VOICE AND TONE

MESSAGING

We have three key objectives for this messaging framework:

1. Raise awareness and perceived status of the University on a national scale

2. Increase perceptions of SBU as “comprehensive” while maintaining a leadership position in STEMM

3. Cultivate a sense of pride and community among students, faculty and staff and alumni/donors

THE CAMPAIGN

Dare to Be is a challenge to reach new heights. To be the change you want to see in the world, and be the person you know you are destined to be.

Stony Brook University gives you the momentum to make your mark on the future and realize your potential.

THE RATIONALE

Dare to Be serves as both a challenge and a call to action, positioning “Be” as the hero.

Dare to Be underscores the idea that SBU is a place where individuals can explore different paths and discover who they want to become.

Dare to Be uses language that reflects the bold, ambitious mindset of the University.

Dare to Be has the flexibility to communicate what students can aspire to, as well as celebrate what the institution has already achieved.

OVERARCHING MESSAGING FRAMEWORK

BRAND POSITIONING
For bright and aspirational minds, Stony Brook University is a place to discover your purpose. As New York’s flagship university, we strive to cultivate a supportive and open-minded environment of opportunity where people can explore interests, participate in a best-in-class academic experience, and feel like connected global citizens.

BRAND PLATFORM: DARE TO BE

THE CHALLENGES

Stony Brook’s reputation is well known at a regional level, but is more limited outside of NY

Stony Brook has a strong reputation in STEMM, but is not widely known for the quality of its academics in other areas of study

Stony Brook has historically struggled to create a consistent experience that generates a sense of pride and community among students and alumni

THE OPPORTUNITIES

Highlight the groundbreaking work SBU does to help solve the most pressing issues in our world

Continue to promote expertise in STEMM while educating about academic programs, organizations and other initiatives in other fields

Cultivate community around a shared passion that brings people together and makes them proud to be Stony Brook Seawolves

MESSAGING PILLARS

A socially-conscious institution with a global impact

A well-rounded offering of immersive opportunities

A community of passionate individuals who are driven to break the mold of the higher education experience

MESSAGING PILLAR 1: A socially-conscious institution with a global impact

VALUE PROPS AND EQUITIES	SUPPORTING PROOF POINTS (RTBs)
Offering a prestigious academic education to more people, driving social mobility in the U.S.	Competitive In-state tuition NY’s flagship university #2 among AAU institutions for share of students who receive Pell Grants
Home to research institutions and initiatives that are driving meaningful societal breakthroughs	Brookhaven National Lab Stony Brook University Hospital New York Climate Exchange Member of the Association of American Universities (AAU) comprising 71 leading research institutions in North America Turkana Basin Institute Birthplace of the science that led to the innovation of the MRI Neuroblox
Experiential and hands-on learning opportunities	Ranked #1 in the Forage 2023 Experiential Learning Awards On-campus internship opportunities including accounting, marketing, web-content and special events
Faculty who are leaders in their fields	Esther Takeuchi, chemistry professor has over 150 U.S. patents Recently named 2022 Fellow of the National Academy of Inventors, Yuanyuan Yang, professor in Computer Engineering has 7 U.S. patents and 2 foreign patents

MESSAGING PILLAR 2: A well-rounded offering of immersive opportunities

VALUE PROPS AND EQUITIES	SUPPORTING PROOF POINTS (RTBs)
Top-ranking academic programs in STEMM	Several top 10 graduate programs (incl. #3 in nuclear physics & clinical psych, #6 in geometry, #7 in online nursing education) #9 in online nursing
Well-established centers of excellence and areas of study across arts, business and humanities	Several colleges dedicated to non-STEMM programs (i.e., College of Business, School of Communications and Journalism) Humanities Institute provides opportunity for a student fellowship or to become part of the HISB Advisory Board
Distinguished alumni across fields who are driving a positive reputation for the University	Jon Oringer, CEO of Shutterstock Jim and Marilyn Simons, donors of historical gift
A young university with an innovative, research-driven culture	Research opportunities for many majors URECA program provides support to students engaged in faculty- mentored research and/or creative activities across disciplines
Situated on the coast of Long Island and accessible to NYC	Short train ride away from New York City Minutes from the Atlantic beaches

MESSAGING PILLAR 3: A community of passionate individuals who are driven to break the mold of the higher education experience

VALUE PROPS AND EQUITIES	SUPPORTING PROOF POINTS (RTBs)
A diverse variety of student-led organizations, interest clubs and events on campus	Over 350 student interest clubs Nearly 10,000 events, performances and activities throughout the year, including campus-wide Roth Regatta
A welcoming, open-minded environment that is passionate about creating opportunities for all students	Student health, wellness and prevention services Undergraduate college advising Ranked 56th for ethnic diversity among national universities
Opportunity to participate in outreach programs that enrich the local community and the broader world around us	Mentorship program at Floyd Academy Staller Center Arts & Education Outreach Program Global Certificate Program
18 varsity intercollegiate athletic programs that compete at the NCAA DI level	SBU Athletics received a record fundraising pledge of $7.3M for the fiscal year of 2023

TONE OF VOICE

The language we use when writing about Stony Brook shapes the way people feel about the University.
We should always convey the spirit of Stony Brook — bold, confident and energetic.

Use an upbeat, active and friendly tone when writing for prospective students or about campus lifestyle
and culture.

Use a more direct and academic tone when writing for peer educators, high school guidance counselors, donors and alumni, or about Stony Brook achievements.

Content