About the Episode
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About the Episode:
In this episode, Allison dives into the launch of Purdue Brand Studio, a bold and innovative initiative at Purdue University that’s redefining higher education marketing. Guests Bailey Leffler, Director of Brand, and Katie Ellis, Senior Director of Marketing Strategy, share the strategies, successes, and lessons learned behind their groundbreaking campaigns and their approach to storytelling that sets Purdue apart in the crowded higher ed landscape.
From leveraging bold campaigns like the In Our STEM Era activation to engaging Gen Alpha through peer-to-peer ambassador programs, this conversation explores how Purdue is rewriting the playbook for enrollment marketing and brand strategy.
Key “How-Tos” You’ll Learn in This Episode
- Embrace Boldness in Higher Ed Marketing
- Learn why stepping away from the status quo is essential for standing out and how Purdue draws inspiration from consumer brands to craft audacious campaigns.
- Foster an In-House Agency Mindset
- Discover how Purdue Brand Studio operates as a one-stop shop to produce campaigns that are uniquely and authentically Purdue, ensuring consistency and depth in storytelling.
- Engage Prospective Students Through Storytelling
- Understand Purdue’s approach to creating authentic, relatable content, including how their ambassador program amplifies peer-to-peer storytelling.
- Use Metrics to Improve Campaigns
- Explore how Purdue measures everything from web traffic and ad recall to earned media impressions, turning data into actionable insights for constant improvement.
- Focus on Strategic Prioritization
- Learn how to identify where to invest your resources for maximum impact and why it’s crucial to protect team bandwidth for meaningful work.
How Purdue Brand Studio is Changing the Game
What is Purdue Brand Studio, and Why Was It Created?
Purdue Brand Studio is more than a rebrand—it’s a strategic move to position Purdue as a leader in higher ed marketing. The in-house agency structure allows Purdue’s marketing team to create bold, innovative campaigns that align with the university’s unique voice and values. Bailey Leffler explains that the shift was about “owning our unique positioning and amplifying it,” helping Purdue market itself as effectively as the world’s biggest brands.
How Does Purdue Brand Studio Drive Enrollment?
While Purdue Brand Studio focuses on overall brand strategy, everything ultimately ties back to enrollment. Katie Ellis highlights that a strong brand presence leads to a more engaged applicant pool. Additionally, with Gen Alpha showing renewed interest in brand affinity, Purdue is positioning itself as a household name for future college-bound students. “By the time they’re ready to apply, they’ll already feel connected to Purdue,” she explains.
What Gives Purdue a Competitive Edge in Higher Ed Marketing?
Unlike traditional university marketing departments, Purdue Brand Studio operates as a full-service in-house agency. This setup allows the team to produce campaigns that feel uniquely Purdue without relying on external agencies that may not fully understand the brand. Leffler points out that media and industry leaders are more likely to recognize and cover Purdue’s work now that it aligns with how global brands and agencies are structured.
How Does Purdue Leverage Storytelling for Enrollment Marketing?
Purdue Brand Studio embraces storytelling as a core strategy, using peer-driven content and short-form video to authentically showcase the student experience. Ellis emphasizes the importance of channel strategy, ensuring that the right content reaches the right audience on platforms like YouTube and Instagram. The Boiler Ambassadors program, a student-led content initiative, has become a powerful tool for engaging prospective students by providing an inside look at life at Purdue.
What is Purdue’s Boiler Ambassadors Program, and Why is It So Effective?
Originally launched as part of Purdue’s COVID-19 response, the Boiler Ambassadors program has evolved into a major pillar of Purdue’s brand strategy. The program features a group of students creating peer-to-peer content that speaks directly to prospective students. Unlike institution-led marketing, this content feels organic and trustworthy, making it a powerful recruitment tool. The program has even expanded to include its own YouTube channel (Students at Purdue) and Instagram handle (Boiler Ambassadors).
How Does Purdue Measure Marketing Success?
Purdue Brand Studio doesn’t just create bold campaigns—it meticulously tracks their impact. Ellis explains that every campaign is measured against key performance indicators (KPIs), from engagement rates and web traffic to brand lift and earned media impressions. Their goal is to constantly refine and improve based on data, ensuring that each campaign contributes meaningfully to Purdue’s overarching enrollment and branding goals.
Connect With Our Host:
Allison Turcio
https://www.linkedin.com/in/allisonturcio/
https://twitter.com/allisonturcio
About The Enrollify Podcast Network: The Application with Allison Turcio is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows, too!
Some of our favorites include Mission Admissions and Visionary Voices: The College President’s Playbook.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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