Ohio Wesleyan University
From Stalled Momentum to Surging Enrollment
The Challenge
In 2022, Ohio Wesleyan University (OWU) was stuck in a frustrating pattern familiar to many higher ed institutions: stalled enrollment, internal skepticism, and a campus community that had weathered several years of turnover in key leadership positions. Despite a strong academic offering and a prime location in Delaware County—Ohio’s wealthiest and fastest-growing—OWU found itself struggling to compete.
The Turning Point
President Matt vandenBerg arrived in 2023, bringing a fresh perspective and, crucially, a full commitment to enrollment as OWU’s top institutional priority. When Adam Smith joined as VP for Enrollment, he was given full support to rebuild: staffing, systems, strategy, and vendor relationships.
Waybetter joined the effort in August 2023.
The Work
With full-throated support from President vandenBerg, Adam set to work. His team’s internal early efforts centered on personalizing the visit experience and targeting specific geographies in Ohio.
Waybetter became a close strategic partner to Adam and his team, working side by side to rebuild the marketing and recruitment infrastructure from the ground up. That included auditing and refining every touchpoint in the prospective student journey, rebuilding campaigns from search through yield, and developing messaging that aligned with OWU’s renewed sense of purpose. Our role extended beyond execution—we helped reestablish confidence, clarity, and momentum at a moment when the institution needed it most.
Key work included:
- A full audit and relaunch of Slate to support seamless, student-first experiences
- Custom search, application, and yield campaigns
- Geo-targeted campaigns designed to help OWU “own the backyard” and grow presence in key territories
- Personalized Waybetter student portals in Slate that mirrored the individual visit experience
- Messaging and campaigns built to differentiate OWU in a crowded, price-sensitive market
Results
Just one year into the partnership, OWU is enrolling its largest first-year class in more than 20 years.
Compared to Fall 2023:
discount rate is down
“The beauty of Waybetter is they’re able to get things up and running fast
—but in a way that reflects the good work already happening here at OWU. They don’t do cookie-cutter campaigns. They collaborate. They listen. And they push us to get better in every aspect of what we do."
The Road Ahead
Now in year two of our partnership, the focus is shifting from triage to sustainable growth. With clear market positioning, a unified team, and an energized campus community, OWU is building real momentum—and Waybetter is proud to be part of it. We’re currently implementing our “From Sophomore To Census” offering that will further empower the OWU team to help nurture prospective students all the way through graduation.