Responsiveness to changes in the demographic of the regional population is a key driver for continued enrollment and, even, survival at private, historically white, four-year liberal arts colleges across the Mid-Atlantic states as they educate students for living and working in the 21st Century marketplace. This qualitative study explored the public rhetoric and published messages used by these institutions to indicate a commitment to building a multicultural campus. It asked “how does an emerging multicultural identity get articulated to the community by the leadership of these institutions” and “how are diversity efforts supported by the mission, strategic plans, priorities and resource allocation processes at these institutions?”