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Brand Guide: Audience Messages


While the brand platform articulates our universal values and provides us a way to focus our communications around a common ideal, not all target audiences share the same perceptions of the university. Our audience groups range from prospective students and parents to business leaders and legislators. Our audiences are internal and external, local and global.

The first step in effective communications is to know and understand the audience with which you are communicating. By thoroughly understanding our audience we are able to fully shape our message to meet their needs and be authentic. The following messages have been developed based on solid research with each of these audiences. Therefore, they are grounded in both current beliefs and future expectations, lending immediate credibility.

Our message strategy moves us from one in which we emphasized history and tradition to an integration of the past and present built on a new and contemporary image focused on leadership, cutting-edge thinking, and practical problem solving. This strategy positions USCB to continue its reputation as a leading institution for teaching and research in our region. 

Faculty, Staff, and Students:

This audience wants real and authentic messages with illustrations that show the university's impact on the world.

  • USCB is a vibrant, welcoming community where people genuinely care.
  • USCB is committed to inspiring a better way of life on campus and within the communities we serve.
  • USCB graduates have the skills that employers need. They are proven leaders, practical problem solvers, and cutting-edge thinkers ready to excel in today's global economy.
  • USCB prepares its students to be state and national leaders through innovative programs focused on research, internships, global experiences and service to others.
  • USCB is transforming our region and our state, building healthier, more educated communities through a strong emphasis on outreach and interdisciplinary research.
  • At USCB, we are devoted to civility and respect for all people.

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Placeholder text for audience message summary

  • USCB is a vibrant, welcoming community where people genuinely care.
  • USCB is committed to inspiring a better way of life on campus and within the communities we serve.
  • USCB graduates have the skills that employers need. They are proven leaders, practical problem solvers, and cutting-edge thinkers ready to excel in today's global economy.
  • USCB prepares its students to be state and national leaders through innovative programs focused on research, internships, global experiences and service to others.
  • USCB is transforming our region and our state, building healthier, more educated communities through a strong emphasis on outreach and interdisciplinary research.
  • At USCB, we are devoted to civility and respect for all people.