MARKETING TOOLBOX

AUDIENCE MESSAGES

While the brand platform articulates our universal values and provides us a way to focus our communications around a common ideal, not all target audiences share the same perceptions of the university. Our audience groups range from prospective students and parents to business leaders and legislators. Our audiences are internal and external, local and global.

The first step in effective communications is to know and understand the audience with which you are communicating. By thoroughly understanding our audience we are able to fully shape our message to meet their needs and be authentic. The following messages have been developed based on solid research with each of these audiences. Therefore, they are grounded in both current beliefs and future expectations, lending immediate credibility.

Our message strategy moves us from one in which we emphasized history and tradition to an integration of the past and present built on a new and contemporary image focused on leadership, cutting-edge thinking and practical problem solving. This strategy positions USC to continue its ascension as a tier one national public research university.




Faculty, Staff & Students

This audience wants real and authentic messages with illustrations that show the university's impact on the world.

  • USC is a vibrant, welcoming community where people genuinely care.
  • USC is committed to inspiring a better way of life on campus and within the communities we serve.
  • USC graduates have the skills that employers need. They are proven leaders, practical problem solvers and cutting-edge thinkers ready to excel in today's global economy.
  • USC prepares students to be state and national leaders through innovative programs focused on research, internships, global experiences and service to others.
  • Our faculty's successful research has led the Carnegie Foundation to name USC as one of 73 public tier-one research institutions.
  • USC is transforming our state and nation, building healthier, more educated communities through a strong emphasis on interdisciplinary research.
  • At USC we are devoted to civility and respect for all people.

Alumni

Alumni are very proud of their university and truly understand the value of being part of the "Gamecock Nation."

  • USC is building strong partnerships with South Carolina's business community.
  • USC graduates have the skills that employers need. They are proven leaders, practical problem solvers and cutting-edge thinkers ready to excel in today's global economy.
  • Through cutting-edge thinking and research, the University of South Carolina is discovering solutions to some of today's most challenging problems.
  • USC is transforming our state and nation, building healthier, more educated communities through a strong emphasis on interdisciplinary research.
  • USC graduates transform their success in the classroom to success in their fields of study, making a difference in the lives of each and everyone they touch.
  • USC is a vibrant, welcoming community where people genuinely care.
  • USC prepares students to be state and national leaders through innovative programs focused on research, internships, global experiences and service to others.
  • USC is committed to inspiring a better way of life on campus and within the communities we serve.

Prospective Students

In addition to the core messages, out-of-state student messages will highlight vibrant lifestyle, interesting destinations and welcoming communities.

  • USC graduates have the skills that employers need. They are proven leaders, practical problems solvers and cutting-edge thinkers ready to excel in today's global economy.
  • USC is a vibrant, welcoming community where people genuinely care.
  • USC is committed to building healthier more educated communities within the state of South Carolina and across the nation.
  • At USC we are devoted to civility and respect for all people.
  • Through cutting-edge thinking and research, the University of South Carolina is discovering solutions to some of today's most challenging problems.
  • USC is nationally recognized as a Tier one institution in academic excellence.
  • USC is transforming our state and nation, building healthier, more educated communities through a strong emphasis on interdisciplinary research.
  • USC offers pioneering leadership, first-year experience and integrated learning programs.
  • USC cultivates ambitious leaders who are ready to change the world.

Parents

Parents of current students have the most positive perspective on USC and are in a great position to carry our brand messages forward.

  • USC graduates have the skills that employers need. They are proven leaders, practical problems solvers and cutting-edge thinkers ready to excel in today's global economy.
  • USC is a vibrant, welcoming community where people genuinely care.
  • USC graduates transform their success in the classroom to success in their fields of study, making a difference in the lives of each and everyone they touch.
  • Through cutting-edge thinking and research, the University of South Carolina is discovering solutions to some of today's most challenging problems.
  • USC is committed to providing an accessible education to the citizens of South Carolina.
  • The University of South Carolina prepares students to be the next generation of leaders and innovators.
  • USC confronts critical issues to improve health and education and to enhance the economic vitality of communities across the street and around the world.

The Community

Community members have a high respect for the university and see it as a positive force.

  • The University of South Carolina is committed to building healthier more educated communities within the state of South Carolina and across the nation.
  • USC is a leading source of technological innovation and discovery in our state.
  • USC provides access to higher education throughout the state with eight dynamic campuses and a wide array of distance learning opportunities.
  • USC graduates have the skills that employers need. They are proven leaders, practical problem solvers and cutting-edge thinkers ready to excel in today's global economy.
  • USC has a powerful economic impact on the state of South Carolina. Our research and collaboration create thousands of jobs and contribute to building healthy and sustainable communities.
  • USC prepares students to be state and national leaders through innovative programs focused on research, internships, global experiences and service to others.
  • USC works in close partnership with South Carolina businesses.
  • USC serves our communities through hundreds of thousands of volunteer hours each year.
  • At USC we are devoted to civility and respect for all people.

Legislators

Messages to lawmakers should reflect USC's commitment to their constituents and local communities.

  • USC provides a ready workforce that contributes to South Carolina's knowledge-based economy.
  • USC graduates have the skills that employers need. They are proven leaders, practical problems solvers and cutting-edge thinkers ready to excel in our state.
  • USC provides access to higher education throughout the state with eight dynamic campuses and a wide array of distance learning opportunities.
  • USC is a leading source of technological innovation and discovery in our state.
  • USC works in close collaboration with South Carolina businesses, educational institutions and other key partners helping to create a better way of life for all South Carolinians.
  • USC has a powerful economic impact on the state of South Carolina. Our research and collaboration create thousands of jobs and contribute to building healthy and sustainable communities.
  • USC is accessible to bright, creative students.
  • USC is committed to the communities we serve through hundreds of thousands of volunteer hours each year.

Business Leaders

Messaging should show USC's dedication to collaboration, improving education at all levels and growing the state's knowledge-based economy.

  • USC works in close collaboration with South Carolina businesses, educational institutions and other key partners helping to create a better way of life for all South Carolinians.
  • USC is a leading source of technological innovation and discovery in our state.
  • Through cutting-edge thinking and research, the University of South Carolina is discovering solutions to some of today's most challenging problems.
  • USC provides a ready workforce for South Carolina's knowledge-based economy. USC graduates have the skills that employers need. They are proven leaders, practical problems solvers and cutting-edge thinkers ready to excel in our global economy.
  • USC is committed to building healthier more educated communities within the state of South Carolina and across the nation.
  • USC has a powerful economic impact on the state of South Carolina. Our research and collaboration create thousands of jobs and contribute to building healthy and sustainable communities.