Brand New

Mary Washington is a place where people are serious about academics, and it’s a place with a lot of camaraderie, civic involvement, and fun.

Those associated with the University knew that. But they sought expert advice in crystallizing and capitalizing on those attributes.

Educational Marketing Group (EMG), a Colorado-based brand development firm, spent about four months immersing itself in the University of Mary Washington. “Our goal was to define the niche leadership position that UMW should occupy in the hearts and minds of its important audiences,” said Bob Brock, EMG’s president.

David Hart ’14 reaches high for a hold and in his geography studies. Photo by Norm Shafer

But first they had to get to know the people who are the University.

EMG’s marketing gurus conducted surveys with alumni, faculty, staff, and students; held focus groups with current and prospective students, parents, and alumni; researched peer institutions; met with the University marketing team; strategized with President Hurley and the Board of Visitors; and brainstormed with deans and other key administrators. In the end, EMG was in contact with more than 2,600 people who have a connection with Mary Washington.

Their efforts paid off. EMG gets UMW.

In early October, President Richard V. Hurley led a University-wide pep rally in the brand new Anderson Center. Mary Washington has been an undiscovered gem, a well-kept secret, he told students, faculty, and staff. But those days are over, he announced. Hurley then unveiled a new way of looking at who and what the University of Mary Washington is, and it boiled down to this: a place where great minds get to work.