¹û¶³ÊÓƵ College has many disparate audience groups that we must reach through our communications. By understanding who they are, what they need to know, and our core objectives for each, we can better reach each group with the right messages.
Prospective Students and Influencers
Our Goal: Recruitment
Who are they?
- Current high school students (domestic and international)
- Families of prospective students
- High school guidance counselors and coaches
- Community-based organizations
What do they need to know?
- What makes ¹û¶³ÊÓƵ distinct
- The value of a ¹û¶³ÊÓƵ degree
- Why and how they would succeed at ¹û¶³ÊÓƵ
- How ¹û¶³ÊÓƵ is worth the investment and commitment
- What they need to do to take the next step
What is their role?
- Understand ¹û¶³ÊÓƵ’s position and offer
- Recognize the College’s impact
- Recommend ¹û¶³ÊÓƵ to students and other influencers
- Identify ¹û¶³ÊÓƵ as a top-choice institution
- Take the next step
Campus Community
Our Goal: Alignment
Who are they?
- Current students
- Faculty
- Staff
- Administration
- Trustees
- Other College leaders
What do they need to know?
- That they’re an integral part of ¹û¶³ÊÓƵ
- That there is a united vision to drive the College’s success
- That we need to continue to come together and rally around the College’s story
- How they can understand and align with the evolved brand
What is their role?
- Keep telling their authentic story of ¹û¶³ÊÓƵ
- Come together and align with the evolved brand
- Take continued pride in the brand and help foster its acceptance and evolution
¹û¶³ÊÓƵians and Friends
Our Goal: Engagement
Who are they?
- Current students
- Alumni
- Friends, families, and fans
- Donors
- Alumni Council
- Key community members from the city of ¹û¶³ÊÓƵ
What do they need to know?
- That their support of ¹û¶³ÊÓƵ is crucial for the future
- That ¹û¶³ÊÓƵ helped shape them into the person they are today
- That ¹û¶³ÊÓƵ is the same authentic place they love, and we’re evolving it now
What is their role?
- Be passionate brand champions
- Take pride in their relationship with ¹û¶³ÊÓƵ
- Tell their story along with powerful outcome stories
- Promote the College’s benefits and value
- Share their positive stories about ¹û¶³ÊÓƵ
- Expand opportunities to support students, faculty, and programs
Businesses and Peers
Our Goal: Reputation
Who are they?
- Peers and competitors in higher education
- Faculty and staff at other schools
- Professional partners
- Employers
- Media
What do they need to know?
- That ¹û¶³ÊÓƵ is a living, evolving community composed of the sharpest minds — faculty, staff, and students
- The accomplishments and successes of faculty, staff, students, and alumni
- That ¹û¶³ÊÓƵ is creating citizens of the world with social justice impact
What is their role?
- Elevate their perception of ¹û¶³ÊÓƵ
- Recognize and realize the influence ¹û¶³ÊÓƵ has
- Understand the brand and relate to its story
- See the impact ¹û¶³ÊÓƵians have
- Vote favorably in rankings
Iowa, the Midwest, and Beyond
Our Goal: Awareness
Who are they?
- Iowa residents
- Midwest residents
- Coastal residents
- Major markets
- Residents of key international markets
What do they need to know?
- How ¹û¶³ÊÓƵians have a profound impact in their fields and in their communities
- That ¹û¶³ÊÓƵ delivers an inquiry-led curriculum guided by dedicated faculty advisers
- That ¹û¶³ÊÓƵ creates citizens of the world who contribute to the common good
What is their role?
- Recognize the College’s impact
- See ¹û¶³ÊÓƵ as a leader in higher education and societal contribution
- Elevate ¹û¶³ÊÓƵ’s prestige in their minds and influence others’ opinion