Who do you want to reach?
Multiple audiences – rarely one. Visitors Center..but faculty recruitment, advancement, etc…
Build awareness, increaseaffinity, entice engagement
What (message should they absorb)?
Building offers ability to fully immerse audience in your brand story.
Intellectual, emotional, institutional, ambient
When are your messages best communicated?
audience type – visitors center – parent/student; faculty, alumni event
visitor behavior and time commitment (pass-through vs destination)
customize content and day-part for when most responsive
pass through vs destination, visitor behavior
Why should they care?
users welcome ability to opt-in, emotionally compelling evocative stories. Ones that touch the heart, not the brain. Users credit the messenger.
personalization and customization.