Wayne State University’s new comprehensive marketing campaign, Warrior Strong, launched Oct. 16, following a year of preparation and planning.
Warrior Strong emerged as the overall theme following numerous planning discussions and research conducted by the university’s Office of Marketing and Communications and advertising partner Roundtable6. Stakeholders were consulted representing a cross section of areas such as the colleges, schools, divisions, units, leadership, alumni, faculty and students.
The discussions, according to Vice President of Communications and Chief of Staff Michael Wright, were challenging as the university considered the transition from an eight-year run of the highly successful Aim Higher campaign to a level representing where Wayne State is today.
“Aim Higher was about aspiration and excellence, which aligns perfectly with our history and mission,” Wright said. “It was about reintroducing Wayne State — what we are, what we stand for, where we are. The campaign served us well, but now it’s time to talk about who we are. That’s Warrior Strong.
“The attributes of a warrior — courage, tenacity, selflessness, success, drive — aren’t limited to the athletic field or the battlefield. These are virtues we all aspire to, and we heard example after example of these attributes when we talked to alumni, students and faculty. This is something Wayne State can own proudly,” Wright said.
The timing of the Warrior Strong campaign launch was influenced by various factors, including the ever-changing landscape of Detroit, according to Carolyn Berry, associate vice president for marketing.
“We felt this was an appropriate time to move forward with Warrior Strong for a number of reasons, both institutional and broader into our communities. Institutionally, Wayne State’s 2018 sesquicentennial anniversary is fast approaching, marking the university’s 150th year of service in higher education. Our students, both current and prospective, represent a new generation since eight years ago, when our former marketing campaign was launched,” Berry said.
“The city of Detroit, and in particular Midtown, is experiencing a rebirth, such as the creation of District Detroit. These are exciting times, and Wayne State University is right in the middle of it,” Berry added.
Following today’s announcement, and throughout the run of the Warrior Strong campaign, various components will roll out, including television and digital ads, newspaper advertisements, billboards, banners throughout campus and Midtown, social media activity, and other platforms to be determined.