The Goal

  • BUILD AWARENESS
    of West Virginia University to enhance reputation as a top research university, on the cutting edge of concussion research and as an economic engine of West Virginia

The Plan

  • IDENTIFY
    the University’s most distinctive programs
  • ASSESS
    WVU materials and rework them
  • OUTREACH
    to media

The Execution

  • MULTIPLE REBRANDING STUDIES
    using qualitative and quantitative research with a range
    of key audiences
  • AGGRESSIVE media outreach campaign
    highlighting areas of excellence, including health and science professionals
  • "RAPID RESPONSE TEAM"
    connecting the University to trending stories, such as national concussion epidemic and the Sago coal mine tragedy
  • COMPETITIVE ASSESSMENT
    of WVU materials and those of its competitors for recommendations on how to highlight the University’s strengths

The Results

NATIONAL MEDIA COVERAGE

of programs and faculty including CNN, GoodMorning America, The New York Times, ESPN and more

MAXIMIZED VISIBILITY

of a highly acclaimed WVU neuroscientist researching concussions in athletics

IMPROVED STATE-WIDE MESSAGING

applying results of comprehensive qualitative and quantitative research

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