This taps into a study that came out when I was a student (class of 2020). Basically, W&M students tend to come from wealthier backgrounds:
https://www.nytimes.com/interactive/proj...lliam-mary
This is also something I think admin is trying to address, or at least was when I was a student.
The USNWR methodology underwent a pretty hefty change recently, essentially it is aiming more towards ranking economic mobility/opportunity. Not an expert at all, but I think it more or less reflects some of the debates of the past few years with regards to accessibility/necessity of higher education. This article sums it up pretty well, you'll note that some near peer institutions were also affected:
https://www.nytimes.com/2023/09/18/us/us...nking.html
Put those two articles together and you'll begin to see where we might struggle in a ranking with those parameters. More specifically to things that W&M does exceedingly well at: graduation rates and teaching environment. Buried in that second link is that USNWR's new algorithm de-weights, of all things, graduation rates... and elsewhere that it de-weights class size. It's a marketing thing and probably an admissions thing. Not an academic thing. Anecdotally as a recent grad, my time at W&M is something I look at almost directly as a reason that I was able to get into a pretty fun/fulfilling career involving something I've wanted to do since I was a kid. As a history major, I had a lot of small classes, and what I learned there I use daily in my professional life. My professors were actively involved in discussing with me what I wanted to do, where, and how. I'm not sure I'd be where I am, doing something I really enjoy involving what I studied at W&M, if I had attended another institution. USNWR isn't really ranking for that anymore, if they ever were.
Not to sound corny, but professionally, those that need to know will know the value of your degree. You won't be able to quantify it, but you'll notice when it gets brought up at a conference or something. More directly, you'll be able to tell when you see how well your peers/friends from W&M are doing with their own careers or paths in life over the next few years.
I'd counter that the overall brand needs a kick in the butt with regards to just public awareness. I'd love a Flutie Effect or something similar. I'll never forget being in the midwest and having to deal with someone convinced that William & Mary didn't exist and that I actually attended St. Mary's in California, known for its basketball program. That was... kind of mind-blowing, but unfortunately a conversation with a not-uncommon gist once you get off the east coast.
Also... Fun Belt Slander! Most fun G5 conference every Saturday, and the home of some former CAA members.