About Audiences
UMass Amherst has many constituencies which constitute our various audiences.
Before beginning any project, identify the UMass Amherst audience(s). It will determine how the Look, Tone and Feel Guidelines will be used.
UMass Amherst Audiences
Alumni
Current students
Faculty
Families
Government (Governor, legislators)
Industry
Media
Prospective and current donors
Prospective students
The public
A Note about Style: Writing for UMass Amherst.
Be conversational. Write in an accessible and inviting style.
Use an active voice. Avoid the passive tense. Keep the copy tight: write as if you are charged for each word you use.
Motivate! Messages should be compelling and persuasive.
Write in a clear but friendly tone. Treat your audience as an equal. UMass Amherst is known for its surplus of acronyms: do not assume that the reader knows about the internal working of the campus. (Don’t assume they necessarily care either.)
Consider the demographics of your audience. Consider the purpose of the message. Writing for a prospective student, age 17, is not the same as writing for a potential donor, age 70.
Always write and design to reflect our highly valued identification as a global community.
