Brand Strategy
Brand Style Guide
It’s what makes us Mastodons.
Our brand strategy reflects a series of decisions that build a foundation for positioning our brand and communicating our story. It’s a tool we all should refer to for marketing plans, campaigns, and other initiatives.
Institutional Brand Pillars
Our brand pillars are the building blocks that define who we are. Representing the values and attributes that make Purdue Fort Wayne special, they support our brand essence to tell our story.
Steam and Business
Our rigorous STEM curriculum (science, technology, engineering, and math) is paired with exceptional programs in the arts, music, and business to create STEAM—a comprehensive education that empowers our students to take on a lifetime of challenges and lead in an ever-changing world.
Life Balance
We embrace a work, life, and education balance that wholeheartedly supports our students’ journey of advancement.
Advancement
We are united by an unwavering commitment to advance our university by strengthening the intellectual, social, and economic
well-being of our diverse student body and all of northeast Indiana.
Fort wayne
Fort Wayne is not just a city—it’s also our home. It’s the community we work in and for. It’s what binds us together and sets us apart from other universities.
Enrollment Strategy Audiences
We need to understand and prioritize who we’re speaking to so that we can establish goals for each audience and better engage them with the brand.
Spheres of Influence
To authentically present Purdue Fort Wayne in a way that engages prospective students and their influencers.
Insiders
Insiders are people inside the university community who have an effect on influencers and their thinking.
Influencers
Influencers are people outside the university community who have an effect on prospective students and their thinking.
Prospective Students
Our core audience for this work is prospective students, particularly those who represent new profiles and markets.
Prospective Students (What They Need to Hear)
Students Direct from High School
- Curriculum—depth and breadth of academic offerings
- Campus—follow passions through student organizations on campus and internships in Fort Wayne
- Community—inclusive campus culture
- Career—explore career paths through real-world learning
- Cost—pride in making a wise decision; an affordable Purdue degree
In-State Students (Outside Fort Wayne) and Out-of-State Students
- Curriculum—depth and breadth of academic offerings
- Campus—all that the city of Fort Wayne and the region has to offer
- Community—safety, security, and well-being
- Career—strength of a Purdue degree and close connections to industry
- Cost—incredible value, worth venturing outside home
Insiders (Current Students, Faculty, Staff, and Alumni)
- Details about the impact the university is making on students and in the region, and how their contributions have a significant role
- How to articulate, clearly and consistently, what Purdue Fort Wayne offers and why it matters
- Information about the evolved brand platform, and how they have a critical role as brand ambassadors
- Continual updates about exciting developments and opportunities
Transfer Students
- Curriculum—no delay in academic pursuit; support in transferring credits
- Campus—right size (not too big, not too small)
- Community—welcoming to all life experiences; variety of students to connect with and find your fit
- Career—support for directly pursuing a career (if no longer exploring options)
- Cost—enabling a smooth transition to expedite progress toward your degree
Influencers (Families, High School Counselors, and Teachers)
- The variety of opportunities to make Purdue Fort Wayne more accessible and affordable
- The strength of the overall academic offerings
- How a Purdue degree will benefit their students
- The safety and inclusivity of the campus and Fort Wayne
- Outcome stories
- The support services and resources available to students
Community
- We are Fort Wayne’s university: more than 50 percent of alumni live and work in northeast Indiana
- We develop the next generation of leaders and skilled professionals
- A source of pride for local families, businesses, and schools
- An economic engine—we are a prominent employer that fosters innovation through research initiatives and thought leadership
- The region’s epicenter of arts, culture, and entertainment
- A beacon of opportunity
Brand Essence
Brand Essence
Identifying our brand essence is about knowing where we stand, both as a university and as a university within the Purdue University system. This is not the brand, a campaign, or a tagline. Rather, it’s a concise, internal construct used to align our collective efforts with the Purdue University master brand.
Messaging
The messaging map prioritizes the most important ideas for telling our story, and it illustrates the relationship between attributes and benefits. Our story always connects to the center of the map—our core value proposition. Based on the needs of our target audience and the specific message we need to deliver, we can determine appropriate secondary messages and supporting proof points.
BUILDING OUR STORY
The messaging map provides the foundation for brand messages that are clear, consistent, and compelling.
ATTRIBUTES (WHAT WE OFFER)
An attribute is what we offer to our audiences, such as programs, facilities, experiences, and culture.
BENEFITS (WHY They MATTER)
A benefit is what our audiences get. It’s the value of the attributes that we offer and why they matter.
Messaging Map
Core Value Proposition
Purdue Fort Wayne puts meaningful success within reach for every student so that they can persistently pursue their next steps.
EDUCATION
The give: a relentless commitment to offering value
The get: not having to choose between quality and affordability
Reasons to believe
- The Purdue degree
- Over 200 academic programs
- Average scholarship per full-time student: $4,086
- High-quality academics at an affordable price
- The depth and breadth of offerings
Culture
The give: a campus that fosters connection and community
The get: taking full advantage of the resources available to them
Reasons to believe
- Small class sizes
- Individualized attention
- Flexible class schedules and supportive faculty
- A safe campus
- Over 90 student organizations
- Services for students with disabilities
- LGBTQ+ Resource Center
EXPERIENCE
The give: high engagement and investment in the region
The get: direct pathways to thriving lives and careers
Reasons to believe
- Over 250 partnerships with leading employers
- Career Development Center placement rate: 91%
- Purdue Fort Wayne Sweetwater Music Center
- The vitality and resilience of Fort Wayne
- The university’s role in the region
Personality
Personality
Personality humanizes our brand and shapes the overall tone of our communications. It helps us bring materials to life with greater resonance and emotional strength.
Rational (What We Want People to Think About the Brand)
Purposeful
Thoughtful, meaningful, committed
Intentional*
Focused, deliberate, practical
Balanced*
Levelheaded, well-rounded, grounded
*These personality traits align with the Purdue University master brand.
Emotional (How We Want People to Feel About the Brand
Inclusive*
Collaborative, inviting, welcoming
Empowering
Supportive, dedicated, maximizing
Genuine
Authentic, honest, friendly
*These personality traits align with the Purdue University master brand.