Originally, The College Street Group came in second during an agency review to work with Endicott College. However, after an unpleasant experience, Endicott College returned to our proposal and hired us to assist the College in making a smooth transition from an all-women to a co-ed institution. When we took on the account, the College was beginning its marketing plan to attract male students, but was still an all-women's college in need of a strong search piece. Looking ahead to the following year, when the college would begin marketing to men, we created a search piece that could easily change to suit the needs of the future co-ed institution. The following year we simply removed several of the large photos featuring all women and replaced them with photos of men and women studying or gathering on campus. The piece was a success in bridging the transition and Endicott College filled their "male" classes for the first two years.