If you build it, will they come? When it comes to Veteran Resource Centers (VRCs) on college campuses, the answer is often “no.”
In our recent Military Friendly® Schools webinar on Student Attraction, Phil Pandy, Director of Veteran & Military Affairs at D’Youville University, shared a humbling story about their campus Veteran space. Despite having a dedicated lounge, military-connected students just weren’t using it.
When he asked the president of the student group why the room was always empty, her answer was a wake-up call: “Phil, when I walk in here, it feels like I’m walking into my mom and dad’s day room.” It was a classic misstep. The university had designed a space for the “crusty old Veteran” stereotype, completely missing the reality of their actual demographic. Young active-duty members, reservists, spouses, and dependents.
Modernizing the Military Student Experience
To truly build a Military Friendly® campus, your physical spaces should reflect the modern student. Here is how D’Youville turned things around:
- Let the Students Lead: Phil handed the design process over to the students. They completely gutted the “day room” aesthetic.
- Modern Branding: Out went the dated decor, and in came a sleek, modern, student-designed space that integrated the university’s branding with subtle, respectful military nods.
- Inclusivity: The space was reframed to explicitly welcome all military-connected students, not just combat Veterans, but spouses and dependents as well.
The result? A thriving, highly utilized space where students actually want to hang out, study, and build community.
Stop Guessing. Start Attracting.
Building an authentic, supportive environment is the bedrock of student attraction and retention. If your marketing promises a welcoming community, your campus’s physical spaces should deliver on that promise.
Want to hear the full story and learn more actionable strategies? [Watch the free Student Attraction webinar replay here.]
Ready to elevate your institution’s military strategy? Top schools don’t guess what military students want. They use data. [Book a Discovery Call today] to learn how a Military Friendly® Membership equips your staff with the insights and tools needed to build long-term enrollment success.
