From the Nominator

In 2023, VCU Enterprise and Marketing Communications overhauled the main VCU.edu website, the university’s digital front door. This included infusing the new UNCOMMON brand platform into the site and streamlining the content and visual design to make pages scannable and easier to read. The VCU homepage redesign aimed to improve the prospective-student user experience. It did so by prioritizing accessibility, navigation efficiency, and engaging content, while catering to diverse student needs. The new website incorporated a clean, intuitive, and responsive design to ensure seamless access across devices. A new Why VCU? section focuses on answering prospective students' top questions and differentiating VCU from peer institutions. Streamlined navigation was achieved through well-defined menus, allowing users to effortlessly explore academic programs, admission requirements, and campus life. Multimedia elements, such as videos from Instagram and YouTube, allow prospective students to hear directly from current students about why they chose VCU. We aimed to create a more immersive, informative experience with our program explorer and featured profiles. This multimedia approach not only conveyed the unique campus culture but also addressed the visual and media preferences of today’s students. The new site has seen an increase in recruitment-related conversions, including a 56% increase in freshman application conversions and a 43% increase in program page views. We continue to update and enhance the site so it can tell the story of a university truly unlike any other.

From the Judges

A fresh, modern, and on-brand design that carries throughout the pages. VCU made great use of engaging visuals and social media to engage their audience. The interior pages are a lot more subdued but well organized and efficient. Very good work for a small budget.