Lewison and Hawes (1997) discuss target marketing strategies of differentiated, concentrated or orchestrated marketing in their article "Student Marketing Strategies for Universities." While the authors agree with some of the suggested strategies and reasons behind them, their perspective as faculty teaching in a graduate education program offers some different nuances to ponder in the realm of student college selection and choice, which ultimately recommend that universities consider marketing in a broader sense than the current literature would suggest. In this article, the authors expand on Lewison and Hawes' suggested targeted marketing strategies and recommend that universities consider marketing in a broader sense, by considering the influence of climate on graduate school choice. The authors' intention in expanding this conversation is to offer a small, but critical component to Lewison and Hawes' suggested model. (Contains 2 figures.)