In this month’s missive from a member of the University’s leadership team, Director of Marketing & Communications Ryan Mastrangelo reports on the launch of a new “virtual viewbook” to introduce UMF to prospective students and their parents.
Dear Alumni and Friends of UMF,
When were you last on campus? Whether it’s been a year or time better measured in decades, chances are good there’s been some change since you last visited. If not new buildings and new faces, perhaps you would find familiar folks in different locations. Whatever you might discover, what remains unchanged are the core attributes of the UMF experience: stellar academics, nationally recognized teacher preparation programs, our one-of-a-kind location, and our strong sense of community. My role as director of marketing and communications at UMF involves communicating these distinctive features across myriad platforms and channels, while navigating the ever-evolving landscape of higher education.
Ryan Mastrangelo, Director of Marketing & Communications.
Since many people presume that small, liberal arts colleges are a dime a dozen, it can be tricky to differentiate UMF from the pack. Fortunately, we have no shortage of sought-after academic programs, including actuarial sciences, creative writing, and special education, just to name a few. What also sets UMF apart is our sense of community. Over the last two years, I’ve collected anecdotes from prospective students, current students, and recent graduates. The common refrain is that the lived and shared sense of community at UMF is what factored into their decision to enroll and what continues to resonate with them. And as for how they define community, most spoke of the tightly knit academic family, classmates who became lifelong friends, and the congeniality of the Farmington community at large.
Since community is a key component of what makes UMF UMF, it must be at the center of our marketing strategy.
Last fall, the marketing and communications department began rethinking and revising the University’s marketing plan. Among many changes, we decided to celebrate our relatively small size and close-knit communities. We dubbed the plan “Small and Mighty.” While there are still parts of the plan that require some fine tuning and self-reflection as an institution, it is a progressive step in owning who we are –– a proud institution nestled, but not hiding, in the Western Mountains of Maine.
Working closely with Lisa Ellrich, director of admissions, I set out to spread the UMF brand to students from “away” by bringing our campus to prospective students and highlighting the signature features of our community. After six months of content gathering and creation, as well as editing and collaborating, our department is proud to have launched an all new platform — a virtual viewbook — that introduces UMF to the world. Featuring six videos and an interactive map of campus, the the viewbook is aimed at prospective students and their families, but I believe alumni will feel at home there as well.
The homepage of UMF’s new “Virtual Viewbook,” featuring six videos and an interactive campus map aimed at prospective students and their parents.
The new platform aligns with our “Small and Mighty” marketing plan. The Academics section of the virtual viewbook speaks to the excellence of our programs as well as the top-notch faculty who provide students with a high-quality academic experience and mentor them throughout their time here. The Experience Farmington and Outdoor Recreation sections tout our location as a four-season recreational hub with a vibrant, picturesque downtown. The sections on Student Life and Athletics, along with the previous four, highlight the UMF student experience.
A new interactive map is one of the key features of UMF’s Virtual Viewbook.
Lastly, the interactive map renders our campus in an easy-to-navigate guide. My hope is that prospective students and their families who explore campus through the interactive map will come to appreciate what alumni have long known and cherished about UMF: Our campus is nearly at the heart of downtown Farmington, and this proximity makes the UMF educational experience more relevant, satisfying, and meaningful. The pervasive feeling of community that makes UMF unique is enhanced by the schools, businesses, and civic life just down the street.
So, if it’s been a while since you stepped foot on campus, I invite you to take a moment to explore, reminisce, and plan your next trip to Farmington. And, if you want to watch these videos drop in real time on social media, make sure you’re following your alma mater on Facebook and Instagram.
Ryan Marie Mastrangelo
Director of Marketing & Communications
Adopted Beaver since 2016
Mastrangelo earned her B.A. in political science at the University of Florida and a master’s in European policy and politics at New York University. She began her work in education as an Associate Director of Admissions at a small, private boarding and day school in southern California. From there, she relocated to Maine to serve Unity College as an Assistant Director of Admissions, recruiting prospective students throughout the state and western Massachusetts. When a position opened up at the UMF Office of Admissions, she knew it was her chance to return to public education. After a year as Assistant Director of Admissions at UMF, she transitioned to the marketing and communications office, where she now leads a team of three professionals and manages everything from print design and social media to news media and advertising.