Indiana University Purdue University Columbus CONTENT STRATEGY

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1 Indiana University Purdue University Columbus

2 CONTENTS Brand Voice/Tone Story Messaging Guide 2

3 INTRODUCTION WHAT IS A CONTENT STRATEGY? A content strategy answers this important question: What content should users find when they visit your campus website? IUPUC faculty and staff want to reconsider the voice and tone, presentation, and delivery of content on the current campus website to reflect the university s brand more accurately, to communicate the opportunities it offers to prospective students more effectively, and to make information needed by current students clear, easy to find, and consistently presented. This content strategy offers the following tools: 1. Brand voice/tone definition 2. Story outline 3. Messaging guide A guide to voice and tone helps maintain a consistent brand personality in the content throughout the site. Contrasting word and phrase pairs, revisions of sample passages from the existing site, and messaging architecture (diagrams of 1-second, 10-second, and 2-minute message take-aways for the main content categories of the site) help guide content creation on each page. A focus on the messages that will appeal to primary target audiences will lead them to the actions (campus visits, application, registration) that the institution desires of them. 3

4 BRAND VOICE/TONE BRAND VOICE / TONE Words and phrases that best describe IUPUC. Welcoming Friendly Engaging Integrated into the community Safe Professional Comfortable Small Intimate Caring Accessible Connected Growing Relevant Warm Convenient Close Changing Collegiate Academic Challenging Personal Affordable Stimulating Responsive Inspiring pride Wealth of opportunities IU School of Education 4

5 STORY STORY The story IUPUC offers residents of Columbus and its surrounding counties, as well as an increasing number of students from outside the area, the chance to earn, or earn credit toward, an Indiana University or Purdue University degree. A growing, dynamic university with a 40-year history of serving traditional and nontraditional students, IUPUC remains friendly and welcoming without sacrificing an academically challenging environment. Engaged with and well integrated into local and regional cultural, business, and educational communities, IUPUC prepares graduates for successful careers in Columbus, surrounding counties, and beyond. Goals for users 1. Understand the degrees, programs, and resources offered by IUPUC 2. Access information and forms easily and without assistance 3. See how to apply easily 4. Stay connected with academic and social opportunities through the website and social media channels Goals for IUPUC 1. Present the IUPUC brand accurately and consistently through website and social media channels 5

6 STORY 2. Provide needed information to target audiences in a logical, clear, consistent format and structure, in the emotional context of the IUPUC story 3. Show how faculty and staff are integral to student success 4. Consolidate social media presences and present them prominently on the site 5. Facilitate the easy and regular updating of the website by content stewards, while maintaining a consistent tone and voice 6. Convince prospects to apply 7. Increase enrollment How the story will be created and shared BRAND EVERY PAGE WITH THE IUPUC STORY Each page will include introductory copy connecting that page s content to the IUPUC story. For example, on the current site the Career Services page opens with the location of the office. A more effective introduction could stress IUPUC s integration with local and regional employers: IUPUC Career Services helps you put your IU or PU degree to work by connecting you to employment opportunities in Columbus and surrounding counties through internships while you re a student and assistance with placement upon your graduation. ANCHOR CONTENT WITH TESTIMONIALS AND SUCCESS STORIES Enable prospective and current students to picture themselves at IUPUC and in the workforce after 6

7 STORY graduation by providing exemplary profiles of students, alumni, faculty, and staff that inspire, instruct, and bring the IUPUC brand alive. Possible profile subjects: A local high school junior or senior who is in the Early College Program A current student who has an interesting internship at a local or regional company A current engineering student who plans to remain in the region after graduation A current student who transferred to IUPUC from another campus to be closer to home and family A current military veteran A current international student A recent graduate who is working in an interesting field or for a prominent company A prominent alum who has a number of significant professional achievements Faculty and staff who are engaging and supporting students in unique ways Profiles will represent both traditional and nontraditional students, and include IUPUC alumni who are putting their degrees to work in the city, region, and state. Alumni profiles will be particularly effective in showing prospective and current students what graduates in their degree programs have accomplished with an IUPUC education. Faculty and staff profiles will emphasize engagement and support of students. 7

8 MESSAGING GUIDE CONTRASTING PAIRS Examples of current website content that have been revised to better convey brand personality. LESS Are you looking for... Become a student Visit our campus Request information Why choose a mechanical engineering career? Why We Like Hybrid Student Award Winners MORE What do you hope to accomplish? See what IUPUC has to offer you See IUPUC for yourself Learn more With your mechanical engineering degree you can... Our Hybrid mix of classroom and online learning fits your busy schedule Student Excellence 8

9 BEFORE CAMPUS LIFE Students at Indiana University-Purdue University Columbus (IUPUC) have many opportunities to be engaged, active members of the campus community. HOME PAGE The U.S. Department of Labor reports that employment opportunities for licensed mental health counselors with master s degrees are expected to grow by 18 to 24 percent in the next six years. ACADEMIC AFFAIRS The programs offered at IUPUC in partnership with Indiana University and Purdue University lead to bachelor s degrees in various fields of studies, and a Master s in Business Administration (MBA). They are designed to foster and enhance the skills and capabilities of our students in order to prepare them for today s highly competitive and dynamic business world. AFTER CAMPUS LIFE IUPUC students gain leadership experience through student government, raise money for Riley Children s Hospital at the annual Dance Marathon, and speak up through the student-led campus newspaper The Voice. HOME PAGE With a degree from IUPUC s new master s program in mental health counseling you ll enter a field projected to grow 18 to 24 percent in the next six years. ACADEMIC AFFAIRS Prepare yourself for success in the Indiana workforce with wellrespected IU or PU bachelor s degrees, or master s degrees in business administration and mental health counseling. Our graduates have skills businesses want, and our alumni are well placed to help you network. 9

10 BEFORE ABOUT IUPUC Established in 1970, Indiana University Purdue University Columbus (IUPUC) is located one hour south of Indianapolis. While Columbus has a population of only 39,000, it is ranked sixth in the nation for architectural innovation and design by the American Institute of Architects. SUMMER TUITION Did you know Indiana University is offering a 25 percent discount on summer tuition? AFTER ABOUT IUPUC Since 1970 Indiana University Purdue University Columbus has offered IU and PU degrees on a welcoming campus of 1,700 students located one hour south of Indianapolis in Columbus, a city of 39,000 ranked sixth in the nation for architectural innovation. SUMMER TUITION IU s 25-percent discount on summer tuition makes an IUPUC education even more affordable. 10

11 MESSAGING ARCHITECTURE CONTENT ABOUT IUPUC User Goals 1. Discover the range of IU and PU degrees offered by IUPUC 2. Understand that IUPUC course schedules are flexible 3. Learn that IUPUC tuition is affordable 4. Know that IUPUC degrees bring good job prospects in city and region IUPUC Goals 1. Announce that IUPUC is a university offering four-year and graduate degrees from IU and PU 2. Show that IUPUC is welcoming, but challenging 3. Communicate that IUPUC is a growing university 4. Demonstrate that IUPUC is well integrated into city and regional life 5. Prove that IUPUC serves traditional and nontraditional students 11

12 CONTENT ABOUT IUPUC Core Purpose Statement: IUPUC is your gateway to an affordable IU or PU degree close to home, on your terms Call to Action: 1 SECOND In 1 second the user 10 SECONDS In 10 seconds the user (Primary Message) 2 MINUTES In 2 minutes the user (Secondary Message) I can earn or start an IU or PU degree in Columbus. I can start or return to school here at an affordable price, in one of a wide variety of IU and PU undergraduate or graduate programs, on a schedule that accommodates my working and family life. IUPUC is uniquely positioned to offer degree programs well integrated into the local and regional workforce through classroom instruction and internships, so that whether I finish my degree here or at another campus, I will have good job prospects upon my graduation. 12

13 CONTENT ABOUT CAMPUS LIFE User Goals 1. Learn about leadership development opportunities 2. Discover the variety of student clubs and organizations IUPUC offers 3. Find out what professional organizations have IUPUC chapters 4. See what organized sports and recreation and fitness facilities are available 5. Know that community service is important at IUPUC IUPUC Goals 1. Show that IUPUC offers the same vibrant student culture as a residential campus 2. Demonstrate how students can engage in campus life outside the classroom 3. Communicate that IUPUC is adding student life components every year as part of its growth 13

14 CONTENT ABOUT CAMPUS LIFE Core Purpose Statement: IUPUC will engage you outside as well as inside the classroom Call to Action: 1 SECOND In 1 second the user Student life at IUPUC is rich and varied. 10 SECONDS In 10 seconds the user (Primary Message) 2 MINUTES In 2 minutes the user (Secondary Message) There is a place for me in the IUPUC community, no matter what my age, background, or educational goals. Student organizations and resources at IUPUC will help me connect and make friends, gain leadership skills, explore new areas of interest, and develop professionally. 14

15 CONTENT ABOUT ACADEMICS User Goals 1. Learn about courses of study available at IUPUC 2. Associate career paths with degrees and coursework 3. Meet faculty by degree track 4. Tour the classroom spaces and facilities where they will be learning 5. Discover resources designed to help them succeed at IUPUC 6. Know which degrees can be completed at IUPUC and which require transfer IUPUC Goals 1. Distinguish terminal IUPUC degrees from those that must be completed at another campus 2. Communicate breadth of academic offerings at IUPUC and the kinds of jobs graduates can attain with them 3. Show the benefits of IUPUC graduate degrees 4. Demonstrate IU and PU faculty excellence in subject mastery, professional qualifications, and teaching ability 15

16 CONTENT ABOUT ACADEMICS Core Purpose Statement: Communicate that IUPUC offers IU and PU undergraduate and graduate degrees that will challenge and engage students and expand their professional opportunities Call to Action: 1 SECOND In 1 second the user IUPUC offers the same degrees and resources as any IU or PU campus. 10 SECONDS In 10 seconds the user (Primary Message) 2 MINUTES In 2 minutes the user (Secondary Message) I can follow a course of study at IUPUC that fits my educational goals, professional aspirations, and lifestyle. IUPUC has the breadth of academic programming; smart, experienced, and engaging faculty; and academic support resources to help me succeed and attain my educational goals. 16

17 CONTENT ABOUT ENROLLMENT SERVICES User Goals 1. Learn exactly what steps to follow to apply, transfer, or participate in Early College program 2. Schedule a campus visit 3. Find out how Office of Admissions staff can help and advise 4. Understand the Student Ambassadors program 5. Request additional information IUPUC Goals 1. Encourage prospective students to take the next step toward application 2. Make application easy and clear 3. Accommodate traditional, nontraditional, transfer, and pre-college students 4. Promise personal attention 5. Show that IUPUC offers more than just coursework 17

18 CONTENT ABOUT ENROLLMENT SERVICES Core Purpose Statement: Convince visitors to apply, visit campus, or seek out more information Call to Action: 1 SECOND In 1 second the user 10 SECONDS In 10 seconds the user (Primary Message) 2 MINUTES In 2 minutes the user (Secondary Message) IUPUC makes it easy to apply or to find out more. IUPUC has a wealth of educational opportunities and can help me create a personal plan of study. IUPUC makes it easy to start or return to college, or to take nondegree classes, by offering an affordable course of study that suits my needs and schedule, and has staff and resources dedicated to helping me succeed. 18

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