51³Ô¹Ï 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 51³Ô¹Ï distinct
- The value of a 51³Ô¹Ï degree
- Why and how they would succeed at 51³Ô¹Ï
- How 51³Ô¹Ï is worth the investment and commitment
- What they need to do to take the next step
What is their role?
- Understand 51³Ô¹Ï’s position and offer
- Recognize the College’s impact
- Recommend 51³Ô¹Ï to students and other influencers
- Identify 51³Ô¹Ï 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 51³Ô¹Ï
- 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 51³Ô¹Ï
- Come together and align with the evolved brand
- Take continued pride in the brand and help foster its acceptance and evolution
51³Ô¹Ïians 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 51³Ô¹Ï
What do they need to know?
- That their support of 51³Ô¹Ï is crucial for the future
- That 51³Ô¹Ï helped shape them into the person they are today
- That 51³Ô¹Ï 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 51³Ô¹Ï
- Tell their story along with powerful outcome stories
- Promote the College’s benefits and value
- Share their positive stories about 51³Ô¹Ï
- 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 51³Ô¹Ï 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 51³Ô¹Ï is creating citizens of the world with social justice impact
What is their role?
- Elevate their perception of 51³Ô¹Ï
- Recognize and realize the influence 51³Ô¹Ï has
- Understand the brand and relate to its story
- See the impact 51³Ô¹Ïians 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 51³Ô¹Ïians have a profound impact in their fields and in their communities
- That 51³Ô¹Ï delivers an inquiry-led curriculum guided by dedicated faculty advisers
- That 51³Ô¹Ï creates citizens of the world who contribute to the common good
What is their role?
- Recognize the College’s impact
- See 51³Ô¹Ï as a leader in higher education and societal contribution
- Elevate 51³Ô¹Ï’s prestige in their minds and influence others’ opinion