Overview
Wayne State University is one of Michigan’s four accredited research universities and a cornerstone of Detroit’s academic and cultural landscape. With a history going back more than 150 years, WSU is recognized for its research contributions, academic rigor and commitment to urban engagement.
Challenge
Wayne State faced persistent challenges with outdated and negative perceptions, resulting in declining admission rates. Its previous campaign, Aim Higher, had lost traction and no longer reflected the university’s forward momentum. WSU needed a new brand platform that would:
- Reposition the university as a premier research and urban institution.
- Strengthen recruitment by appealing to students, families and high school faculty.
- Maintain visibility and consistency amid budget constraints and the pandemic.
Solution
Brand Repositioning
Refreshed the university’s creative platform to project academic excellence, innovation and Detroit pride. Aligned messaging to highlight dual strengths as a top-tier research university and a vital community partner.
Integrated Media Campaign
- Year One: Delivered a robust media mix of video, out-of-home placements, digital banners, print concepts and radio spots to maximize reach.
- Year Two: Sustained momentum under tighter budgets by producing the same volume of creative assets more efficiently, ensuring campaign consistency and freshness despite financial pressures.
Strategic Continuity
Extended the campaign’s impact through the pandemic, adapting creative assets for remote-first audiences without losing brand voice or visibility.
Results
- Historic Recruitment: Increased registration of first-year students, with a record-setting enrollment of 2,955 students after launching the campaign.
- Brand Momentum: Strengthened Wayne State University’s position as an academic leader and a community anchor.
- Campaign Efficiency: Delivered consistent creative volume even under budget restrictions, proving scalability and adaptability.