There’s another thread on the page right now about how UVA isn’t solicitous enough in communicating with prospective students. There are communications people who work very hard to strike the right tone. There’s an opt-out link at the bottom of all the marketing emails for those who don’t find them helpful.
I will say that I think our messaging is a bit retrained compared to what I see coming from some schools out there. There are some Pottery Barn-style marketing plans out there. 