WSU Extension

Extension Identity Program

Identity Toolkit - Copy Voice and Tone

Like the core brand, the WSU Extension voice is succinct, confident, professional, and outcome oriented. It employs clever or unexpected headlines or ideas to catch attention. To capture the personal approach that is part of the WSU Extension personality, copy is written in terms of the benefit to the targeted audience.

Communications frame the challenges that WSU Extension is addressing, describe the methodologies it is employing to address those challenges, and demonstrate the impacts resulting from the work.

Short “ad-like” vignettes accompany the primary imagery that weaves throughout top-level communications pieces. This ad-style copy will provide readers with quick access to the issues WSU Extension is addressing and the solutions it has devised. Copy also personalizes the world-class educators and innovators responsible for developing and carrying out the solutions.

Example:

1,400 miles of Washington coastline…

…6,230 days (and counting) spent preventing destructive forces on the marine environment.

…Hip-deep in protecting the endangered coastal ecosystem.

Don Meehan created Beach Watchers, an extensive community effort in which volunteers conduct education, training, research, clean-up, and maintenance of Puget Sound beaches. Among their tasks: rescuing orphan seal pups, recycling old tires, removing tons of creosote-soaked wood from the Sound, tracking juvenile salmon in the near-shore, detecting invasive species, and teaching shoreline owners about stewardship.

Adapted from Washington State University Extension—Brand Toolkit™© 2007 Educational Marketing Group, Inc. All right reserved. Printed in U.S.A.

Secondary content using h2 tag.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Heading using the h3 tag

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Publications & Printing, Cooper Publication 2 BA, PO Box 645912, WSU, Pullman WA 99164-5912, 509-335-2932, Contact: Gerald Steffen