The What:

Recapture this 150 year-old secondary school's reputation as the premier high school for girls in Western New York.

And How:

A two-pronged direct marketing campaign-- cubes with "found objects" mailed to 7th and 8th grade girls, and a parallel postcard sent to their parents-- used "You've got to see Sem" as the theme for attracting a record crowd to the school's Open House.