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Race is not the only source of these different perspectives,” Broaddus said. “We value diversity that would be defined very, very broadly. … Race is not about what gets someone in William and Mary or keeps someone out of William and Mary. It is one dimension of our deciding process.
The new recruitment print piece for William & Mary Undergraduate Admission (the Ampersandbox) won GOLD in Higher Education Marketing Report’s 27th Annual Educational Advertising Awards.
The voice on those cards is very strong. It’s authentic,” Broaddus said. As staffers edited some of the cards, they wondered, “Is it too inside? I don’t think so. I think we pulled that off.
We really thought about this concept from the angle of what would print look like if it was truly an integrated print and online communications strategy that took advantage of interactive capabilities and user-generated content,” said Broaddus.
More than anything, the College of William & Mary wanted to surprise prospective students this year. Bright teenagers are inundated with information from colleges, says Henry R. Broaddus, associate provost for enrollment. "We wanted people to open the mailbox," he says, " and go, 'Viewbook, viewbook, viewbook ... spaceship.'
