The University of Toledo will continue to promote its brand via the “Great Voice of the Great Lakes” through a renewed partnership with Detroit’s WJR-AM 760 that has helped grow enrollment from southeast Michigan.

The partnership includes a monthly radio program hosted by Lawrence J. Burns, UT vice president for external affairs, as well as special event promotions and advertisements to promote the University on the popular talk radio station. 

“WJR was one of the University’s first partners as we began a concentrated effort to raise awareness about UT in southeast Michigan and we are excited to continue this relationship for years to come,” Burns said. “More students from metro Detroit are attending UT and more people who live in the area know about the great work underway on our campuses because they heard about UT on WJR.”

The partnership with WJR, combined with relationships with the Detroit Tigers, Detroit Red Wings and just recently announced the Detroit Lions, have had a direct impact on student recruitment. The number of undergraduate students from metro Detroit has grown from just 860 in 2006 to nearly 1,600 southeastern Michigan students in fall 2013.

UT is seeing an increase in interest from Michigan students for the coming year, with more than 500 additional applicants and 225 more admissions of students from metro Detroit than this time last year.

Burns recently began his sixth season of radio shows on the station with the June 24 program focused on branding and partnerships.

“UT’s The Relevant University is among the best shows we have on WJR because it focuses on important topics people care about with leaders sharing the latest trends and news,” said Tom O’Brien, VP-Market Manager of WJR AM 760. “It goes far beyond promoting UT through advertising and instead injects the University in the national conversation about important issues.”

The WJR partnership began with the monthly Environmentally Sound radio program in June 2009 that provided an opportunity to highlight the University’s accomplishments in sustainability, the environment and alternative energy, while also inviting regional and national leaders to discuss the latest sustainability trends.

The radio show was rebranded The Relevant University in June 2011 to broaden the conversation beyond sustainability to all the ways higher education impacts our word. Guests interviewed on the program have included U.S. Senator Sherrod Brown, Inside Higher Ed Editor Doug Lederman, former NFL linebacker and BowTie Cause President Dhani Jones, NCAA Director of Gender Initiatives Karen Morrison, former Ohio Chancellor Jim Petro, philanthropist and co-founder of Home Depot Ken Langone and University of Notre Dame President Father John Jenkins, among many others.

The renewed partnership adds UT mentions during the morning traffic mentions and University sponsorship of Detroit Red Wings Weekly. It also continues sponsorship of Paul W. Smith’s annual show from the Marathon Classic event that is a great way to promote Toledo and UT together.

“The University of Toledo and Larry Burns are great friends of WJR ,” said Paul W. Smith, WJR morning host. “It’s always a joy for me to interview Larry about the exciting things happening in Toledo on my show to share that with metro Detroiters who have become increasingly interested in what’s happening across the state line in recent years.”