Purpose: The purpose of this paper is to look into how universities identify themselves and the audiences they choose to serve, taking into account three specific universities in Atlanta, Georgia. Design/methodology/approach: The paper gives brief overviews of the literature on differentiation and sustainability and the study, followed by descriptions of the three subject business schools and the geographic context, Atlanta, within which they operate. Findings: Not every professional school will offer nationally ranked degree programs, but they all can aspire to establish unique, strong programs that are sustainable over time. Gaining a clear understanding of identity and purposefully targeting the audience to be served are important first steps in such an endeavor. Originality/value: The article holds important lessons for professional schools and colleges that face increasing competition for students within their home arenas.