“Why them,” as well as, “Why me?” Why would this college want me? Once you get into the swing of this, it’s not hard or that time consuming. Each new bit of info gives you more idea of what you want and what you offer. And it can show you your own gaps, what you need to add or change. (And that’s a reason to start asap. You can add some EC now or for this summer, but have to have some idea of the right opps. I’m not talking about getting a last minute title in some club, holding a fundraiser or entering some contest. It’s in what you actually do, some stretch, some responsibilities, some impact.)
Later, you pull the pieces together, first for your own check, then for the app and supps. Thing is, this effort, whether or not it later wins you some admit, is also a life growth thing.
Happy hunting.