Messaging

The messaging framework for communications from the college consists of a combination of four factors. These four elements, addressed in detail in the Smith College Brand Guidelines, together with best practices, enable offices and departments to create communications true to the Smith ideal.

The Positioning Platform

This is an internal strategic framework that captures essential elements of the brand and informs messaging and creative development. Be cautious. The positioning platform is not a tagline or set of messages, but rather an internal framework to help construct and enhance college communications.

Key Messages

These important core ideas and supporting points express the positioning in market facing language. They inform the thematic narrative and external messaging.

Thematic Narrative and Rationale

This inspiring narrative sets the tone for college writing and brand language. It encompasses the communications strategy helping to bring it a spark. This is the inspiration gut check for messages from the college, addressing motivation and emotion.

Voice

A consistent voice gives our campaigns and messages a recognizable style—one true to who we are as a college.

Best Practices

Regardless of the kind of communication you’re creating, making sure the message—and our voice—rings clear is essential. These five tips, only a handful of what is available in the Smith College Brand Guidelines, will help your messaging represent the Smith ethos.

Smith Style Guide

The Smith Style Guide is a reference for Smith-specific words and phrases and for maintaining consistency. It also guides users with answers to questions about usage, punctuation and capitalization.

Know Your Audience

Identify the particular audience you’re trying to reach, or nothing you say will reach them.

Focus on One Thing

Emphasize a single message. Otherwise, your readers are likely to either forget what they’ve read or just stop reading.

Incorporate White Space

Your reader’s eyes need places to rest so that their brains can digest information. Work with a designer to organize your content visually, making good use of white space.

Provide a Call to Action

Make sure readers always know what you want them to do.