I think there may be two distinct target markets for NAQT here.
For ex-CBI-only schools, they should definitely contact the student activities people. These people have the names and contact info for the former CBI players on their campus, have some experience in relevant logistics (reserving rooms, managing budgets, etc) and probably have never heard of the circuit or NAQT. Certainly, connecting with these people, if done effectively, could be quite fruitful.
I agree with Charlie and others, however, that for any new clubs to be successful in the long run they must be student-based, and marketing to Union or Activities staff is not likely to be helpful at schools with no quizbowl history at all. The challenge is connecting to those potential players that must surely exist on nearly every campus. The best way for NAQT to reach those people is probably thru their experience playing NAQT in high school. HS players in their senior years should receive messaging along the lines of "If your college plans include a school on this comprehensive list of active circuit teams, we hope you will continue to play in college, and here's the contact info for the club at your chosen school. If you're attending a school with no existing club, provide us your contact info and we'll contact you in the fall with information and support you'll need to start your own club".
In other words, the two best ways to grow the college circuit are to (1) capture a few ex-CBI-only schools and (2) grow the high school circuit. The marketing and communications strategies will need to be distinct and targeted appropriately.
I say what it occurs to me to say when I think I hear people say things. More, I cannot say.