We've been crafting a new message for our future publications; more of a focus on new buildings, programs, and renovations. Which is fine, but there was nothing wrong with the old message; our history, our distinction and uniqueness. My only question is: why not use both?
I'm not talking about overloading every printed and electronic communication we send out with every angle we can possibly spin (what's the old designer's adage? if you try to emphasize everything, nothing gets emphasized). I'm talking about crafting certain messages for certain audiences.
A high school student doesn't care that we just renovated the bathrooms in our oldest dormitory. They know little to nothing about us; everything is new to them. So we don't have to reinforce that message. What do they are about? The programs of study, the athletics program, campus ministries, campus aesthetics, and tuition (okay, maybe their parents really care about tuition).
Likewise, alumni do not care about the history of the school nor it's distinction. They already went there, they know what makes it special. They care about "what are you doing with my money." New buildings, new programs and reassurance that the college is moving forward.
Let's face it, a college, like any institution, means different things to different people. If you try to craft one message to your constituents, you are likely to leave a lot of people out. Instead, target your messages and predetermine your vision for each group.
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