Challenge:

The sole mission of WGU is to help students graduate. But, previous campaigns had been overly comical, diminishing the fact that online education isn't for everyone. Graduation rates were down and the client wanted to elevate the university’s status and start appealing to bold, self-starters in an increasingly competitive category.

Solution (TV, Digital, OOH, Radio):

We created a campaign that turned WGU into a place for heroes, the University of You. We crafted a campaign that had emotional weight, that celebrated their students’ incredible drive and determination. Pure in its purpose and message, the TV, radio, and OOH campaign elevated the massively outspent WGU brand, allowing it to not only compete, but expand across the country.

Results:

Graduation rates increased, and WGU enjoyed a +30% growth rate for both enrollment and revenue.