Western Michigan University was facing a 6-year decline in enrollment and was seeking to turn the tide by establishing a new image and clear message to prospective students.
Building on their brand promise, we worked with WMU to craft a bold and confident brand image that would get noticed and communicate to WMU audiences. We helped Western reestablish the “W” as the symbol for this confidence. And we have crafted several brand campaigns to reinforce the brand. The most recent campaign highlights the academic caliber of students throughout the Midwest who have chosen Western. This campaign includes print, radio, outdoor and a series of video testimonials that are featured on YouTube.
After the first year’s campaign, freshman enrollment increased by over 8%. And most recently, Western has announced that they have topped the 25,000 mark for enrollment for the first time in the University’s history. We have been working with Western for four years.
Western Michigan University is the fourth largest public university in Michigan with 24,000+ students. As one of the nation’s top-100 public universities, WMU is a dynamic, student-centered research university attracting a diverse, culturally rich student body from the state of Michigan, throughout the United States and beyond.