<p>OP - I think they are somewhat over-inclusive on who they market to, but it can pay off. UChicago was not even on the radar until my D started receiving marketing materials her junior year of HS. I remember one particular postcard that described drinking a milkshake while strolling through the quad or something like that. She showed it to me and said “I think I want to go here.” Then she got the big poster with UChicago in the foreground and the city skyline and lake in the background. That was it! After doing some research, I told her it sounded great, but it was a real reach and she had very little chance of getting accepted. Her SAT score was “only” 2200. But she applied early action last fall, was accepted, and will be starting next month!</p>