A new message strategy and unified marketing platform called Beyond Boise State provides tools and resources to communicate the value of exploring career pathways and academic offerings that can lead to a career.
Platform Goal
The goal of this marketing platform is to produce consistent messaging and a unified graphic identity throughout campus and across all academic units.
The strategy is designed for:
prospective students
current students
recent graduates and alumni
parents and families
Branded Templates available on Marq
Digital screens
Social media
Posters
The components of the campaign help your audience better understand the purpose of your event or program.
Message Structure
HEADING
Beyond Boise State
SUBHEADING
Career (add attribute) for Every Student
By applying the subheading in our messaging, we define what the word “beyond” means.
The interchangeable attributes help reinforce awareness of a student’s customized journey.
In your first year, preparation for your future starts with a focus on experiences that will let you explore your interests and career options.
Boise State is committed to helping you be successful in career and in life.
Success requires taking ownership of your college experience and seeking out opportunities that will prepare you for a meaningful career.
Call to action
Take ownership, explore, and start planning for your career
Marketing should answer these questions:
Why should you start career planning now?
How can you start career exploration now?
Recommended subheading attributes for this audience:
Exploration
Planning
Undergraduates
Messaging
Focus on gaining hands-on experience in a career field of interest.
Develop your career competencies, in and out of the classroom.
Build a network within your intended career field.
Learn to articulate how your experiences will prepare you for specific jobs and/or graduate programs.
Call to action
Take ownership, explore your options, make a plan, gain experience, tell your story
Marketing should answer these questions:
How does this program or event help a student explore their career interests, develop skills, build a network or refine their career goals?
How does this help a student prepare for their career?
Recommended subheading attributes for this audience:
Exploration
Planning
Experiences
Support
Connections
Graduate Students
Messaging
We know you have a clear career goal in mind, and in some cases, significant prior work experience.
Seek out opportunities throughout your program to clarify and refine your career goals.
Gain hands-on experience in your intended career field, develop technical skills, and expand your network of professionals within your field.
Call to action
Develop your skills, grow professionally, network within your field
Marketing should answer these questions:
How does Boise State offer opportunities to grow professionally and gain meaningful work experience?
How does this event or program help develop skills and competencies?
Recommended subheading attributes for this audience:
Opportunities
Support
Parents and Families
Messaging
Boise State is committed to your student’s career readiness.
You can play a role in your student’s success by encouraging them to participate in the many career preparation opportunities available to them at Boise State.
Boise State will provide a high level of career support, resources and opportunities to help your student achieve their goals.
Call to action
Check-in with your student about their career preparation plan, remind them of upcoming opportunities to gain experience and remind them of campus resources.
Marketing should answer these questions:
What is Boise State doing to ensure my student achieves their goals when they graduate?
How will Boise State help my student get a job?
What does my student need to do to be ready for their career?
Recommended subheading attributes for this audience:
Planning
Support
Recent Graduates and Alumni
Messaging
Some alumni still require career exploration and job search support similar to current students. Others are established in careers and no longer require support, and our messaging to them is focused on giving back by helping current students prepare for their careers.
Marketing should answer these questions:
How is Boise State leveraging opportunities to benefit a graduate’s career?
How could alumni support current students?
How can alumni “hire a Bronco”?
How does Boise State continue to increase the value of their degree?
Recommended Subheading Attributes for this audience:
Support
Connections
Beyond Boise State In Action
Check out how our career messaging strategy, Beyond Boise State, comes to life on some commonly used marketing mediums.
Ready to get started? Email brand@boisestate.edu to connect with the career marketing working group and get set up with marketing deliverables, training and templates.
