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Communications Strategy

Spring Hill College
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This Jesuit college in Mobile, Alabama, sought an overview of its communications strategy, with an eye to enhancing recruitment and building knowledge and support among its alumni and outside groups before it launched a capital campaign.

We attended “on-the-road” recruitment sessions, did interviews with staff, focus groups with students, and intensive sessions with the president and his cabinet.

The “cookbook” of communications recommendations to be carried out by in-house staff included everything from how to position the president to the content of ads and billboards for continuing education, from the “sparklefacts” used in yield support sessions to a new focus for the alumni magazine to a restructuring of the Web site. These communications changes have supported Spring Hill College in attracting its largest (and best) freshman class and in receiving the critical mass of major gifts necessary for significant progress in its capital campaign. A new library and new residence halls are under construction, thanks to contributors’ generosity.