“Our Time. Right Now” better captures VCU’s spirit

Katherine Johnson
Staff Writer

VCU revealed it’s new marketing campaign amid the buzz of move-in and Welcome Week. The new tagline, “Make it real” was selected through “extensive research conducted with VCU students, faculty, staff and alumni,” according to an article on VCU’s News Center. A new seal was also introduced that represents the university’s history earlier in the summer.

With the university gaining national recognition, it’s understandable that the administration wants to up their game to appeal to as many potential students as possible. Although the money used wasn’t in any way specified for student use the money could have been better spent (if at all) on a campaign more representative of VCU’s student body. The campaign also replaced a slogan that defined VCU better, “Our Time. Right Now.”

Shaka Smart, VCU men’s basketball coach, coined the phrase in 2011 during the team’s trip to the Final Four in the NCAA tournament. The slogan captured VCU’s excitement and school spirit as the basketball team’s success helped unify our university and the Richmond community.

As the national spotlight was on us for the first time, it really was our time. This phrase from such a memorable, recent even in the university’s history serves us better than “Make it real.” While “Make it real” encourages students to make a real-life change or impact in areas such as research or the arts, the slogan lacks the power to unite the university or inspire students.

In a video on the new “Make it real” website, President Michael Rao explains that the phrase was chosen because “That’s what VCU does best…Nobody else can make it real like we do, because nobody else is distinctly VCU.”

While we are distinct and have made a name for ourselves in the past few years, “Make it real” doesn’t truly capture what VCU is about. We were the underdog that managed to take the opportunity to prove ourselves to the whole country − not just in basketball but in research, medicine, the arts and our spirit. “Our Time. Right Now” says that we still have something to prove and are exceeding other’s expectations of our university. “Our Time. Right Now” signifies that VCU can’t and won’t be written off anymore.

The university is still growing and has made a name for itself in the time after our Final Four success, but it’s important to keep in mind the school is still up-and-coming compared to other state universities.

Why isn’t it still our time?

As we continue to gain attention, it’s the students’ and university’s responsibility to display a positive image of the school, which is appropriately captured with “Our Time. Right Now.”

Smart’s slogan better suits the mindset of a college student and makes us feel a part of something. It signifies the time of possibility and the excitement of life that college students experience.

While the half-million price tag was previously budgeted marketing funds, collaborators on the project could have done a better job capturing the spirit of VCU and VCU’s student, faculty and staff.