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This paper reports on a study undertaken within the TAFE system in Western Australia, as part of a larger study into TAFE's marketing strategies. The study covered participants' impressions of TAFE WA, the University of Western Australia, Curtin University of Technology, Murdoch University, and Edith Cowan University. Participants were drawn from staff at TAFE institutions, TAFE students, the general public, and business operators in WA. Responses were given to a list of attribute descriptors, such as 'flexible', 'distinguished', 'stodgy', and 'practical'. Tables set out comparisons in responses according to institution and participating groups. The impetus for the study was the increasing competition among institutions for financial support. The researchers reasoned, as have others, that institutions which understand the economic environment and their clients will be the ones which succeed. Marketing principles can be and increasingly are being used to develop educational institutional strategies.