Goal 3: Coordinate the look, image, and key message points in all communications tools.

Goal 3 addresses the importance of consistency in message. It is vital that every communication channel carries the same coordinated message visually, verbally, and is appropriate to the targeted audience. The initial impression we give to our prospective customers is generally through university recruitment materials and admission counselors/recruiters. Those messages must be supported by the more specific university material desired by our prospects; i.e. college, department, housing, applications, and student life material.

If we are to develop a strong brand we must speak with one voice. That is not to say that colleges cannot develop individual personalities but those messages can be carried through specific photographs or design solutions.