EMC Tracking Metrics

September 2025

Evolution of UN

• Launched the platform in 2022
• A platform, not a campaign
• Prioritize undergrad app growth
• Properly positioning VCU Health
• Spotlight national prominence opportunities (faculty impact episodes, research in action, trade publications & conferences)

Increase enrollment at VCU

Emphasize growing undergraduate applications, out-of-state applications, targeted graduate programs and launching a new VCU Online operation.

Enrollment support

• Creative and paid media for freshmen and transfer apps
• Graduate program marketing support
• Strategic messaging hierarchy for school units
• VCU Online launch and growth

Undergraduate applications

19,200

2019

2020

2021

19,184

18,625

Undergraduate applications

19,200

2019

2020

2021

2022

2023

2024

2025

19,184

18,625

19,378

20,435

22,945

24,424

+4%

+5.4%

+12.2%

+7.2%

FY26 target is 10% growth

University brand awareness

67

72

70

59

2025

%

2024

%

2023

%

2021

%

Aided and unaided awareness

Virginia Tech

UVA

​

George Mason

William & Mary

James Madison

VCU

Old Dominion

Christopher Newport

​

From 2021-2024, VCU was ranked

No. 6

Aided and unaided awareness

Virginia Tech

UVA

VCU

James Madison

William & Mary

Old Dominion

George Mason

Johns Hopkins

University of Maryland

George Washington

Christopher Newport

American University

Towson University

In 2025, VCU jumped to

No. 3

Institutional characteristics

Best-ever reporting for:

• Breadth of program offerings
• High-quality of degrees in health care
• High success rate for readiness
• Good academic reputation
• Dynamism / growth in popularity
• Students’ enjoyment of campus location
• Good overall value for cost
• Safe campus environment

Brand attributes

+15

+11

+11

Four-year highs for key brand attributes

%

BOLD�NESS

ACADEMIC�STRENGTH

%

WELCOMING

%

Build a nationally prominent enterprise brand for VCU and VCU Health

Seek national opportunities for brand prominence, �while also focusing on Virginia awareness/consideration and internal brand building. Create enterprise structures and processes that support brand success.

National prominence support

• Uncommon Heroes �content series
• U.S. News reputational scores
• Virginia hospital rankings
• Winning creative and performance-based awards

• Aided/unaided brand �awareness tracking
• Crisis/issue management
• National media hits
• President and SVP Health national presence strategy
• Trade conference sponsorships

Top media hits

FY22

FY23

FY24

FY25

266

358

280

278

82 YTD

FY26

FY26 target �is 300�national hits