THE
BLUE &GRAY
THE UNIVERSITY OF MARY WASHINGTON STUDENT NEWSPAPER
PRESS
February 27, 2020
VOLUME 93 | ISSUE 18 SERVING THE COMMUNITY SINCE
1922
Research for half million dollar rebranding initiative presented to Board of Visitors Ryan Gorham Staff Writer
UMW’s rebranding effort will cost nearly half a million dollars. “The estimate for agency services is $455,000 for [Atlanta-based marketing and branding agency MindPower’s] work over two years,” said Malcolm Holmes, director of University Marketing. “This includes research, brand strategy development, creative development to support recruitment and agency consultation. It also incorporates expenses that are typically incurred annually, including photography, video production, advertising concepts and execution, a portion of UMW’s yearly media buy, and other general expenses of marketing.” According to University President Troy Paino, the effort has been financed through private donations and not UMW’s budget. “The contract is with the UMW Foundation and not the University,” he said. Last semester, Paino sent an email to all students regarding the project to rebrand UMW. The University partnered with MindPower, which according to their website, “specializes in bringing brands and campaigns powerfully to life.” A survey was sent out to the UMW community the week of Nov. 10 so MindPower could access the internal and public perception of the university
and figure out how to change its identity as a college. According to Holmes, the survey had a 24 percent response rate with 1,074
process. Concepts will be tested with both internal and external audiences. Students will be offered an opportunity for further input.”
Atlanta-based marketing agency MindPower will work to put UMW on the map. Troy Paino / Twitter
current students completing it. “Students participated during the qualitative and quantitative research phases in very high numbers,” said Paino. “MindPower was very impressed in the level of student engagement in this
When asked about if the results of the survey had led to any major decisions by MindPower, Paino said that there have been no conclusions yet. “They have completed their extensive research of both internal and external
audiences to get a better sense of UMW’s distinctive qualities, as well as both internal and public perception of our strengths and weaknesses...The next step in the process will be the development of a brand strategy,” At a Feb. 21 Board of Visitors meeting, MindPower presented its research, but no actions were taken. The Board was happy with the depth and scope of the research, according to Paino. Students were asked about UMW’s current brand identity and some of the main aspects of the university that they thought was done well was its community and position as a small, liberal arts school that has effective schools and programs. “I think the university does a pretty good job of branding themselves for what they are: a small, liberal arts school that has many different options for academics and student life. The current branding initiative updates should, however, have a focus of diversifying the school, especially when it comes to gender and race,” said Megan Riley, a sophomore historic preservation major. “Mary Washington does an excellent job representing minorities and different types of people,” said freshman Madison McCallum. “Collectively as a community, we definitely support each other and take care of one another.” “It’s a small •Rebranding | 2 school so it’s
New housing selection system favoring complete roommate groups introduced for next year Rising seniors would pick first, followed by rising juniors, and then by sophomores. Now, under the 4-3-2-1 The housing selection process has system, instead of housing selection changed to give priority to complete slots being given out based on credit roommate groups. hours completed, it's now based on In previous years, the selection was roommate group size. Roommate groups done by a lottery based on credits. comprised of four people will pick first, then three people, and so on. Within each group of the 4 to 1-person roommate groups, seniors will pick first, then juniors and sophomores. These changes were made after receiving feedback from many students over the years, according to David Fleming, dean of Residence Life. “[Students had] frustrations around roommate groups being split due to no fully available suites/ apartments,” he said. Now the process considers not only classification but also roommate New housing process to focus on keeping roomate groups group size, to prevent students from together. Grace Tian / The Blue & Gray Press having to break up their roommate group into smaller groups in order to EmiLy Seff Staff Writer
IN THIS
ISSUE
be in the building of their choice. Fleming hopes this system will be a “…more streamlined and fair housing process where students can live with their friends.” The new process dictates that student groups can be moved around within their chosen building by Residence Life staff, but this should be less common given that full apartments or suites will fill up first, resulting in fewer unfilled rooms overall. Homesteading, the process that allowed students to sign up to remain in the rooms they were already in for the upcoming year has also been replaced by “same building sign up.” This new process allows students to choose to stay within the same building while providing the freedom to change their roommate group or room. The new changes have been met with mixed reviews by students. Cameron Ashley, a junior communication and classics double major, said “I would be so upset to be
a senior with a two person roommate group that wasn’t able to live where I wanted to because there was no room for my group and I picked after juniors and sophomores.” “Logistically the new system makes sense, but seniors should have priority since it’s their last year and their last chance to live where they want if they couldn’t get rooms in that building before,” said Ashley. Alternatively, some students think that keeping roommate groups together is a plus. “Knowing that my roommate group is less likely to get split up is a huge stress relief and makes me look forward to next year even more,” said Sarah Parker, a junior women and gender studies and English creative writing double major. Housing selection roommate groups must be finalized by March 10, and same building sign up starts March 24. The new selection process will open for everyone else beginning March 30 and ending April 3.
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