Work — Virginia Military Institute
Research & Strategy

Equipping a timeless institution to tell a timely story

Project Scope

Brand campaign
Brand platform
Competitor audit
Content development
Creative testing
Image and perception study
Personas
Research

SimpsonScarborough conducted a comprehensive research study with more than 1,000 people that revealed a consistent trend: attributes that current cadets and VMI faculty and staff want the institution to emphasize—such as academic quality and a more nuanced picture of VMI cadets—are also highly valued by prospective cadets and their parents.

The research also found that both current and prospective cadets value having a career in which they can make a difference more than having a highly structured military life.

Strategy

We mobilized around these insights and developed a strategy integrating the Institute’s long-held values of honor and discipline with the deep desire to do good in the world, which is often overlooked in the VMI experience.

Related Work

Monthly insights. Delivered to your inbox.