Whether written or spoken, it’s vital to establish a consistent tone and language for all Harry S Truman College communications. A commitment to crafting a unique voice helps us engage and form deeper connections with our audiences. Remember, the Truman voice starts with the system-wide voice (confident and bold while personal and supportive). Read the system-wide voice guidelines as a starting point to crafting the Truman voice to ensure both consistency and that the full character and mission of the college is captured throughout messaging.

MESSAGING FRAMEWORK

Core story

Every City College’s messaging starts with the system-wide core story and key messages. We’ve developed a Truman-specific core story to illustrate how to build off that messaging in a unique way. These are meant to serve as inspiration but can also be used within the communications you’re creating. They’re meant to work at a broad, high level and can be tailored for your audiences.

Key messages

To demonstrate the Truman voice, we explored three key messages that are central to the brand: the two culture drivers and program offerings. You can use these messages as headlines, inspiration, or guideposts as you create Truman communications.

CORE STORY

Shaping the minds of future generations. It’s not just what we do for our students every day. It’s what many of them come here to do with their lives. But they come for other pursuits, too, like our one-of-a-kind cosmetology program. Representing backgrounds and perspectives from all over the world — no matter what brings them here, our eclectic, spirited, hands-on learning environment empowers them to dial up their future and the impact they make on the community around them. Welcome to Harry S Truman College. One of seven City Colleges of Chicago.

KEY MESSAGES

Open-arms, cometogether community

Connection creates culture. Culture creates changemakers.
Every voice is powerful.
Welcome to “We got you.”
Going to college can feel like you’re stepping out on your own.
But here, you’re never alone.
We come from all over.
We come here to go all in.
Diversity drives us to think bigger, go further, be better.

Inspiring grit

We put everything we have INTO
Little things
Big things
Everything
Brick by brick.
If that’s where you want to be tomorrow, what will you do today?
Never back down.
Always go the distance.
We’ll help you get there.

Programs

Education to help shape a generation.
That’s what you’ll find here.
We teach. We support. We empower.
So you can do the same.
What you’ll find in here.
CONFIDENCE
What you’ll give out there.
Master the human and business sides of beauty

VOICE BASICS

The Truman voice

Every City College brand voice starts with the system-wide voice: disruptive, unconventional, and bold plus personal, warm, and supportive. The Truman voice adds to that with an amped-up, youthful style. Utilize the following strategies when creating communications to consistently capture the Truman voice.

Turn it up to 11

The Truman voice goes big — in what it says and also how it says it. Look for ways to amp up the energy in the messaging you create.

Examples:

• We turn sparks into fire.
  What you’ll gain in here.
  CONFIDENCE
  What you’ll give out there.

Dial up the diversity

Truman has the most diverse student body of all City Colleges. When crafting messaging, look for different ways to connect with students’ interests, passions, and personalities through a wide range of styles.

Examples:

• Welcome to “we got you.”
• Fresh cut is your middle name.
  Check out our cosmetology
  programs and get started.

Tie the system together

In order to demonstrate the connection between Truman and the system, the other colleges, and satellite campuses, it’s important to find ways to tie them
together in messaging. When space allows, connect Truman back to the system. Here are a few ways this can be done through headlines, subheads, or sign-offs.

Examples:

• Truman College. One of seven City Colleges of Chicago.
• [Listing all seven college names within a messaging tactic]

Truman College vs. Harry S Truman College

While Harry S Truman is our full name, it’s OK to use just “Truman” in external communications (when our full name is not required). This allows us to have a more
conversational tone.

Examples:

• Welcome to Harry S Truman College.
• Every voice is powerful. Find yours at Truman.
• Step into Truman College next semester.

SAMPLE MESSAGING

FROM THIS:

Guide the next generation.
Teachers play crucial roles in the lives of their students. Start your journey to becoming one at Truman College. We offer 26 undergraduate programs. Which one will you choose?

TO THIS:

Become the teacher you looked up to.
Being there when students need help. Showing every student what they’re capable of. Giving all of them the resources they need to thrive. That’s what we do in all our undergraduate education programs — so you can do the same.