About a year ago, Purdue University launched a marketing brand called The Persistent Pursuit of the Next Giant Leap. Then, the pandemic hit forcing the marketing and communications team to pivot to apply the strategy to recruit students to the West Lafayette campus. The payoff? Purdue attracted its largest freshman class in history and received national accolades. Senior VP of Marketing & Communications R. Ethan Braden has more on how his team pulled it off.

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