In response to the challenge of first-year president Baird Tipson, a task force of College leaders—including faculty, alumni, administrators and Board members—has studied how best to market Washington College's assets in order to raise the national profile of the institution.
Tipson has designated Meredith Davies Hadaway, vice president for college relations, as the College's chief marketing officer. She will serve as point person for all marketing initiatives while continuing to oversee the work of the college relations office.
Chaired by Kevin O'Keefe '74, president of Weber Shandwick, Baltimore, the marketing task force has spent the past six months analyzing the College's image and reputation among key constituencies, and identifying strategic initiatives that would support the College's ambition to be recognized regionally and nationally as a college of increasing distinction and eminence, and as one that ranks among the finest liberal arts institutions.
"While in the past it may have been possible, if not advisable, for a college to ignore the need for marketing," says O'Keefe, "today marketing is an imperative. The reality, as disturbing as it may be to purists, is that in the American consumerist marketplace colleges and universities have evolved to be viewed, at least in part, as brands. Prospective students become aware of college brands very early in life, and their parents are highly brand-conscious as well. Potential donors are brand-aware too, as are prospective faculty members whom we seek to recruit. What the task force seeks to accomplish for the College is not to market ourselves crassly and commercially, but rather to convey persuasively and with dignity what is genuine, appealing and distinctive about Washington College."
The committee developed a series of recommendations intended to enhance the College's public image by better communicating its core identity as a place where the focus is on the individual student; where George Washington, and the enduring values he represents, are embraced; and where the experience of a Washington College education is inextricably linked to our setting in historic Chestertown, on the Chester River and the Chesapeake Bay, amid the natural beauty and environment of Maryland's Eastern Shore.
Among the recommendations are programmatic and curricular initiatives that will make George Washington "our own" by relating Washington's personal path of growth and transformation to what we want our students to experience in their college education. The task force also suggested several ways the College might integrate Washington more fully into the fiber of the institution, including visually dramatizing his presence on campus.
One of the College's greatest strengths is its location. The task force suggests the College "get serious" about using the Chester River and the Chesapeake Bay as distinguishing characteristics of the College, by investing in more and better facilities and programs connected to the water. The committee also embraced President Tipson's vision for Washington College as a regional cultural center, and suggests renovating and expanding performing arts facilities.
In the coming weeks, a newly-established marketing advisory council will use these recommendations to craft a marketing plan with detailed recommendations directed toward each of the College's constituencies.
Under the direction of Hadaway, her staff will play a key role in implementing the plan. Marcia Landskroener will serve as director of communications; Diane Landskroener as director of creative services; John Buettner as director of media relations; Greg Waddell as design and multimedia associate; and Shane Brill as web editor.
"I have every confidence in the collective ability and imagination of this marketing team," says Tipson.
As College marketers position the College strategically, Provost and Dean of the College Joachim Scholz is leading a strategic planning committee that focuses on dramatically enhancing the quality of students' educational experience, and raising the funds to achieve those goals. A final strategic plan will be in place by the end of the calendar year.
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