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.
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