We shape stories around four pillars that make Purdue distinct: research, education, experience and culture. Our core value proposition articulates what we deliver to audiences.
The Message Map is divided into two halves:
At the core of the map is our core value proposition: Purdue delivers practical solutions to today’s toughest challenges (this is the “give”) so that we can build a better world together (this is the “get”).
Step 1: Determine your audience and objective
Figure out who you’re talking to before you decide what to say and what you’re trying to achieve.
Step 2: Determine the attributes
Consult the Message Map to align your topic with specific attributes. When possible, connect supporting points with a secondary message to strengthen your communications.
Step 3: Determine the benefit
Once you’ve established that your topic links to a brand attribute, you need to identify the benefit or benefits. (Note: In most cases, your audience cares more about the benefit than the attribute).
Step 4: Craft your message
You may have found one benefit, or you may have found several. You’ll want to narrow your focus to the most important benefit — that’s what you need to get across first. Any supporting benefits should act as talking points, complemented by the attributes of the topic you are promoting.
Tip: Try using the Message Map to determine the best angle for crafting featured stories. Look for an opportunity to frame the story through the lens of one of the secondary message points, for example, an undergraduate student whose growth was accelerated by Purdue’s culture of persistence.
Discover Our Brand Guidelines