Many higher education initiatives are dependent upon the development of multiple relationships across academic and support functions. The probability of achieving superior initiative outcomes rests, in part, on the construction of an infrastructure that supports the goals, strategies, tactics, and ongoing mission of a defined project. Through adopting a relationship marketing perspective, the authors describe the process of analyzing and developing the underlying permanent infrastructure needed for implementing an ongoing effort for a new student support program. For illustrative purposes, a hypothetical case called the Student Reference Letter Project is developed as an academic initiative that traverses various departments and service functions with a focus on building enduring relationships.