Marketing and advertising to advance Purdue Calumet
Purdue University Calumet marketing and advertising efforts focus primarily on recruiting new students to baccalaureate and graduate programs.
The university’s Marketing and University Relations team, within the Office of Advancement, is responsible for assuring consistency of the Purdue Calumet brand; aligning messages across all media; and supporting university strategic goals in collaboration with academic colleges and programs.
Refreshed marketing direction
An initiative to refresh the university’s marketing direction began last summer in coordination with fall recruiting efforts. Those efforts produced a new Viewbook; promoting the theme, Destination: Purdue University Calumet; and two “road piece” brochures. One brochure targeted prospective undergraduate students; the other, transfers. Both were created in tandem with the Viewbook to support Admissions recruiters’ work.
Destination: Purdue University Calumet has been a general university advertising message this fall. Other advertising has promoted specific colleges, programs, athletics and campus events.
Venues for advertising our messages
Purdue Calumet is advertising its messages this fall via the following:
- Billboards in Northwest Indiana and Chicago (Look for Purdue Calumet on signs on U.S. 30 and I-65 in Hobart, U.S. 41 in Highland, and along I-80/94 in Gary);
- Print ads in newspapers reaching from the Wisconsin state line to Valparaiso, magazines, and sports program books, including College of Business graduate programs in Chicago Bears and Bulls game program books;
- Northwest Indiana and Chicago radio stations; and
- South Shore and CTA trains.
Mailings, stories, materials & more!
In addition, targeted direct mailings are sent regularly to prospective students by Enrollment Management. University Relations works with faculty, staff and students campus wide to identify and develop stories via news releases and other media coverage – known in marketing terms as “earned media” for the value derived in perception and awareness by prospective students and other key audiences.
Marketing is working with most of our academic colleges to develop a suite of print materials that promote academic programs and unify the university brand. Faculty and staff are encouraged to access a newly established R: drive, accessible to all, where the most up-to-date marketing pieces for our academic colleges can be found. This is intended to be a useful reference, particularly for advisors.
New branding campaign, web redesign
Two other important marketing initiatives have begun this month: developing a new branding campaign for the university, and redesigning the university website. These projects are occurring simultaneously and will seek input from faculty, staff, students, alumni and other stakeholders throughout the process.
The branding effort seeks to define more clearly Purdue Calumet value to our students and prospective students. The goal is to roll out the campaign – which may include a new university tagline or catchphrase, as well as new creative images – by July 1, in time for recruitment of the 2015-16 freshman class.
The objective of the web redesign is to produce a site that is more appealing visually, expresses the university’s story more effectively to our constituents and is easier to navigate. The new website is projected to launch this April.
If you have questions, comments or suggestions related to marketing and advertising, please email firstname.lastname@example.org.
Following are several samples of advertising and billboard designs the university has displayed this fall.