Brand Voice
Our brand voice is:
- Poised – steady, confident, well positioned
- Authentic – genuine, honest, “walk the walk”
- Empathetic – We hear you, and we’re here for you.
How do these work together?
The college is confident and sophisticated without being pretentious or elite. We are also a community—we are “real people” with a genuine interest in developing longstanding interpersonal relationships that help students succeed before and after they graduate and in making valuable contributions that further the betterment of society
Messaging Goals
These are our overarching messaging goals and an overview of how we will accomplish those goals.
Audience
Everyone
Primary Brand Theme/Message
We are a community of individuals who make valuable contributions for a better society. The liberal arts provide the versatility to pursue any personal or professional path one chooses—even if they haven’t chosen a particular path yet, change paths along the way, or someday go down a path that doesn’t yet exist. Every journey begins with the first step, and yours begins here. Launch your legacy with the College of the Liberal Arts.
Messaging Goal
Elevate the Penn State Liberal Arts brand.
How will we reach this goal?
Let people know this college offers a superb education that creates the foundation for everything to come and that our community is working on timely and relevant research with impactful, real-world implications. You get the best of both worlds—the resources of a large, world-class university and the unwavering support of a college community individually and collectively committed to your success.
Audience
Prospective and Current Undergraduate Students
Primary Brand Theme/Message
The College of the Liberal Arts is the place to find “your place,” with unlimited options and unwavering support to prepare you for life and any career you choose. It all starts here. Launch your legacy with the College of the Liberal Arts.
Messaging Goal
Recruit and retain undergraduate students.
How will we reach this goal?
We will do this by providing engagement opportunities, helping students reach the full potential of their Liberal Arts education, and building a sense of community.
Audience
Prospective and Current Graduate Students and Faculty
Primary Brand Theme/Message
We are a community of faculty and graduate students examining our past and present through various lenses to address and solve our most prominent societal issues and prepare future generations to create a better tomorrow.
Messaging Goal
Recruit and retain graduate students and faculty.
How will we reach this goal?
We will do this by providing informational material about what Penn State and the college offer to support grad students and faculty and showcasing research and accomplishments.
Audience
Parents
Primary Brand Theme/Message
The college prepares students for life beyond the classroom and for whatever career paths they may choose—even if they haven’t chosen a specific path just yet. We also want to make it easy for you to get the information you need.
Messaging Goal
Ease parents’ concerns.
How will we reach this goal?
Get parents to see that a Penn State Liberal Arts degree is going to be worth it and will benefit their child for life and that faculty and staff are committed to being resources for students and their parents.
Audience
Advisers
Primary Brand Theme/Message
Don’t just help students find their way; let us help you help them discover their passion and launch their futures.
Messaging Goal
Get advisers to see that a Penn State Liberal Arts degree is a worthwhile option for students to pursue.
How will we reach this goal?
We will do this by providing accurate and timely information and by creating a website that is easy to navigate and answers tier one questions.
Audience
Alumni and Donors
Primary Brand Theme/Message
Your legacy doesn’t end when you graduate. The College of the Liberal Arts will always be your home and the place that launched your beginning. Help us help others find their place at Penn State and beyond.
Messaging Goal
Engage and strengthen the alumni donor base.
How will we reach this goal?
We will do this by providing opportunities for alumni to engage with the college, demonstrating how gifts to the college are being used, and showcasing the valuable, educational community resource that we are.