Wayne State University
Advertising
Branding
Media Planning & Strategy
Project Description
CLIENT: Wayne State University CHALLENGE: Wayne State University’s 203-acre main campus is located in Detroit’s Cultural Center and offers 350-degree programs through its 13 schools and colleges. This Carnegie rated research university is one of three the University Research Corridor partners (The University of Michigan and Michigan State University are the other partner schools) and has a long history of academic excellence across a wide range of studies. Because of their de-centralized marketing structure, WSU’s brand image had suffered due to the disparate messaging delivered to the market via their respective 13 schools and colleges’ marketing efforts. DCSC’s challenge was to define the Wayne State University brand in a way meaningful and motivating to a wide range customers and in a singularly representative manner appealing to all its schools and colleges. In short, DRIVEN was asked to reverse years of negative publicity, build positive consumer brand awareness and drive enrollment. SOLUTION: DCSC worked with WSU’s Central Marketing advisory team and the Deans of each school and college to help define the university’s brand and bring it to life creatively. The subsequent brand campaign delivered in traditional, as well as nontraditional ways such as people mover wraps, live comedy performances during campus tours, reality television style recruitment videos, and more, captured Wayne State University, it’s faculty and students in the best possible light and provided the assets to deliver the first truly unified and most compelling WSU message in the market in its 140-year history: Wayne State University – AIM HIGHER RESULTS: DCSC helped create and deliver, via multiple delivery channels, the most potent brand message ever for Wayne State University. Over our multi-year relationship our efforts have resulted in: Increased positive awareness of potential students and their parents placing Wayne State on their consideration list and applications. Increased students enrollment by 7%. Increased enrollment of WSU’s on-campus housing and a continued dormitory waiting list for the past several years.Client
Wayne State UniversityTags
WSU
Wayne State University
College
University
Marketing
Branding
Advertising
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