WGU Indiana, the first state-sponsored online university, needed help attracting more adult learners after its inaugural year. We worked with them to launch a statewide marketing campaign to drive home that WGU was an accredited, affordable and respected university committed to the needs and aspirations of busy adults.
Research showed that prospective students were overwhelmed by the possibility of fitting classes and homework into their busy lives. And while being online was a plus, WGU Indiana was still a new name people needed to learn to trust. TV and outdoor reinforced the simplicity and ease of a WGU education, while our media relations work and radio spots featuring the governor pushed the credibility story.
By leveraging the media, we helped prove the legitimacy of this new university in a crowded marketplace. Op-eds, letters to the editor, desk-side briefings, releases and spokesperson training all fed into our media strategy. Throughout the campaign the university and its chancellor received high praise in The Indianapolis Star for being models of quality online education, bolstering WGU’s reputation.
Leadership at national Western Governors University headquarters liked the Keyboard campaign for WGU Indiana so much, they asked us to tailor a second spot they could run in other states.