Messaging Guidelines

Voice and Tone

Each story we tell should have both a clear purpose and an authentic tone that feels distinctively like Chico State. A helpful first step for any communicator is to commit the personality words to memory, as a reference. Then, use the following writing tips as a stylistic gauge.

Referring to the Institution

Use "California State University, Chico" in first references. "Chico State" may be used on the second and subsequent reference, and "the University" may also be used interchangeably for either.

Do not use "CSU, Chico"; "CSUC", "Chico State University", or other variations.

Writing Tips

1. Know Your Audience
The Chico State identity will be communicated to lots of different audiences, with different needs. Before you start writing, know who it is you’re aiming to connect with.

2. Be Clear and Concise
The most effective messages are uncomplicated. Rather than getting hung up on academic language or marketing jargon, write clearly and keep communications short and simple whenever possible.

3. Make It All About “You”
Use the second-person “you” or “your” to engage and motivate the reader. While everything you write will feel like it’s about us, in reality, it’s about them.

4. Say One Thing Well
Every social media post, pamphlet, headline, or blurb should have one distinct message. Get to the point and refrain from sending mixed messages, so that your audience knows how to act on the information you’re giving them.

5. Focus on the Doing
We pride ourselves on giving our students the confidence and purposefulness to take steps today towards a tomorrow of their own making. Keep this in mind when sharing stories and examples—what are our students, faculty, and staff doing, and how are they making an impact? Make the students the hero of the sentence or blurb, not the University or program.

6. Provide a Benefit
What’s in it for the reader? If you can’t answer this question, it’s time to pause and reconsider the piece.

7. Back It Up
Our storytelling should feature relevant points of pride, statistics, testimonials, and emotion—but use them to support our messaging, not as a substitute for it.

8. Give the Reader Something To Do
Always provide a single, clear call to action.

9. Be Human
Our students, faculty, and alumni are the best examples of the work we’re doing. Highlight their stories, their wins, and the challenges they face as part of the fabric of the Chico State story.

10. Be Relatable
The level of humor in our messaging will vary depending on the message, audience, and medium (e.g., social media vs. print pieces); but where appropriate, don’t be afraid to have fun and be relatable. After all, some experiences (like stress before exams, or mixed emotions at Commencement) are universal.