Branding a University Media Department/Are there unique issues related to the branding of a university media department?

How can a university media department develop a clear, consistent, unmistakable brand when the department itself is so diverse? The diversity of the audience (high school juniors, parents, transfer students, alumni, continuing education (older) students, current students, etc.) adds complexity to the problem.

Understanding primary and secondary target audiences is essential. This might be a reasonable market emphasis for recruiting purposes:
 * 1) 70% - High school juniors
 * 2)  20% - Parents (the ones who usually pay the bill)
 * 3) 10% - All others

For internal purposes, academic credibility requires a different emphasis. A reasonable mix
 * 1) 70% - High school juniors
 * 2) 20% - Parents (the ones who usually pay the bill)
 * 3) 10% - All others