Room 2 | 4:45 pm - 5:15 pm | Monday, March 27, 2023
Inspired by Purdue’s land-grant mission — to offer educational opportunities to those who had traditionally been excluded from higher education — the Purdue University Board of Trustees resolved in 2017 to expand the system’s capabilities in online education to offer the benefits of a college degree to more adult learners. The online education space is undifferentiated with many programs trying to differentiate on rational benefits. The Purdue marketing team wanted to start with a deep understanding of these students to create a brand that speaks to their needs and aspirations.
This presentation will begin with how the team sought to understand the needs of this unique student segment. We then share how the team used these insights to create a brand that is unique for adult students but can still live under the Purdue brand and share the equity of a +150 year old brand. The team will also share how they are seeking to reshape the student experience to better align to the brand and student needs.
Key takeaways:
Speakers:
More sessions
In today’s volatile and fast changing consumer landscape, market researchers must navigate a world where their stakeholders need to make decisions faster, navigate ever-increasing complexities and make sense out of [...]
Report automation is often thought of as limited to just mass generation of charts, but it can be so much more than that. Kantar runs many large ongoing projects where [...]
The movement towards “consumer-centricity” has been a great step towards brands bringing consumer needs into decision-making within their businesses. However, labeling people as “consumers” forces us to think of them [...]