Situation
The former Clinch Valley College, founded to provide educational opportunities for the children of coal miners, has been a satellite of the University of Virginia in the far southwestern part of the state for nearly 50 years. Our mission for the University's College at Wise has been to develop a strategic, coherent program of core communications, taking advantage of the opportunities offered by its new name. Our projects have included admission materials (from the viewbook to the polos worn by tour guides), anniversary celebration materials, website design, advertising, and campaign communications. All have integrated a newly designed, shorter treatment of the name.
Results
Over the course of the first four years of the program, applications increased by 26 percent. The number of students enrolling who ranked in the top 10 percent of their high school classes increased by 33 percent, while the number with high school GPAs of 4.0 or greater doubled. Retention has also improved significantly—a good sign that UVa-Wise messages authentically represent the student experience.
