The Challenge: TruStage, a Madison-based insurance leader, came to UW-Madison looking to build brand awareness, spark student interest in the insurance industry, and connect with a diverse pool of future employees.
With a modest marketing budget, the company wanted to move beyond traditional sponsorship and take a more creative approach. The Office of Business Engagement crafted a customized strategy that directed TruStage’s investment into student engagement and talent development across the UW-Madison campus.
The Solution: The Office of Business Engagement helped align TruStage’s investment with high-impact opportunities to engage with the UW student body across various schools. This coordinated approach created multiple touchpoints for student engagement, including career fairs, classroom presentations, student organization events, and internship pathways.
Together, the partners established four guiding objectives:
- Build awareness of the TruStage brand on UW–Madison’s campus
- Raise awareness of the insurance industry among students and graduates
- Drive student interest in career opportunities with TruStage
- Increase representation in financial services by supporting students from underrepresented populations
Impact and Results: In its first year, TruStage significantly expanded its presence on campus. Beyond traditional career fairs, the company engaged students through speaking opportunities, event sponsorships, and involvement with student organizations. These efforts paid off: TruStage welcomed a stronger cohort of Badgers into its summer internship program and built new momentum for ongoing recruitment. As a result, TruStage not only strengthened its employer brand but also demonstrated a commitment to creating inclusive opportunities within the financial services industry. For UW–Madison, the partnership provided students with real-world connections to a mission-driven industry that directly impacts communities worldwide.
Looking Ahead: Building on lessons from the first year, TruStage is refining its approach to focus on the three schools where it found the strongest alignment: the Wisconsin School of Business, the College of Letters and Science, and the School of Computer, Data and Information Sciences. The company’s ultimate goal is to build brand awareness on campus, laying the groundwork for long-term recruitment success and a steady pipeline of Badger talent. OBE will continue to support TruStage in this work by creating connections that strengthen its brand and expand access to UW–Madison’s top student talent.
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