CINXE.COM

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} .open-position{ display:flex; flex-direction:column; padding:1.5rem; height:100%; } .open-position.gray{ background-color:#ededed; } .open-position p.truncate-p{ max-height:108px; -webkit-box-orient: vertical; display: block; display: -webkit-box; overflow: hidden !important; text-overflow: ellipsis; -webkit-line-clamp: 4; } p.no-margin-bottom{ margin-bottom:0!important; } .united-sans{ font-family:United Sans,Impact,Arial Black,"sans serif"; } #gform_12 span{ position:relative; } #gform_12 select{ height:45px; } #gform_12 #field_12_4 label{ visibility:hidden; } #gform_12 input[type="text"]{ height:45px; padding-bottom:0 } #gform_12 .moveUp{ transform:translateY(-63px); } @media (max-width:767px){ #gform_12 #field_12_2:not(.gfield_error){ height:145px; } } @media (min-width:768px) { #gform_12 #field_12_2:not(.gfield_error){ height:50px; } #field_12_19{ width:100%; } #field_12_4{ width:100%; margin:0; } } @media (min-width:1024px){ /* #gform_12 #field_12_2:not(.gfield_error){ height:65px; } */ #field_12_19{ width:50%; } #field_12_4{ width:50%; padding-top:15px; } } #gform_12 #field_12_19 .gfield_label.moveUp, #gform_12 #field_12_18 .gfield_label.moveUp, #gform_12 #field_12_16 .gfield_label.moveUp, #gform_12 #field_12_11 .gfield_label.moveUp { transform:translatey(18px); } #gform_12 span label{ margin-left: 0.5rem; transition: all 0.3s ease-in; transform: translateY(-33px); pointer-events: none; font-size:inherit; display:inline-block; background:#fff; margin-bottom:0px; } #gform_12 #field_12_19 label, #gform_12 #field_12_18 label, #gform_12 #field_12_16 label, #gform_12 #field_12_11 label{ margin-left: 0.5rem; transition: all 0.3s ease-in; transform: translateY(50px); pointer-events: none; font-size:inherit; font-weight:500; background:#fff; display:inline-block; } #gform_12 #field_12_11 label{ position:relative; z-index:1 } @media (min-width:1024px){ hr{ margin:3rem 0; } } .alm-filters-container .alm-filter label{ font-size:20px !important; 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margin-bottom: 1rem; margin-top: 0.5rem; } ol.uppercase-list em{ margin-left:1rem; display:block; font-style:unset; } ol.uppercase-list li{ margin-bottom: 1rem; margin-top: 0.5rem; } ol.uppercase-list ul{ margin-left:3rem; margin-bottom: 1rem; margin-top: 0.5rem; } ol.uppercase-list ul li{ margin-bottom: 0; margin-top: 0; } .search-form-custom.wp-block-search{ max-width:650px; margin:0 auto; } .search-form-custom.wp-block-search .wp-block-search__input{ border: solid 2px black; font-family:acumin-pro; } .search-form-custom.wp-block-search .wp-block-search__input:focus-visible,.search-form-custom.wp-block-search .wp-block-search__input:focus{ border: solid 1px black; outline:solid 0.5px black; } .search-form-custom.wp-block-search .wp-block-search__button{ border: solid 2px black; background-color:#cfb991; font-family:acumin-pro; font-size:1.125rem; font-weight:400; } .search-form-custom.wp-block-search .wp-block-search__button:hover{ background:black; color:#cfb991; } 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is-layout-flow wp-block-column-is-layout-flow"> <h1 class="has-text-align-center wp-block-heading">Message Map</h1> <p class="has-text-align-center">We shape stories around four pillars that make Purdue distinct: research, education, experience and culture. Our core value proposition articulates what we deliver to audiences.</p> <div class="wp-block-buttons same-width is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-1 wp-block-buttons-is-layout-flex"> <div class="wp-block-button" id="download"><a class="wp-block-button__link has-black-color has-boiler-gold-background-color has-text-color has-background" href="/app/uploads/2022/03/MessageMap-Purdue-1536x1063.jpg">Download Map</a></div> <div class="wp-block-button is-style-outline is-style-outline--0e8f3a001c7d031caf39d340897f18e5"><a class="wp-block-button__link has-boiler-gold-background-color has-background" href="/app/uploads/2022/02/brand-strategy-guideline.pdf">Download Brand Guidelines</a></div> </div> </div> <div class="wp-block-column column is-one-quarter-desktop is-full-tablet is-full-mobile page-layout-sidebar is-layout-flow wp-block-column-is-layout-flow"> <p></p> </div> </div> </div></div> <div class="section has-padding-top-none has-padding-bottom-none page-layout-wide "><div class="container"> <div class="wp-block-columns page-layout-columns columns is-multiline is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex"> <div class="wp-block-column column is-two-thirds-desktop is-full-tablet is-full-mobile page-layout-main is-layout-flow wp-block-column-is-layout-flow"> <h2 class="h2-small-margin has-black-color has-text-color wp-block-heading" id="about">About the Map</h2> </div> <div class="wp-block-column column is-one-quarter-desktop is-full-tablet is-full-mobile page-layout-sidebar is-layout-flow wp-block-column-is-layout-flow"> <p>At the core of the map is our core value proposition: Purdue delivers practical solutions to today’s toughest challenges ⁠(this is the “give”) so that we can build a better world together (this is the “get”).</p> </div> </div> </div></div> <div class="section has-padding-top-none has-border-bottom page-layout-wide page-layout-two-column "><div class="container"> <div class="wp-block-columns page-layout-columns columns is-multiline is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex"> <div class="wp-block-column column is-two-thirds-desktop is-full-tablet is-full-mobile page-layout-main is-layout-flow wp-block-column-is-layout-flow"> <p>The Message Map is divided into two halves:</p> <ul class="wp-block-list"><li>The first is the “give” component ⁠— what Purdue has to offer.⁠</li><li>The second is the “get” component ⁠— what people gain through their experience with Purdue.</li></ul> </div> <div class="wp-block-column column is-one-quarter-desktop is-full-tablet is-full-mobile page-layout-sidebar is-layout-flow wp-block-column-is-layout-flow"> <p>At the core of the map is our core value proposition: Purdue delivers practical solutions to today’s toughest challenges ⁠(this is the “give”) so that we can build a better world together (this is the “get”).</p> </div> </div> </div></div> <div class="section has-border-bottom page-layout-wide "><div class="container"> <div class="wp-block-columns page-layout-columns columns is-multiline is-layout-flex wp-container-core-columns-is-layout-4 wp-block-columns-is-layout-flex"> <div class="wp-block-column column is-two-thirds-desktop is-full-tablet is-full-mobile page-layout-main is-layout-flow wp-block-column-is-layout-flow"> <figure class="wp-block-image size-large"><img fetchpriority="high" decoding="async" width="1920" height="1328" src="https://live-purdue-marketing.pantheonsite.io/app/uploads/2022/03/MessageMap-Purdue-1920x1328.jpg" alt="The Purdue Marketing message map shows Purdue’s key pillars and what they mean for our constituencies." class="wp-image-15024" srcset="https://marcom.purdue.edu/app/uploads/2022/03/MessageMap-Purdue-1920x1328.jpg 1920w, https://marcom.purdue.edu/app/uploads/2022/03/MessageMap-Purdue-600x415.jpg 600w, https://marcom.purdue.edu/app/uploads/2022/03/MessageMap-Purdue-768x531.jpg 768w, https://marcom.purdue.edu/app/uploads/2022/03/MessageMap-Purdue-555x384.jpg 555w, https://marcom.purdue.edu/app/uploads/2022/03/MessageMap-Purdue-1536x1063.jpg 1536w, https://marcom.purdue.edu/app/uploads/2022/03/MessageMap-Purdue-2048x1417.jpg 2048w" sizes="(max-width: 1920px) 100vw, 1920px" /></figure> </div> <div class="wp-block-column column is-one-quarter-desktop is-full-tablet is-full-mobile page-layout-sidebar is-layout-flow wp-block-column-is-layout-flow"> <p></p> </div> </div> </div></div> <div class="section has-padding-bottom-none page-layout-wide "><div class="container"> <div class="wp-block-columns page-layout-columns columns is-multiline is-layout-flex wp-container-core-columns-is-layout-5 wp-block-columns-is-layout-flex"> <div class="wp-block-column column is-two-thirds-desktop is-full-tablet is-full-mobile page-layout-main is-layout-flow wp-block-column-is-layout-flow"> <h2 class="has-black-color has-text-color wp-block-heading" id="how-to-use">How to Use the Map</h2> </div> <div class="wp-block-column column is-one-quarter-desktop is-full-tablet is-full-mobile page-layout-sidebar is-layout-flow wp-block-column-is-layout-flow"> <p></p> </div> </div> </div></div> <div class="section has-padding-top-none page-layout-wide page-layout-two-column "><div class="container"> <div class="wp-block-columns page-layout-columns columns is-multiline is-layout-flex wp-container-core-columns-is-layout-6 wp-block-columns-is-layout-flex"> <div class="wp-block-column column is-two-thirds-desktop is-full-tablet is-full-mobile page-layout-main is-layout-flow wp-block-column-is-layout-flow"> <p class="no-margin-bottom" style="font-size:22px">Step 1: Determine your audience and objective</p> <p>Figure out who you’re talking to before you decide what to say and what you’re trying to achieve.</p> <p class="no-margin-bottom" style="font-size:22px">Step 2: Determine the attributes</p> <p>Consult the Message Map to align your topic with specific attributes. When possible, connect supporting points with a secondary message to strengthen your message.</p> <p class="no-margin-bottom" style="font-size:22px">Step 3: Determine the benefit</p> <p>Once you’ve established that your topic links to a brand attribute, you need to identify the benefit or benefits. (Note: In most cases, your audience cares more about the benefit than the attribute).</p> </div> <div class="wp-block-column column is-one-quarter-desktop is-full-tablet is-full-mobile page-layout-sidebar is-layout-flow wp-block-column-is-layout-flow"> <p class="no-margin-bottom" style="font-size:22px">Step 4: Craft your message</p> <p>You may have found one benefit, or you may have found several. You’ll want to narrow your focus to the most important benefit — that’s what you need to get across first. Any supporting benefits should act as talking points, complemented by the attributes of the topic you are promoting.</p> <p><em>Tip: Try using the Message Map to determine the best angle for crafting featured stories. Look for an opportunity to frame the story through the lens of one of the secondary message points, for example, an</em> <em>undergraduate student whose growth was accelerated by Purdue’s culture of persistence.</em></p> </div> </div> </div></div> <div class="pu-cta-banner pu-cta-banner-gold " aria-label=""><div class="container"><p class="pu-cta-banner-gold__desc">Discover Our Brand Guidelines</p><a href="/app/uploads/2022/02/brand-strategy-guideline.pdf" class="pu-cta-banner-gold__button" target="_self" rel="noopener noreferrer">Download </a></div></div> <style> .same-width .wp-block-button__link{ min-width:274px;} </style> </div></div> <button id="to-top" class="to-top-hidden" aria-label="Back to Top Button"> <span class="icon"><i class="fa-solid fa-arrow-up" aria-hidden="true"></i></span> </button> </main> </div> <footer id="colophon" role="contentinfo" class="footer" style="background-image: url(https://www.purdue.edu/home/wp-content/uploads/2023/09/DSC2463_lowres.jpg)"> <div 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