Message Guidelines

The suggestions offered here provide advice on how to incorporate the Be remarkable message into your marketing and communications projects, including advertisements, print publications, web sites, and other vehicles. Like the guidelines for graphics, these suggestions aim to keep the campaign cohesive, credible, and recognizable.

Many of the projects you'll find in the campaign portfolio use the phrase "Remarkable (topic)" followed by the Be remarkable tagline. This emphasis on the word "remarkable" is an initial strategy to build recognition for the campaign.

You can still use this strategy to link your projects to the campaign. But to avoid repetition—for example, multiple units adopting the phrase "Remarkable students"—check with Scott Ketelsen, associate director of University Relations before doing so.

We encourage creative uses of this concept that are unique to your college, department, or program. For example, the College of Dentistry might use "Remarkable smiles" to tout strong clinical services and patient satisfaction. Or the Department of Physics and Astronomy may use "Remarkable stars" to cite both departmental achievements and noted faculty.

Don't plan to weave the campaign into your communications simply by inserting the word "remarkable" before references to outstanding people or programs, remarkable though they may be. We want to establish brand recongition for this campaign, but we understand that overuse can dilute the word's meaning and impact.

Examples of remarkable people and programs should speak for themselves. In profiling an extraordinary student, for example, show how he or she stands out and exemplifies the University's values, strengths, or key messages. It's not necessarily to literally describe the subject as "remarkable."

To provide focal points for the campaign and help communicators identify subjects for campaign-related communications, University Relations has drafted a series of key messages. The "What's Remarkable?" page of this site provides additional information on the campaign's messages and goals.