Fall 2020 Update

Fall 2020 Update: Wright State University’s Dayton and Lake Campuses plan to return to teaching for 2020 Fall Semester on August 24 with a dynamic and flexible mixture of in-person and remote courses. Read more about our Right Here. Wright State. This Fall. plan.

Office of Marketing

Marketing Portfolio

Presidential Search Marketing

Mar 27, 2017

In the early summer of 2016, the Board of Trustees announced the start of a presidential search process to select Wright State University's 7th president. By mid-summer, the Search and Screening Advisory Committee (S-SAC) was established and a search firm had been selected to increase our candidate pool and provide confidentiality during the national search. 

Objective

Screen shot of search website

The Office of Marketing and the Office of Communications both had staff selected to support the S-SAC. An S-SAC subcommittee focused on marketing was organized and worked closely with our teams. Our objectives were to create public-facing materials to attract potential candidates and to communicate as transparently as possible to the entire university community throughout the search process. This resulted in three significant products; a website, a search profile document, and a video.

Website

The presidential search website was the primary method of communication to a broad range of audiences, both external and internal to the university. It was decided early on that the primary audience focus would transition throughout the phases of the project based on the current activities of the committee. During the preparation phase (Phase 1) of the search, an initial website was launched that focused on communicating the processes and timeline to largely internal audiences. During the learning phase (Phase 2), the site advertised a series of internal and public events that were hosted to help gather requirements and attributes for the search profile. During the search phase (Phase 3), the site transitioned focus toward prospective candidates as we worked closely with our search firm to advertise the position nationwide. Finally, during the selection and onboarding phase (Phase 4) of the search, the site shifted back to focusing on communications with internal and external audiences. As part of the process of ensuring transparency, all communications that were sent through emails to internal audiences were archived in the news sections of the site. We plan to leave the site live as an archive of the process for some time to come.

Search Profile

The written profile is an integral component of a presidential search process. This document introduces the university to prospective candidates and highlights the opportunities here that might entice them to apply. The marketing subgroup started their work on the presidential search profile immediately. We developed an outline and then gathered previously existing materials that could be adapted to make up the majority of the search profile while the full S-SAC committee worked on finalizing the content for the Leadership Agenda and Qualifications, Experience, and Leadership Attributes sections. Once we had everything written, edited, and approved, the copy was laid out with photos and graphics to make it cohesive and visually appealing.

Video

At the first meeting of the S-SAC marketing subcommittee, we suggested doing something unique beyond the search profile and website most universities develop. With Wright State's recent challenges we wanted to make sure we clearly conveyed the incredible opportunity Wright State offered to potential candidates. We shot several interviews using a range of both long-standing and newer employees to discuss the potential they see in Wright State. The video was edited together with existing b-roll and placed on the presidential search website.

Advertising

To provide the largest possible and most diverse pool, we worked closely with our search firm we to advertise in the following publications.

  • Chronicle of Higher Education
  • Hispanic Outlook
  • Journal of Blacks in Higher Education
  • Women in Higher Education
  • American Conference of Academic Deans
  • Diverse Jobs
  • Inside Higher Education
  • Higher Ed Jobs
  • Council of Colleges of Arts and Sciences
  • Higher Education Resource Services (HERS)

Results

A total of 61 applications were received by the December 5th deadline. The S-SAC was pleased with the size of the candidate pool, the quality of candidates, and the diversity of those who applied. The candidate pool included current sitting presidents, chancellors, deans, chief academic officers, university vice presidents, professors, and business leaders. Most candidates were external, but we also received several applications from within our university. In addition, most applicants possessed doctoral degrees, but we also attracted candidates with medical degrees, law degrees, master's degrees, and some with multiple advanced degrees. At least one candidate was a Rhodes Scholar, several international candidates had applied, as had several with experience in research universities, and the diversity of our pool according to gender, nationality, race, experience, and background was impressive. It was an excellent pool and highly competitive. 

Of these candidates, three were invited to campus for a series of open forums with stakeholder groups. On March 6th, Wright State University named Cheryl B Schrader as our president-designate.

Portfolio: The 40th Annual Ohio Valley Shakespeare Conference

Oct 25, 2016

The Office of Marketing worked with the College of Liberal Arts and CELIA to market The 40th Annual Ohio Valley Shakespeare Conference and a gala evening, "Encountering Shakespeare."  Marketing included website development, alumni emails, ads, newsletter articles, public television promotional spots, campus displays, event programs, promotional items, t-shirts, tent cards, bookmarks, posters, WINGS announcements, and ads for the Ohio Council of Teachers of English Language Arts.

The visual design of materials for this event represented the convergence of both classical and modern takes on Shakespeare.

Here is one of the promotional spots created for the event:

Portfolio: Undergraduate recruitment ad and advertorial

Oct 12, 2016

The Office of Marketing collaborates with Enrollment Management by supporting our undergraduate recruiting team at major college fairs throughout Ohio and target areas of Indiana.

We developed this ad and advertorial that appeared in approximately 11 Gannett newspapers throughout west central Ohio (e.g. Lancaster, Chillicothee, Fremont, Wilmington, etc.).

In addition, we developed an email that was sent to approximately 10,000 households with high school students in the same region. Open rates for our emails have consistently surpassed average open rates for the education sector.

Portfolio: CLASS Dayton Business Journal Ad

Oct 12, 2016

Our office can develop ads that help you build relationships with employers, business, and government leaders throughout the region.

This ad ran in the Dayton Business Journal the week prior to the College of Liberal Arts Major and Career Expo, an event in where employers from around the Miami Valley interacted with current liberal arts students.

Recruiting

Sep 01, 2016

A print ad in the Mead CUSA Soccer tournament program will reach 7,000 families from a four-state region at the 37th annual tournament in Centerville.

Recruiting: BSN Accelerated Option

Sep 01, 2016

A two-week Facebook paid ad campaign resulted in 11 prospects who completed web requests for more information at a cost of $136 per lead.