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Dramatic change in higher-ed marketing

Sound familiar; 39,000 students, 2,300 faculty members, 15,000 staff, more than 200 different majors, the state’s leading Land Grant university with a strong focus on engineering, high technology, math and science, and 18 Division I/I-A NCAA athletic teams.  $10 million marketing communications budget. No, it’s not North Carolina State University in the year 2019, it’s Purdue University today.

Like many big universities, Purdue has struggled with its image. Who is Purdue, what is Purdue, how is Purdue different.  IMHO, Purdue still has a long way to go, but the university has taken dramatic measures to shore up its brand, starting with a major reorganization of the communications organization and pulling all communications into one unit.  The change has been so dramatic, many in higher education have taken note.  Marketing News too.  Read the story and let me know what YOU think.


Are the moves by Purdue too extreme?  Will they work?   Would a team approach like we’re taking here have been better?  What can we learn from their efforts?  I don’t know.  You tell me.

And just a note, today’s post is somewhat of a celebration for me.  I’ve reached the half-way point in my 100-days-on-campus blogging initiative and it has been awesome.  We’ve accomplished a lot, but just think of how much we have to accomplish during the next 50 days …and beyond:-)

Passion Rules!

50 of 100


1 keith nichols { 12.10.09 at 12:01 pm }

$10 million budget? That would certainly enable us to get some things done across a range of channels.

If you’re interested, here’s the compliment guys video from YouTube.

If you look toward the bottom right corner, you can see some of the places compliment guys showed up. You know you’ve made it when Bob&Tom notice.

Purdue is one of our official peer institutions. You can go to the UPA link on our web site to see some direct comparisons.

2 Q { 12.15.09 at 11:22 am }

“There are marketing people in every college, and on
most college campuses they are operating completely
uncoordinated. It’s like herding cats.”

Well, at least we are at the same starting point as Perdue 🙂

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