Saint John’s High School

Boys of Promise. Men of Character.


  • Communications Strategy
  • Campaign Name
  • Campaign Messaging
  • Institutional Messaging
  • Advertising
  • Admissions Materials
  • Campaign Case Statement
  • Fundraising Communications

In order to raise awareness and increase enrollment at this all-boys, Xaverian Brothers-sponsored school in Shrewsbury, Massachusetts, Libretto developed a messaging platform, admissions viewbook, brand book for internal audiences, and an online advertising campaign.

The institutional messaging platform was organized around three brand pillars: Purpose, Preparation, and People. We developed a theme for the admissions efforts—Where great promise becomes outstanding character—which inspired the creation of both print and online materials, and served to reinforce the school’s identity among students, faculty, families, and alumni.

Libretto also developed content for online advertising across multiple platforms, including Google AdWords, Facebook, and Instagram. Ultimately, our efforts resulted in a dramatic increase in both inquiries and applications, setting the stage for a bright future at Saint John’s.

In 2021, Libretto was once again engaged by Saint John’s to develop the communications strategy, messaging, and content for the school’s ambitious fundraising campaign. The campaign name we developed, Shoulder to Shoulder, reflects Saint John’s proud history of brotherhood spanning generations. For the campaign case statement, we profiled pairs of accomplished students, alumni, and faculty to highlight these strong personal connections and demonstrate how the school will be transformed by the community’s philanthropic contributions