The oldest and largest private university in the Rocky Mountains, the University of Denver (DU) is home to more than 11,000 students hailing from all regions of the U.S. and 83 other countries. Facing increasing competition and relatively low brand awareness, DU reached out to Westmeath to better understand how DU was perceived as an information hub.
Prior to its sesquicentennial anniversary, DU sought to leverage its rich heritage and increase awareness for its programs on the national stage.
We launched a comprehensive communications audit to understand how information flowed in and out of DU. The audit evaluated the perceptions and behaviors of key stakeholders associated with DU based on the input of key influencers gathered via one-on-one interviews and surveys. This included interviews with the chancellor, faculty members, trustees and members of the marketing and communications department. The deliverable was a gap analysis, which highlighted DU’s strengths and weaknesses, supported by a seven-step action plan to address the gaps.
The action plan provided DU with valuable feedback and insights to better position DU as a resource to local and national journalists and begin to leverage thought leadership topics during the sesquicentennial anniversary.