Wake Up to possibility

Wake Forest launches first-ever University-level marketing campaign to amplify academic reputation

Wake Forest is launching a bold new chapter in its story of academic excellence with the introduction of The Wake Up Campaign. This campaign marks the University’s first enterprise-wide marketing effort designed to make Wake Forest’s commitment to academic excellence impossible to ignore.

“This is about telling our story more fully and more boldly,” said President Susan R. Wente. “Wake Forest’s academic strength is undeniable, but our reputation hasn’t always matched our quality. Through this campaign, we are sharing the impact of our research, creativity, and purpose with the wider world in a way that reflects who we are and where we are going.”

Showcasing momentum, possibility and purpose

The Wake Up Campaign showcases the momentum behind the University’s positive reputation by telling a more comprehensive and compelling story. The campaign seeks to introduce people to a world of possibility made into a tangible reality by Wake Forest University’s research and innovation, thought leadership and successful alumni. It introduces Wake Forest as a university where discovery, action and impact are fueled by a collective sense of purpose.

“An elevated research reputation leads to a cascading set of good things,” said Kimberley McAllister, vice provost for research, scholarly inquiry and creative activity. “That includes attracting stronger and better faculty, students, speakers, and grants to fund cutting-edge research and equipment — as well as increasing the quality and quantity of experiential learning opportunities for our undergraduate students.”

Why academic reputation matters

National third-party studies and internal research have reinforced what many across campus already know: perceptions of academic quality influence almost every aspect of a university’s success, from applications and yield to hiring, grants, donor support and rankings.

Yet, recent research revealed a gap between Wake Forest’s true academic quality and how widely that excellence is recognized. “We know our faculty are conducting meaningful, impactful research and that our students are learning from thought leaders who care deeply about their success,” said Brett Eaton, vice president for communications and chief communications officer. “This campaign ensures that the rest of the world knows it, too.”

Reaching the right audiences

The Wake Up Campaign’s initial phase is designed to reach higher education influencers — presidents, provosts, deans, faculty, and leaders of grant-funding organizations and industry associations who shape perceptions of colleges and universities in the media and the public sphere.

These audiences will encounter Wake Forest stories in the places they already turn for professional engagement and information: at academic conferences, in scholarly publications, and through digital platforms such as streaming audio and video, paid social media, and sponsored content in national outlets.

Measuring Success

The campaign’s impact will be evaluated in three phases:

1. Engagement: Measuring interactions with the campaign’s digital and sponsored content.
   
2. Opportunity: Tracking outcomes such as faculty speaking invitations, media coverage, and new research partnerships.
   
3. Perception: Comparing results from a follow-up perception survey to a June 2025 baseline to measure changes in how Wake Forest’s academic quality is viewed.
   

These will serve as early indicators of long-term outcomes such as student applications, faculty recruitment and grant success.

Developed with the community in mind

After a competitive process, Wake Forest partnered with the higher education marketing firm Ologie to develop the campaign. The creative work was grounded in research, focus groups, and interviews with faculty and administrators both at Wake Forest and peer institutions. Throughout the process, University Marketing and Communications (UMC) collaborated with colleagues across campus to refine messages and visuals that reflect the University’s authentic identity and aspirations.

“The Wake Up Campaign was shaped by insights from across the Wake Forest community,” said Mary Boyd Chenery, UMC’s assistant vice president for account management and planning. “It reflects our shared belief that Wake Forest’s academic excellence, and the purpose that drives it, deserve a stronger, clearer voice.”

Looking ahead

While the first phase of Wake Up is focused on academic reputation among higher education influencers, the themes of momentum, possibility and purpose will resonate across audiences. Future adaptations may support undergraduate, graduate, and professional school enrollment, as well as alumni and donor engagement.

“Wake Forest has always been a place where we wake up every day with the belief that the world can be made better for the good of all humanity,” Wente said. “Now, we’re inviting the world to see and share that possibility with us.”

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Learn more about the Wake Up Campaign and explore stories from across the University at Wake.wfu.edu.