Brand Pillars

WGU’s five brand pillars encompass the core of what we want and need to communicate as a university. Some may speak more to prospective students, while others are more tailored for partners or government officials. Regardless of audience, any fact, figure, or differentiating proof point about who we are and what we do should fall under one of these pillars.

renewing education's promise

Valuable. Relevant. Respected.

We provide strong returns on students’ educational investments through deep connection to workforce needs, respected and relevant credentials, elimination of unnecessary costs, and generous financial assistance and transfer policies.

personalizing learning

Flexible. Empowering. Supportive.

We enable students to succeed by meeting them where they are and coaching them to graduation via tailored academic content, personal scheduling and pacing, and one-on-one support.

ADVANCING SYSTEMIC EQUITY

Opportune. Equitable. Developmental. 

We make higher education and professional career advancement attainable for everyone, regardless of individual background or circumstances, by identifying system-wide barriers and investing in solutions to eliminate them.

PARTNERING FOR IMPACT

Collaborative. Innovative. Unified.

We lead change across higher education by convening with, inspiring, and uniting forward-thinking institutions and individuals across education, business, technology, local and federal government, and philanthropy.

Modeling Accountability

Measurement. Trust. Transparency. 

WGU sets the standard for the way universities should operate, with a commitment to measurement and transparency regarding our aims, success in achieving them, and applicable learnings.

Need to know more?

WGU's Messaging Framework is a great resource that breaks down our brand pillars into individual proof points. These smaller, targeted statements are more easily adapted into actual messaging for marketing and other brand materials.

View Messaging Framework

One WGU – Messaging Framework

The Messaging Framework is rooted in the DNA of WGU, including our mission and strategic plan. It is a standard of marketing messaging that everyone at WGU should utilize to ensure what we say is consistent and relevant across all platforms, channels, and programs. Doing so will make our brand stronger and more recognizable to all audiences, creating more reliable and trusting relationships. The Messaging Framework will be updated as needed to reflect new data in support of pillars and proof points in addition to updated 5 Year Strategic Plans.


The Messaging Framework reflects current brand messaging pillars and proof points that can be used to develop marketing content for campaigns, presentations, and other marketing assets for external audiences. Based on the proof points, more precise copy can be written to address specific audiences with the help of the MarCom Brand and Copywriting teams as part of a Workfront ticket/request.


The Brand Communications team within MarCom is responsible for maintaining the Messaging Framework and will provide input, training, or guidance to anyone who may need it. 

FAQs

  • Where can I access the Messaging Framework?

    The Messaging Framework can be found online on the Sharepoint.

  • How do I use the Messaging Framework?

    There are two primary ways to use the Messaging Framework.


    • First, a user may have an idea in mind for messaging as part of a creative asset. They can refer to the Messaging Framework to determine if that idea exists as a pillar or proof point. If it does, they can find other proof points that may bolster their creative asset. Ultimately, it becomes confirmation that their idea is in-line with consistent brand communications.

    • Second, a user may not have any specific messaging or proof points in mind. In that case, they can use the pillars as high-level ideas for what the audience they are speaking to should hear. Once identified, they can search the column below the pillar to find proof points that resonate with the audience.  

  • What if the Messaging Framework does not contain a proof point or message that I think one of our audiences needs to hear/see?

    Send your ideas to the Brand Communications team and they can work with you to determine if the idea is in-line with the brand or needs refining before being included in the Messaging Framework.

  • Do I need approval when creating an external facing document or asset?

    Yes. Any document that is intended for an external audience (I.e., prospective students, partners, employers, etc.) should be approved by a representative from MarCom. This can be done by submitting a Workfront ticket/request.

  • Who can I contact with questions?

    Anyone on the Brand Communications team can help (BrandMarketing@groups.wgu.edu).  

  • Do existing creative assets need to be rewritten to reflect the current Messaging Framework?

    No. Current assets can remain in use assuming there are no contradictory, errant, or inaccurate proof points used. Such assets will be phased out. However, if a user would like to revise a current asset to include new proof points, they can enter a request in Workfront.