Numerous studies have explored the relationship between marketing efforts and firm financial performance. Studies have looked at potential lifetime value of customers, to demonstrate the value of keeping customers. Various other studies have looked at the relationship between customer satisfaction and firm performance. However, few studies have looked specifically at how targeting customers for colleges and universities may increase the overall success of the college or university, as well as increasing student satisfaction. This paper develops a methodology for college and universities to maximize their return on marketing efforts by evaluating how and which customers are targeted, and satisfied.