School to Reveal New Brand at Friday's Rally

By VALERIE LAPOINTE

Intellectual. Innovative. Passionate. Genuine. These are the four personality traits that are at the center of Mary Washington’s new marketing campaign and re-branding, set to kick off Oct. 7, at a pep rally held in the Anderson Center.

A new tagline will now appear under the UMW logo, which will say, “Where Great Minds Get to Work.”

Just as many other institutions of higher learning have launched strategic advertising and marketing campaigns, UMW is attempting to revamp its public image in hopes of increasing its visibility, drawing more donor dollars and pulling in a higher quality student body according to Acting Associate Vice President of University Relations, Anna Billingsly.

The University hired the Educational Marketing Group (EMG) to help complete this task. Their website showcases the work they have done for other colleges in Virginia like Old Dominion University, Randolph-Macon College and Virginia Tech. They were responsible for the “Invent the Future” campaign that Virginia Tech adopted in 2005.

In