Parent Engagement Strategy for Virginia Military Institute
Leveraging audience segmentation and targeted messaging strategies to effectively engage Virginia Military Institute's key sub-audience: parents.
This audience-specific brochure was developed as part of Virginia Military Institute’s “Don’t do ordinary” campaign. It was designed to reassure parents of incoming cadets, addressing their unique concerns and highlighting the distinct experience VMI offers. Understanding that parents play a significant role in their children’s college decisions, this piece aimed to build a connection, answer questions, and ultimately help families determine if VMI was the right fit.
The brochure was well received, effectively reassuring parents and helping them feel more confident in supporting their children attending VMI. It played a crucial role in building trust and fostering a sense of community among new cadet families.
Building Trust: Addressed common concerns parents might have about VMI’s rigorous and unique environment, emphasizing the support systems in place for cadets.
Organizational Storytelling: Provided detailed insights into the VMI experience, including academic programs, cadet life, military training, and the honor code, authentically and transparently.
Narrative of Success: Highlighted the personal growth and leadership development that cadets undergo, presenting testimonials from parents of current and former cadets to reinforce the positive impact of a VMI education.
Strategic Alignment: Aligned with the broader “Don’t do ordinary” campaign, reinforcing the message of VMI’s distinctive and transformative educational approach.
E X C E R P T S
It Means Something
“It means something.
A small, nationally ranked college committed to leadership development in a military environment, VMI hones values of honor, discipline, selflessness, commitment, duty, self-reliance, and service. These attributes are in high demand and develop as a result of academic and physical challenge.
Men and women of VMI are free to choose military or civilian careers. VMI cadets are exposed to diversity of thought in a complex and changing world and are encouraged to pursue their individual dreams. They are prepared for the future and anything it may bring. VMI diplomas carry with them a reputation for academic excellence and leadership proficiency.
VMI graduates have embraced the challenges of no ordinary college and, as a result, experience lives that are far from ordinary.”
Return on Investment
Investment: The military system and spartan environment characterize and distinguish life at VMI. Social station, background, and culture are removed as factors in personal development.
Return: Punctuality, time management, courtesy, respect for others, advancement through merit, self-reliance, initiative, and strength of character.
Return: Many cadets point to the absence of ordinary college distractions and the presence of personal accountability as guideposts for their success.
Investment: It is in Barracks that cadets find their footing as equals. Cadets live together, eat together, train together, and attend class together.
Return: The nature of Barracks life and lack of ordinary distractions create opportunities to build bonds of friendship not easily broken.
Return: Graduates understand and appreciate the value of living with people of diverse interests and backgrounds and incorporate that perspective into their daily lives.
Return: Because they have overcome rigorous challenges together, VMI graduates join a tightly knit network of alumni.
Return: VMI alumni are committed to giving back to the Institute that paved the way for their success. Alumni loyalty is renowned.
Return: VMI has the largest endowment per student of any state college or university in the United States.