Once Simon/Myers determined the target audience for DeVry University, the question became: Exactly how should we talk to current and prospective students?
The good news was, we weren’t starting from scratch. As a result of our target audience research, we knew our prospects’ state of mind. And through our StyleTile exercise, we had established a visual tone. We also knew which voices hadn’t worked in the past.
From there, it was all about collaboration. We brought all of our insights together in a half-day workshop with DeVry, where we reviewed the benefits of a strong voice, then shared examples from inside and outside of the higher-education arena.
Finally, we did a no-holds-barred assessment of 20 potential DeVry personas. By the end of the workshop, we had united around a single, differentiating brand persona, along with six words to define the persona’s tone of voice.