My copy selectively highlighted international events on campus
and in the town, making the argument that Ithaca offers an extraordinary blend
of city sophistication in the midst of rural tranquility. I did the legwork
to try and make our sales points: among other things, I noted that our local
schools reflect the city's diverse blend, with students in primary schools
hailing from 62 countries (49 languages spoken--the largest groups are Spanish,
Vietnamese, Chinese, Korean, Russian and Japanese.)
I identified students and professors with foreign backgrounds
and massaged their words to create statements that accurately reflected their
experience while echoing our party line. And, of course, I revised and reused
some boilerplate copy from the main prospectus.
We were careful to include a special welcome from the president and director of our international programs and wherever possible included friendly diverse faces (but no photos showing bare skin on arms/legs-- that was one of many no-nos, I discovered, for this market.)
Again, I worked with an outside design firm to bring this publication through the many stages of approval it required; it set the benchmark for additional international recruiting materials and though the design has since been somewhat modified, the structure and core content remain the same.
You may not reproduce any portion of graphics, text, sound, or images without written permission from TLC PRODUCTIONS, 33 Twin Glens, Ithaca, New York 14850.