WEST LAFAYETTE, Ind. – Purdue Global encourages working adults to begin their comeback to advance their careers and enhance their social and financial mobility. Marketing leaders from the web faculty will share their experiences launching Purdue Global’s personal comeback throughout Ad Age’s Business of Brands event Nov. 8-9 in New York City.
Purdue Global will function a co-presenting sponsor of the event, which options 16 classes led by marketing leaders from Major League Soccer, the U.S. Olympic and Paralympic Committee, SAP, Colgate-Palmolive, Moderna, Keurig Dr Pepper and others on how the enterprise of manufacturers is altering. Purdue Global, Purdue’s on-line college for working adults, will spotlight how data-based insights helped in the launch of its newest brand and marketing platform, “This Is My Comeback.”
Ad Age’s Business of Brands brings collectively business leaders to study how the enterprise of manufacturers is altering and the position marketing performs in the evolution. Marketing leaders study the catalysts, disruptions and improvements which can be setting the stage for as we speak’s manufacturers.
“We have been on a exceptional journey over the previous 18 months with Purdue Global,” mentioned Kati Pratt, govt director of brand and marketing technique. “Purdue Global is constructed for working adults. We see worth in what they convey to the desk and the way they need to take the subsequent step for themselves. Purdue Global is about offering actual alternative and opening doorways for extra college students.”
Pratt and R. Ethan Braden, govt vice chairman and chief marketing and communications officer for Purdue University and Purdue Global, will current “Reimagining Online Education” on Nov. 9. The speak can be moderated by John Dioso, Studio 30 editor for Ad Age.
‘This Is My Comeback’: A brand revolution
Purdue Global’s personal comeback began with conversations amongst Braden, Pratt and Purdue Global Chancellor Frank Dooley. Those conversations launched a collaborative effort with management, college and workers exploring what defines a Purdue Global schooling and expertise in a crowded on-line market, tapping the greater than 40 million Americans who’ve some faculty credit score however no diploma.
“This Is My Comeback” launched in April. Purdue Marketing and Communications engaged with longtime companions Ologie and BrandTrust, which additionally helped with Purdue University’s rebranding in 2020. A workforce carried out intensive analysis over a 12-month interval with Purdue Global college students, potential college students, pupil advisors, college, alumni and enterprise companions. The present pupil snapshot at Purdue Global — which has greater than 35,000 college students enrolled and awards an estimated 11,000 levels and certificates every year — contains these knowledge factors:
59% of college students are 30 years of age or older.
40% of college students are from underserved populations.
52% of college students have a baby or different dependents.
50% are first-generation faculty college students.
Approximately 10,000 are military-affiliated college students, a inhabitants that features uniformed personnel, veterans and eligible dependents.
Purdue’s “What Can You Imagine at Purdue?” YouTube video — which has greater than 29 million views since launching in November 2022 — was lately a winner for Best Motivational Video or Video Series in the 2023 Content Marketing Awards. The video follows a younger lady as she imagines her instructional journey — from finishing highschool at Purdue Polytechnic High Schools after which going on to Purdue’s flagship campus in West Lafayette, Indiana — in addition to her father’s journey as he completes his diploma with Purdue Global. The video idea was developed by Purdue marketing workers and produced by Toledo-based Madhouse.
In addition to successful Marketer of the Year and being named finalist for Project of the Year, Purdue was additionally a winner or finalist in seven different Content Marketing Institute award classes, which have been introduced earlier in the season:
Braden, B2C Content Marketer of the Year, Winner
“This Is Purdue” podcast — Best Podcast/Audio Series, Finalist
“What Can You Imagine at Purdue?” — Paid Advertising/Content Marketing Integration, Finalist
The Persistent Pursuit— Best Content-Driven Website, Finalist
“Sounds of Persistence” video collection — Best Short Form Video or Video Series as Part of a Content Marketing Program, Finalist (Aidan O’Connell, Raven Colvin, Mason Gillis)
Purdue MarCom 2022 Impact Report— Best Annual Report — Editorial, Finalist
Semiconductor Campus — Visual Storytelling — Best Use of Illustration, Finalist
“What Can You Imagine at Purdue?” can also be a finalist in Campaign US 2023 BIG Awards’ video class. Those awards can be introduced Nov. 15 in New York City.
Connecting people and on-line experiences
To some individuals, on-line schooling is characterised as one thing that may be achieved wherever by anybody.
But at Purdue Global, it’s greater than that. In many cases the individual enrolled in on-line lessons is balancing full-time work and caregiving tasks.
“Our workforce has been developing this brand by building relationships with college students and alumni,” Pratt mentioned. “By being empathetic, passionate and personable and assembly them the place they’re, we’re in a position to collect genuine tales to share throughout our numerous platforms.”
During the previous 10 months, workforce members have visited alumni and college students in Chicago; Indianapolis; Fort Wayne; and Bloomington, Illinois, in addition to at commencements in West Lafayette and Anaheim, California. Stories and movies are used throughout social media, media relations and extra, together with sporting occasions, as Purdue Global is in the second 12 months of a multiyear sponsorship with Purdue Athletics.
“It’s a beautiful alternative to share these comebacks,” Pratt mentioned. “We look ahead to sharing extra comeback tales so others may be impressed to begin or restart their journey.”
Writer/Media contact: Matthew Oates, [email protected], 765-496-6160, @mo_oates
Sources: Kati Pratt, Abby Eddy