With more than a quarter of its undergraduate students from out-of- state, JMU needed to reach a wide national audience with specific proof points of what a JMU education means, and do it repeatedly. At the same time, JMU needed to continue to shore up its reputation in its home state, particularly with key stakeholders like legislators.
Merit allowed JMU to connect the story of the university to thousands of communities across the country by making it easy for the institution
to showcase specific students from that community and the success and opportunity they have at JMU.
News coverage of JMU increased 55% when local weeklies all over the country began publishing stories of hometown students and their accomplishments at JMU.