Every year, marketers spend millions of dollars trying to vie for the attention of that oh-so-lucrative demographic--the 18- to 24-year-old. For those people serving academic environments, this just happens to be the demographic of their entire clientele. So the challenge becomes how to grasp a slice of these attention spans distracted by Facebook, MySpace, YouTube, iPods, text messaging, instant messenger, and myriad electronic media? Unfortunately, the answer is not clear, but there are steps that can be taken to make the message more lucrative. The first step of any successful marketing campaign is to know the audience. One way to better understand the audience and their media habits is to become familar with these habits. In this article, the author shares what his team at the Syracuse University Department of Public Safety has done to make its marketing campaign work.