Western Michigan University is a dynamic, student-centered research university with an enrollment of 25,000. WMU is focused on delivering high-quality undergraduate instruction, advancing its growing graduate division and fostering significant research activities.
Understanding the Challenges
Members of the Western Michigan Athletics management team did not have a high level online store to support fans, alumni, parents and students of Western Michigan University. Additionally, Western Michigan did not have the brand control desired and the sports specific merchandise available to fans.
Setting New Objectives
The WMU Marketing Staff set out to find a vendor that could provide a broad selection of merchandise for alumni, parents, fans and students of WMU Athletics. The team also was determined to gain tighter control of branded logos used in the market to develop consistent name recognition for the athletics program at WMU. Another goal was to develop more products with sports specific branding of the special sports logos developed by WMU.
The Advanced-Online Solution
Advanced-Online was selected by WMU Athletics to build an online store for all market channels needed with an eye on brand control, revenue enhancement, product quality and customer service representative of the University.
Advanced-Online took responsibility of building a product line that now stands at over 800 products including personalized jerseys, personalized hockey jerseys, broad choices for sports specific and alumni apparel and the largest selection of branded merchandise for WMU Athletics in the country.
Advanced-Online has worked closely with WMU to develop a special personalized tackle twill hockey jersey for fans replicating the actual jersey worn by players. Advanced-Online has also worked closely with WMU to market their brand with regular promotions and graphics ads to help drive increased revenue for WMU athletics.