Brand Standards

Audience Guidelines

All communications emanating from Gettysburg College are to reflect our brand standards, both in style and tone. This section begins with guidelines for communicating to specific audiences including alumni, prospective students and their parents, current students, and those audiences external to the Gettysburg College community. Of course, for any audience, the four key brand messages should be the basis for all communications.

Communicating with alumni (1970s and prior)
Earlier generations of alumni take pride in knowing that the College has matured into one of the nation's finest liberal arts institutions; they will be pleased to know that the College is actively pursuing an ever more prominent role in the educational marketplace. They also need to know, and feel, that their alma mater is still theirs, no matter how far it has progressed competitively in the years since they were students.

Points to emphasize include:

• Gettysburg College is a nationally ranked, high-performing institution of which they can be justifiably proud.
• Gettysburg College has grown from being a competent "follower" to a confident "leader" among its peers, and this honors the purposes of the College's founders.
• Gettysburg College is on an exciting journey, and the loyalty alumni show to the institution and its graduates makes an enormous difference to ensuring its continuing success.
• Gettysburg College will always be home to the students, faculty, and staff who have contributed to the College's journey. Physically, alumni now have a home in the Norris-Wachob Alumni House.

Alumni (1980s to present)
More recent alumni tend to be more "outcome" oriented. They take pride in knowing that the stock value of their diploma is on the rise and that their college is keeping pace with other fine institutions.

• Cite Gettysburg College's national rankings.
• Provide tangible evidence of accomplishment such as grants awarded and research programs implemented.
• Emphasize student and faculty achievements.
• Remind them that they are an important part of the College's future success.

Note: For all alumni audiences, the key message, "inspired by history," will require the most explanation as the College has not previously made detailed reference to its role in American history. Emphasize that Gettysburg College takes seriously its obligation to be a convener of and contributor to the intellectual discourse on the Civil War and the impact of the Gettysburg Address on our nation and the world. Also mention one of the most visible demonstrations of our history -- the annual First-Year Walk, with which many alumni may not be familiar.

Communicating with prospective students and their families
The building of the Gettysburg College brand is everyone's responsibility. Although the admissions staff is front and center in recruitment activities, each one of us has occasion to influence young people who are in the midst of their college search process. Whether it is a chance interaction with a family taking a campus tour or a conversation with a neighbor, what we communicate about the college influences prospective families and future members of our community.

• The College's performance statistics are of particular interest to today's college-bound families.
• Emphasize that Gettysburg has been ranked consistently in the top tier of the nation's liberal arts colleges.
• Mention the impressive placement of our students into top graduate schools and careers.

It is equally important to stress the emotional reasons to consider Gettysburg:

• Gettysburg College fosters intellectual development, physical strengthening, and personal growth.
• The College will appeal to students who exhibit drive and initiative.
• The student to faculty ratio of 11:1 means that students will be supported and get individual attention.
• Students are expected to make a positive difference as a member of this residential college community.
• Gettysburg College is globally-focused and connected to the world, as evidenced by study abroad programs, internships, and a diverse student body.
  

Communicating with external audiences
Gettysburg College maintains important relationships within the corporate, philanthropic, government, nonprofit, media, and educational sectors. It is vital to communicate clearly to these groups, since their engagement is essential to the College's ability to raise funds, garner publicity, place our graduates, hire new faculty and staff, and be a respected participant of the region, the country, and the world. To all these audiences, College communications must convey institutional accomplishment, capacity, and energy-all concepts central to our brand. For instance:

• To organizations or businesses that employ our students or graduates, convey that Gettysburg students are intellectually curious team players and effective communicators.
  To government representatives, emphasize the caliber of the College's graduates and their commitment to public service, and position the College as an important resource for the state and the nation.
• For philanthropic organizations and grant-bearing organizations, focus on the College's commitment to public service, the creativity and imagination of its academic program, and the strong values of its graduates.
• For all audiences, emphasize Gettysburg College's forward momentum, the scholarship of its faculty, and the readiness of its graduates to enter the mainstream of business and society and desire to make a positive and meaningful difference. The College has also been named for three straight years as a Best Place to Work in Pennsylvania -- the only college to make the list.

Communicating with current students
The students of Gettysburg College are part of a committed community of people who take their citizenship within their college seriously. Communications to students should reinforce the wisdom of their decision to be part of the Gettysburg experience, and help prepare them for lifelong stewardship of their future alma mater.

Stress the value of their affiliation with both alumni and the students of the future. Use alumni stories to encourage students to view their Gettysburg experience not just in the context of their four years as students, but in the broader and more complete context of a life-long relationship. Encourage a consciousness among students that they share their Gettysburg experience with all generations of Gettysburg alumni.

Remind students that the college they enjoy today -- from residence halls to the classrooms to their education itself -- is the great work of generations of dedicated and generous Gettysburgians.

The Gettysburg alumni network provides numerous tangible benefits, including networking referrals, career and continuing study opportunities, and life long friendships and rewarding professional associations. Communications with current students should make students aware of this network and its benefits, welcome them into it, and encourage their sense of responsibility to it.