We strive for consistency in message, voice, and tone throughout the oberlin.edu website, social media presence, and print materials. This consistency helps the external audience in particular know they are in the right place and that the information is coming from us as they navigate the site seeking to apply, donate, and get information about Oberlin.

A consistent voice builds rapport, trust, authenticity, and eventually, a relationship with the site visitor. People come to www.oberlin.edu for information, guidance, engagement, and perhaps even entertainment. Our web content should initiate a conversation, so our voice and tone will should help grow and maintain a relationship with site visitors over time.

Tips

1. Don’t condescend by oversimplifying, but avoid the easy shorthand solution of using jargon.
2. Writing should be readily understandable by and interesting to an intelligent general audience.
3. Use official names of people, buildings, and places for external audiences; shortened names for sites directed to those within the campus community:
   • King Building vs. King
   • Wilder Hall Student Union vs. Wilder
   • Mudd Center library vs. Mudd
   • Conservatory of Music, conservatory vs. the con
   • Cat in the Cream Coffeehouse vs. the Cat