Crafting a Message

What do we say and why does it matter?

Messaging is important to telling our story, and it illustrates what we offer and why it matters. Our story is always focused on our core value proposition, sometimes called a brand promise.

Our Core Value Proposition:

The University of Baltimore forges engaged citizens of a modern society who are equipped with the knowledge and fortitude to create their own future.

What Does It Mean?

We believe that education is an engine that drives social progress, upward mobility and a thriving economy. So we equip learners with the knowledge and fortitude necessary for a successful next step, in whichever direction that step may be.

Our Three Pillars of Support

The following statements act as a frame of reference for how we think about each brand pillar. These themes tie directly to the mission of our University, helping us capture the purpose behind our message.

Non-Traditional University

We believe that ambition, hard work and resilience are the truest indicators of success.

So we create a different kind of experience—one that welcomes anyone committed to a college education. And we make it possible for them to achieve success in their lives, every day.

Urban Location

We believe that the best way to prepare for the demands of the modern workforce is to fully immerse yourself in it.

So we’re seamlessly integrated into the city and plugged into its cultural undercurrents.

Access to Transformation

We believe that the greatest sense of accomplishment is found in confronting challenges to arrive fully at one’s highest potential.

So we take opportunity out into the community, to pave avenues for others to max out their talents and achieve their every goal.

Message Map

The message map prioritizes the most important messages for telling our story, and it illustrates the relationship between attributes and benefits. Our story always connects to the center of the map—our core value proposition. Based on the needs of the target audience and the specific message we want to deliver, we can determine an appropriate secondary message and proof points.

expand full-detail message map to full size

Building Our Story
The messaging map provides the foundation for brand messages that are clear, consistent and compelling. Our message map is built from the three key message themes that support our core value proposition. Our secondary messages create a point of view for our story, and specific support points prove our message true in very real and specific ways.

Attributes
Our secondary messages, or attributes, are what we offer to our audiences. They create a point of view for our story. Attributes include things like programs, facilities, culture and experiences.

Benefits
A benefit is what our audiences get. It’s the specific support points that prove the value of the attributes we offer and why they matter in very real and specific ways.