Audiences
Knowing Your Audience Matters
RIT engages with a diverse collection of audiences and individuals. Their information needs and communication styles may vary, but our brand story should remain consistent. It’s important to customize your communications to fit your audience while maintaining the RIT brand.
General guidance on audiences:
- Think about who your audience is before you write for them. Are there multiple audiences? Sometimes it’s best to communicate to different audiences through separate communications in order to address their unique interests and needs.
- What does your audience want to know? This is sometimes more important than what you want to tell them. Listen to what they are asking for and then deliver the information that helps them learn, answer a question, or solve a problem.
RIT Audiences and Their Mindsets
Refer to the RIT Copy Playbook for more in-depth analysis of these audiences, tips on messaging, and examples of stories that embody the brand while being tailored to each audience’s needs and wants.
Prospective Undergraduate Students
High school students (sophomores, juniors, and seniors) exploring college options want to feel seen and understood, and they’re looking for a university like RIT that can help them build a meaningful, successful future.
Prospective Graduate Students
Graduate students are seeking a place to deepen their expertise through hands-on research, industry connections, and career-building opportunities that align with their passions.
Families of Prospective and Current Students
Families want assurance that RIT offers a safe, inclusive environment with strong academics, career support, and opportunities that prepare students for life beyond college.
Current Students
Current students are deeply engaged in campus life and value clear, authentic communication that supports their academic and personal journeys.
Alumni
Alumni have diverse experiences with RIT but share a desire to see the university thrive—and they remain powerful advocates for its continued success.
Donors
Donors support RIT because they believe in its mission and impact, whether through personal connections, professional partnerships, or a shared vision for the future.
Faculty and Staff
Faculty and staff are proud of RIT’s mission and accomplishments, and they want to feel valued and connected to the university’s broader vision and success.
Government Officials and Community Leaders
This audience sees RIT as a potential partner and resource, interested in how the university can help solve problems and drive growth in their communities.
All communications with this audience should occur in coordination with the Office of Government and Community Relations, which manages the university’s relationships with this audience.