Our Brand Platform

15 - 22 yrs. 

Our Prospective Undergraduate Students are younger and are seeking a traditional undergraduate college experience in a more personal and supportive environment.

Persona Goals:

• Convey the reality of the student experience via stories, content, and a campus visit (or virtual tour)
• Easily guide students to programs and the classroom experience while demonstrating real-world examples of successful future career opportunities
• Show them why a global university matters to them (study abroad, international students and faculty)
• Quickly get them connected to the information they need (admissions, financial aid, etc.)

Our Communication Opportunities:

• Use student stories to illustrate the Webster Advantage
• Create content and present information that easily guides students to programs and the classroom experience while demonstrating real-world examples of successful future career opportunities

Mid 30s

Adult Learners are looking to change or advance their path/career through a flexible and convenient learning model that fits well with their current work/life situation.

Persona Goals:

• Earn a degree from a reputable, ranked, nonprofit university without having to do a lot of pre-testing or pre-req classes
• Find a program whose schedule fits into their life and will get them a job or a promotion
• Learn from qualified and experienced staff in a convenient location and manner
• Easily determine ROI of their chosen degree, and cost and other variables for program admittance

Our Communication Opportunities:

• Connect students to their home campus by conveying local student, staff and alumni experiences through testimonials and relevant local campus stories
• Connect students to program information and show them how we can help them succeed

18 - 60 yrs.

Our International Students desire a western education and an accredited American degree for advancement or as a gateway into U.S. opportunities.

Persona Goals:

• Earn a degree from an accredited program that interests me
• Seeks answers about the Webster Advantage including faculty, costs and financial assistance, types of programs and degrees offered, housing and location and safety

Our Communication Opportunities:

• Underscore the value of a Webster education by developing content and using testimonials to explain degree benefits and create an emotional connection with prospective students

18 - 60 yrs.

Current Students use the website to help them find information about courses and degree paths, support services, contact information for departments, staff/faculty and other students as well as getting information about upcoming events.

Persona Goals:

• Find information about courses, support services, campus activities and contact information for staff/faculty, campus departments and other students/student portal(s)

Our Communication Opportunities:

• Keep students abreast of campus happenings
• Help students succeed by providing them easy access to information on courses, degree paths and career opportunities

25 - 75 yrs. 

Our Alumni persona is a composite of our Current Students.

Persona Goals:

• They are looking for ways to stay connected, involved and supportive of their alma mater
• They are interested in news (alumni and university success stories)

Our Communication Opportunities:

• Provide easy ways to show support and give donations
• Show what it means/how to be an active Webster steward by developing content that speaks to and reflects on universal Webster moments
• Show the impact Webster has on its students, alumni and the community through storytelling and testimonials