwarts?? Most seniors applying to Chicago are way beyond Pottermania (was that not over 5 years ago?), and are probably reading much heavier stuff anyways. As a parent of a prospective student, I can say that my senior was attracted to Chicago’s intellectual and academic reputation, and its uncommon app, which has understandably has gone in the favor of the Common App. But the challenging essays remain, and if marketing colors everything Chicago in Harry Potter terms, I am sure it would be turnoff in a lot of quarters.</p>