WVU Recruitment and Retention Strategy: Overcoming Challenges in a Changing Landscape
West Virginia University faces a tough recruitment and retention environment, with challenges including a declining population, economic struggles, and fewer high school graduates. Many students are first-generation college attendees or come from rural areas with limited access to higher education resources and guidance.
To meet these challenges, we refined WVU’s brand story and strengthened strategic communications and recruitment efforts. Our focus was on personalized engagement through outreach at every stage of the student journey, tailoring our messaging and tone to attract the right-fit students via creative campaigns.
Key initiatives included targeted social media campaigns, direct mail, virtual campus tours, local and virtual events, and community engagement programs. These efforts emphasized WVU’s academic offerings while reinforcing student fit. Our "Mountaineers Go First" branding campaign highlighted career readiness, research opportunities, and the unique sense of place that defines West Virginia.
Results:
Increased Honors College admissions by 50% from 2014 to 2018
Annually increased GPA and ACT scores from 2014-2023
Improved female ratio to 52% of the FTF class (compared to 46% in 2014)
Grew FTF class in 2019 by 1.3% over previous year
All of these points speak to the strong academic messaging that we have been strategically placing in the marketplace.
Open rates for leads emails (2023-24): 25%
Key messages include application, registering for events, learning more about majors, visit campus and taking next steps such as selecting your housing.
