By Christopher K. Peace, President, Council of Independent Colleges in Virginia, Inc.

In a historic move, the Virginia Foundation for Independent Colleges (VFIC), Commonwealth Alliance for Rural Colleges (CARC), and Council of Independent Colleges in Virginia (CICV) joined forces to create the Virginia Alliance for Private College Education (the Alliance). This pioneering collaboration aims to enhance the visibility and accessibility of Virginia’s private colleges and universities. 

Virginia is renowned for its comprehensive higher education system, which includes a robust network of public universities, community, and technical colleges, and a distinguished collection of private colleges and universities. The state’s 29 accredited private nonprofit colleges and universities are committed to providing an intimate, personalized educational experience. However, the affordability challenge often looms large for prospective students and their families.

Virginia-based full-service advertising agency Williams Whittle conceived a public service announcement (PSA) campaign that encapsulates the message: “With a Virginia private college degree, no ambition is out of reach.” This initiative aims to debunk the myth of inaccessibility and highlight the surprising affordability of private education in Virginia.

Williams Whittle successfully navigated the needs of three distinct organizations, consolidating our messaging into a cohesive whole under the Virginia Alliance for Private College Education umbrella. Through qualitative and quantitative research, they meticulously tested campaign messaging for our primary target audiences, laying the foundation for a powerful multi-media PSA campaign.

The Virginia Tuition Assistance Grant (VTAG) promotion is central to this campaign. VTAG is a substantial initiative by the Commonwealth, offering a $5,000 grant, each year, to in-state residents attending a private college within Virginia. The campaign’s PSA, “Texting,” spotlights VTAG and its role in making private college education more attainable.

Virginia’s accredited nonprofit private institutions, including renowned universities, specialty law, nursing, and pharmacy institutions, collectively offer diverse and rich educational experiences. The Alliance’s initiative represents a significant step towards making quality private education in Virginia more visible and accessible. For more information about the Virginia Alliance for Private College Education, please visit our website.