About the Episode
Join R. Ethan Braden and Kati Pratt, the brilliant minds behind the Comeback campaign, as they delve into the captivating brand development journey of Purdue Global following its acquisition by Purdue University in 2017.
- Discover the crucial role insights play in shaping a compelling brand narrative.
- Learn how to find substance amidst a crowded, transactional, and noisy market landscape.
- Explore strategies to transition from a transactional acquisition to a genuine merger of two entities.
- Gain insights into navigating the integration of two brands to achieve clear alignment and trust within both organizations.
- Understand the significance of cultural fit for long-term success in brand development and mergers.
Key Takeaways
- Insights Drive Rebranding Success
Deep emotional insights about students’ aspirations and pain points were the foundation of Purdue Global’s successful rebranding. - Emphasizing Brand over Transactions
Building a compelling brand identity focused on emotional connection proved critical in differentiating Purdue Global in the crowded online education space. - Alignment and Communication Are Key
Consistent stakeholder communication and alignment ensured a smooth transition and integration into the Purdue brand family. - Results Matter
Within a year, unaided brand awareness for Purdue Global jumped from 0% to 11%, proving the effectiveness of their full-funnel marketing strategy.
What Is Purdue Global?
Purdue Global is the online university for working adults launched in 2018 after Purdue University acquired Kaplan University. Its mission is to serve a distinct audience—working professionals, military-affiliated learners, and adults with prior college credit but no degree.
What Prompted the Acquisition?
Under the leadership of former Purdue president Mitch Daniels, the acquisition was driven by Purdue’s desire to expand its land-grant mission and meet the needs of over 40 million Americans with some college credit but no degree. Daniels prioritized buying an established infrastructure over building a new one, leveraging Kaplan’s expertise in online education.
How Did Purdue Global Establish Its Brand Identity?
Initial research revealed zero unaided brand awareness and minimal differentiation in a competitive landscape dominated by institutions like Western Governors and Southern New Hampshire University. To address this, Purdue Global leaned into three emotional insights:
- The need for a quality degree that inspires trust and respect.
- Recognition of prior life and work experience.
- A desire for personal redemption and opportunity.
These insights informed Purdue Global’s "Comeback Campaign," a powerful narrative inviting students to rediscover their potential.
What Challenges Did Purdue Global Face?
The primary challenges included:
- Cultural Alignment: Merging Kaplan’s operational structure with Purdue’s institutional ethos.
- Brand Strategy: Moving beyond superficial branding (logos and colors) to create a compelling value proposition.
- Performance vs. Brand Marketing: Shifting from purely transactional, lead-focused tactics to building emotional connections through storytelling.
What Were the Results of the Rebranding Effort?
After launching the "Comeback Campaign" in April 2023, Purdue Global saw significant gains:
- Unaided brand awareness rose from 0% to 11%.
- Website traffic from paid ads increased by 80%-150%.
- YouTube engagement grew by nearly 90%.
Additionally, admissions teams reported higher-intent students, showcasing improved alignment with Purdue Global’s target audience.
What Lessons Can Other Institutions Learn?
- Start with Research: Understanding your audience’s emotional drivers is critical for crafting a compelling brand.
- Stakeholder Alignment: Involve all key players early and often to ensure a unified vision.
- Invest in Brand Marketing: Balancing top-of-funnel brand awareness with performance marketing is essential for long-term success.
- Focus on Cultural Fit: The success of any M&A initiative depends on the cultural alignment of merging institutions.
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