Positioning and Key Audiences

Positioning

The below positioning statement is how we describe Bastyr University. Its goal is to clearly reflect who we are and what differentiates us from other universities. Use this statement to help support your strategy and write copy.

Bastyr is internationally recognized as an authority in the natural health arts and sciences and a pioneer in natural health research and policy change. For over 40 years, Bastyr has been educating future leaders in support of people and the planet. Respecting the healing power of nature and incorporating science-based data, Bastyr creates an integrated approach to education, research and clinical service.

Table of contents

Key Audiences

Bastyr University engages many internal and external audiences through its mission. The following are our key audiences, along with aspects of our mission we know they value, which we should emphasize and highlight in our communications.

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Undergraduate Students

Audience values:

  • Regional and national accreditation
  • Hands-on opportunities
  • A community of natural, like-minded students
  • Academic support mentorship, and career guidance from faculty
  • A return on investment through securing a job after graduation
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Graduate Students

Audience values:

  • Real-world experience helping people as a student and future professional
  • Academic support mentorship, and career guidance from faculty
  • Program experience tailored to working adults
  • Opportunities to conduct research and take on a leadership role in higher education or their field, requiring a doctorate degree.
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Patients

Audience values:

  • Care teams that listen to their health care concerns
  • Affordable health care offerings that don’t compromise on quality
  • Applying natural solutions to their health care concerns before, or together with, contemporary medicine
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Donors

Audience values:

  • Natural medicine and want it to be accessible to all.
  • Making a difference
  • The mission and vision of Bastyr University.
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Alumni

Audience values:

  • Helping the university gain legislative support in their chosen field
  • Bastyr’s reputation, as an extension of their own
  • Advancing the natural health care message
  • Upskilling and networking opportunities with other graduates for career development
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Natural Health Enthusiasts

Audience values:

  • Using a natural approach to health and wellbeing 
  • Harnessing the power of nature to feel energized, happy, and productive 
  • Integrating a holistic, natural approach across mind, body, and spirit