1. May 17, 2002
To Whom It May Concern:
It is my pleasure to write this letter of reference for Bruce Smith. I had the opportunity to work with
him in my role as a trustee of Millikin University, where Bruce has been the university’s chief
marketing and communications executive.
Bruce’s role has encompassed leading the creation and execution of an integrated, university-wide
marketing plan including media relations, the web, publications, ads and market research.
Others are more familiar than I am with the market research and ads, though I’m confident that
they’re of the same high caliber as the rest of Bruce’s work. The University’s publications are
persuasive and informative, and its web site is improving dramatically.
Over the last year Bruce and his team have taken on a very ambitious project to enhance Millikin’s
image by greatly increasing the number of market segments for which the University has messages,
publications and a promotional web presence. This project, which targets about fifty academic
majors, minors and teaching certificate programs, is well-conceived and has been well-executed. I
believe it will increase the market’s perception of Millikin’s quality, which is a key strategy for
strengthening the University’s finances.
The University webmaster is part of the marketing and communications department, and under
Bruce’s leadership our site has become a much more powerful resource for the media. Releases are
up-to-date and well-categorized. We added an on-line list of faculty and administrative experts for
journalists. Reporters also have access to an on-line list of story ideas about topics that are Millikin
strengths.
Bruce knows how to work with the media to build the University’s name recognition and brand.
Millikin is much more visible in the media this year, and the topics pitched are strategically chosen to
advance Millikin’s goals.
Bruce also excels in being a spokesperson for the University and handles crisis communications very
well. For example, a recent story on Millikin’s financial problems was as mild as we could have
hoped.
Bruce provides wise public relations counsel to the president and others, is a good public speaker
and writes very well. I strongly recommend that you seriously consider inviting Bruce to join your
team.
Sincerely,
Michael Waller, Publisher
The Baltimore Sun