I N T E G R A T E D M A R K E T I N G
Brand Building at VMI
When Virginia Military Institute set out to grow enrollment, improve retention, and attract a more diverse student body, it was clear that their marketing approach needed to evolve.
The school’s identity was rooted in tradition, but its messaging felt static — focused on reactive PR rather than proactive engagement. To change that, I led a strategic rebrand designed to connect with audiences in a way that felt bold, authentic, and real.
A Campaign That Resonates
The ‘Don’t Do Ordinary’ campaign became the centerpiece of VMI’s identity — a powerful message that celebrated what made the school different. To bring it to life:
I shifted our approach to focus on personal stories, showcasing authentic cadet experiences through first-person narratives, candid photography, and testimonials.
We introduced tools like an online photo store and cadet forums to connect prospective students with current cadets and their families — strengthening community ties and helping students see themselves at VMI.
This campaign played a direct role in driving a 40% increase in women’s enrollment and improving retention by setting clear expectations about life at VMI.
A Consistent Digital Identity
I worked with designers and developers to refresh VMI’s website, improving navigation, refining content, and aligning digital platforms with the school’s updated messaging.
I also expanded the color palette from red, yellow and black to colors that incorporated the spartan landscape, cadet uniforms and other aspects of the lived experience. I modernized existing design elements, added new iconography, and standardized VMI’s visual identity to ensure consistency across departments.
Driving Change through Collaboration
A bold campaign only works if the entire organization gets behind it. To make that happen:
I collaborated with teams across admissions, athletics, alumni relations, and advancement to unify messaging and align goals.
I introduced a content strategy and editorial calendar to keep messaging consistent and strategic across platforms.
By fostering collaboration between designers, writers, developers, and social media strategists, we built a shared sense of ownership that ensured the brand’s success.
I moved creative production in-house to improve agility, expand creative possibilities, and save costs. This shift reduced production expenses by $150,000 annually while giving us greater control over messaging and design.
Cornerstone of its Identity
The ‘Don’t Do Ordinary’ campaign is still going strong — not just as a marketing slogan, but as a reflection of VMI’s bold, purpose-driven identity. By combining strategic messaging, thoughtful collaboration, and a proactive marketing mindset, we built a brand that continues to inspire pride and connect with new audiences.