Strategic, Aggressive Media Relations Plan Increases Awareness of Indiana Wesleyan University
Indiana Wesleyan University, a Christian comprehensive university committed to global liberal arts and professional education, recognized that awareness of the school’s adult enrollment services was low among the media and the public in communities it serviced. The university sought university PR firm and media relations experts at GREENCREST to establish IWU-National & Global as the leader in higher education for adults. With GREENCREST’s help, Indiana Wesleyan University earned more than 200 media placements in just two years.
GREENCREST developed a strategic public relations plan that focused on four cities: Columbus, Ohio; and the Indiana cities of Fort Wayne, Merrillville and Indianapolis. Later, the cities of Cleveland, Cincinnati and Atlanta were also included in media relations efforts.
The GREENCREST team developed press kits and media lists for each city’s education center and identified media opportunities in each city. GREENCREST immediately began communicating with higher education reporters in those cities, to build relationships, establish IWU as a source for higher-education stories and ensure that IWU was included in stories related to higher education.
GREENCREST’s ongoing work includes proactively pitching story ideas to reporters and securing high-value earned media placements for IWU. GREENCREST also writes and distributes news releases about the adult learning programs at IWU as well as Wesley Seminary at Indiana Wesleyan University and develops thought leadership and bylined articles for IWU officials. The scope of work also includes monitoring and reporting on earned media coverage.
GREENCREST’s media relations strategy for IWU-National & Global has resulted in a steep increase and regular coverage about IWU’s adult learning programs, its students as well as the seminary’s programs. The coverage has resulted in more than 200 earned media placements over a two-year period. Key media placements have included major stories in Columbus CEO, Building Indiana, The Columbus Dispatch, The Chicago Post Tribune, The News-Sentinel, Fort Wayne Business Weekly, Inside Indiana Business, Indianapolis Recorder and Minority Business Magazine. In addition, stories have appeared on TV and radio stations in Ohio, Indiana and the Chicagoland area. Nationally, IWU has earned coverage in Stars & Stripes, Governing, Christianity Today and U.S. News & World Report.