Background

In a fiercely competitive education market, students expect the same personalised, joined-up experience from a university that they get from every other brand in their lives. WSU's marketing model and technology stack weren't yet set up to deliver that at scale, or to serve students arriving from very different communities, regions and needs. The opportunity was to make the digital experience feel personal for every prospective and current student, without ballooning time to market or data and technology costs.

Idea

We treated personalisation as a systems problem, not a messaging one. Working alongside WSU, REUNION conducted a strategic review of the university's digital marketing model and martech infrastructure, then recommended a more connected way of operating, one where data, technology and experience work together to strengthen WSU's competitive edge and improve outcomes for both students and the university.