We can’t dictate what our audiences think about us. But we can steer the conversation in our direction and make it easier for them to get to know us. To do so, we need to meet audiences where they are, acknowledge and connect to their concerns and needs, and lower barriers to affiliation by providing new contexts, new information, and intriguing stories.
Remember: Our audiences are busy.
That’s why we have to be compelling, concise, and consistent.
Prospective Students
The majority of our prospects are members of The Church of Jesus Christ of Latter-day Saints—but we should never take their affiliation with the Church for granted. Like most high-performing students seeking a business credential today, they have many choices. The messages in this guide will help you communicate to our prospective students that BYU Marriott is a school that understands them and can make the most of their life experiences.
Alumni
We want alumni to engage with us throughout their professional lives and become brand ambassadors for BYU Marriott in their own organizations and the wider world. Use the messages in this guide to create stories that build pride and remind alumni of the transformative ways BYU Marriott helped them define their success.
Recruiters
We want to widen our circle of recruiters so our students have a wealth of options for internships and postgraduation employment. The material in this guide will help you communicate to audiences who don’t know us or aren’t already inclined to listen to us.
Thought Leaders
As our reputation grows, we need to ensure that our achievements—both in terms of what our alumni do and what our intellectual capital adds to the marketplace of ideas—aren’t seen as isolated successes, disconnected from our school as a whole. This brand guide will help you show how BYU Marriott community members and their ideas are products of a unique environment and recognizable as such.
The Current BYU Marriott Community
Every member of our community—current students, faculty, and staff—is a steward of the BYU Marriott brand, playing a crucial role in how all our audiences perceive us. We need to support and encourage our brand ambassadors with messaging that is relevant, consistent, and disciplined.