WMU 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.
As one of the nation’s top-100 public universities, WMU is a dynamic, student-centered research university that attracts a culturally diverse student body from the state of Michigan, throughout the United States and beyond. The “Smart Ride” campaign helped WMU tell that story. Building on their brand promise, we worked with WMU to craft a bold and confident brand image that communicated the caliber and achievement of the school to WMU audiences.
After the first year’s campaign, freshman enrollment increased by over 8%. Since then, the University has enjoyed a 43% increase in participation of their Medallion Scholar program, a 2.5% increase in the average GPA of incoming freshmen, and a 17% increase in overall applications. Go Broncos!
The Smart Ride campaign needed to emphasize the wide range of interests, backgrounds and pursuits of Western’s students. At Western, everyone is making the smart choice to pursue a bright future thanks to the University’s resources and reputation.
“Smart Ride” boards like this one intentionally connect with a high school audience. Together, each student’s high school, GPA and major communicate where they are from, where they are going and why Western Michigan University is the smart choice to get them there. The campaign also builds credibility with parents, who can clearly see the academic caliber of this state institution.