Overview
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 Strategy
IDENTIFY
the University’s most distinctive programsASSESS
WVU materials and rework themOUTREACH
to media
The Execution
MULTIPLE REBRANDING STUDIES
using qualitative and quantitative research with a range of key audiencesAGGRESSIVE 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 tragedyCOMPETITIVE 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
