Our message is what we say. Our voice and tone are how we say it.
Whether communicating with Stanford alumni via email, web, print or video, our voice should always be a consistent expression of our brand. Our voice is like our alums: confident, independent, curious and trailblazing. It is intelligent, dynamic, authentic and unique. It is relaxed, conversational and friendly...in short, our voice is fresh.
So how do we achieve this "familiar, yet unexpected" fresh voice? Keep your audience in mind.
Always speak specifically to your audience. All alums are not the same. Choose tone and specific content details that reflect an understanding of who they are and what they want out of life. Every message should essentially reinforce the message “We get you.”
Students Twiddling your thumbs? Put time spent procrastinating to good use. Pick up your moving boxes and grad gear today.
Young Alums Mini Reunions. Because playing Frisbee golf online isn't quite the same.
Older Alums Take your family on a tour of the campus—as you remember it.