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SCHOOL TIES

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Oprah, Spike Lee and Jesse Jackson all attended historically black colleges. Now, Trinity Communications is charged with convincing today's students to enroll at them.

The Boston agency has been tapped by the National Black College Alliance for an image campaign to raise aware ness of historically black colleges and universities among high school students and the general public. Other goals are to encourage alumni of these schools to give back to their communities and donate to their alma maters.

"We'll be promoting the next generation of black leaders," said NBCA president George Green idge, echoing the organization's tagline, "Creating a new generation of civic leaders." Brochures, news letters, inserts and Web enhance ments set to launch by the end of the year will carry that tag line, Greenidge said. Advertising may be added to the mix later on.

The NBCA, also based in Boston, applied to the shop's Trinity Foundation, which partners with nonprofits to create marketing campaigns. The client pays 50 percent of the campaign's value, with Trinity donating the other 50 percent in work. Trinity reviews applications quarterly and chooses one based on its mission, budget and proposal.