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.

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About the Map

At the core of the map is our core value proposition: Purdue delivers practical solutions to today’s toughest challenges ⁠(this is the “give”) so that we can build a better world together (this is the “get”).

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.

At the core of the map is our core value proposition: Purdue delivers practical solutions to today’s toughest challenges ⁠(this is the “give”) so that we can build a better world together (this is the “get”).

The Purdue Marketing message map shows Purdue’s key pillars and what they mean for our constituencies.

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).

Step 4: Craft your message

You may have found one benefit, or you may have found several. You’ll want to narrow your focus to the most important benefit — that’s what you need to get across first. Any supporting benefits should act as talking points, complemented by the attributes of the topic you are promoting.

Tip: Try using the Message Map to determine the best angle for crafting featured stories. Look for an opportunity to frame the story through the lens of one of the secondary message points, for example, an undergraduate student whose growth was accelerated by Purdue’s culture of persistence.

Discover Our Brand Guidelines

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