C A S E S T U D Y
Leading the Digital Transformation Parade at VMI
How rethinking strategy and governance reshaped VMI’s online presence.
Higher Education Digital Marketing Strategy
Virginia Military Institute
vmi.edu
Creating a modern, mission-driven digital presence at Virginia Military Institute required addressing deeply ingrained perceptions of marketing as secondary to public relations.
Operating within the uniquely structured military framework of the Institute, the challenge was to build trust, navigate siloed divisions, and position marketing as a strategic asset essential to VMI’s mission.
By fostering relationships across all levels—from the board of visitors to faculty and staff—I secured the support and resources needed to implement a scalable, sustainable, and cohesive digital strategy.
A Digital Ecosystem in Transition
VMI’s digital presence was fragmented and outdated, relying on a proprietary content management system (CMS) that lacked flexibility and scalability. As institutional needs grew, the system became a barrier to progress. Compounding the challenge, VMI’s website structure prioritized internal organization over user needs, leaving audiences—prospective students, faculty, staff, alumni, and parents—frustrated by hard-to-find information.
The task required more than technical upgrades; it demanded a complete rethinking of VMI’s digital strategy to address diverse audience needs, align with modernization goals under Gen. Peay’s Vision 2039, and build stakeholder confidence in marketing’s value.
The Approach: Laying the Foundation for Transformation
1. Upgrading Content Management Systems
Recognizing the limitations of the proprietary CMS, I led VMI through two significant transitions:
From Proprietary to Ektron: The initial move improved functionality but quickly revealed Ektron’s limitations as institutional demands evolved.
To Terminalfour: After a thorough review of alternatives, Terminalfour was adopted, introducing advanced features like shareable content, event promotion, multimedia integration, and personalization—all aligning with VMI’s modernization goals.
Introducing WordPress: To complement Terminalfour, WordPress was implemented for smaller sites supporting advancement, events, and academics, enabling faster launches and streamlined development.
Result: These transitions transformed VMI’s digital ecosystem, improving scalability, flexibility, and alignment with institutional objectives.
2. Developing a Content Strategy
Content audits and student focus groups revealed critical issues: redundant materials, outdated information, and a structure prioritizing internal needs over user experience. These insights informed the creation of an intentional, audience-focused content strategy:
Content Promotion Plan: Leveraged social media, email marketing, and digital platforms to effectively reach target audiences. Analytics tools tracked traffic, engagement, and conversions to continuously optimize content.
Editorial Calendar: Collaborated with writers, photographers, and news staff to ensure timely updates and content refreshes across the website, from the homepage to departmental pages.
Result: A more intuitive and user-friendly website design emerged, serving diverse audiences while aligning with VMI’s mission.
3. Restructuring Platforms for Improved User Experience
To meet the needs of VMI’s varied audiences, content was segmented across dedicated platforms:
Vmi.edu: A public-facing site for external audiences.
My.vmi.edu: A portal for faculty, staff, and cadets.
InsideVMI: A secure, login-protected platform offering tailored content to parents and prospective students, including opportunities to connect with admissions counselors and ambassadors.
This multi-year restructuring required persistent advocacy to secure leadership buy-in and careful collaboration with IT and department heads to ensure minimal disruption during implementation.
Result: The segmented platforms streamlined navigation and improved accessibility, with immediate positive feedback from stakeholders. Prospective students reported that InsideVMI played a pivotal role in their decision to apply, demonstrating the impact of these enhancements on usability and institutional goals.
4. Introducing Governance and Building Collaboration
To ensure consistency and strategic alignment across platforms, I established VMI’s first governance structures:
Web Governance Guidelines: Created policies for quality and consistency, supported by documentation and training for web editors.
Web Steering Committee: Brought stakeholders together to align website content, functionality, and design with institutional branding and goals.
Social Media Committee: United community managers from VMI, the Foundation, Athletics, and the Alumni Association to foster engagement across key audiences and manage the Institute’s online presence strategically.
Result: These committees provided the structure needed to sustain long-term success, ensuring alignment, efficiency, and cohesive messaging across all channels.
A Modern Digital Ecosystem for a Modern Mission
This digital transformation reshaped VMI’s online presence and redefined how marketing served the Institute’s mission. The new digital ecosystem became a scalable, mission-driven asset aligned with VMI’s Vision 2039 by addressing audience needs, building trust, and fostering collaboration.
Results
Enhanced Scalability and Usability: The adoption of Terminalfour and WordPress modernized VMI’s digital platforms, ensuring they met current needs while remaining adaptable for the future.
Streamlined Navigation: Segmented platforms improved information delivery, making content accessible and relevant for all audiences.
Stronger Engagement: InsideVMI strengthened connections with prospective students, contributing directly to application decisions.
Institutional Alignment: Governance structures fostered collaboration, ensuring cohesive messaging and strategic alignment across departments.