From 2008 to 2014, CMR partnered with UWM to develop and implement a recruitment campaign to better position the school among an increasingly-diverse applicant pool. After conducting primary research, CMR recommended a social marketing (behavior change) approach to improve UWM’s reputation as a diverse and inclusive institution. CMR executed this strategy using a combination of community-based public relations and faith-based outreach tactics. As a result of the campaign and other efforts, multicultural student matriculation increased by over 20% during the course of the campaign.
