Integrated Marketing
Brand Strategy that Breaks the Mold
When tradition runs deep, transformation takes courage. At VMI, I led a bold reimagining of the Institute’s brand—crafting a campaign that honored its legacy while opening new doors to connection, inclusion, and growth.
The Challenge
When Virginia Military Institute set out to increase enrollment, improve retention, and attract a more diverse student body, it became clear: the marketing playbook needed a rewrite.
The school’s identity was steeped in tradition, but its digital and print messaging lagged behind—more defensive than dynamic, and disconnected from what prospective cadets were seeking.
As Director of Online Communications and Branding, I led a comprehensive strategic rebrand that shifted VMI’s narrative from reactive PR to proactive storytelling. My goal: to build a campaign that was bold, authentic, and aligned with a future-facing vision of leadership, service, and belonging.
Campaign Strategy
‘Don’t Do Ordinary’ became the centerpiece of VMI’s identity—more than a slogan, it was a call to action.
Through data-informed strategy, audience insight, and cross-department collaboration, we created an integrated marketing campaign that elevated both perception and performance.
My Contribution
Designed the concept, positioning, and narrative structure of the campaign
Developed a multi-channel content strategy spanning web, social, print, and OOH
Produced storytelling assets rooted in first-person cadet experiences and candid visual media
Introduced a photo store and family portal, transforming institutional opacity into transparency and pride
Launched cadet-to-prospect digital engagement platforms (insidevmi.edu) to create authentic peer connections for prospective students
Digital Integration
A modern message needs a modern platform. I partnered with internal teams to update the visual identity and web architecture to better reflect the lived experience of cadets and the aspirations of prospective students.
Key Improvements:
Refreshed navigation and restructured content across key recruitment and brand pages
Expanded the brand’s visual language beyond red, yellow, and black—introducing a palette grounded in landscape, heritage, and uniforms
Standardized iconography, typography, and UI elements across departments
Created a brand toolkit and editorial calendar to ensure consistency and longevity across platforms
Segmented Audience Marketing
Reaching diverse audiences required more than a single message.
I developed segmented campaigns to connect with prospective cadets in ways that felt personal, relevant, and real—without sacrificing authenticity.
What I Did:
Created ROTC-specific recruitment brochures tailored to military leadership pathways
Developed direct mail campaigns and a women’s recruitment brochure featuring authentic cadet voices and lived experiences
Expanded the photo library to reflect a more diverse and inclusive Corps, carefully curating visuals that aligned with reality—representative, not performative
Added a parents brochure highlighting the benefits in terms of return on investment for parents.
Aligned messaging tone and imagery across channels to ensure consistency while speaking to the unique motivators of different audiences
Outcomes:
Women’s applications increased by 19% following the targeted campaign
Attrition among new cadets declined, indicating better-aligned expectations
Built a more diverse and mission-aligned applicant pool by focusing on shared values and honest storytelling
Collaboration and Change Management
Brand adoption doesn’t happen by memo—it happens by invitation. I prioritized relationship-building across campus, working with admissions, athletics, advancement, and alumni affairs to ensure the campaign reflected and reinforced shared goals. I did that by:
Building buy-in across departments through workshops, collaborative review sessions, and shared ownership of campaign materials
Shifting internal culture toward story-driven marketing and audience empathy
Established governance and campaign guidelines to sustain brand consistency over time
Outcomes
Campaign adoption across all major institutional touchpoints
Strengthened perception and pride among current cadets, alumni, and families
Built a more inclusive, story-rich brand presence that resonated with prospective students and media
Campaign remains in use as VMI’s primary marketing identity—still going strong years later
Because when you invite people to be part of something bold and different, they’ll show up—and stay.
Still Going Strong
Great marketing in education builds bridges—between students and institutions, values and vision, past and possibility.
At VMI, we cultivated a brand rooted in authenticity and belonging, connecting prospective cadets to stories that reflected their future. The campaign continues to foster pride, deepen engagement, and help every student see their place in the narrative.