Messaging

Audience

Mercy College's audience is comprised of three core groups. Each group has specific demographics, education goals, and perspectives which influence their decision making.

1. Direct from High School

2. Gap Year, Transfer, or Career Change

3. Advancing Education

Direct from High School

The target audience for this population includes:

• Ages 15–18

• Primarily local to NW Ohio and SE Michigan

*indicates an online offering

Gap Year, Transfer, or Career Change

The target audience for this population includes:

• Ages 19–34

• Primarily local to NW Ohio and SE Michigan

• May or may not have related healthcare education or experience

*indicates an online offering

Advancing Education

The target audience for this population includes:

• Ages 28–50

• Likely, but not always, from NW Ohio and SE Michigan

• Likely connected to Mercy Health

• Have industry experience

*indicates an online offering

Benefits

While there is a multitude of benefits for those who choose a Mercy College education, these five benefits are core to Mercy College's value proposition.

Experienced in Healthcare and Medicine

Mercy College’s continual dedication to healthcare and medical education creates more academic expertise and institutional depth in critical fields of study.

Established Education History

With a 100+ year background in healthcare education, Mercy College is a well-established brick-and-mortar institution that also offers flexible online courses in a modern format.

Generous Financial Assistance

A student’s option to work in the Mercy Health system in a relatable healthcare position (while completing a degree through Mercy College) provides practical work experience, professional networking, generous tuition assistance, and income.

Individual Attention and Mentorship

Classes are intentionally small and taught by faculty — not grad students — who are career-experienced with no pressure to publish so there’s more time available to invest in students.

High Return on Investment

Among 4,500 colleges and universities, Mercy College ranks in the top 2% for return on investment (ROI) after ten years and the top 5% for ROI after forty years.

A First Try at ROI: Ranking 4,500 Colleges by Georgetown University

Differentiators

Mercy College's primary differentiator is the ability to provide lasting value. Lasting value at Mercy College is comprised of three core pillars, which include:

• Strong return on investment

• Pre-graduation work and clinicals

• Post-graduation connections

Lasting Value

Mercy College’s value stems from offering critical learning opportunities in school that connect to lasting careers in the workplace. The connections, education, and mentorship gained through Mercy College position students to launch careers full of meaningful impact and professional growth.

Attributes

Mercy College's brand personality can be defined with the following four traits. Each trait can be activated by aiming to write, talk, and extend the brand through the lens of the "action line" listed to the right of each word.

Driven / Think future

Intentional / Find purpose

Curious / Ask questions

Connected / Seek community

Messaging Framework

The core brand messages are built on a simple framework that captures the "what," "how," and "why," of Mercy College.

Education for Life

At Mercy College, we believe in Education for Life. When a student enrolls in one of our 33 healthcare programs, they gain the education and confidence necessary to launch a career with lasting value and opportunities for lifelong education. Whether online or in-person, students receive individual attention from career-experienced educators. Guided by mentors, students establish or strengthen a career path that’s distinguished by personal and professional growth. As students transition to or advance in the workplace, Mercy College continues to serve as a lifelong education partner that shapes their success and supports their professional goals.

Recommendations

The brand message can be activated in many ways. When writing, consider using headlines and language similar to the three categories below.

Education for...

This approach replaces "life" in Education for Life with other words that fit the audience and align with the institution's values. Examples can be found below. The result is a dynamic language system capable of resonating with broad and specific audiences.

Purpose-Driven Headlines

• More Than a Paycheck

• Make Money and a Difference

• Find Your Purpose

• A Career With Meaning

• Unearth Your Potential

• Become a Healthcare Leader

• Saving Lives Comes Standard

• Now More Than Ever

Career-Driven Headlines

• Never Stop Learning

• Your Life. Your Opportunity.

• Get Down to Business

• Careers to Count On

• Set Your Pace

• Achieve What Matters

• Start With Purpose

• Lead the Way