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Sharing the Good News: New VMI Brand and Recruitment Campaign Kicks Off

As part of an ongoing push to continue to recruit the best and brightest cadets from across the commonwealth and the country, the Institute recently launched a new comprehensive brand marketing campaign with assistance from the VMI Alumni Agencies. The campaign, which started in early 2021, highlights the Institute’s points of pride. Those points include many stellar rankings and emphasis on the value of VMI to the commonwealth and our nation.

“We created these brand reputation and recruiting ads to find young men and women who will thrive at VMI,” said Col. Bill Wyatt, VMI director of communications and marketing. “Recruiting the next generation of leaders is at the heart of what we do, and these pieces help bring attention to the world-class academics, athletics, and military training that occurs on post.”

The campaign includes billboards along multiple busy roads in Virginia and print ads in prominent newspapers and magazines, as well as advertisements in Virginia airports. A second and equally large focus includes many digital online ads.

“Our alumni have probably seen some of the ads in newspapers like The Washington Post and Richmond Times-Dispatch,” said Amy Goetz, VMI Alumni Agencies chief communications officer. “The digital component is another large piece to the campaign. These ads are able to be highly-focused and shown specifically to those families who have students in high school, as well as those who may not be familiar with VMI.”

The advertisements have generated nearly 500,000 impressions online since its start, with plans to double that reach in the next few months. Engagement with VMI’s digital advertising is very high – exceeding the national average by 11%.

“There is a significant commitment on the Institute and Alumni Agencies’ part to share our story with the larger public,” said Wyatt.

Many of the digital ads lead to specialized landing pages (landing page 1, landing page 2) that share the Institute’s story and encourage the next generation of leaders to learn more about VMI.

A sampling of print ads and some digital pieces created as part of this campaign can be found below. Click any print ad to see a larger version.

Example Digital Video Advertisement

30 seconds

Print Ad: “The Value of Virginia Military Institute”

Washington Post, Virginian-Pilot, and Richmond Times-Dispatch

Print Ad: “Obstacles into Opportunities”

Virginia Business Magazine

Billboard: Athlete/Scholar/Leader