Audiences
To effectively engage and connect with each group, we must align the focus of our messages to our audience's interests and our goals.
How we position ourselves in the market
Our positioning is a statement that encapsulates who we are and what we stand for. It’s what separates us from our peers and competitors, and it’s the impression that we want to leave with every person who interacts with Ole Miss.
We are empowering Mississippi to propel the world forward through impact and lasting connections.
Those who will know Ole Miss today.
Build alignment with and pride for the Ole Miss story.
Who are they?
Current students and families, Faculty, Staff, Administration, UMMC
What do they need to know?
- That they’re an integral part of the Ole Miss story, and they belong here
- That it’s important to recognize the past, but the focus should be on moving forward
- That they are the university’s most important ambassadors
- That they’re making an important impact in Mississippi and beyond
- That Ole Miss is continuing to improve its diversity and inclusion efforts (and they can be part of that change)
What’s their role?
- Advocate for Ole Miss and its evolved brand story
- Understand how to tell the Ole Miss story consistently
- Share their personal success stories
Who are they?
Alumni, Donors, Oxford Residents, Employers, IHL, Friends and Fans
What do they need to know?
- That their support is critical to the university’s success
- That Ole Miss remains committed to serving the state, even as things change and progress
- How Ole Miss has helped shape their journey (especially alumni and donors)
- That this brand is meant to reflect how far Ole Miss has come and where the university is headed
- The stories of people who make Ole Miss great
- That Ole Miss is continuing to improve its diversity and inclusion efforts (and they can be part of that change)
What’s their role?
- Be passionate brand champions
- Tell the brand story
- Promote the university’s benefits and value
- Share their stories
- Give their time, talents, and funds to Ole Miss
- Connect with, mentor, and hire Ole Miss students and graduates
Those who will know Ole Miss tomorrow.
Enhance and elevate the university’s reputation in and beyond Mississippi.
Who are they?
Prospective Students, Prospective Faculty and Staff
What do they need to know?
- The full Ole Miss story, beyond what’s on the news
- The university’s distinctions, especially in academics
- The value of an Ole Miss degree and why it’s worth the investment
- Why they would succeed at Ole Miss and the support it offers for all students
- Alumni outcomes
- That diversity and inclusion are important to the university and that the university is continually improving
- That this is a place where they’ll be able to create community
What’s their role?
- To consider Ole Miss
- Identify Ole Miss as a top-choice institution
- Take the next step (visit, apply, enroll)
- Recommend Ole Miss and recruit best-fit students (counselors and coaches)
Who are they?
Peer and competitor institutions, The media, National employers, Government agencies, Mississippi and beyond
What do they need to know?
- The full Ole Miss story, beyond what’s on the news
- How Ole Miss is improving the lives of its students and the state of Mississippi
- That Ole Miss offers academic excellence
- That the accomplishments of the university, its students and its alumni are meaningful
- That the university continues to make meaningful progress in terms of diversity and inclusion, which in turn moves the state forward
What’s their role?
- Recognize the university’s impact and value
- See Ole Miss as a leading academic institution both in and outside of Mississippi
- Give Ole Miss honest, positive news coverage
- Elevate the university’s reputation in their minds and influence others
- Invest in Ole Miss and its students
Crafting a message?
To get the most out of your message map, follow these four steps.
Step 1
Determine your audience and objective.
Identify whom you need to reach before you decide what to say. Be as specific as you can, because people won’t care what you have to say unless you say something that matters to them.
Step 2
Determine the attribute.
Align your topic with specific attributes. When possible, connect supporting points with a secondary message to strengthen your point.
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. In many cases, your audience cares more about the benefit than the attribute.
Step 4
Craft your content.
You’ll want to ensure that your content has a focus — say one thing and say it well. Any supporting benefits should act as talking points, complemented by the facts, data and proof points of your topic.
Can't find the answer here?
Flip through the entire branding guide, or download a copy for your desktop.