Message Map
We shape stories around four pillars that make Purdue distinct: research, education, experience and culture. Our core value proposition articulates what we deliver to audiences.
About the Map
The Message Map is divided into two halves:
- The first is the “give” component — what Purdue has to offer.
- The second is the “get” component — what people gain through their experience with Purdue.
How to Use the Map
Step 1: Determine your audience and objective
Figure out who you’re talking to before you decide what to say and what you’re trying to achieve.
Step 2: Determine the attributes
Consult the Message Map to align your topic with specific attributes. When possible, connect supporting points with a secondary message to strengthen your message.
Step 3: Determine the benefit
Once you’ve established that your topic links to a brand attribute, you need to identify the benefit or benefits. (Note: In most cases, your audience cares more about the benefit than the attribute).