Problem:  Classic problem of how to differentiate a small college in a world of changing demographics and mission
Elms College, formerly, Our Lady of the Elms, is a Chicopee, Massachuetts based college with history of being a Catholic school for young women. In recent years, it has had to change its focus without changing its values as a faith based school. In the process, it has become more community oriented, and entrepreneural. The main message created by the administrative and academic leaders of of the school positions Elms as a college that is uniquely responsive to the interests of the various communities it serves.

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