Grantham University

Challenge

Grantham University is an accredited online university that provides high-quality, accessible and affordable degree and certificate programs for veterans and active military service members and their families. Since 2012 when Grantham began offering federal financial aid, the university began seeing a steady decline in military students. To drive awareness and interest in the university among this target audience, it needed to begin publicizing its many benefits as well as its generous grant and donation programs, professional development workshops and community service efforts.

Solution

SWC developed a strategic plan to gain third-party credibility and reach the military and veteran population through an ongoing earned media campaign. To execute the plan SWC:

• Worked with Grantham to determine the demographics of its target audiences and identified publications relevant to these audiences.
• Created a collection of university news, events, grants, donations and industry trends to pitch to relevant media.
• Leveraged outside spokespeople such as students and businesses to tell the story of Grantham’s unique programs including Healthcare Heroes and Grantham Gives Back.
• Leveraged internal subject matter experts and wrote articles to position Grantham as an industry leader.

Results

PUBLIC RELATIONS  •  MEDIA RELATIONS  •  CONTENT DEVELOPMENT  •  PERFORMANCE TRACKING