Goal 3:     Hampden-Sydney College will achieve general name recognition in Virginia and focused name recognition in other key areas.                    

                  General name recognition requires that the majority of a given population recognize the name of Hampden-Sydney and associate it with at least one positive identifying fact.   

                  Focused name recognition requires that the majority of specific groups (high school males who will attend college, their parents and adult relatives, high school personnel who influence college choices, community and youth leaders, graduate school admissions officers and faculty, potential employers of our graduates, corporate executives and business leaders, foundation administrators, political and social leaders, members of the media at various levels) within a given population recognize the name Hampden-Sydney and associate it with more than one positive identifying fact. 

                  Focused name recognition will be achieved: 

                  By 2010, in Alabama, Georgia, Maryland, North Carolina, and South Carolina. 

                  By 2020, in Florida (north), Kentucky, Louisiana, Pennsylvania, Tennessee, Texas (east), and West Virginia. 

                  By 2030, in Connecticut, Delaware, Florida (south), Indiana, Massachusetts, New York, Ohio, and Rhode Island. 

·   The College will develop an integrated marketing plan that clearly identifies steps to be taken over the next 5-20 years, sets forth the resources that will be required to support the plan, and clearly specifies the benchmarks by which success of the plan will be measured.  The first step in this process will be to complete a “branding” study by the summer of 2003.  The integrated marketing plan will be submitted for approval by the Board of Trustees by May of 2004.