Wayne State University is taking another step in an initiative to advance strategic communications to clearly and concisely tell the university’s unique story of impact. In an effort to support internal and external communication in a highly competitive market, combined with the previously announced changes in university leadership in this area, Wayne State is working with consulting firm New West Communications to review, help elevate the university’s current communications structure and ensure that messaging from every corner of the university aligns with Wayne State’s campus-wide vision and strategy.
“In this age of limited marketing budgets and shifting demographics, universities more than ever must be strategic about how we promote the university to its many audiences – students, community, alumni, decision-makers near and far,” said President Kimberly Andrews Espy, Ph.D. “This review is our opportunity to be honest with ourselves and say, ‘Let’s find the smartest ways to tell the incredible story of Wayne State.’ Of course, a review also includes acknowledging what we do well and asking, ‘how can we turn good into great?’”
The communications analysis will include a review of existing content to better understand strengths and opportunities, stakeholder interviews, and an assessment of best practices by peer universities. Gary Susswein, partner at New West Communications, will lead the university’s assessment. Susswein oversees New West’s higher education practice. He is the former chief communications officer at the University of Texas at Austin and has worked recently with Ohio State University, University of Texas at San Antonio, Emory University and Sul Ross State University. “This assessment will be done with an eye toward enhancing Wayne State’s reputation,” Susswein said. “It offers the opportunity to empower university leaders to respond nimbly to challenges and allow communicators across campus to tell a consistent, coordinated and impactful Wayne State story.”
New West will work with key communications stakeholders for three to four months to develop a communications structure that ensures messaging is coordinated campuswide. Susswein added, “A strategic and focused communications plan and structure can help influence prospective students, donors, external university partners and governmental decision-makers to more fully support Wayne State’s mission and short- and long-term goals.”
“Gary and the New West team are idea generators, with the ability to view and assess our opportunities from an outside perspective, and also provide input from decades of experience in higher education communications consulting,” President Espy said. “I’m confident that with New West’s guidance, we will develop innovative ways to help Wayne State tell its unique story of impact more effectively, promote our message more strategically and shine a brighter light on our university to our community more fully in support of our mission.”