Always remember who the audience is.

The UWF community. Donors. Alumni. The media. Community and businessleaders. The Pensacola community. The Northwest Florida public. Peer institutions. Even the state legislature.

We are reaching out to a lot of people. The goal: Capture their hearts and minds.

No matter whom you’re talking to, it’s essential for UWF to present a unified brand and consistent voice. Naturally, that voice is nuanced and can adjust. The formality of the tone shifts based on the audience. For instance, how you reach out to your internal audience (faculty, staff and students) can take a less formal/more playful tone than how you reach out to a potential corporate donor. That said, there should be a common spirit and consistent message that connect all of the University’s communications.

When we speak with one voice, our brand will grow stronger.

Sea Change vs Splash

Example of informal tone:

We’ve come a long way in the last 50 years, but we’re far from over the hill. In fact, we’re on top. It’s time to c-e-l-e-b-r-a-t-e all we’ve accomplished in the past – and all that’s to come in the future!

Make some waves. Because change is good. Here at the University of West Florida, we see a bright future for Pensacola. That’s why we’re leading the way forward – with community partnerships, creative programs and innovative research. Surf’s up!

Example of formal tone:

At the University of West Florida, we see change and rush toward it. From clean water to better medical care for the people of Northwest Florida, UWF is determined to lead the charge and the change.

Change. Adaptability. Radical transformation. We don’t know exactly what the future holds, but that’s fine by us. Because we see change as inspirational: a source of ideas and insights, startups and breakthroughs, innovation and collaboration. Whatever comes next, our ideas will lead the way.