I'd heard plenty about all the ivy league schools, and kids from my high school went to them.
I was very aware of MIT as THE best tech school (in the reputation I'd heard), but I also had heard of CalTech at the hardest school.
Other schools that were on my radar did include Harvey Mudd, though I had no clue at all where it was. Colorado School Of Mines too, for some reason. Probably more because of the weird name than anything else.
I did well on the SAT and had a large box full of brochures schools sent me, so I got exposed to a lot of lesser-known places that way.
There was one that had me utterly fascinated, Deep Springs College. It's a 2 year school out in the desert. You basically work a ranch and take a sort of custom curriculum, then transfer to another school to finish a degree. I was too chicken to go, but if I could change one decision in my past, I'd go. I think it would have made for a radically different experience.
Is this typical? I did well on the SAT (in 2003) and had exactly one school sending me literature, a university in Tulsa, OK. And I'm pretty sure they were doing it based on my PSAT score, not the SAT.
The circles that matter :-)