Who 'owns' student success at an institution of higher education? Which unit is responsible for student outcomes? The answer to those questions at most universities is complicated. The evidence-based programmes, processes and interventions institutions implement to bolster student success are rarely 'communications' initiatives, but they all require some form of communication with our most important stakeholder -- students. If we, as an institution, fail to organise and prioritise our communication with students, we force them to determine which messages, which resources, are the most important for them in each particular moment in their unique student journey. This case study follows the creation and implementation of the Academic and Student Communications function at the University of Missouri and the development of a replicable 'playbook' framework to help organise and prioritise communication across divisions in support of student success.