Audience and messaging guide
Use this guide to identify who you are trying to reach, what they need to understand and how to connect your work to a clear, credible Augustana message.
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Explore Augustana’s audiences
Different audiences bring different priorities, questions and decisions. Use these audience profiles to choose the message and proof most likely to matter. Use these profiles as strategic guidance, not copy to repeat verbatim. Adapt the message to the audience, intended action, channel and verified evidence.
Some audiences require coordination. This guide can help you shape a message, but does not replace institutional coordination. Before initiating outreach or speaking on behalf of Augustana, connect with the appropriate office when the communication involves:
- donors, solicitations or gift impact
- media requests or proactive media outreach
- elected officials or government agencies
- foundations, grantmakers or formal proposals
- sensitive employee, student or institutional matters
- major partnerships, commitments or public announcements
When you are unsure, contact Communication and Marketing before the message is distributed.
Why audience comes first
Augustana communicates with many audiences, each with different priorities, questions and decisions.
The same information may need to be framed differently for a prospective student, donor, employer or community partner. Before choosing language, creating an asset or selecting a channel, identify who you are trying to reach and what you want the communication to accomplish.
The goal is not to say everything about Augustana. It is to make the most relevant idea clear to the people you are trying to reach.
Prospective students and families
Prospective students
What they are deciding
Whether Augustana is worth exploring, visiting and applying to, and whether they can imagine themselves succeeding here.
What matters to them
Academic fit, belonging, flexibility, career preparation, cost clarity and a clear sense that Augustana can work for them.
What Augustana needs them to understand
Augustana gives students early access to meaningful work, close faculty relationships and experiences that help them develop confidence, judgment and direction.
Messages to emphasize
- Students are trusted early with real responsibility.
- Faculty know students, advocate for them and connect them to opportunities.
- Engaged learning helps students test interests and prepare for what comes next.
- Augustana offers the flexibility to connect fields, interests and career goals.
- The Quad Cities provides a rich setting for internships, partnerships and applied learning.
Proof to use
- Student research, internships, clinical experiences and community-based work
- Faculty mentorship and advocacy examples
- Student and alumni outcomes
- Distinctive academic combinations, programs and experiences
- Current student stories that demonstrate belonging and growth
- Clear cost and financial aid information
- Real student experiences that show what daily life and support look like
- Visible connections from academic programs to experiences, careers and outcomes
Likely next action
Request information, explore a program, schedule a visit or apply.
Coordinate when needed
Work with Admissions when the communication is designed to recruit students, uses audience segmentation or includes application, visit or enrollment calls to action.
Admitted students
What they are deciding
Whether to choose Augustana over other colleges and make an enrollment commitment.
What matters to them
Confidence in their choice, personal fit, affordability, first-year experience, support and evidence that Augustana will help them reach their goals.
What Augustana needs them to understand
The opportunities described during recruitment are real, accessible and supported by people who will know them and help them move forward.
Messages to emphasize
- Students begin building relationships and taking part in meaningful experiences early.
- Augustana provides both challenge and support.
- Students can explore broadly while making progress toward clear goals.
- Faculty and staff help students connect academic interests to experiences, relationships and outcomes.
- Students can build belonging in a community where their contribution matters.
Proof to use
- Specific first-year academic and cocurricular experiences
- Current student voices
- Faculty introductions and examples of student-faculty work
- Internship, research and career preparation examples
- Verified financial aid, cost and next-step information
Likely next action
Visit again, attend an admitted student event, connect with a faculty member, complete enrollment steps or submit a deposit.
Coordinate when needed
Work with Admissions, Financial Aid and the relevant academic or student experience area. Enrollment communications should align with the current conversion strategy and timeline.
Parents and families
What they are deciding
Whether they trust Augustana to provide a valuable education, support the student and prepare them for life after college.
What matters to them
Academic quality, affordability, student support, belonging, career preparation, communication and evidence that the investment will produce meaningful value.
What Augustana needs them to understand
Augustana’s personal scale creates access, advocacy and opportunities that help students grow, persist and prepare for what comes next.
Messages to emphasize
- Faculty relationships translate into guidance, advocacy and opportunity.
- Students gain applied experience before graduation.
- A broad education develops communication, judgment and adaptability alongside disciplinary expertise.
- Support is coordinated around the student’s growth and increasing independence.
- Outcomes are built through relationships, experiences and purposeful choices.
Proof to use
- Graduate school, employment and career outcome data
- Internship, research and applied learning examples
- Faculty advocacy and advising stories
- Student support resources and clear points of contact
- Verified cost, financial aid and value information
Likely next action
Visit, ask questions, explore financial aid, support the student’s application or enrollment decision and encourage the student to use available resources.
Coordinate when needed
Work with Admissions and Financial Aid for prospective families and with Student Affairs for families of current students. Respect student privacy and avoid guarantees about individual outcomes.
Transfer students
What they are deciding
Whether Augustana will recognize their previous work, provide a clear path to completion and offer enough added value to justify transferring.
What matters to them
Credit transfer, time to degree, affordability, academic fit, advising, flexibility, belonging and career value.
What Augustana needs them to understand
Augustana offers a personal, well-supported pathway that helps transfer students understand how prior work applies and plan a clear path forward and gain access to the full value of the college experience.
Messages to emphasize
- Transfer students receive individual guidance on credits and academic planning.
- Students can connect previous experience to new academic, professional and community opportunities.
- Faculty and advisers help students become part of the Augustana community.
- Applied learning, internships and career preparation remain accessible after transfer.
- The path forward should be clear before the student commits.
Proof to use
- Current transfer credit policies and evaluation pathways
- Articulation agreements and established transfer pathways
- Transfer student experiences and outcomes
- Advising and transition resources
- Verified time-to-completion and financial information
Likely next action
Request a credit evaluation, meet with an adviser, visit campus or apply.
Coordinate when needed
Work with Admissions, the Registrar, Financial Aid and the relevant academic area. Do not make informal credit or graduation timeline promises.
Current students and families
Current students
What they are deciding
Whether and how to engage, seek help, pursue an opportunity, respond to a change or continue investing in their Augustana experience.
What matters to them
Clear information, belonging, respect, timely support, meaningful opportunity, progress and a sense that their voice and contribution matter.
What Augustana needs them to understand
Their education is shaped by the choices they make, the relationships they build and the opportunities they pursue, and Augustana has people and resources ready to help.
Messages to emphasize
- Students are active participants in their education.
- Asking for guidance and support is part of making progress.
- Opportunities across campus connect learning, leadership and preparation.
- Students can contribute to Augustana and the wider community now.
- Clear next steps matter more than broad institutional language.
Proof to use
- Specific resources, deadlines and points of contact
- Examples of students using opportunities successfully
- Current program, internship, research and leadership information
- Student voices and peer examples
- Clear explanations of how a decision or change affects students
Likely next action
Attend, apply, register, ask for support, provide input or participate.
Coordinate when needed
Work with the office responsible for the student experience or service. Involve Student Affairs, Academic Affairs and C&M when communication is institution-wide, sensitive or likely to affect trust.
Parents and supporters of current students
What they are deciding
How to support the student, when to encourage independence and whether they trust Augustana’s response to a question or concern.
What matters to them
Student well-being, academic progress, access to resources, costs, timely communication and confidence that the student is known and supported.
What Augustana needs them to understand
Augustana supports students through relationships and coordinated resources while helping them take increasing responsibility for their own decisions.
Messages to emphasize
- Students have access to people and resources that can help.
- Growth often includes challenge, decision-making and increasing independence.
- The most effective first step is often helping the student connect directly with the appropriate office.
- Augustana values families as partners while respecting student privacy and agency.
- Clear pathways exist for urgent or significant concerns.
Proof to use
- Current support resources and contact information
- Clear policies and response pathways
- Examples of academic, wellness and career support
- Verified timelines and next steps
- Information about family programs and communication channels
Likely next action
Use a resource, encourage the student to make contact, attend a family program or follow the appropriate concern pathway.
Coordinate when needed
Work with Student Affairs, the Dean of Students or the relevant service area. Follow privacy requirements and involve C&M in sensitive or institution-wide communication.
Alumni and giving audiences
Alumni, volunteers and advocates
What they are deciding
Whether to remain connected, participate, mentor, advocate, refer students or invest time and expertise in Augustana.
What matters to them
Pride, enduring relationships, institutional momentum, relevance, opportunities to contribute and evidence that Augustana continues to create meaningful value.
What Augustana needs them to understand
Their relationship with Augustana continues after graduation, and their experience, networks and advocacy can expand opportunity for current and future students.
Messages to emphasize
- Alumni are living proof of what an Augustana education makes possible.
- Alumni relationships strengthen career pathways, recruitment and community.
- Augustana continues to evolve while remaining grounded in its mission.
- There are many ways to contribute beyond giving.
- Alumni stories help future students and families understand Augustana’s value.
Proof to use
- Alumni career, leadership and service stories
- Current student outcomes and experiences
- Mentoring, internship and volunteer impact
- Institutional progress tied to strategic priorities
- Specific opportunities to connect or contribute
Likely next action
Attend, mentor, volunteer, share a story, refer a student, host an intern, advocate or give.
Coordinate when needed
Work with Alumni Relations or Advancement before launching alumni outreach, volunteer recruitment or communications tied to giving.
Donors and prospective donors
What they are deciding
Whether Augustana’s priorities align with their values and whether an investment will create meaningful, credible and lasting impact.
What matters to them
Trust, mission alignment, student impact, institutional direction, stewardship, measurable results and a clear opportunity to make a difference.
What Augustana needs them to understand
Investment in Augustana creates specific opportunities for students and strengthens the college’s ability to advance its mission.
Messages to emphasize
- The human impact of the opportunity
- The strategic priority the investment advances
- Why the need or opportunity matters now
- What becomes possible because of support
- How Augustana will steward, measure and communicate impact
Proof to use
- Student and program outcomes
- Specific beneficiary stories
- Current data and verified need
- Progress toward strategic or campaign goals
- Stewardship results and evidence of prior impact
- Leadership, faculty or partner credibility
Likely next action
Learn more, meet with Augustana, visit, make a gift, renew support or deepen an existing commitment.
Coordinate when needed
Coordinate all donor cultivation, solicitation, gift language and stewardship communication with Advancement. Do not independently request or imply funding commitments.
Faculty and staff audiences
Prospective faculty and staff
What they are deciding
Whether to apply, accept an offer and build part of their professional life at Augustana.
What matters to them
Mission, role clarity, professional contribution, workplace culture, support, development, location, students and the opportunity to make a visible difference.
What Augustana needs them to understand
Augustana offers purposeful work in a collaborative learning community where faculty and staff shape student opportunity and institutional progress.
Messages to emphasize
- Employees have meaningful access to students and institutional work.
- Faculty and staff contributions are visible and consequential.
- Collaboration across disciplines and areas is part of how Augustana operates.
- The Quad Cities offers professional, cultural and community opportunities.
- The college’s mission gives work a clear human purpose.
Proof to use
- Specific role expectations and opportunities
- Faculty and staff stories
- Examples of collaboration and institutional contribution
- Current professional development, benefits and support information
- Student engagement and outcome examples
- Accurate information about the Quad Cities
Likely next action
Explore the role, apply, attend an interview, visit campus or accept an offer.
Coordinate when needed
Work with Human Resources and the hiring unit. Use current employment, benefits and equal opportunity language. Avoid claims about culture or advancement that cannot be supported.
Current employees and campus leaders
What they are deciding
How to understand a priority or change, align their work, communicate with others and act with confidence.
What matters to them
Clarity, context, trust, voice, role expectations, resources, leadership consistency and an understanding of how their work contributes.
What Augustana needs them to understand
Every employee helps carry the mission and shape the experience and reputation of the college. Leaders create alignment by connecting decisions to audience, intended outcome and proof.
Messages to emphasize
- Why the decision or priority matters
- How it connects to mission and strategy
- What is changing and what is not
- What employees or leaders are expected to do
- What support and resources are available
- How progress and results will be assessed
Proof to use
- Relevant institutional data
- Clear decisions, timelines and ownership
- Examples of impact or progress
- Specific resources and next steps
- Consistent language from institutional leadership
Likely next action
Align a team, use a resource, change a practice, communicate a decision, provide input or take ownership of a next step.
Coordinate when needed
Work with Human Resources, the President’s Office, Cabinet leadership or C&M when communication concerns policy, employment, institutional change, risk or broad internal trust.
Partners and external audiences
Employers
What they are deciding
Whether to recruit Augustana students, host interns, collaborate with faculty or invest time in a partnership.
What matters to them
Student readiness, communication, judgment, reliability, relevant skills, ease of partnership and access to talent.
What Augustana needs them to understand
Augustana students combine disciplinary knowledge with communication, adaptability, sound judgment and experience applying what they know.
Messages to emphasize
- Students take responsibility for meaningful work before graduation.
- Interdisciplinary learning helps students approach complex problems.
- Faculty and career professionals connect students to real settings and expectations.
- Students develop both technical capabilities and transferable strengths.
- Augustana is a source of talent and partnership for the region and beyond.
Proof to use
- Internship and employment outcomes
- Employer feedback
- Student projects and applied work
- Alumni career examples
- Academic and professional preparation
- Existing employer partnerships
Likely next action
Post an opportunity, host an intern, recruit on campus, participate in a program or explore a partnership.
Coordinate when needed
Work with career development staff, the relevant academic area or the office that owns the employer relationship. Involve C&M when the partnership has institutional reputation value.
Community and civic partners
What they are deciding
Whether Augustana is a credible, responsive and valuable partner for shared work.
What matters to them
Reciprocity, trust, local knowledge, continuity, clear roles, measurable value and respect for community expertise.
What Augustana needs them to understand
Augustana is an anchor institution whose students, faculty and partners contribute to the strength of the region through sustained, mutually valuable relationships.
Messages to emphasize
- Partnerships should respond to real community priorities.
- Students learn with communities, not simply about them.
- Faculty and staff bring expertise while respecting partner knowledge.
- Long-term relationships create stronger outcomes than one-time activity.
- Regional impact is central to Augustana’s mission and identity.
Proof to use
- Named partnership outcomes
- Partner perspectives and testimonials
- Length and depth of relationships
- Student, faculty and community results
- Regional impact data
- Visible examples of shared work
Likely next action
Begin a conversation, co-design an initiative, host students, share expertise, participate or advocate.
Coordinate when needed
Work with the unit that owns the relationship. Confirm roles, permissions and partner approval before publicizing shared work. Involve leadership and C&M when the partnership is institution-wide, sensitive or reputation-shaping.
Foundations and grantmakers
What they are deciding
Whether Augustana’s work aligns with their priorities and whether the college has the strategy, evidence and capacity to deliver results.
What matters to them
Mission alignment, defined need, credible strategy, measurable outcomes, leadership commitment, sustainability and responsible stewardship.
What Augustana needs them to understand
Augustana combines a clear educational mission, close student relationships and strong partnerships with the capacity to turn investment into measurable opportunity and impact.
Messages to emphasize
- The need or opportunity is clearly defined.
- The proposed work builds on Augustana’s strengths and strategic priorities.
- The approach is specific, evidence-informed and feasible.
- Partners and beneficiaries are meaningfully involved.
- Outcomes, learning and sustainability will be assessed.
Proof to use
- Current need and baseline data
- Prior results and institutional track record
- Program design and evaluation plan
- Leadership and faculty expertise
- Partner commitments
- Budget, timeline and sustainability plan
- Student or community evidence
Likely next action
Invite a proposal, begin a funding conversation, approve support or renew an investment.
Coordinate when needed
Work with Advancement, Finance and relevant institutional leadership before approaching a foundation or submitting a proposal. Confirm ownership of the relationship and all commitments.
Media
What they are deciding
Whether the story, expert or institutional perspective is timely, relevant, credible and useful to their audience.
What matters to them
News value, clarity, access, evidence, responsiveness, credible expertise and a connection to a larger public issue.
What Augustana needs them to understand
Augustana offers credible people, ideas, evidence and examples that can illuminate issues beyond campus.
Messages to emphasize
- One clear and timely point
- Why the issue matters now
- The relevant faculty, student or institutional expertise
- What Augustana’s experience contributes to the broader conversation
- Evidence that supports the claim
Proof to use
- Verified data
- Faculty or staff credentials
- Specific research, programs or outcomes
- Timely local or national relevance
- Student or partner examples, when appropriate and permissioned
- Third-party validation
Likely next action
Interview an expert, cover a development, cite Augustana or return for future expertise.
Coordinate when needed
Coordinate media requests, responses, interviews and proactive outreach with C&M. Employees should not independently respond on behalf of the institution in sensitive or high-risk situations.
Government leaders
What they are deciding
Whether to engage, visit, advocate, support a policy or investment or recognize Augustana’s role in the region.
What matters to them
Constituent impact, workforce development, regional vitality, access, economic value, stewardship and visible results.
What Augustana needs them to understand
Augustana contributes educated talent, community partnerships, cultural value and civic leadership to the region and state.
Messages to emphasize
- Augustana prepares graduates who strengthen communities and employers.
- The college contributes to regional economic and cultural vitality.
- Students and faculty work on real public and community priorities.
- Partnerships extend the value of the college beyond campus.
- Public decisions can affect student opportunity and regional capacity.
Proof to use
- Regional impact data
- Alumni and student connections to the district or state
- Workforce and employer outcomes
- Community partnership results
- Program participation and access data
- Specific policy or funding implications
Likely next action
Visit, meet, recognize, advocate, support a policy or connect Augustana with an opportunity.
Coordinate when needed
Work with institutional leadership and C&M before contacting or representing Augustana to elected officials or government agencies. Ensure that policy, funding and advocacy language is accurate and authorized.
Peer institutions
What they are deciding
Whether to collaborate, recognize Augustana’s expertise, refer students, share practices or include Augustana in a larger academic conversation.
What matters to them
Academic credibility, distinctive expertise, shared goals, quality, evidence and the value of collaboration.
What Augustana needs them to understand
Augustana is a rigorous, adaptive liberal arts college with distinctive strengths in engaged learning, faculty-student collaboration and preparation for complex work.
Messages to emphasize
- Students gain meaningful access and responsibility as undergraduates.
- Faculty contribute expertise across disciplines and public questions.
- Augustana connects liberal arts learning to professional and community settings.
- The college is willing to test, learn and collaborate.
- Institutional scale supports close relationships and agile partnership.
Proof to use
- Faculty scholarship and expertise
- Academic outcomes and accreditation
- Distinctive programs and learning models
- Collaborative projects
- Awards, rankings and third-party recognition
- Graduate and professional school preparation
Likely next action
Collaborate, invite, cite, refer, benchmark or participate in a shared initiative.
Coordinate when needed
Work with Academic Affairs, the relevant academic unit or institutional leadership. Involve C&M when the communication affects institutional positioning or external reputation.
Build your message
Turn facts into an audience-centered message
Most communication begins with a fact, activity or announcement. Strong communication shows why that information matters to a specific audience and what it demonstrates about Augustana.
Use these four steps before drafting an email, webpage, presentation, story or request for Communication and Marketing support.
1. Define the audience and action
Who are you trying to reach? What do you want them to know, believe, decide or do?
Choose one primary audience and one primary action. A message becomes less effective when it tries to move several audiences toward several outcomes at once.
2. List the verified facts
What happened? What does your area offer? What results, examples, data or experiences can you verify?
What can serve as proof?
Use specific, current evidence such as:
- student and alumni outcomes
- faculty expertise and advocacy
- research, internships and applied learning
- employer and community partnerships
- rankings and third-party recognition
- data and measurable results
- specific stories and examples
Start without marketing language. Separate what you know from what you hope the audience will conclude.
Find approved proof
- Institutional facts and proof points
- Student and alumni stories
- Rankings and recognitions
- Bold & Boundless priorities
- Augustana descriptions and approved language
3. Identify why it matters
What question, concern or decision makes these facts relevant to the audience?
Consider what the evidence demonstrates about Augustana, such as:
- tudents trusted early with meaningful responsibility
- faculty advocacy that creates opportunity
- engaged learning that connects knowledge to action
- preparation for careers, graduate study and service
- belonging and support that help students progress
- partnerships that strengthen students and communities
4. Plan the message before you write it
Use these four prompts to clarify the communication:
- Audience. Who are you trying to reach?
- Action. What do you want them to know, believe, decide or do?
- Message. What is the single idea they need to understand?
- Proof. What one or two facts will make the message credible?
Bring those decisions together in a planning statement:
Because [audience] is considering [priority or decision], we want them to [action]. Emphasize that Augustana [message], supported by [one or two specific proof points].
This is a planning tool, not necessarily the language you will publish. Use it to clarify the strategy, then adapt the final message to the audience, channel and context.
Keep the message focused.
- Choose one primary audience.
- Define one intended action.
- Advance one central message.
- Use one or two verified proof points that directly support it.
See the process in action
Begin with verified facts, explain their relevance and make only claims the evidence supports.
Replace all bracketed language with current, verified details before publishing. Do not infer access, impact or outcomes from an activity alone. Confirm who participated, what occurred and what evidence supports the result.
From activity to audience value
Fact only
Our department received a grant to purchase new laboratory equipment.
Planning statement
Because prospective science students are deciding whether they will gain hands-on experience, we want them to explore Augustana’s science programs. Emphasize that the department intends to use the new equipment to expand undergraduate access to [specific work], supported by the new equipment and verified examples of how students will use it.
Audience-centered message
A new grant will support the addition of [specific equipment] to [area]. The department plans to use it in [confirmed or proposed setting] to expand students’ access to hands-on learning.
From a broad claim to credible meaning
Broad claim
Augustana provides exceptional student support.
Planning statement
Because students and families want to know whether support will be personal and useful, we want them to explore Augustana with confidence. Emphasize that students build relationships with people who help them identify and pursue their next steps, supported by [specific advising, mentoring or student outcome example].
Audience-centered message
Through [specific resource], students receive [specific form of support], including [verified example].
From participation to institutional value
Fact only
Students participated in a community partnership project this semester.
Planning statement
Because community partners are evaluating the value of working with Augustana, we want them to consider future collaboration. Emphasize that Augustana students contribute to real community priorities while building applied experience, supported by [specific contribution and result].
Audience-centered message
Working with [partner], Augustana students [specific contribution] in support of [community-identified priority] while applying [specific knowledge or skill].
Before you publish
Ask:
- Is the audience clear?
- Is the intended action clear?
- Is there one central message?
- Does the proof directly support that message?
- Are the facts current and verifiable?
- Does the message sound like Augustana: supportive, inquisitive and imaginative, with confidence grounded in proof?
- Does the final language sound natural for the audience and channel?
- Does the language distinguish between a plan, an activity and a demonstrated result?
- Are we claiming access or outcomes for all students when the evidence applies only to some?
- Has the person, program or partner responsible for the information confirmed the details?
Adapt the message to the moment
The core message should remain consistent. The length, tone and proof should change based on where and how you are communicating.
- Email or newsletter: Lead with the audience relevance. Keep the message focused and make the next step clear.
- Presentation: Use one central message, supported by a few strong proof points. Avoid filling slides with institutional language that belongs in your spoken remarks.
- Webpage: Make the value clear early. Use headings, evidence and calls to action that help users understand what Augustana offers and what to do next.
- Donor or partner conversation: Connect the work to shared priorities, specific impact and the opportunity ahead.
- LinkedIn or social post: Offer insight, interpretation or a useful takeaway. Use a specific example to show why the idea matters.
- Media interview: Coordinate with Communication and Marketing before responding to a media request. Identify the main point, support it with verified evidence and return to the message audiences should remember.
Before adapting the message, ask:
- What does this audience need first?
- How much context does this format allow?
- Which proof is strongest here?
- What action should follow?
Need help shaping or distributing the message?
Use this guide for routine communication. Bring Communication and Marketing in early when the work involves a major campaign, institutional reputation, enrollment, giving, media or a sensitive issue.