Marketing Communications Editorial Services is a copywriting and proofreading resource for the university. We follow conventions outlined in the Associated Press Stylebook, the Chicago Manual of Style, the Yahoo! Style Guide, and Merriam-Webster’s Collegiate Dictionary, with exceptions based on IPFW preferences.
We encourage faculty and staff writers to adhere to university style standards outlined in our Editorial Style Guide, a comprehensive resource for new and veteran writers that helps ensure consistent, cohesive messaging. The Editorial Style Guide can be downloaded from Marketing Communications’ website at ipfw.edu/style-guide.
There are many components to effective messaging, such as cohesiveness, efficiency, and adherence to university style standards—but it is also important to preserve the voice of your message. Voice affects the tone of your content and creates a richer experience for your audience.
During the 2012–13 academic year, Marketing Communications developed the “Dare to Imagine” campaign for IPFW Admissions. The positioning statement features an inspirational and aspirational voice to motivate prospective students to embrace their academic goals at IPFW—to dare to imagine what they otherwise might not have expected.
Key messages were identified from the positioning statement to emphasize certain components most critical to the audience, and from there, commercials for radio and television were developed. On the following page, you can see the initial positioning statement.
A solid understanding of the voice of your content will help reinforce your message from beginning to end.