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. 

ONE WGU – MESSAGING FRAMEWORK

Mission

To change lives for the better by creating pathways to opportunity.

The transformational leader driving student-centric innovation and improving outcomes.

Position

Key Results

Completion, Return, Equity

who we are

Primary Audiences

  • Prospects, Students, Alumni
  • Partners (Corporate, K12, Military, Transfer/Community College)
  • Supporters (Policymakers, Funders)
  • Thought Leaders (Universities, Media)

who we SERVE

Voice, Tone, and Visual Expression

  • EMPOWERING: Instilling strength and confidence
  • BOLD: Clear and vivid in how we communicate
  • AUTHENTIC: Genuine and honest, true to our mission and position
  • INVITING: Friendly and real, humble
  • PROFESSIONAL: Competent and experienced
  • MODERN: Contemporary, fresh, and innovative

how we show up

WHAT WE BELIEVE

What We Stand For

  • Everything we do must positively impact student outcomes and return.
  • Every individual has inherent worth and deserves respect.
  • Every individual has a capacity to learn.
  • Every individual has something to contribute.
  • We strive to foster unity to advance inclusivity, equity, and opportunity.

Our Values

  • Student-centricity: The primary beneficiary of everything we do is the student.
  • Innovation: We are willing to think differently and challenge all convention - even our own.
  • Impact: We endeavor to change lives at scale.
  • Convening: We partner with others to expand reach and impact beyond what we could do ourselves.
  • Accountability: We measure our success by how well we meet our students’ needs and we hold ourselves to a high standard of honesty and transparency.

WHAT WE SAY

Messaging Pillar 1 | Renewing Education's Promise

Differentiating Proof Points

Value | Relevance | Respect

WGU provides strong return on students’ educational investment through deep connection to workforce needs, respected and relevant credentials, elimination of unnecessary costs, and generous financial assistance and transfer policies.

  • FACTS

    • Average graduate debt is lower than the national average


    • Average time to complete degree is lower than the national average


    • Credentialed leadership and faculty


    • Credentials of value: 75+ industry relevant degree and certificate programs


    • Credits from other institutions are easy to transfer


    • Employer satisfaction (i.e., % that would hire another grad)


    • Flat-rate pricing provides an opportunity to pay less per credit 


    • Institutionally and regionally accredited


    • Multiple financial aid options and support


    • Portable achievement record


    • Skill-focused programs aligned with workforce needs


    • Alumni network to create introductions and doorways to jobs


    • Working to address specific national/local workforce challenges (e.g., prelicensure nursing, K12 teaching)


    • Career services offering for students and graduates


    • Academy: providing job-ready skills

  • FIGURES

    • % of grads employed in degree field


    • Awards and recognition at the university level and program level


    • Key Result: % graduation rate (4Y, 6Y)


    • Key Result: factored graduate return


    • Cumulative impact of return for graduates on economy


    • # of new/updated degree programs


    • Student satisfaction / % retention rate

Messaging Pillar 2 | Personalized Learning

Differentiating Proof Points

FLEXIBILITY | EMPOWERMENT | SUPPORT

WGU enables 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.

  • FACTS

    • 100% online education*


    • 24/7 access to course materials


    • Ability to test at any time


    • Competency based education allow students to progress through programs faster if they demonstrate topic knowledge


    • Course offerings to accomodate individual student needs (certificates, bachelors, masters)


    • Expert course instructors can provide 1:1 help


    • Flexible course completion time frames


    • Individualized Degree Plans


    • No set log-in times to access courses for most courses


    • Program Mentors guide students through programs (timelines, time to completion, etc.)


    • Readiness programs to prepare students for University


    • SSE—Self-Service Enrollment


    • Application of AI to further personalize the learning journey


    • Able to take pre-assessment to gauge current competence and tailor learning to the topics needed


    • Each written paper receives feedback based on a standard rubric for the course, with information on how the student did or didn't show competence.

  • FIGURES

    • Individualized On-Time Progress


    • Key Result: On-Time Completion


    • Supportive student communities? (I'm thinking about the support students get/give on Facebook groups).

Messaging Pillar 3 | Advancing Systemic Equality

Differentiating Proof Points

OPPORTUNITY | EQUITY | DEVELOPMENT

WGU makes 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.

  • FACTS

    • Digital divide initiative


    • Environmental barriers team


    • Financial aid and scholarships based on need


    • Outreach to underserved communities


    • Researching needs for underserved communities


    • Gates Foundation grant to improve equity and influence approaches to serve diverse students across the sector


    • Average cost of degree


    • Financial aid alternatives help traditionally underserved populations access higher education


    • Commitment to closing racial attainment gaps by 2035


    • Help students borrow only what is needed, and tailor learning pathway for tuition that is minimally necessary for degree

  • FIGURES

    • Key Result: Equity in Access


    • Key Result: Equity in Attainment


    • # of alumni/graduates


    • # of students 


    • # students and alumni during WGU's 25 years (compared to other institutions)


    • #/% first-gen students and alumni 


    • #/% gender students and alumni


    • #/% low-income students and alumni


    • #/% POC students and alumni


    • #/% rural students and alumni


    • % students working full-time


    • Persistence of students who graduate academy then enroll at WGU is consistently higher for 3 underserved groups.

Messaging Pillar 4 | Partnering for Impact

Differentiating Proof Points

COLLABORATION | INNOVATION | UNITY

WGU leads 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.

  • FACTS

    • Conduct industry research with other institutions for category growth and change


    • Economic-development partnerships


    • Employee tuition reimbursement


    • Employer partnerships to encourage upskilling of workforce


    • Founding story (19 bi-partisan governors)


    • Innovation arm to foster industry growth


    • Invest time and resources in helping other innovation-forward education startups


    • Open knowledge bank for education innovation and change


    • Partnerships with states to help fund education for all


    • Publish studies about online education and students to guide industry learning and change


    • Regular innovation/re-thinking of education


    • Solving local workforce challenges through initiatives such as the Golden State Teacher Grant


    • Startup pitch competition to encourage innovation


    • Partnering with like-minded investors to invest in mission-aligned technology startups.


    • Open Skills Network and achievement wallet 


    • Teach other universities how to launch and run CBE programs

  • FIGURES

    • WGU Flex

Messaging Pillar 5 | Modeling Accountability

Differentiating Proof Points

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.

  • FACTS

    • COVID aid (HEERF)


    • Presence of students/alumni in all 50 states


    • President testifying before congress


    • Measuring factored graduate return, and economic impact and scale


    • Impact on local communities, with community college, local employment, partnerships, etc.


    • Responsible borrowing initiative


    • Application of sound business management principles including team and individual goal setting and performance accountability

  • FIGURES

    • Focus on student completion rates (not enrollment)


    • Graduate employment rates and salary increases


    • Improving student outcomes through research, services, innovation


    • Transparency of key results in published annual report

FAQs

  • 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.