Ubuntu should market itself better towards college students. People in this age range are more willing to try new things than when they get older, and they are also very likely to have their own computer. In addition, it's more likely that they can get help from their computer-savvy classmates.
The issues right now are with compatibility, interoperability, and general awareness:
Will the hardware (mainly laptops) function correctly? Is there any special software the students need?
Will the computer be able to access the wifi, printers, network folders, etc?
How will people find out about Ubuntu and be convinced to try it out?