UW-Waukesha
UW-Waukesha is the largest of the University of Wisconsin college system’s two-year campuses. In 2010, a change in leadership prompted the University to rethink its marketing strategy and to look for new and innovative ways to plan and execute this strategy.
The Strategy
Over a period of months, Clear Verve met with members of the student services and marketing staffs to learn about how the University was currently marketing itself. In addition to the core team of people who met regularly, input was also sought from the University’s Foundation and Continuing Education department. Using the prior year’s plan as a base, a new format for the plan was developed and many new ideas were generated to support the University’s updated recruiting goals. The work of the marketing department and the student services departments were more integrated in the new plan.
The Results
Although the planning process took time, the entire team agreed that it was a worthwhile and exciting process. Many activities were updated, goals were changed to reflect current conditions, and the resulting plan was easier to read and execute. The new document will help diverse departments work together and understand how their efforts affect other areas of the University.