For many colleges and universities, the question is not should we market to pre-PSAT students but rather how do we reach them and when? “Before students take the Preliminary Scholastic Aptitude Test (PSAT), identifying, segmenting, and marketing to them in a direct and personalized way is quite difficult to do affordably. After they’ve taken the test, your message can get swallowed in a deluge,” writes Ronald Ladouceur, senior vice president and executive creative director of the marketing firm Media Logic, in a white paper titled “Reaching Out and Making Contact Pre-PSAT.”