I have had the pleasure of working with Steve Keating and the rest of the team at Keating Associates for more than two years and we have developed a great working relationship. They have done an excellent job of getting to know who we, helping us to establish a brand identity, and then helping us to translate our brand into various publications and projects. We have worked together on our admissions campaign and publications as well as our capital campaign and publications, and the feedback we have received on the messaging, the writing, and the overall quality of the final pieces have been nothing but excellent.

Julie Barr Director of Communications

Xaverian Brothers High School

Gaining a Competitive Edge in Enrollment and Advancement

Xaverian is a leading, private, Catholic high school for boys in Westwood, Massachusetts, with a proud history of transformative, engaged learning.  Amidst considerable competitive pressure from other strong Catholic, private, and public high schools, Xaverian continues to flourish and grow, most recently adding a robust middle school division and completing substantial new facilities as part of their recent capital campaign.


  • Admissions Communications
  • Capital Campaign Communications
    (Case Statement, Proposals, Microsite, Video, Identity Materials)
  • 50th Anniversary Identity Program
  • Photography


Why They Came to Us

Already emboldened with a strong brand and reputation for student success, Xaverian was eager to more sharply and vibrantly convey its distinctive mission and educational promise – a school where young men are inspired and empowered to become the very best person God calls them to be – as students, athletes, scholars, artists, leaders, and men of faith and character.

Xaverian retained us to shape a new admissions marketing campaign that captured the essence of this vision, in order to expand its admissions outreach and drive broader enrollment interest and growth.


Our Approach

Form does indeed follow function, and our first task was to engage the Xaverian leadership team and community in a discussion about its brand – what the school does exceptionally well, how it manifests its success, its value and impact, and its vision moving forward.  Our interviews and focus group discussions confirmed the school’s strong commitment to faith-centered, transformative learning, and from students, parents, and alumni, we harvested a rich collection of powerful, affirming stories.  The wonderful diversity of such personal stories inspired the conceptual theme for the new admissions campaign:  Called to Be You.


Our work continued quickly with content, design, and photography, resulting in a visually arresting and rhetorically compelling Viewbook and supporting admissions materials. 


With the success of this admissions program, helping Xaverian attract a larger, more diverse pool of prospective students, we were asked to explore ways to leverage our work and insights into the development of new Capital Campaign communications.  We refined the Called to Be You theme to launch their new Campaign theme:  Called to Lead – a bold, confident assertion of the School’s leadership position, its proud educational mission and vision, and its call for strong support.  The theme anchored a comprehensive suite of campaign communications and new campaign microsite.