Radford University operates in a competitive industry that grows more intense with the changing social, political and economic environment. Building equity in the Radford University brand - our name, our stories and our programs - and exploiting new opportunities to raise awareness of the university among our many constituents are vital means by which a tide is built to raise the level of acceptance of the university's many programs and offerings. Effectively projecting our name and message and creating an efficient media mix from the diverse options available presents an exciting challenge.