Our Audiences
Part of effective branding is taking the same mission, values, and positioning and crafting messaging that fits a particular audience. The brand is consistent, but what it means to one constituent is somewhat different than another.
In every case, the messaging needs framed in a way that addresses what that audience cares about rather than focusing only on what we care about. We may want to address particular features about Wright State that we are proud of, but addressing benefits that would resonate with a particular constituency will be more effective. Always keep in mind that our goal is to elicit positive feelings in the audience, not simply to convey facts.
External
Prospective Students & Their Influencers
Strategic Goal
Increase the awareness of and positive feelings about attending Wright State University.
Communications Goals
- Put Wright State into the mind-share of prospective students and influencers
- Encourage campus interaction, visits, discussions among student-peers and student-influencers
- Specifically position Wright State as a high-value educational option with sufficient program details to generate interest
Suggested Hashtags
#WrightState and #WrightStateRightSchool
Alumni
Strategic Goal
The Wright State Alumni should be among the very strongest advocates for Wright State University.
Communications Goals
- Keep the Alumni informed about important developments about Wright State
- Continue and reinforce the sense of belonging to Wright State University
- Enhance the feeling that the degree they earned is valuable
- Encourage the advocacy of the large and growing Alumni
Suggested Hashtags
#WrightStateGrad and #braggingWrights
Donors
Strategic Goal
By blending the philanthropic priority of Wright State and targeted success messages, increase the rate and level of university giving.
Communications Goals
- Educate donors on the criticality of Wright State’s mission and its impact on the communities it serves.
- Increase understanding that Wright State has an increasing reliance upon gifts
- Create comfort that gifts will be well stewarded
- Demonstrate how gifts are leveraged to produce desired outcomes for research, academic scholarship and student success
- Show that there are many options for giving
Suggested Hashtags
#WrightState and #braggingWrights
Employers
Strategic Goal
Position Wright State as a producer of high quality, contributing members of the workforce that are great hires.
Communications Goals
- Instill confidence that both the quantity and quality of students is much more than adequate to meet the needs of employers
- Encourage employers to ‘look here first’ for summer employment, internships, and permanent employment
- Educate employers as to the breadth and depth that our education provides
Suggested Hashtags
#WrightState and #WrightStateGrad
Community & Government Leaders
Strategic Goal
Wright State University is a top consideration for support, and a great resource to help solve a huge array of regional, national, and international problems.
Communications Goals
- Build awareness of the distinctive and valuable asset that Wright State is in our community
- Educate about the economic, cultural and human capital impact on the local community, the region, the state, and the world.
- Promote Wright State’s mission and its core values
- Highlight the research, community service and partnerships that Wright State has built
Suggested Hashtags
#WrightState and #braggingWrights
Internal
Students
Strategic Goal
Although current students are already enrolled, each individual student and identifiable group of students has a different specific connection to the university that ties them to us. Strengthening these ties has two specific outcomes in mind. First, we want students to be successful. Stronger affiliation with Wright State will increase academic success because ‘connected’ students will be more likely to access academic and social support services. Second, we want our students to consider themselves as lifelong members of Wright State.
Communication Goals
- Increase awareness about the nature and strength of Wright State and its mission, building affiliation
- Broad awareness and understanding of resources, options, and campus activities
- Positive feelings about what they are doing and accomplishing
- Increased involvement with the wide array of activities and functions within the university
Suggested Hashtags
#braggingWrights and #WrightStateRightSchool
Faculty & Staff
Strategic Goal
Increase the direct connection to the university as a whole, and increase the interdepartmental and unit awareness.
Communications Goals
- Alignment with the vision, mission, and position of the university
- Engender pride in the university and a sense of belonging to something important and impactful
- Paint a picture of the future and generate a sense of excitement about it
- Provide all members of the internal community with the information needed to be a strong advocate for Wright State
Suggested Hashtags
#WrightState and #braggingWrights
