Be proactive. Many of those who were contacted by schools first in the recruiting process had been to instructional camps at the school when they were younger.
We made the first contact, but we were out there looking at schools very, very early in the process. Son visited a lot of colleges beginning his freshman year through the fall of his sophomore year in high school because we insisted that he tag along with his older twin brothers who were looking at colleges. At each of the schools, we found time to visit the baseball facilities, sought out players/coaches and he tried to imagine himself playing baseball there. From the beginning Wake Forest was high on his list because of the rigorous academics - and he loved the campus. He attended a number of pitching camps in the fall/winter of his junior year, including one at Wake Forest where he was immediately comfortable with the pitching coach. The coaches showed interest, sought out his parents after the camp and the recruiting process began. Like so many things in life, timing was important. The pitching coach had been on staff only a few months and was looking for pitchers. Over the course of the next 7 months, he was recruited by WF as well as some other great schools, some had much better baseball facilities (though we knew Wake Forest had immediate plans for improvement), some had better recent win/loss records, some were closer to home, some a lot further away, but he always seemed to hold the other schools and their coaches up beside WF for comparison - and none of them had a better reputation for academics. Looking back I think deep down he knew at that pitching camp that he would end up at Wake Forest if we could make the $ work.
Based on our experience, my advice to others who have asked is for the player to decide what is most important to him in a college (baseball? academics? cost to attend? possibility of financial assistance? a specific major? small school? warm weather? close to home or far away?), identify schools that meet the criteria, visit them and then go for it - make the contact. Obviously, because of our experience, I'm a big believer in attending camps at the schools you know you are interested in, but a letter or call to the coach has also been an important first contact for other players that we know. I think coaches really appreciate it when the players take the initiative and express interest in their program and have the confidence to put themselves on the coach's radar. If you are a legitimate prospect in their eyes, you will know it right away.
Hope this helps.