Through highly targeted communications, we deliver the right message to the right audience at the right time. Our messages and tactics are bespoke to each point in the action funnel—awareness, consideration or action—for each audience. What we communicate to students is different from what we communicate to parents. Our messages at the awareness level of the funnel are very different from those at the action level.

Most of our creative work is deployed in digital mediums, because that is where our audience lives.

Through data-led techniques, our audience tells us what great marketing is. For example, we use low-risk organic social media as a proving ground. We will advance an asset that performs well there to our paid advertising channel targeted to prospect audiences. This listen, tune and respond approach is what has delivered continuously improved results: more engagement, more clicks, more attention year after year. 

Data and evaluation are our soulmates, because we can’t manage what we don’t measure. On a weekly basis we monitor a host of Key Performance Indicators across all our activations. Our aim is to improve against ourselves, beat our competitors, doing more of what works and less of what doesn’t. The charts below show just a few highlights of top line KPIs we monitor and their current status. 

We are capitalizing on new leadership to immediately infuse more energy into our creative work. This is backed by recent research on Gen Z indicating they are hungry for brands that promote optimism and positivity. We are aiming for a tone that is fresh, energetic, magnetic and charismatic—and unlike other higher education ads.

A New Way to Connect: Rich Media

This academic year, we've introduced rich media ads into our strategy to give prospective students an interactive way to experience the WMU brand. Early results show strong engagement—averaging over 3x the industry benchmark—and more than 2,000 landing page views so far. By combining immersive content with precise targeting, this tactic is helping WMU earn a spot in prospective students’ college consideration set.

Please note: Rich Media assets do not have sound.

Our “Always On” social strategy keeps Western visible 24/7 through a steady stream of authentic, student-driven content. Every post is intentional, crafted to connect, inspire and reflect the real voices of our campus community. Behind the scenes, we continuously test, analyze and refine to stay ahead of shifting algorithms and audience behaviors. This cycle of creativity and strategy ensures our social presence isn’t just active—it’s impactful.

Broncos' Best: Top Posts Across Social Platforms

Our team works behind the scenes to help the University achieve its goals and deliver on its mission. Each year, we create a full suite of enrollment recruitment materials that introduce WMU to future Broncos. We also play a strategic role in implementing technology that supports student success, including projects like the Student Success Hub and BusterBot AI chatbot—efforts that bring campus partners together to improve retention. Beyond recruitment, we provide event support, from staging a branded space and designing promotional items to managing media outreach and interviews. Our team collaborates closely with the Office of Research and Innovation to share WMU’s research achievements and with University Advancement to strengthen donor and alumni engagement through marketing campaigns and stewardship pieces. In every project, we aim to amplify the work of our campus partners and help WMU thrive.

MarCom and University Advancement

In 2025, the WMU Alumni Association partnered with the University’s social media team to create a unified strategy that strengthened Western’s voice and deepened engagement with key audiences. This collaboration delivered remarkable results: a follower increase of more than 1,460% in just eight months. Today, with both institutional and alumni channels managed under one team, resources are optimized, messaging is consistent and Western’s brand presence is stronger than ever.

Our earned media strategy amplifies Western’s story across local, regional and national outlets, driving visibility and credibility for the University. In 2025, earned media placements grew by nearly 20%, with coverage spanning major initiatives, community impact and faculty expertise. From CBS News and Forbes to Detroit Free Press and MLive, these results reflect the power of strategic storytelling and strong media partnerships.

Coverage highlights

Top headlines from 2024-25

When we invest, we expect impact—and these campaigns deliver. By tightly targeting prospective college students, we maximize every dollar and every impression. Our paid ads are outperforming industry benchmarks and breaking new ground with fresh tactics. Here’s where smart strategy turns into big wins.

Top performing ads on each platform