Purdue global: Building a higher education brand for working adults

Inspired by Purdue’s land-grant mission — to offer educational opportunities to those who had traditionally been excluded from higher education — the Purdue University Board of Trustees resolved in 2017 to expand the system’s capabilities in online education to offer the benefits of a college degree to more adult learners. The online education space is undifferentiated with many programs trying to differentiate on rational benefits. The Purdue marketing team wanted to start with a deep understanding of these students to create a brand that speaks to their needs and aspirations.

This presentation will begin with how the team sought to understand the needs of this unique student segment. We then share how the team used these insights to create a brand that is unique for adult students but can still live under the Purdue brand and share the equity of a +150 year old brand. The team will also share how they are seeking to reshape the student experience to better align to the brand and student needs.

Key takeaways:

1. Using student insights to build a new brand while leveraging the +150 year heritage of Purdue University.
2. Application of a brand framework (Branded house vs house of brands) in higher education.
3. Sharing insights and research learnings with the organization to create cultural change.

Case Study Non-Profit Presentation by End-Client