Bibliographic Details
| Title: |
Break the Silos, Build the Brand: The New Enrollment Playbook. |
| Authors: |
Bucheli, Hernan1, Heston, Grant J.2 |
| Source: |
Journal of College Admission. Spring2026, Issue 270, p16-19. 4p. |
| Subject Terms: |
*University & college admission, *School enrollment, *Student recruitment, Digital technology, Integrated marketing, Product management, Branding (Marketing) |
| Company/Entity: |
Virginia Commonwealth University |
| Abstract: |
The article focuses on Virginia Commonwealth University’s (VCU) strategic integration of marketing and enrollment teams to enhance the student admission experience through two newly launched admission websites. Emphasizing a seamless, authentic, and distinctive digital journey aligned with VCU’s “UNcommon” brand platform, this approach has led to record undergraduate applications, significant online enrollment growth, and improved brand awareness. Key lessons include the importance of shared ownership, consistent brand experience, and data-driven collaboration across university units. This integrated model aims to meet modern students’ expectations for clarity and responsiveness, ultimately fostering trust and enrollment growth. [Extracted from the article] |
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| Database: |
Education Research Complete |
