Copywriting Style

Student, Faculty & Alumni Stories: These first person testimonial stories deliver the University’s USPs in a conversational, contemplative and educated manner. Since the copy is written in an appropriate voice for both the subject and the target, some grammar rules may be broken for style because these stories need to sound real. However, they are also representing the University of Idaho, and therefore, they must be written intelligently and creatively.

The subject stories are not designed to be a biography of the person, but rather, how this person is a symbol of the University. They must always demonstrate how the subject is an example of living, learning and leading. Additionally, when possible, the story should be both reflective and prospective.

The Voice of Idaho: The first person voice of the University of Idaho will primarily be used in broadcast formats, brochures, and occasionally in the headlines of the print campaign. This style of writing is direct, bold, more institutional, and perhaps even slightly omnipotent in tone. Like the University itself, it is inclusive and comprehensive in substance, yet leaves some interpretation open for each individual’s personal experience and conclusions. This voice is extremely USP-centric, focusing on the past, present and future legacy of living, learning and leading at the University of Idaho. More specifically, the narrator is focused on key words and themes like innovation, discovery, creativity, progress and opportunity.

Informational/Promotional Text: This content is written in a straightforward and factual manner. It is the informational and/or promotional body copy, event information, statistical data or points of pride that will appear in brochures, publications, web site, direct mail, advertising, etc.

Call-to-Action Text: Learn more is a clear and concise call-to-action, and possesses a powerful dual meaning. Learn more should never be used as a headline, body copy or slogan. The primary function of all of the University’s branding efforts will be to drive web site traffic. In some instances, the call-to-action may drive traffic to an interior or splash page, shown accordingly: www.uidaho.edu/keyword. This URL should only feature a forward slash and one keyword, such as: www.uidaho.edu/jazz