In the 1990s, the Department of Earth Sciences at Utrecht University in the Netherlands was struggling with a declining influx of students. For years, the department had been active in promoting its program, but this was insufficient to stem the decline in interest. To remedy the problem, the school's Earth science faculty carried out, with the help of consultants, a qualitative evaluation of its promotional activities. The faculty feared that their own image of the department might be in conflict with the image held by others; prospective students, in particular. The consultants interviewed secondary school students, parents, teachers, and study advisors in secondary schools. This article is a report on the results of this evaluation.