91´óÉñ 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 91´óÉñ distinct
- The value of a 91´óÉñ degree
- Why and how they would succeed at 91´óÉñ
- How 91´óÉñ is worth the investment and commitment
- What they need to do to take the next step
What is their role?
- Understand 91´óÉñ’s position and offer
- Recognize the College’s impact
- Recommend 91´óÉñ to students and other influencers
- Identify 91´óÉñ 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 91´óÉñ
- 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 91´óÉñ
- Come together and align with the evolved brand
- Take continued pride in the brand and help foster its acceptance and evolution
91´óÉñians 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 91´óÉñ
What do they need to know?
- That their support of 91´óÉñ is crucial for the future
- That 91´óÉñ helped shape them into the person they are today
- That 91´óÉñ 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 91´óÉñ
- Tell their story along with powerful outcome stories
- Promote the College’s benefits and value
- Share their positive stories about 91´óÉñ
- 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 91´óÉñ 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 91´óÉñ is creating citizens of the world with social justice impact
What is their role?
- Elevate their perception of 91´óÉñ
- Recognize and realize the influence 91´óÉñ has
- Understand the brand and relate to its story
- See the impact 91´óÉñians 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 91´óÉñians have a profound impact in their fields and in their communities
- That 91´óÉñ delivers an inquiry-led curriculum guided by dedicated faculty advisers
- That 91´óÉñ creates citizens of the world who contribute to the common good
What is their role?
- Recognize the College’s impact
- See 91´óÉñ as a leader in higher education and societal contribution
- Elevate 91´óÉñ’s prestige in their minds and influence others’ opinion