Let’s play a quick game. I’m going to describe a college, and you can guess which one it is.
Expert academics, cutting-edge facilities, and a close-knit, diverse community of students. We offer hands-on education and a supportive environment, with a wide range of programs to choose from and fantastic career prospects when you graduate.
Okay, I didn’t actually have a single particular college in mind, but admit it – neither did you. So why is it so common that universities fall back on these comfortable, noncommittal phrases when they’re marketing to students? Some might chalk it up to laziness, but it’s much more likely that in an industry full of clever people trying to say the same thing differently, and still ending up sounding the same, it’s hard figuring how to stand out.
Why you need a unique TOV
Studies show that the number of college students that now consider themselves as customers of their university is only growing with every year. With rising costs associated with studying, students increasingly see attending university as an investment, and a decision that needs more careful consideration than ever before.
And so it’s vital to make sure you stand out.
To accomplish this, institutions are starting to embrace the notion of establishing their own unique tone of voice. Many are starting to realize that formality and complex language isn’t going to get them anywhere with the student audience anymore, and that they need to start communicating in a much clearer, lighter tone, to get prospective students to engage with their message.
But it’s not just about how you say it - a lot of it’s about what you have to say. So although it’s important to come across accessible and human, it’s also still important to pinpoint what your university has to offer and how that truly makes you different.
Maybe it’s an Instagram-worthy campus location. Or a brand new investment in some top-notch science labs. Or a nice big scholarship offering enough to cover Domino’s pizzas every week. Pick your best features, and make them prominent instead of just compiling a list that tends to get lost in a sea of website content. Make them feel real and explain their value. Or better yet, get students to visit your Open House and let them convince themselves.
No matter what these features are, it’s clearly no longer enough to simply namedrop a selection of unique selling points – you need to embrace the tone that suits your institution, nail down the facts that make you special, and then use this information to make it tangible for a potential student.
If you’re eager to establish a tone of voice and identity unique to your institution, then do get in touch with our team of experts.
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