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.
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.
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?”
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.
The messaging map is designed to create a hierarchy for our messages, but it’s not verbatim language that should be used with external audiences. Any time we are crafting copy, we should consult the messaging map to ensure alignment to our core message, to understand the types of messages we should include, and to establish the priority of the messages in our communications
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:
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.
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:
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.
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.
