Should You Create an In-house Agency with Your Higher Ed Marketing Team?

In a bold move, Purdue University has restructured its marketing department into an in-house agency, now known as Purdue Brand Studio. 

This strategic transformation aims to elevate the university’s storytelling capabilities and align creative efforts with industry-leading practices. 

In this episode of The Higher Ed Marketer podcast, Kelly Hiller, VP of Marketing and Communications at Purdue University, shares the story behind Purdue’s exciting rebrand, transforming their marketing department into the in-house agency Purdue Brand Studio.

Kelly discusses the inspiration behind this bold move, the challenges faced in repositioning the department, and how Purdue is pushing creative boundaries to elevate its brand on a national stage.

After we consider this bold move for Purdue, I’d like to share some thoughts on whether or not other higher ed marketing teams should consider such a bold move.

There is a lot to learn here as we watch Purdue breaking the mold, so read on, my friend! 

Why an In-House Agency?

The idea of transforming the marketing department was not new for Kelly and her team. 

“We had talked about this for a long time,” says Hiller, noting that operational constraints had delayed the shift. 

But the inspiration grew stronger as the department began to compete—and win—industry awards traditionally dominated by agencies. In Kelly’s words, “It was time to make room on the plate.” 

The whole team wanted to raise the bar of their design performance. 

[We were] competing against other creatives within agencies, and we felt like our work was just as good. We competed, and we won! 

As we were going through that process, [we realized] that part of this is positioning. We felt that now is the time to make room on the plate to rebrand ourselves and really think about what does that mean as an in-house agency? 

At the end of the day, we’re really not changing how we work or what we do or who is in the department, but it’s kind of formalizing who we are [because] we perform at the agency level.

The launch of Purdue Brand Studio represents more than a name change for Kelly. 

It marks a new approach to brand storytelling, strategic communication, and creative execution. 

The move reflects a desire to stay competitive by pushing boundaries while maintaining a collaborative and mission-driven culture.

A Bold Move that Reflects The Boilermaker Culture

There was another factor that motivated Kelly and her team to make this bold step towards creating an in-house marketing agency—Boilermaker culture.

Kelly wanted to make a decision that was as bold as the brand that she was representing. 

Culture is who you are. 

So, we are going to be Purdue Brand Studio and reflect that in our [in-house agency] values and how we go about our business as a department.

We are representing Purdue University with marketing excellence that we would put up against any consumer brand. 

For Purdue University, creating an in-house agency was the right move because it was a bold move that reflects their very bold brand promise. 

A Creative Agency Approach within Higher Ed

From short films to immersive event activations, the Purdue Brand Studio has already embarked on several exciting projects. One of their standout initiatives is “Boilers to Mars,” the university’s first short film. 

The film takes viewers on a journey through time, beginning with students on Mars and rewinding to their first day at Purdue. Inspired by real student and faculty stories, it aligns with Purdue’s identity as the “cradle of astronauts.”

This storytelling approach reflects the studio’s vision of creating emotive, high-quality content. 

Hiller shares, “It’s about positioning ourselves so that when you see our work, it couldn’t belong to any other university.”

Building Impactful Event Activations

Beyond digital content, Purdue Brand Studio is heavily investing in “event activations” to engage both affiliated and unaffiliated audiences. 

One example is their collaboration with the Indianapolis Motor Speedway during the solar eclipse event, where they created interactive experiences to showcase Purdue’s academic strengths.

In another project, the team activated Georgia Street during the U.S. Swim Trials, providing a VR experience developed by Purdue students. Visitors could simulate swimming in a race, further immersing themselves in Purdue’s innovative spirit.

These activations not only promote the university’s brand but also align with strategic initiatives, such as expanding the university’s urban campus presence in Indianapolis. 

“The numbers speak for themselves,” says Hiller, referencing increased media impressions and audience engagement through these efforts.

Key Takeaways

If you’re considering a similar transformation, Hiller offers practical advice:

• Start with clarity: Ensure your team understands the mission and values driving the change.
• Prioritize collaboration: A successful in-house agency thrives on open communication and teamwork.
• Learn from outside industries: Higher ed marketers can benefit from observing trends in consumer branding. For example, Kelly suggested that higher ed marketers attend industry events like Brand Week or South by Southwest.
• Embrace risk and innovation: Whether it’s a short film or an activation event, Purdue Brand Studio is showing us not to be afraid of challenging traditional marketing methods.

Should You Follow Purdue’s Lead? Key Considerations

Creating an in-house marketing agency like Purdue’s might seem appealing, but it isn’t a one-size-fits-all solution. 

Here are some things to consider if you’re thinking about following in Purdue’s footsteps:

Assess Your Resources

Purdue had the talent, vision, and operational scale to make this move. 

If your institution lacks those resources or doesn’t have the capacity to build them internally, an in-house agency could be overwhelming.

In fact, at the beginning of our conversation, she mentioned how they had been waiting for the right time to launch their big idea. 

If a big brand like Purdue had to give the idea some time in order for the resources to materialize, don’t worry too much if your institution needs some time as well.

Also, Kelly showed us how Purdue’s marcomm team had spent considerable time improving their skills and leveling up their marketing game by competing against consumer brands. 

The heat of competition was like a greenhouse that allowed their in-house talent to grow. 

That kind of growth requires time and tenacity. 

Culture and Collaboration are Crucial

One of Purdue Brand Studio’s successes is its culture of collaboration. 

If your marketing department struggles with communication and cross-departmental teamwork, you might want to address these foundational issues first.

You may need to spend some time investing in team development, leadership training, or some other kind of interpersonal training to get your team prepared for the significant pressure of a project like this.

Adaptability is Key

Higher ed institutions considering this shift must be prepared to experiment and iterate.

Purdue’s willingness to take risks—whether producing short films or investing in ambitious event activations—played a significant role in their success. 

If your team is averse to risk or finds it hard to pivot quickly, an in-house approach might face significant hurdles.

Understand the Long Game

As Kelly Hiller pointed out, Purdue’s in-house agency isn’t about short-term wins—it’s about changing perceptions over the long term. 

Be prepared for a long-term commitment for a long-term vision if you decide to build an in-house agency. 

Success won’t happen overnight.

Final Thoughts

An in-house agency can be a powerful move for institutions aiming to enhance their storytelling, establish a stronger brand identity, and maintain creative control over their messaging. 

Purdue’s success story provides valuable lessons, but every institution must evaluate its unique circumstances before making such a change.

Would an in-house agency work for you? 

It depends on your resources, your team’s adaptability, and your willingness to play the long game. 

Whatever direction you choose, understanding your mission, values, and of course, your limitations, will be essential to making the right decision.

If this episode intrigues you, please listen to our full interview with Kelly Hiller to get even more insights into:

• Why Purdue’s marketing team rebranded as an in-house agency
• What differentiates Purdue’s transformation from a reorganization
• Corporate influence and its impact on higher ed marketing
• The future of Purdue’s enterprise marketing campaign

In Need of an Agency Partner?

While I’m excited about Purdue’s foray into the agency world, the truth is that for many higher ed marketing teams, this just isn’t the right move. 

Doing everything on your own can place massive pressure on you and your team to produce results that you may not be ready to produce at this point in your team’s work. 

That’s where Caylor Solutions creative and project management services come in to help you produce agency-quality work without the hassle and cost of hiring your own in-house agency team. 

With our team of higher ed marketing and advancement professionals, we can help you ideate, plan, and execute your marketing or fundraising strategy. 

Contact us today and begin moving even faster towards your enrollment goals!

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Featured image via purdue.edu