Talking to the right people

Indiana University speaks to a lot of people in a lot of different contexts. In fact, it could be argued that we need to reach almost everyone at one time or another.

But to create an effective brand, we need to think about which groups it’s most necessary to build and maintain a relationship with. These are the people who are central to our mission as a university—the audience we couldn’t exist without.

Core target: who we want to speak to

We want to connect with students in every phase of their IU journey—prospective, current, and alumni.

Why students? Because as a university, they are at the heart of everything we do. We’re focused on educating them, motivating them, and making sure they have the skills, expertise, and real world experience necessary to succeed after graduation.

However, a great deal of work has been done to make sure the IU master brand speaks to all of our audiences. No matter who you need to target, using the IU brand guidelines will ensure your efforts are effective.

To customize the brand to fit your target audience, you can create a positioning statement that suits your needs.

Insight: what drives them

Choosing a college is tough. For many of our students, it’s one of the most difficult decisions they’ve had to make so far—and it’s certainly one of the most important.

A lot goes into their eventual choice—their financial situation, their academic plans, their career hopes—but above all, we know they’re looking for the place they believe will best prepare them for a lifetime of success. That’s where we come in.

Key benefit: why they should choose IU

There are a lot of reasons why students should come here—and we’ve filled up entire websites talking about them. But all of those reasons can be summed up into one thought—one key benefit.

We want our students to choose IU because we are “the world-class academic institution committed to the lifetime potential of each and every student.”

They’re not numbers here. Not lines on a spreadsheet. They’re the future leaders, dreamers, and doers of the world—and we’ll be here to support them throughout every stage of their careers.