Our ultimate brand objective is to build lifelong relationships with our audiences.
This is a big and lofty goal, so to meet it, we need focused key objectives. Having these as the basis of all our work provides clarity and focus in the initiatives we take on.
These objectives will be in place for at least the next several years.
Our vision is simple: love IU for life.
It’s time for us to carve out our name in health and business, staking a claim in an area that’s both meaningful to people and true to our strengths.
In 2019, 40% of all IU grads and 85% of online grads majored in health and business. And as a university:
What’s more, this is a brand position that is both broad and flexible. These categories pertain to schools and programs across all nine campuses, including the fine and liberal arts, the sciences, and technology.
We are leaders in health and business. It’s time the rest of the world recognized it.
We need to break out of the "sea of sameness" that plagues higher ed marketing.
To help bring that about, we created Differentiated Value Points (DVPs) for each of our campuses that showcase what makes them stand out. Using these DVPs, we can create and share the stories that are unique to each campus and develop materials that speak clearly to each of our audiences.
We are also in the process of developing DVPs for many schools across the state. If you would like help creating yours, please contact us.
We are designing a world-class integrated brand experience, striving for seamless delivery across all channels: digital, traditional, social, and experiential.
After all, it’s not one experience that defines a brand—it’s all of them. Whether it’s a Tweet, a postcard, a well-crafted email journey, or an in-person interaction, perceptions are shaped by every single touch point, with the earliest touch points defining brand perceptions for much of the relationship.
To enhance the performance of our marketing efforts, we are using data and research to drive our communications decisions, and optimize along the way.
It’s the best way to deliver the personalized experience our audiences expect—and one of the best ways to differentiate ourselves from our competitors.
Our strategic objectives work hand-in-hand with the Marketing Maturity Model (MMM). Our objectives ensure we’re heading in the right direction and the MMM helps us evaluate and improve our efforts along the way. It gives us a scale to measure how well we’re operating. The six categories are:
This model allows us to quantify and qualify each of our marketing efforts—to track where we've been, and see where we’re going.
