PR to Inform: Thought Leadership Drives Earned Media for WGU Indiana
Dittoe PR Case Study
In 2019, WGU Indiana sought a long-term agency partner that could tell its story in a meaningful way. As Indiana’s first state-endorsed online university, WGU Indiana serves more than 5,000 students spanning all 92 Hoosier counties, the majority of whom are not well-served by traditional colleges. WGU students are often adult learners, and 81% of the student population works full- or part-time while earning their degree.
Challenge
With growing competition among established online universities – and, later, traditional colleges that began offering more online courses during the COVID-19 pandemic – WGU Indiana needed a way to stand out to its target student demographic.
After previous engagements lacked impactful results, the University’s goal was to find a public relations and social media partner that could establish an ongoing cadence of thought leadership opportunities to demonstrate its expertise in higher education, workforce development challenges and more.
In 2019, Dittoe Public Relations was hired to manage WGU Indiana’s public relations and social media efforts in the state. Later, WGU began to regionalize and created opportunities for Dittoe PR to expand PR initiatives across six states and social media efforts across two states.
Dittoe PR identified WGU’s target audiences as adult learners; non-traditional learners (those who are not likely to select a four-year college); and workers in healthcare, education, IT and general business.
Solution
Dittoe PR used targeted, tailored media outreach specific to individual markets to secure relevant thought leadership opportunities, and then made sure each secured written piece was both original and relevant to that audience.
Dittoe PR also “newsjacked,” or interjected the University’s voice into current events and news stories. Dittoe PR takes national discussions and localizes them, often offering a different lens than what other leaders are saying about the issue.
With these tactics, Dittoe PR consistently and proactively secured media interviews, contributed byline articles, letters to the editor, op-eds, award nominations and speaking engagements for WGU. The agency also co-wrote monthly LinkedIn articles for the WGU Indiana Chancellor to leverage her voice and build her digital footprint, blending Dittoe PR’s public relations and social media work.
With social media, Dittoe PR capitalized on storytelling in new ways and paired compelling written content with imagery and videos developed in collaboration with the WGU team. In addition to storytelling, a strategic combination of follower acquisition, two-way engagements with followers, and mindful timing and frequency of content sharing helped to create a successful strategic framework for management and growth.
Together, Dittoe PR’s team collaborated across all efforts to create a cohesive, streamlined strategy to support PR and social media goals.
Media Opps
Dittoe PR consistently and proactively secures media interviews, contributed byline articles, letters to the editor, op-eds, award nominations and speaking engagements.
Targeting
Dittoe PR utilizes targeted, tailored media outreach specific to each market.
Newsjacking
Dittoe PR tactfully interjects the University's voice into current events and new stories.
Results
Dittoe PR exceeded expectations nearly immediately, building trust and rapport with WGU Indiana’s team through strong client-agency communication and even stronger results. Initial goals were set by WGU Indiana, including quarterly thought leadership and major media placements, monthly SEO-valuable press releases, and an annual innovative PR idea.
In the first eight months of the partnership alone, Dittoe PR secured:
- 181 media placements
- 55M impressions
- $750,000+ ad value equivalency
In volume alone, results were drastically higher than any PR results secured on behalf of WGU Indiana in years past.
After Dittoe PR’s work expanded to the Central Region in July 2020, key coverage drivers included student and alumni stories within hyperlocal markets in six states, large-scale campaigns like Night Shift Nurses each November, and state- and region-wide op-ed campaigns on behalf of Chancellor and Regional Vice President Alison Bell and other university leaders.
Social media efforts for WGU Indiana and WGU Ohio channels resulted in positive increases in followers, engagements and impressions across all active channels, including Facebook, Twitter, LinkedIn and Instagram.
From July 2020 through June 2022, Dittoe PR achieved the following results for WGU:
- 958 media hits
- 1 billion+ media impressions
- $8.7 million+ ad value equivalency
- 258 pieces of content
Dittoe PR’s approach to a successful partnership included consistent, open communication paired with strategic, results-driven efforts for both PR and social media campaigns. Quickly and over time, Dittoe PR became a true extension of the WGU team, creating a strong partnership that withstood the test of time and obstacles to scale the University’s awareness, enrollment and credibility throughout Indiana and the Central Region.
“Contractually, we pay Dittoe PR to work for us. In reality, in my three years at WGU, it has always felt more like we pay Dittoe PR to work with us. The collaborative nature in which we work with the agency is special. While we provide the desired direction, goals and results for all the things we do, we know that passing along those wishes is the foundation of something greater. And it’s never felt like pushback, or our agency trying to steer us another direction, or discourage any ideas. It’s always creative conversation that takes our ideas to greater heights. Dittoe PR is a partner, in every sense of the word.”
Corey Elliot
WGU INDIANA
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