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 Brand Strategy

Messaging

The messaging map organizes our key messages into a hierarchy that helps ensure that our communications are clear, consistent, and compelling. The messaging map informs what we talk about, while our voice is how we talk about it. 


 

What is an attribute?

The attributes and benefits are organized into a hierarchy that builds up to a core attribute and a core benefit. These are placed on a map to show the relationships between the core attribute, core benefit, and supporting proof points. The map provides the foundation for clear, consistent, and compelling brand messaging. 

What is a benefit?

A benefit is what students, faculty, staff, and others get. It’s the value of the attributes that we offer: the answer to the questions “so what?” or “why do we care?”  

What is attribute and benefit mapping?

core messageThe attributes and benefits are organized into a hierarchy that builds up to a core attribute and a core benefit. These are placed on a map to show the relationships between the core attribute, core benefit, and supporting proof points. The map provides the foundation for clear, consistent, and compelling brand messaging.

 

 

Messaging in Four Easy Steps

When crafting content using the messaging map, follow these four steps to make sure that your communication is clear, consistent, and compelling.

Make sure every communication:

  • Ties back to and supports our core message 
  • Includes at least one of our key messages 
  • Leads with benefits and is supported by attributes 

Writing With the Messaging Map

Get a step-by-step look at how the messaging map can be used to craft content.LEARN MORE

Is it an attribute? 
First, consult the messaging map to make sure that your topic aligns with our core message. Your topic may not be explicitly stated, but it should align with a supporting point or secondary message on the map.

What’s the benefit?
Once you’ve established that your topic is an attribute that we should be communicating, you need to decide the benefits to our audiences. (It’s important to note that benefits will vary based on the audience we’re communicating with.)

Determine your audience and priorities. 
Choose your audience, and then evaluate the benefits section of the messaging map with their needs in mind to determine the key benefits to your audience.

Craft your message. 
You may have found one benefit, or you may have found several. You’ll want to narrow your focus to the most important benefit— that’s what you need to get across in your headline. Any supporting benefits should act as talking points for additional copy, and should be complemented by the attributes of the program or initiative you are promoting.  

Writing With the Messaging Map

The following scenario walks you through the step-by-step process for using the messaging map to craft content.

What’s the scenario?

You want to promote the #STEMTalks initiative, a series of conversations with some of the foremost thought leaders in STEM fields today. You follow the four-step process for using the messaging map to craft your communication. 

Is it an attribute? 
First, you consult the messaging map to make sure that promoting #STEMTalks will support our core message. You consult the messaging map and establish: 

  1. #STEMTalks is an attribute, because it is something that Florida Poly offers. 
  2. Although #STEMTalks is not specifically listed on the messaging map, you find that it falls under the following support point: The open exchange of ideas, fostering interactivity and participation. 
  3. Therefore, the primary attribute that #STEMTalks supports is: a technology-rich think tank environment where transparency is encouraged. 
  4. Since #STEMTalks supports these key messages, you confirm that it supports our core message and is an initiative that we should promote to our key audiences.

CONSIDERATION If you cannot map a program, initiative, or event to an attribute on the messaging map, you should consider whether it aligns with our goals as a university, or if the messaging map needs to evolve to include it.

What’s the benefit? 
Now, you need to establish why #STEMTalks would matter to our key audiences. This is when you look to the benefits section of the messaging map 

Determine your audience and priorities.
Let’s use prospective students as an example. How does #STEMTalks act as a benefit to prospective students?You look to the benefits section of the messaging map and identify three reasons that a prospective student would care that Florida Poly offers #STEMTalks. 

  • A very narrow focus, where niche expertise is a catalyst for progress. 
    #STEMTalks explores the hot topics of STEM, giving students exposure to specific concentrations in STEM fields and how they are driving progress in their respective industries. 
  • Disrupting our world with ingenious, divergent thinking. 
    #STEMTalks brings the foremost thought leaders in their fields to campus, or online, to speak directly to our students. 
  • Business-minded acumen that highlights the practical application of STEM in our lives. 
    #STEMTalks gives examples of putting a STEM education into practice, inspiring students by the possibilities of a STEM career. 

Craft your message. 
You’ve established that #STEMTalks is an attribute worth promoting, and you’re armed with the benefits that make it a compelling message for our target prospective student audience. You think that the most important benefit is that #STEMTalks disrupts our world with ingenious, divergent thinking, so you craft a headline that speaks to this benefit using the Florida Poly brand voice (see pages 11–12 of this guide). When crafting your headline, you keep in mind our brand personality traits and the tone with which we speak.

 

Headline: 
Here, the greatest minds don’t just meet—they meld.Then, you use the other supporting benefits to craft your body copy, complementing these benefits with the attributes of the #STEMTalks initiative.

Body Copy: 
At Florida Poly, you’ll connect with some of the greatest minds in STEM through #STEMTalks. From hot topics like cybersecurity to autonomous vehicles, machine intelligence, and more, you’ll be exposed to the thinking that’s driving industries forward. Paired with the concentrated education you’ll receive at Florida Poly—who knows? You could be next.The copy you’ve crafted leads with the most important benefit, is supported by additional benefits and attributes, and ties back to our core message.