A high school student visiting Mary Washington this fall told a faculty member she wanted a career in cancer research. “Is there a professor here who can help me reach my goal?” she asked.
Without hesitation, the faculty member said, “Rosemary Barra.” And as he did, a single phrase popped into his head, master teacher; the words sum up his colleague who chairs the biology department.
Barra teaches a course on the biology of cancer, and she has conducted research into the effects of chemotherapeutic drugs on cell viability.
In that brief exchange, a student saw an avenue to pursue a dream. A professor made a connection between his colleague’s work and a student’s passions. And UMW’s brand was reinforced.
Yes, branded marketing is new to Mary Washington. But the process is not. A brand captures what makes a place special, what sets it apart. For a university, branding is also a way to match the institution with potential students who will thrive there.
A brand is not just some fabricated marketing scheme about what a place should be; it’s a genuine assessment of what a place already is.
For the University of Mary Washington, that is:
- Close connections with faculty members
- Rigorous academics
- Research opportunities
- Honor and integrity
- Small classes
- Accessible master teachers
- Real-world skill development
- Recreational outlets
- Leadership tools