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.