LEXINGTON, Va. July 26, 2024 — When college enrollments are down across the country, and numbers are predicted to drop further in the next 10 to 15 years due to fewer college-age students, how can an extremely demanding and academically challenging military college like Virginia Military Institute, attract potential students?  

Maj. Beth Cummings, deputy director of enrollment marketing and engagement, and Lt. Col. Chase Perry ’07, deputy director of admissions at VMI, recently shared their marketing strategies with other colleges at the SparkThink@JAM (Jenzabar’s Annual Meeting) three-day conference in Dallas, Texas. Spark451, a Jenzabar company, is a higher education marketing firm that specializes in enrollment management and marketing strategies and technologies, and works with VMI with effective student recruitment.  

In their presentation titled, “An Exercise in Expectation Management, How to Set Your Students (and Your Institution) up for Success,” Cummings and Perry encouraged their audience to be authentic when representing their institution. The two were asked to speak on the topic because they represented the only military college in attendance at the conference, and because VMI has a unique brand, and distinct niche that attracts a certain type of student. 

Cummings and Perry openly acknowledged that the tough, spartan college experience is not for everyone. “We don’t want folks to show up and it be a surprise that it is so academically challenging and physically demanding. We want everyone to be fully aware of what to expect. So instead of sugar-coating the experience, we embrace it. During open house weekends, prospective students are invited to spend the night in barracks with new cadets—known as rats—as their roommates. They are free to discuss anything with the rats, who are free to share the good and the bad aspects of being at VMI. That is a rare, true, and unfiltered experience,” Perry said.  

Cummings added, “I have heard members of alumni quip that VMI is a great place to be from, not a great place to be at. They say that because the same academic and physical challenges they faced as cadets, helped them through many life experiences. We wanted to explain at the conference how VMI stands by its brand promise and mission for every cadet who fully commits to VMI.” 

The presentation was well received at the conference, which was not a surprise to Lt. Col. Joe Hagy, director of admissions.

“VMI’s brand and value proposition are extremely strong and set us apart from other senior military colleges and the academies. I’m thankful for Perry and Cummings’ leadership in presenting our brand and approach to enrollment marketing on the national stage to other colleges and universities. 

Marianne Hause
Communications & Marketing
VIRGINIA MILITARY INSTITUTE