• the george washington university
• community college of the district of columbia
• virginia community college system
• aacc - plus 50 initiative
• aacc - international programs and services

The George Washington University

Client
The George Washington University

Challenge
From 1983 to 2001, The George Washington University (GW) experienced tremendous growth and increasing recognition across the nation and the world over. But in GW's own neighborhood, town-gown frictions were escalating as the university braced for a battle over plans to add 2.2 million square feet to its urban campus.

Client Approach
GW's leaders knew the long-term success of its 20-year campus plan depended on creating a new dynamic with the surrounding community. They needed a vision and strategy to build relationships and foster a spirit of partnership—with a new image, and a new way of doing business.

Enter Reingold
Reingold worked with GW to strategically position the university as a community asset and neighborhood partner. With an engaging website and creative campaign, we showcased GW's contributions to D.C.'s quality of life and inspired the university to lead with its vision—not its litigators. We relieved public anxiety about construction plans through a "Grow Up, Not Out" approach that concentrated GW's expansion within campus boundaries and preserved the neighborhood's character. We invited true community input and collaboration—through renewed relationships with city officials and community leaders, a neighborhood partnership called "FRIENDS," and a public relations office that found a resolution of community concerns.

Results
GW's open, transparent, community-based planning process won city approval for its 20-year campus plan, and the university has earned its place as an essential anchor institution in the neighborhood and citywide. And the FRIENDS association has grown from 35 to 400 members—serving as advocates for the intellectual, social, recreational, and cultural benefits of campus/community life.