Language
Language is a powerful tool in communicating the SUNY Cortland message, particularly in our print and online communications.
By consistently incorporating messages that support the College’s initiatives and brand attributes, we reinforce to our audiences what we are doing and how they will benefit from a SUNY Cortland education and experience.
The tone or “voice” of the copy of all marketing materials — particularly big pieces like the Web site, the Viewbook, alumni and advancement materials — should be consistent.
The tone can be serious, contemplative and inspirational so that the reader is encouraged to reflect on his or her life while considering how SUNY Cortland will change and enhance it.