Picking the right message for maximum impact

Room 3 | 9:00 am - 9:30 am | Tuesday, October 11, 2022

What happens when you have so many great messages that you need to make some decisions on which ones to use, with which audience and at which point in their journey? Purdue University needed to answer just that by implementing a MaxDiff message testing and utilizing TURF results to focus marketing efforts more strategical in getting the right message, to the right audience, at the right time.

This presentation will highlight the methodology used to answer key research goals, what was learned and how these results created a deeper level learning across campus and drove marketing efforts for students and parents. These learnings led to a development of digital content packages that other campus communicators could use to leverage so we were telling a cohesive Purdue University story while creating a more tailored experience for our audience.

Key takeaways:

1. How to conduct message/claim testing.
2. Ideas for how to implement similar work in their organization.
3. How to share out findings from a rich, complex, quantitative study across a large organization of many varying skillsets/knowledge levels.

Topics covered:

• Customer experience.
• Storytelling/data interpretation.

Presentation by End-Client Research Report