Overview
A strategic messaging framework was created to identify and outline the university’s priority messages. These strategic messages help us tell the comprehensive story of the university.
| Strategic Message | Messaging Value Proposition | Core Message | Proof Points | |
|---|---|---|---|---|
| Research / Innovation | Through research and innovation, we are determined to promote stronger communities, healthier lifestyles and a more secure future. | Our research and innovation breakthroughs change lives. |
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| Academic Excellence | The University of Georgia is reaching even higher national rankings because of our academic programs and research. Our commitment to excellence makes us one of the best public universities in the nation. | We provide exceptional academic opportunities. |
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Portal |
| Economic Vitality / Public Service | The University of Georgia is committed to a strong economy, successful businesses, workforce development and robust communities. | We improve lives across Georgia and beyond through our service and support. |
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Portal |
| Value / Experience | We consistently rank as one of the nation’s very best public universities on measures of educational quality, value, and affordability because of the opportunities we provide to students both inside and outside the classroom. | Our valuable educational experiences prepare our graduates for extraordinary lives and careers. |
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Portal |
| Leadership / Vision | More than two centuries ago, the University of Georgia was founded on the revolutionary idea of public higher education in America – establishing an enduring legacy of transformative leadership. | Our visionary leaders inspire our state, our nation and the world. |
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Portal |
Research and Innovation
Objectives
- Strengthen awareness of University of Georgia research and its local, national, and global impact.
- Gain appropriate credit and recognition for the university’s role in addressing global challenges, leading us toward a world with healthier people, a more secure future and stronger communities.
- Generate a coherent messaging platform to express the University of Georgia’s research enterprise in a clear and understandable manner.
- Develop and execute communication elements, based on the messaging platform, to the core audience segments through a variety of targeted media.
Key Pillar Messaging
The messaging derives from and reinforces the University of Georgia master brand positioning.
Core Message
The University of Georgia inspires those who will lead, discover and serve because together we are on a relentless pursuit to improve the world.
Proof Points
- Research that is centered on our impact on humanity
- Competitively funded federal research
- Faculty membership in national academies and other awards
- Innovation District programs and initiatives
- Diverse and inclusive research and innovation opportunities
Audiences
- Donors and alumni
- Members of the AAU and prospective faculty and researchers
- National science and research foundations and academies
- Civic leaders
Voice
Messaging Tone
Personality attributes set the tone for how the Research and Innovation message is communicated and reflect how we want our audiences to think and feel about the story as a whole. These six traits drive the voice and image for all communications.
Voice Characteristics
Inspired by elements of the brand personality, voice characteristics define how the brand sounds.
Primary Characteristics
- Driven
We are dedicated and deeply invested in our mission. We are driven to succeed and focused on finding solutions. - Inspiring
We are forward-thinking, always innovating and hopeful for tomorrow.
Other Characteristics
- Bright/Smart
We are leaders and world-class researchers. Our ideas change lives. - Confident
We are equipped, optimistic and ready to take on the future. - Sincere
We are all heart at UGA. Our love for students, the state of Georgia and the people of the world make anything possible. - World-Class
We place a high value on excellence and leading in every arena, setting the bar for others who look to UGA as the gold standard.
Messaging Narrative
This is the core of the Research and Innovation messaging. The ideas within this narrative guide our voice, inform the words we use, and inspire communications that resonate with all our audiences. The narrative can help us elevate our strengths and identify what our audiences can expect from us. At its core, the messaging narrative articulates the basis of an ownable, unique identity for the Research and Innovation messaging.
From combating infectious disease and creating a dependable food supply to strengthening cyber and global security, the University of Georgia is committed to resolving the world’s greatest challenges in pursuit of a better tomorrow.
Our focus on human-centered research sets us apart, and our ground-breaking achievements have earned us a spot as one of the nation’s top universities for technology commercialization, with more than 1,200 products to date derived from university research.
We are committed to improving the state of the world through comprehensive research that ensures a better quality of life for all.
Our research changes lives.
Messaging Headlines and Copy
Powerful headlines can do considerable work in carrying out our messaging and personality. Bold and interesting headlines compel our audiences to read further and listen to what we have to say. Use them to command attention and make a strong statement.
These are meant to be thought starters for communicators, so feel free to mix things up, with these frameworks as your guide.
Samples
Pairing strong headlines with compelling body copy is the most effective way we can convey our message and personality. Here are some examples that show how to effectively and powerfully communicate statistics, information and results from the Research and Innovation pillar.
Endless possibilities for a/ the _______ (better world, more secure future, growth of your family).
Endless possibilities for the growth of your family.
Raising a family is a tough, full-time job. But our research on child development, maintaining healthy relationships, and much more is making it a little easier. University of Georgia experts are committed to enriching our communities.
Leading _______ for _______ (global security/ a safer community, innovation/ a more secure future, human-centered research for a healthier world).
Leading innovation for a more secure future.
Drones aren’t just popular toys anymore. University of Georgia researchers are using the technology to gather data to analyze the growth patterns and the health and stress tolerance of crops. This innovative approach will help us fast-track research to help increase the world’s food supply.
_______ (Research, Discoveries, Innovation) that change(s) lives.
Research that changes lives.
UGA researchers spend every day tackling the biggest challenges in our society, from world hunger to global security issues to epidemics. Our mission is to use our research to create a better quality of life across the board and instill a more secure future for everyone.
Academic Excellence
Objectives
Establish a national reputation for the University of Georgia as one of America’s top universities.
Increase visibility of the commitment to academic excellence at the University of Georgia and our focus on excellence.
Gain appropriate credit and recognition for the university’s role in preparing leaders and providing opportunities.
Key Pillar Messaging
The messaging derives from and reinforces the University of Georgia master brand positioning.
Core Message
The University of Georgia is reaching even higher national rankings because of our academic programs and research. Our commitment to excellence makes us one of the best public universities in the nation.
Proof Points
Academic Achievements
- Best college rankings
- Upward trajectory of incoming class profile
- National and international student academic awards
Research
- Center for Undergraduate Research Opportunities (CURO) offers faculty-led research for all majors.
- Faculty memberships in national academies
Programs
- One of the largest universities to offer experiential learning opportunities for all undergraduate students.
- Double Dawgs program
- A leader among peers in active learning instruction
Audiences
- Academic Colleagues
- Members of Association of American Universities
- Peer Institutions
- Comparator Institutions
- Leaders of National Universities
- Presidents, Chancellors, Provosts, Directors of Admissions
- Prospective Students and their Parents
- General Public
- Civic Thought Leaders
Voice
Messaging Tone
Our message includes so much more than what we say; it is also how we say it. Through the words we choose and how we choose to employ them, we can maintain a consistent voice and contextually relevant tone to craft a story that feels personal and real.
Voice Characteristics
Inspired by elements of the brand personality, voice characteristics define how the brand sounds.
Primary Characteristics
- Driven
We are dedicated and deeply invested in our mission. We are driven to succeed and focused on finding solutions. - Bright/ Smart
We are leaders and world-class researchers. Our ideas change lives.
Other Characteristics
- Confident
We are equipped, optimistic and ready to take on the future. - Sincere
We are all heart at UGA. Our love for students, the state of Georgia and the people of the world make anything possible. - Inspiring
We are forward-thinking, always innovating and hopeful for tomorrow. - World-Class
We place a high value on excellence and leading in every arena, setting the bar for others who look to UGA as the gold standard.
Messaging Narrative
This is the core of the Academic Excellence messaging. The ideas within this narrative guide our voice, inform the words we use, and inspire communications that resonate with all our audiences. The narrative can help us elevate our strengths and identify what our audiences can expect from us. At its core, the messaging narrative articulates the basis of an ownable, unique identity for the Academic Excellence messaging.
The University of Georgia consistently ranks as one of the best public universities in the country. Our students are creative, passionate, and committed to creating a better world. They are working to become the next generation of entrepreneurs, researchers, and community leaders.
The University of Georgia is an academic powerhouse inspiring those who will lead, serve, and discover. Due to our small class sizes, student-centered teaching, and emphasis on experiential learning, our students are some of the most academically qualified graduates in the country.
Students at the University of Georgia succeed at the highest levels. From the classroom to the boardroom, they are equipped to excel.
Messaging Headlines and Copy
Powerful headlines can do considerable work in carrying out our messaging and personality. Bold and interesting headlines compel our audiences to read further and listen to what we have to say. Use them to command attention and make a strong statement.
These are meant to be thought starters for communicators, so feel free to mix things up, with these frameworks as your guide.
Samples
Pairing strong headlines with compelling body copy is the most effective way we can convey our message and personality. Here are some examples that show how to effectively and powerfully communicate statistics, information and results from the Academic Excellence pillar.
Delivering _______ (opportunity, challenges, prestige). Delivering excellence.
Delivering opportunities. Delivering excellence.
At UGA, we learn differently. Every student gains the opportunity to gain professional and personal development outside of the classroom through experiential learning. When UGA gives students experiences in a hands-on, real-life environment, they not only learn more about the subject—they learn more about themselves.
A(n) _______ (academic, engineering, research) powerhouse.
A powerhouse in _______ (academics, service-learning, higher education).
An academic powerhouse.
Top students and faculty are committed to the University of Georgia. The Rhodes Scholarship is one of the world’s most esteemed awards. And UGA has developed more Rhodes Scholars in the past 30 years than all but two other public universities.
A community that builds _______ (world-class researchers, leaders, entrepreneurs).
A community that builds world-class researchers.
We believe that innovation and excellence thrive in a community that puts a combination of academic excellence and public service at the forefront of their endeavors. Because of that, our faculty are consistently ranked as members of national academies and noted for contributing to major scientific improvements.
Economic Vitality and Public Service
Objectives
Strengthen awareness of the University of Georgia’s vast resources and programs to stimulate economic development in the state of Georgia and beyond.
Increase visibility of the economic contributions and impact of the university with the public, the media and government.
Gain appropriate credit and recognition for the university’s role in stimulating economic activity compared with other institutions in the region.
Simplify the many program offerings to communicate the messages and stories that are most compelling, meaningful and relevant to the target audience.
- Position the University of Georgia as a state and national economic leader in key areas including research, innovation, and community impact.
Key Pillar Messaging
The messaging derives from and reinforces the University of Georgia master brand positioning.
Core Message
The University of Georgia’s commitment to creative innovation generates economic prosperity and business growth throughout the state of Georgia and beyond.
Proof Points
- More than $8B annual economic impact on the state of Georgia
- Statewide resource for supporting underserved Georgian communities and rural communities
- Developing new technologies and resources in agricultural industry
- Nationally ranked for number of commercial products introduced to market and active licenses
- Industry partnerships across the state, nation, and world
- Educating Georgia’s workforce
- Community leadership development through the Carl Vinson Institute for Government and the J.W. Fanning Institute for Leadership Development
- Business growth and formation through the Small Business Development Center, UGA Startup Program, and other Innovation District facilities
Audiences
- Georgia business leaders (C-level executives and decision-makers)
- Georgia corporate connections, donors and university partners in industry
- Georgia civic leaders and influencers
Voice
Messaging Tone
Our message includes so much more than what we say; it is also how we say it. Through the words we choose and how we choose to employ them, we can maintain a consistent voice and contextually relevant tone to craft a story that feels personal and real.
Voice Characteristics
Inspired by elements of the brand personality, voice characteristics define how the brand sounds.
Primary Characteristics
- Inspiring
We are forward-thinking, always innovating and hopeful for tomorrow. - Sincere
We are all heart at UGA. Our love for students, the state of Georgia, and the people of the world make anything possible.
Other Characteristics
- Driven
We are dedicated and deeply invested in our mission. We are driven to succeed and focused on finding solutions. - Bright/Smart
We are leaders and world-class researchers. Our ideas change lives. - Confident
We are equipped, optimistic and ready to take on the future. - World-Class
We place a high value on excellence and leading in every arena, setting the bar for others who look to UGA as the gold standard.
Messaging Narrative
This is the core of the Economic Vitality and Public Service messaging. The ideas within this narrative guide our voice, inform the words we use, and inspire communications that resonate with all our audiences. The narrative can help us elevate our strengths and identify what our audiences can expect from us. At its core, the messaging narrative articulates the basis of an ownable, unique identity for the Economic Vitality and Public Service messaging.
Impact is more than just a word—it’s an action, an effect, and, at the University of Georgia, it can be seen in everything we do. It’s the work that makes economies grow, the momentum that makes industries thrive, the ideas that make entrepreneurs innovate, and the people who make communities prosper. And for the millions of people we serve, across all 159 Georgia counties and in countless global locations, what helps to make our economy stronger begins with the impact of research, collaboration and action.
The world may not always see the work that we do. But through the inspired alumni we send out into the world, the companies our discoveries help launch and the jobs we help create, the world can feel the University of Georgia’s impact every day.
A stronger Georgia and a better world. That’s our impact.
Impact through innovation.
Impact through collaboration.
Messaging Headlines and Copy
Powerful headlines can do considerable work in carrying out our messaging and personality. Bold and interesting headlines compel our audiences to read further and listen to what we have to say. Use them to command attention and make a strong statement.
These are meant to be thought starters for communicators, so feel free to mix things up, with these frameworks as your guide.
Samples
Pairing strong headlines with compelling body copy is the most effective way we can convey our message and personality. Here are some examples that show how to effectively and powerfully communicate statistics, information and results from the Economic Vitality and Public Service pillar.
Impact through ______ (collaboration, research, innovation).
Impact through collaboration.
The Archway Partnership connects Georgia communities with higher education resources to address critical needs and opportunities. Our students and faculty team up with local leaders to host workshops, lead community restoration projects, and supply necessary technology to Georgia counties.
Serving ______ through ______. (the state/ public service, Athens/ innovation, small business/ education).
Serving the state through public service.
The University of Georgia promotes economic vitality, civic engagement and community health statewide. This commitment has generated over $8 billion annual impact on the state’s economy — and we’re just getting started.
Value and Experience
Objectives
Strengthen awareness of the University of Georgia’s vast resources and programs that support return on investment, student support and post-graduation success.
- Increase visibility of the commitment to experiential learning and our focus on affordability.
Gain appropriate credit and recognition for the university’s role in preparing leaders and providing opportunities.
Establish value and opportunity as core differentiating factors for UGA among target audiences.
Encourage access to and use of the university’s relevant resources and programs.
Key Pillar Messaging
The messaging derives from and reinforces the University of Georgia master brand positioning.
Core Message
Our valuable educational experiences prepare our graduates for extraordinary lives and careers.
Proof Points
Academics
- Top Public University according to U.S. News and World Report
- Experiential Learning opportunities for each undergraduate
- Small-Class Initiatives means more faculty to give one-on-one instruction similar to a private institution
- A university-wide emphasis on Active Learning keeps students engaged in coursework
Career Preparation
- High placement rates after graduation
- Exploratory Center helps students commit to majors
- Vast alumni network
Student Life
- 800+ student organizations
- Athens has been ranked as a top college town on multiple national lists
Financial Benefit
- HOPE Scholarship for in-state students
- Double Dawgs program
- Multiple fellowships and scholarships offered across campus
- More than 1,000 Georgia Commitment Scholarships
Audiences
- Current and prospective students and their families
- Civic thought leaders
- Business community
Voice
Messaging Tone
Our message includes so much more than what we say; it is also how we say it. Through the words we choose and how we choose to employ them, we can maintain a consistent voice and contextually relevant tone to craft a story that feels personal and real.
Voice Characteristics
Inspired by elements of the brand personality, voice characteristics define how the brand sounds.
Primary Characteristics
- Driven
We are dedicated and deeply invested in our mission. We are driven to succeed and focused on finding solutions. - Sincere
We are all heart at UGA. Our love for students, the state of Georgia and the people of the world make anything possible.
Other Characteristics
- Bright/Smart
We are leaders and world-class researchers. Our ideas change lives. - Confident
We are equipped, optimistic and ready to take on the future. - Inspiring
We are forward-thinking, always innovating and hopeful for tomorrow. - World-Class
We place a high value on excellence and leading in every arena, setting the bar for others who look to UGA as the gold standard.
Messaging Narrative
This is the core of the Value and Experience messaging. The ideas within this narrative guide our voice, inform the words we use, and inspire communications that resonate with all our audiences. The narrative can help us elevate our strengths and identify what our audiences can expect from us. At its core, the messaging narrative articulates the basis of an ownable, unique identity for the Value and Experience messaging.
As the University of Georgia, we provide opportunities that change lives and launch careers.
Our innovative learning environment ensures student success both in the classroom and the real world.
From our Double Dawgs program, which fast-tracks students to degree completion, to our Exploratory Center, which guides them through academic and career planning, UGA is offering the best possible route to professional excellence.
Our focus on experiential learning also sets us apart as we are one of the largest public institutions to offer hands-on learning opportunities, such as internships, research experiences, and study abroad, to 100% of our students.
Students who graduate from the University of Georgia are well-versed in putting academics into action, ensuring a smoother path to graduation and a successful transition into the workforce.
Messaging Headlines and Copy
Powerful headlines can do considerable work in carrying out our messaging and personality. Bold and interesting headlines compel our audiences to read further and listen to what we have to say. Use them to command attention and make a strong statement.
These are meant to be thought starters for communicators, so feel free to mix things up, with these frameworks as your guide.
Samples
Pairing strong headlines with compelling body copy is the most effective way we can convey our message and personality. Here are some examples that show how to effectively and powerfully communication statistics, information and results from the Value and Experience pillar.
Empowering _______ (a versatile workforce, the future of Georgia, students to succeed in the real world).
Empowering students to succeed in the real world.
A University of Georgia investment has an outstanding return, with students turning classroom and hands-on learning experiences into promising careers. Experts agree: UGA is one of the top “best value” public universities in the country, according to Princeton Review and U.S. News and World Report.
Opportunities that _______ (change lives, serve Georgia, launch careers).
Opportunities that launch careers.
The University of Georgia is one of the largest universities to require experiential learning opportunities for all undergraduate students. That’s because we invest as much in our students as we want them to put out in the world. Our students extend their learning beyond the classroom through real-world professional experiences, research fellowships, study abroad programs and more.
Transforming _______ into _______ (learners/ leaders, initiative/ opportunities, students/ community).
Transforming learners into leaders.
Starting ahead means staying ahead when it comes to degree completion and a professional career. 95% of UGA students are employed or enrolled in graduate school within six months of graduation. Our hands-on learning methods, new academic advising initiatives and networking opportunities are just a few of the resources that advance our students early into their bright futures.
Leadership and Vision
Objectives
- Celebrate the impact our innovative thinking has made across the country, throughout history and into the future.
- Showcase the visionary leaders who made groundbreaking contributions to the university, the state and the world.
- Build pride internally and gain support externally for UGA as the birthplace of public higher education in America.
- Strengthen awareness of the University of Georgia’s reputation as a leader since 1785.
Key Pillar Messaging
The messaging derives from and reinforces the University of Georgia master brand positioning.
Core Message
More than two centuries ago, the University of Georgia was founded on the revolutionary idea of public higher education in America–establishing an enduring legacy of transformative leadership.
Proof Points
- The University of Georgia has the first state charter for a public university in the U.S. No previous models existed. So, UGA is a leader in public higher education.
- UGA is the home of the Peabody Awards, which honors excellence in visionary storytelling.
- From the Bulldog 100 to the Entrepreneurship Certificate program, our students and alumni are the business leaders of today and the future.
Audiences
- UGA Family
- Students and their families
- Faculty
- Staff
- Administration
- Extended Family of UGA
- Donors
- Alumni
- Georgia residents
- Civic leaders
Voice
Messaging Tone
Our message includes so much more than what we say; it is also how we say it. Through the words we choose and how we choose to employ them, we can maintain a consistent voice and contextually relevant tone to craft a story that feels personal and real.
Voice Characteristics
Inspired by elements of the brand personality, voice characteristics define how the brand sounds.
Primary Characteristics
- Inspiring
We are forward-thinking, always innovating and hopeful for tomorrow. - World-Class
We place a high value on excellence and leading in every arena, setting the bar for others who look to UGA as the gold standard.
Other Characteristics
- Driven
We are dedicated and deeply invested in our mission. We are driven to succeed and focused on finding solutions. - Bright/Smart
We are leaders and world-class researchers. Our ideas change lives. - Confident
We are equipped, optimistic and ready to take on the future. - Sincere
We are all heart at UGA. Our love for students, the state of Georgia and the people of the world make anything possible.
Messaging Narrative
This is the core of the Leadership and Vision messaging. The ideas within this narrative guide our voice, inform the words we use, and inspire communications that resonate with all our audiences. The narrative can help us elevate our strengths and identify what our audiences can expect from us. At its core, the messaging narrative articulates the basis of an ownable, unique identity for the Leadership and Vision messaging.
The University of Georgia was founded on the transformative idea that public higher education is the key to improving lives and shaping societies.
As the birthplace of public higher education in America, the University of Georgia has inspired entrepreneurs, researchers, and informed citizens across the world for nearly 250 years with our simple mission: “To teach, to serve, and to inquire into the nature of things.”
Through our relentless pursuit for positive change, we are inspiring students to become effective leaders in their communities.
We commit to teaching the next generation of groundbreakers to address critical challenges.
We commit to leading intellectual, economic, and cultural growth in our communities.
We commit to serving Georgia, the nation, and the world.
Messaging Headlines and Copy
Powerful headlines can do considerable work in carrying out our messaging and personality. Bold and interesting headlines compel our audiences to read further and listen to what we have to say. Use them to command attention and make a strong statement.
These are meant to be thought starters for communicators, so feel free to mix things up, with these frameworks as your guide.
Samples
Pairing strong headlines with compelling body copy is the most effective way we can convey our message and personality. Here are some examples that show how to effectively and powerfully communicate statistics, information and results from the Leadership and Vision pillar.
The future of ______ (world-class research, Georgia leadership, innovation).
The future of world-class research.
Through our academic programs and initiatives, UGA students enter the world with the knowledge and experience to change it. They are the next generation of leaders, visionaries, and entrepreneurs in Georgia and across the globe.
Leadership that ______ (makes history, changes lives, builds communities).
Leadership that makes history.
As the first public university founded on a state charter in the U.S., we instill that same drive and innovative spirit in our students and faculty. UGA graduates have proven to be some of the most innovative and visionary leaders across history—and we’re not done yet.
______ (developing leaders, serving our community, pushing boundaries) at the birthplace of public higher education.
Serving our community at the birthplace of public higher education in America.
UGA students are on a life-long journey to better understand and address the social issues facing our campus, community, and state. Through entrepreneurship, community service, and innovative research, our students are gaining the skills and opportunities to make positive changes for the future of our communities.
A relentless pursuit to ______ (inspire the next generation, serve the state of Georgia, create community leaders).
A relentless pursuit to inspire the next generation of leaders.
Chartered by the state of Georgia in 1785, the University of Georgia is the birthplace of public higher education in America. What began as a commitment to inspire the next generation is growing stronger every day through global research, hands-on learning, and a deep dedication to serving the people of Georgia and beyond.