This is my second (and last) time going through the process. This time around we have been impressed by the effort schools are putting in to convey "why us". We got rich information on tours, discussions with AOs, and even emails from department heads (which I know go to everyone, but they still are thoughtful about conveying what the school has to offer and responsive when my kid emailed back with questions). Where to apply is an important decision and these schools, in particular, really helped my kid weigh their options carefully-- William & Mary, Davidson, Brandeis, Bryn Mawr, University of Vermont, and George Washington University. All very different schools, and not all were applied to based on what we heard, but all were great at providing the details necessary to help my daughter feel more certain in her final decisions.