Audience Segments

We are a major research institution. That means we have an abundance of stories to share. But trying to convey all of our messages at once ensures that none of them will be heard. Purdue University communications must reach many different audiences, and the visual and verbal tone of each piece needs to reflect that.

Current Students and Alumni

About Them:

  • They recognize Purdue as an academically strong institution. As advocates of the University, they are in the position to be brand ambassadors who carry out the message.

What They Need to Know:

  • Information about the people, programs and partnerships that place Purdue at the top of the list for academic quality.
  • The strategic ways in which Purdue is evolving and the positive outlook for future impact on the community.
  • Validation of the lifelong relationship they will have with Purdue, as well as information about global access and connections for continued impact.
  • Confirmation of continued excellence of their credentials.

Faculty, Staff and Administration

About Them:

  • They have mixed perceptions about Purdue and its outlook for the future. Not many recognize the importance of brand initiatives, but they understand the need to promote Purdue's assets for global awareness.

What They Need to Know:

  • That Purdue is focused on recruiting and retaining top-tier talent in all disciplines for improved reputation.
  • That they are critical for fostering student success and retention.
  • A focused but multidimensional story that reflects the depth and breadth of Purdue, so they can serve as advocates for the University.

Target Prospects and Parents

About Them:

  • Each target group — prospective students, STEM females, domestic minorities and high-ability students — has a unique set of needs, with a varied timeline for when their needs can be met.
  • Parents are huge influencers in the decision process — they need to know Purdue is the right place for their child.
  • Many of these students are the first in their family to attend college.

What They Need to Know:

  • Confidence in their ability to make an impact on the world upon graduation.
  • Assurance that they will be intellectually challenged and set up for success.
  • That Purdue is a nurturing environment with attention to meeting diverse needs, and it is not so large that they'll get lost.
  • Parents need to know that their child will fit in, will have the resources they need and will be equipped to succeed upon graduation.
  • To be able to envision their future and see how Purdue will help them get there.

Community

About Them:

  • The community rallies around Purdue and can serve as brand ambassadors for the state.

What They Need to Know:

  • That Purdue impacts the local, state and national economies through job creation.
  • That Purdue has a diverse culture of contribution to benefit its community.
  • Purdue's many engagement and outreach initiatives benefit state and local economies through corporate training and assistance, P-12 educational enhancements and other programs.

Peer Schools and Media

About Them:

  • Increased reputation is the way to gain attention from other institutions.
  • They pay careful attention to thought leadership initiatives and industry-leading faculty.
  • Media outlets have the ability to deliver a strong message for the University if they're informed of key events and initiatives.

What They Need to Know:

  • Greater awareness of Purdue's assets and accomplishments.
  • That Purdue is achieving continued success and is more than a STEM school.
  • How Purdue fits into the big picture and what expertise it offers.

Donors, Corporate Partners and Funding Agencies

About Them:

  • They are individuals and corporations with an emotional connection to or a personal interest in Purdue's success.
  • The majority of the donors are alumni, who think of Purdue in a very positive light.

What They Need to Know:

  • Frequent updates about results of their investments in Purdue so that they know of Purdue's commitment to continued excellence.
  • Connections to current students to clearly see their contributions in action.
  • Engagement and continual reminders to keep a close connection to the University community.