THE
BLUE &GRAY
PRESS
October 17, 2019
VOLUME 93 | ISSUE 7
1922 Marketing agency hired to launch rebranding project
THE UNIVERSITY OF MARY WASHINGTON STUDENT NEWSPAPER
SERVING THE COMMUNITY SINCE
UMW’s current brand platform is “solid, but insufficient” that it will detract from the value of UMW’s current brand. “I believe our current brand is an in-state university with a small student body that’s far easier to adjust to than the massive state schools. I think the university’s competitive tuition rates and intimate environment are what help embody this brand and are a massive positive,” said Garret O’Donnell, sophomore philosophy major. “Rebranding that could have a negative impact on the way the school is perceived if they stray away from what makes UMW special.”
He was also impressed by the it probably is so bland as to be relationships Mindpower was able to ineffective,” said Bowling. “To me, sustain with their clientele. “Mindpower success will take many forms over An email from university president survived as the agency of record through time: our campus community will feel Troy Paino was sent to all students three presidents and over on Oct 1 regarding a new project to more than two decades. It rebrand the university. According to says something powerful Paino, UMW has decided to team with about them,” said Paino. the Atlanta-based company Mindpower When it comes to how to meet this goal. According to students feel about the Mindpower’s website, they are “a fullrebranding project, some service marketing and branding agency students are less than excited that specializes in bringing brands and about the idea. campaigns powerfully to life.” “I imagine that “Mary Washington’s current brand rebranding will be expensive, so it seems impractical given that the “I believe our current brand is an in-state university with a school is already running small student body that’s far easier to adjust to than the massive into problems fixing some state schools. I think the university’s competitive tuition rates and of its current projects,” said Lipetz. intimate environment are what help embody this brand and are a UMW is enlisting the help of Mindpower to rebrand. It is not only the price and mindpowerinc.com massive positive.” practicality that concerns Lipetz. “I believe the school needs to heard and well represented, the process -Garret O’Donnell focus on improving some things on will validate how unique UMW is, we campus such as more dining options will continue to raise our sights and platform is solid, but insufficient,” “I don’t think it’s necessary,” and residence hall conditions. I think aspirations as a school, we will build said Lisa Bowling, vice president said Quinn Lipetz, sophomore and that this will make current students feel our strength and reputation among key of University Relations, “It is based economics major, of the rebranding. “I better about the school and support its groups like prospective students and on things we know are true about see our current brand as a small, closecurrent brand,” said Lipetz. employees, alumni and parents will feel Mary Washington: exceptional knit community with strong values, Despite some students concerns, the greater pride than ever, and donors will faculty; dedicated staff; personalized including honor, service, inclusivity and administration has expressed their desire be inspired to support us.” attention for students; an inclusive, learning.” to proceed as a unit, making sure that Mindpower will begin working caring community; academic rigor; Paino said that the university chose to everyone has a chance to give input on with faculty and students to brainstorm and students who have the talent and work with Mindpower for a few reasons. this new endeavor. ideas and hear input starting this agency to change the world. These are “What particularly stood out about “Ultimately a brand has to be month, beginning with an open forum things we are proud of, but they’re also Mindpower was three things: where it adopted throughout an organization to for students at 7:00 p.m. on Tuesday, characteristics claimed by virtually draws inspiration, how it hones in on a be effective. Of course, no brand will Oct 22, in the Hurley Convergence every other Center Digital school.” Auditorium. Paino Mindpower expressed will be on his optimism campus from towards the Oct 22 to benefits he Oct 24, with believes the the goal of project will interacting bring to the and better school. understanding “This the uniqueness branding effort of UMW. is one of the According most strategic to Bowling, the and visible next phase will endeavors of be an online my presidency. survey that will We are be sent out the planning ahead UMW seal changes have been a part of previous rebranding efforts. umwhistory.org week of Nov for a time 10, which she when higher encourages education will be even more susceptible the community to complete. to external forces and internal “This branding effort is one of the most strategic and visible “We also have scheduled challenges, by strengthening our conversations for numerous student endeavors of my presidency. We are planning ahead for a time reputation and focus. As other schools interests, ranging from student when higher education will be even more susceptible to external face dire circumstances, we want government, honors program, athletics, forces and internal challenges, by strengthening our reputation Mary Washington to be in a position arts and cultural programs, multicultural and focus.” of certainty. The commitment we are programs, to clubs and much more,” making is a testament to our belief in said Bowling. “It’s ambitious, maybe UMW and its people,” said Paino. even audacious, but we wouldn’t -Troy Paino Although the administration is undertake such a large and important confident in the positive effects of unique voice, and its willingness to be be universally embraced. If everyone multi-year effort if we weren’t ambitious rebranding, some students are concerned bold,” said Paino. agrees on a brand or its interpretation, for UMW.”
Darcy Spicer Staff Writer
IN THIS
ISSUE
Freedom Ride
Kink normalization
China Controversy
Students choose to get on the bus.
Consent to sex is not consent to murder.
China shuts down NBA broadcast in Hong Kong clash.
LIFE | 5
VIEWPOINTS | 3
SPORTS | 8