California Baptist University
Transforming university expertise into stories that shape conversations far beyond campus.
The Moment
Higher education has never been more competitive. Universities aren't simply competing for students, they're competing for relevance, reputation, philanthropic investment, and public trust. California Baptist University had no shortage of remarkable stories. The challenge was ensuring prospective students, alumni, donors, and the broader community heard them. Rather than relying on traditional university news, CBU wanted to establish itself as a source of expertise where faculty and university leaders were actively shaping conversations happening across Southern California and the nation.
The Solution
Westbound built an earned media and thought leadership program that transformed institutional expertise into compelling public stories. We identified faculty voices uniquely positioned to speak on emerging issues, developed proactive media strategies around academic innovation and research, and consistently connected CBU experts with reporters covering education, healthcare, technology, business, and culture. Alongside executive visibility, we elevated signature university stories from the institution's largest philanthropic gift and nationally recognized aviation program to championship athletics, groundbreaking healthcare initiatives, and beloved campus traditions like A CBU Christmas. Rather than promoting isolated announcements, we built an ongoing narrative that reinforced CBU's innovation and impact, throughout the year.
The Results
500%+
media placements secured
150+
construction updates published
Plus consistent regional and national visibility across broadcast, print, digital, and higher education media
The Impact
California Baptist University has become a nationally recognized voice whose faculty, leaders, and programs help shape conversations well beyond campus, strengthening its reputation as an innovative university preparing students to lead and serve.
