July 12, 2018
The University of Wyoming is proceeding with a new marketing campaign intended to help grow its enrollment and raise its national and international profile, with a primary campaign tagline of “The World Needs More Cowboys.”
The UW Board of Trustees voted unanimously today (Thursday) to move forward with the campaign immediately.
The campaign, which has been in development for about five months, takes the university’s boldest asset and modernizes it to reflect today’s challenges. The spirit of the campaign is exemplified in the primary campaign video released today, which may be viewed at https://youtu.be/EbJXn_he_sg.
“Drawing upon Wyoming’s proud heritage, this campaign redefines what it means to be a Cowboy in this day and age, distilling it down to the inner spirit of curiosity and boldness that all who call themselves Cowboys and Cowgirls can identify with — no matter their race or gender, or whether they’re students, employees, alumni or other supporters,” UW President Laurie Nichols says. “The Cowboy spirit is what the University of Wyoming helps instill in students, giving them the skills and support they need to make the breakthroughs that benefit our state and the world.”
The comprehensive marketing campaign, the first at UW in at least a decade, is a result of the university’s strategic plan, “Breaking Through: 2017-2022.” The strategic plan’s objectives include effectively communicating UW’s opportunities to prospective students, regional partners and national and global markets; and instituting a centralized plan that tells UW’s story and positions the university for recognition in all of these contexts.
The campaign was developed with the assistance of the Colorado marketing and advertising firm Victors & Spoils, whose parent company is Havas Worldwide, a global advertising company. The university has spent $500,000 so far on the campaign for development of campaign concepts and supporting taglines, market …