Our Audiences
Messaging geared to a specific audience is most successful when it gives them what they came for, whether that’s trust, reassurance, or even some recognition for where they’ve been.
Here’s what to keep in mind as you write for the WyoTech audiences below.
Alumni (Past Students)
How do they feel?
Appreciative; part of a “tribal community “; sense of loyalty to WyoTech and the brand; proud
What do they like?
WyoTech’s comeback story
What do they need?
Recognition for their hard work, dedication, and accomplishments
Who do they trust?
Jim Mathis, for the positive impact he made on them as students; their WyoTech “tribe,” including instructors
Why do they promote WyoTech?
School pride
Current Students
How do they feel?
Happy to develop a family/culture connection with other students; in awe of the school and shop spaces; like they’re “with their people” / have found their tribe; that they trust their instructors and consider them super important
What do they like?
Being part of something bigger; relief that they made the right decision; being settled in
What do they need?
Structure
Who do they trust?
Their instructors
Why do they stay enrolled at WyoTech?
Structure, instructors, and leadership
High-School Instructors
How do they feel?
Protective and proud of their students; apprehensive; skeptical
What do they like?
Continuous storytelling
What do they need?
Proof; support
Who do they trust?
Colleagues, industry leaders, past students
Why do they promote WyoTech?
They often stay in touch with students and like to see their success; pride (some are WyoTech alumni)
Industry Partners
How do they feel?
Desperate for quality employees (before coming to us); prestige for being chosen (after)
What do they like?
Tailored talent
What do they need?
Confidence; mentorship
Who do they trust?
Jim Mathis, for his established presence in and knowledge of their industry / what employers need
Why do they choose WyoTech?
Standard of excellence; ability to get employees with entry-level experience
Parents
How do they feel?
Nervous, protective, scared
What do they like?
Sincere understanding, financial options, structure
What do they need?
Assurance; a listening ear; an ally
Who do they trust?
Their rep; Jim Mathis, for the legacy he’s created and upheld; Shawn Nunley, for the knowledge he’s provided about programs and specialties; their child
Why do they choose WyoTech?
Structure; standards
Prospective Students
How do they feel?
Inquisitive
What do they like?
Hands-on work, being in control of their future, doing something they love
What do they need?
An ally
Who do they trust?
High school instructor; friends / alumni
Why do they choose WyoTech?
Their passion and WyoTech’s passion
Vendors
How do they feel?
Aligned with the WyoTech mission and vision
What do they like?
Professionalism
What do they need?
Proof, numbers
Who do they trust?
Data, transactional relationship
Why do they choose WyoTech?
Solid partnership
WyoTech Employees
How do they feel?
Inspired, proud, thankful and safe; they have a strong belief in and sense of ownership of the brand; they appreciate the freedom of choice in education
What do they like?
Generosity, authenticity, being trusted
What do they need?
Consistency, organization / swim lanes
Who do they trust?
Jim Mathis for his consistent leadership, mentorship, and the ability to hold the team accountable to the WyoTech mission, vision, and values; other employees