Modernizing an Historic Brand
When Virginia Military Institute set out to increase enrollment, improve retention, and attract a more diverse student body, it became clear: the marketing playbook needed a rewrite.
The school’s identity was steeped in tradition, but its digital and print messaging lagged behind—more defensive than dynamic, and disconnected from what prospective cadets were seeking.
As Director of Online Communications and Branding, I led a comprehensive rebrand that shifted VMI’s narrative from reactive public relations to proactive storytelling. My goal: build a campaign that was bold, authentic, and aligned with a future-facing vision of leadership, service, and belonging. To do this, I introduced new platforms, governance structures, and digital campaigns that connected institutional mission to modern user experience.
VMI’s existing website was more artifact than asset—outdated tech, fragmented content, and a structure that left users guessing.
A one-size-fits-all site wasn’t working for anyone—internal users were overwhelmed, prospective students were confused, and public storytelling was diluted.
VMI’s existing website was more artifact than asset—outdated tech, fragmented content, and a structure that left users guessing.
To address the challenge, I:
Led the redesign of VMI’s digital ecosystem by segmenting a single website into three distinct platforms:
vmi.edu – Public storytelling and institutional narrative
insidevmi.edu – Recruitment-focused portal for prospective cadets and families
myvmi.edu – Internal tools and resources for current students, faculty, and staff
Implemented role-based content strategies for each platform
Worked cross-functionally to align content with enrollment, marketing, and IT goals
vmi.edu – Public storytelling and institutional narrative
myvmi.edu – Internal tools and resources for current students, faculty, and staff
insidevmi.edu – Recruitment-focused portal for prospective cadets and families
The Impact
Established a unified, scalable web presence, improved accessibility and user experience, and achieved record-breaking recruitment and advancement results.
Improved site performance and personalization
Prospective students found what they needed faster
Internal audiences gained a clutter-free space for tools and services
Boosted engagement and improved application yield
Reduced bounce rates and information fatigue