Break the Silos, Build the Brand: The New Enrollment Playbook.
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| 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] |
| Copyright of Journal of College Admission is the property of National Association of College Admission Counseling and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Education Research Complete |
| FullText | Links: – Type: pdflink Text: Availability: 0 |
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| Header | DbId: ehh DbLabel: Education Research Complete An: 193880531 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: Break the Silos, Build the Brand: The New Enrollment Playbook. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Bucheli%2C+Hernan%22">Bucheli, Hernan</searchLink><relatesTo>1</relatesTo><br /><searchLink fieldCode="AR" term="%22Heston%2C+Grant+J%2E%22">Heston, Grant J.</searchLink><relatesTo>2</relatesTo> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+College+Admission%22">Journal of College Admission</searchLink>. Spring2026, Issue 270, p16-19. 4p. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22University+%26+college+admission%22">University & college admission</searchLink><br />*<searchLink fieldCode="DE" term="%22School+enrollment%22">School enrollment</searchLink><br />*<searchLink fieldCode="DE" term="%22Student+recruitment%22">Student recruitment</searchLink><br /><searchLink fieldCode="DE" term="%22Digital+technology%22">Digital technology</searchLink><br /><searchLink fieldCode="DE" term="%22Integrated+marketing%22">Integrated marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Product+management%22">Product management</searchLink><br /><searchLink fieldCode="DE" term="%22Branding+%28Marketing%29%22">Branding (Marketing)</searchLink> – Name: SubjectCompany Label: Company/Entity Group: Su Data: <searchLink fieldCode="DE" term="%22Virginia+Commonwealth+University%22">Virginia Commonwealth University</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: 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] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Journal of College Admission is the property of National Association of College Admission Counseling and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=ehh&AN=193880531 |
| RecordInfo | BibRecord: BibEntity: Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 4 StartPage: 16 Subjects: – SubjectFull: University & college admission Type: general – SubjectFull: School enrollment Type: general – SubjectFull: Student recruitment Type: general – SubjectFull: Digital technology Type: general – SubjectFull: Integrated marketing Type: general – SubjectFull: Product management Type: general – SubjectFull: Branding (Marketing) Type: general – SubjectFull: Virginia Commonwealth University Type: general Titles: – TitleFull: Break the Silos, Build the Brand: The New Enrollment Playbook. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Bucheli, Hernan – PersonEntity: Name: NameFull: Heston, Grant J. IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 04 Text: Spring2026 Type: published Y: 2026 Identifiers: – Type: issn-print Value: 07346670 Numbering: – Type: issue Value: 270 Titles: – TitleFull: Journal of College Admission Type: main |
| ResultId | 1 |
