WSU debuts brand marketing campaign

Washington State University today launched its first brand marketing campaign in nearly two decades.

Called Here We Go, the campaign emphasizes WSU’s far-reaching impact on research and education in Washington state and around the world.  

The campaign is aimed at boosting awareness of WSU as a leader among public universities and improving perceptions of the university system. Targeting Washingtonians, key audiences include the general public as well as prospective undergraduate students and the people they rely on for college advice. Elements of the campaign will be available in Spanish as well.

“The best brand campaigns tell a story, and we’ve got a good story to tell about Washington State University,” said Phil Weiler, vice president for marketing and communications. “We’re problem-solvers who put Washington communities first. Through education and research and our nearly 250,000 alumni, we’re a network of profound impact. And with our six campuses statewide and online, we are Washington’s university.”

The Here We Go campaign will show up in multiple locations, including social media, on billboards, and in digital ads, online video and connected TV. Photos, videos and narrative stories will be collected on a Here We Go campaign website.

The Here We Go campaign features three versions of a video that got a sneak peak debut on national TV on Aug. 31.

President Kirk Schulz set a strategic goal for the 2023–24 academic year of improving WSU’s brand recognition and enhancing its reputation. The university appropriated a one-time $1.7 million investment toward paid advertising for the brand effort.

BVK, a full-service brand agency, was selected via competitive bid to assist with the creative work and paid media for the campaign.

Visit the Here We Go brand website: go.wsu.edu.