Marketing and Communications Brand Positioning
Our positioning is the simplest expression of what Westmont College stands for. It highlights our strengths, captures our personality, and communicates what the world expects from us. It’s the backbone of our brand.
Audiences:
Our voice should always be consistent, but our message should flex based on our audience. By identifying who we want to engage, we can cater our content to fit their interests.
| The best-fit westmont Student | the westmont insider | influencers and friends |
|---|---|---|
| Prospective Students |
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| Bottom line: Our deep Christian faith, intense academics, and commitment to service won’t resonate with every prospective student, and that’s okay. Westmont isn’t for everyone. So instead of trying to be everything, be up front about who we are, what we stand for, and what makes us unique. | Bottom line: This audience is already familiar with Westmont, so focus on building alignment and pride around our brand. Share our story at a high level, and show examples of how Westmont students, faculty, staff, and alums are living out the brand. | Bottom line: This audience may be completely unaware of Westmont. Look to build our reputation and create greater national visibility by sharing high-level, brand messaging, reinforced by quick, easy-todigest proof points. |
| Examples include: Demanding yet personal academic experience Christian journey of faith seeking understanding Our unique location Leading lives of service | Examples include: The essence of our brand Individual profiles or stories Impact on the local and regional community How Westmont is evolving | Examples include: The brand platform Our deep love of God Combination of faith and academics Impact on our nation and world |
They are high performing, but don’t chase perfection.
They behave with integrity and an open mind.
They enjoy the rewards that come from taking on challenges.
They value unique perspectives, backgrounds, talent, and knowledge.
They believe in a well-informed and well-tested Christian faith.
They feel unafraid to ask and answer questions that are difficult or uncomfortable.
They seek vocation, significance, community, and justice.
They strive to model a life of service, leadership, and impact.
Key Messaging
Our key messaging articulates our unique role and how we want to be thought of in the minds of our most important audiences. It’s meant to both inspire our brand and serve as the most concise statement of what Westmont College stands for
WHAT DO WE DO?
A purposeful integration of Christian faith, academics, and community.
HOW DO WE DO IT?
By both affirming and challenging students.
WHY DOES IT MATTER?
To prepare thoughtful and faithful servant leaders who seek global engagement.
Messaging Map
