Brand Voice & Messaging

Example One:

“A welcome worthy of Endicott.

Our College has always been a friendly and supportive institution for our students.

We will create a welcome truly worthy of Endicott.

Visiting students may not remember all the stats shared during their visit to Endicott’s campus. They may be unable to recite all the majors and minors we offer. But they will remember the beautiful new welcome center at our seaside campus. And we will remember your name.

You have the opportunity to have your name be synonymous with hospitality, a welcome respite, and a spectacular reception area that will showcase breathtaking oceanfront views and a modern, updated space that blends seamlessly with the historic character of College Hall. This new welcome center will be the first thing visitors see when they come to Endicott, and the most memorable part of their experience here.”

This opening to an Institutional Advancement brochure encouraging alumni and external audiences to donate to a new welcome center works because it combines a reverential voice towards the reader with an emotional, optimistic, and forward-thinking voice about the project.

Example Two:

“Real-world experience and global opportunities are the foundation for launching a promising career, and we’ve been at the forefront of preparing students for professional careers since the college’s founding in 1939. Over four years, our students complete three distinct internships — and leave with a degree in one hand and an impressive resume in the other.”

This excerpt from an ad for Endicott in The Boston Globe successfully incorporates many of our key brand messages (internship, global opportunities) while referencing Endicott’s history without being boring—quite the opposite.

Example Three:

“What is a story without a quest? Our NCAA DIII Athletics boasts 21 varsity and six club teams, all continuing their quests to bring home another championship for Endicott! If it’s more of a personal fitness quest you’re seeking, we have a thriving intramural scene and recreational programs, including a range of classes and gym equipment at the Post Center. Whether you’re on the field, in the stands, or working out, you will feel the school spirit and Gull pride!”

This excerpt from a mail piece to prospective students fits with the theme of athletics: it’s as encouraging and fun as sports often are (and there are quite a few exclamation points), but it also packs in quite a bit of information. In other words, it’s not just fluff.

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When crafting your communication, lead with the question: What’s the purpose of your communication? What does your audience need to learn? How should you best engage them?

• Explaining and providing information – be clear and concise.
• Telling a story – aim for emotional impact.
• Capturing attention – lead with an upfront hook.

Who’s your audience?

• Students & prospective students – Casual, fun, and lighthearted while still appropriate and well-mannered.
• Alumni – Casual and familial but respectful.
• Internal staff & faculty – Conversational, informative, witty.
• External university leaders, public officials, professionals – More formal, informative, and often purpose-driven, but never tedious or dull. Keep it conversational and interesting.

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We've established that we'll always use the Endicott voice to communicate with our audiences—but tone allows us to adapt our voice to craft more nuanced messages while maximizing engagement and audience understanding.

Examples of Our Tone

Example One:

“Dear {{Prospective Student First Name}},

Don’t let “one of these days” become “none of these days”!

With our Early Action/Early Decision deadline approaching, what’s holding you back from submitting your application?

Our renowned faculty are experts in their fields and dedicated to empowering you with the knowledge you can apply immediately in your internships—plus, the average class size is 16.5 students for a personal learning experience.

Along with immersive internship opportunities designed to land you the career of your dreams, students of all majors are encouraged to study or intern abroad. And on campus, there’s never a shortage of things to do—from clubs and athletics to arts and volunteering. Our Gulls are dedicated to giving back to the community!

Speaking of community, Endicott is also just 30 minutes from Boston, a hub of world-class museums, shopping, restaurants, and nightlife.

Want our opinion? There’s no better place to be than the Nest.”

This application reminder email to a prospective student is a bit of a departure in that it is direct in its questioning (“What’s holding you back?”) and urgent (Don’t let ‘one of those days’ become ‘none of these days’), but also stays true to the informative and friendly Endicott voice while promoting several Endicott brand propositions.

Example Two:

For an Endicott student, there is no better feeling than walking into Callahan on a Saturday night. The reason? A chicken patty sandwich. Yes, our Gulls flock to the dining hall every weekend for what they’ve deemed ‘chicken patty Satty.’ After a long week of classes, this simple but satisfying sandwich is a reward—and it has come to represent an essential part of the Endicott experience.

In March, Callahan Dining Hall was blessed with the arrival of Sal’s Pizza, the brick-and-mortar pizzeria originally out of Boston’s North End. Now, with hundreds of options from Sal’s to EAT Café and more to come, we asked our students to narrow down their on-campus culinary favorites. It was a hard job, but someone had to do it.

This article for News at The Nest is written for a student audience, so it uses a lighthearted, funny tone to engage them. While our students are used to us having a casual tone, this piece goes further—drawing an almost absurd comparison between Callahan and fine dining.

Endicott inspires leadership through transformational learning—or what we call the Endicott Experiential Edge. Experience is the cornerstone of transformational learning, with our unique internship model and Global Gulls study abroad program helping to build the next generation of global-minded leaders.

These are some key experiences that set Endicott apart from other schools. We aim to weave these points into copy across all communication pieces without overshadowing a different primary message. So, for instance, if you are writing a story about our nursing program or putting together a marketing piece about the new Cummings School of Nursing & Health Sciences, that would be your primary message; however, the goal is to also weave into your story the larger Endicott brand pillar of transformational learning.

Below are key phrases and ideas you can consider using when writing your pieces:

Endicott’s internship program—what we call the Endicott Experiential Edge:

• Experience-powered learning is at the heart of what we do.
• Our students graduate with a degree in one hand and a resume in the other.
• Our unique internship model prepares graduates to be impactful from day one on the job.
• Multiple early internships allow students to test their career interests, make connections between the classroom and the workplace, and build a professional network.
• As students are equipped with top-tier education, skill sets honed through multiple internships, and other immersive real-world experiences, including our experiential classroom La Chanterelle, 99% of students graduate with a job. That’s the Endicott Experiential Edge.

Endicott’s Global Gulls Study Abroad Program:

• Studying or interning abroad expands horizons, fosters independence, and helps students see problem-solving through a global lens.
• Studying and interning abroad not only gives students a global perspective in the workplace, but it builds lasting friendships, confidence, and a deeper understanding of the world around them.
• From our sister campus in Madrid, Spain, to our partnership with MTU in Cork, Ireland, to sites all around the world, our students tell us that their study abroad experiences are nothing short of life-changing—that’s why more than 40% of Endicott students intern or study abroad.

Our Internship & Study Abroad programs (together):

• Endicott’s unique internship and study abroad programs give our students real-world experiences and global perspectives.
• Students gain work and global experience that will stand out to employers and give them a competitive edge in their job search.

Academics & Faculty:

• Our supportive, knowledgeable, and approachable faculty are invested in seeing students succeed and creating strong connections with students in and out of the classroom.
• Our faculty aren’t just experts in their field—many are world-renowned scholars, award-winning authors, and sought-after thought leaders who care deeply for their students.
• Unlike larger schools, Endicott’s small class sizes allow for more personal connections between students and faculty. Our students regularly tell us that here, they’re not just a number or a person in the crowd—but the professors know their names.
• Endicott’s academic programs allow students to explore what they’re interested in and care about, challenge and push themselves, and take ownership of their learning and future success.

Endicott Schools

Curtis L. Gerrish School of Business

• At Endicott, we blend business knowledge with industry experience to prepare students to become global leaders in this ever-changing world.
• Endicott’s curriculum is comprehensive to provide a strong business foundation, yet allows students to differentiate themselves through their choice of major or dual major, elective courses, and internship experiences.
• Graduates in majors ranging from accounting, business management, and healthcare management to marketing, entrepreneurship, and finance go on to a variety of for-profit and nonprofit settings such as entrepreneurial startups, small organizations, and global Fortune 500 enterprises.
• Our business school houses high-tech resources, state-of-the-art team-building labs, interactive multimedia classrooms, and dedicated internship and career development support services. It includes the Angle Center for Entrepreneurship, the Devereaux Financial Center, and team-building rooms.
• La Chanterelle, located in the oceanside manor house of Misselwood Estate, provides a unique “non-traditional classroom” learning experience for students to learn a variety of skills that will set them up for success in the hospitality industry such as service management, events, culinary, time management, and more.

Institute for Applied Behavioral Science

• For more than a decade, the Endicott Institute for Applied Behavioral Science has been at the forefront of research, academics, and knowledge related to the application of behavioral science, to teach our students how to transform lives in meaningful ways.
• Our school tailors education to our students’ unique needs and ensures their success. Students learn from industry leaders at the forefront of behavioral science, with a variety of concentrations to suit their career goals and interests, allowing them to further specialize and advance their careers.
• Endicott offers 100% online, flexible programs for working professionals seeking their graduate or doctoral degrees with concentrations in Autism, Childhood Clinical Disorders, Mental Health, Organizational Behavior Management, ABA in Public Schools, as well as a general track and certificate programs.

School of Education

• Through a deep understanding of best practices, research-based knowledge, and current theories, Endicott education students learn to be responsive, reflective, and ethical decision-makers committed to educational empowerment throughout the globe.
• Endicott offers a variety of programs that lead to an initial license in early childhood, elementary, and secondary education (science, history, English, and math).

Cummings School of Nursing & Health Sciences

• Endicott is empowering the next generation of healthcare heroes. Endicott opened our state-of-the-art Cummings School of Nursing & Health Sciences in the fall of 2023. The building is home to Endicott Hospital, which provides a top-tier educational experience in an immersive simulation environment to equip our students with the skills and experience they need to help solve workforce shortages. With diverse internships and clinical experiences, Endicott students are prepared for fulfilling careers in the complex and ever-changing healthcare field.
• Endicott’s highly-regarded nursing program prepares graduates for fulfilling careers in the complex and ever-changing field of healthcare and offers a range of instruction from students just beginning their nursing education, to completing a bachelor’s degree or advanced nursing practice degree.

School of Science & Technology

• The School of Science & Technology provides opportunities to develop skills in independent and critical thinking, effective communication, and problem-solving.
• STEM at Endicott College focuses on the application of knowledge as well as practical experience while encouraging students to closely examine and problem-solve the world’s biggest questions in STEM. With access to cutting-edge technology and constant support from faculty and area experts, you will leave Endicott prepared to walk at the forefront of the industry as a leader in STEM.
• Our modern science laboratories include a next-generation DNA sequencing center, a virtual dissection table, a 3D printing Makerspace, and a computer lab with software for mathematical modeling, computer-aided design, and geographic information system mapping.

School of Social Sciences, Communication, & Humanities

• The School of Social Sciences, Communication, & Humanities, teaches students to think critically and creatively, communicate effectively orally and in writing, and make connections across a wide range of disciplines.
• An array of programs prepares students for a variety of career paths.
• Students in the School’s programs develop strong critical thinking and written and communication skills valuable in any profession but also develop specialized knowledge and skills in their chosen major. In their internships, they gain hands-on experience, apply knowledge gained in the classroom, and learn what it takes to succeed as a professional in their field.

School of Sport Science

• With interest in physical fitness increasing and the popularity of sport in our culture on the rise, career options in the industry are greater than ever.
• Rigorous academics, small class sizes, faculty mentoring, internships, practicums, and clinical experiences prepare students for careers in the ever-changing and competitive sport industry.
• Endicott College’s School of Sport Science allows students to engage in a global and expanding industry that combines extensive knowledge and intricacies of sport with administration, finance, analytics, management, technology, and law; or find your passion working in human performance, allied health, or community wellness and rehabilitation.

School of Visual & Performing Arts

• Endicott combines top-notch arts facilities and state-of-the-art studio spaces with a picturesque oceanfront campus, providing an incredibly inspiring environment for fostering creativity.
• Deeply woven into the fabric of the arts at Endicott is the philosophy that experiential learning, studio skills, and history/theory are inseparable and that these components, combined, help our students successfully compete in the rapidly changing arts industry.
• Development in the arts and design at Endicott includes advanced studio practice, leadership skills, engagement with social and cultural issues, and partnering with individuals and organizations locally, nationally, and internationally.
• Endicott helps develop careers in studio art, graphic design, art therapy, photography, dance, music, theater, and interior design—both for undergraduate and graduate students.

Resources & Facilities

• Endicott prepares students to become global leaders in this ever-changing world. In addition to strong academics and experiential learning, this also means offering outstanding facilities and resources. Endicott is constantly investing in our campus, and here, students have access to our technologically advanced academic buildings and modern resources so they can develop the skills and knowledge they need to make an impact.
  • New state-of-the-art Cummings School of Nursing & Health Sciences for nursing and sport science students.
  • Makerspace studio for 3D printing and cutting-edge technology for STEM.
  • Interactive multimedia classrooms for business.
  • Inspiring studio space and multipole theaters for visual and performing arts.
• Competition, practice, and training facilities available to all Endicott student-athletes, including the Post Center, MacDonald Gymnasium, Hempstead Stadium, Raymond J. Bourque Arena, Softball Complex, North Field, South Campus Tennis Courts, Athletic Performance Center, Cross Country Trail, Turning Point Show Stables, Fitness Center, Aerobics Room, and the Kernwood Country Club.

Career Planning

• Endicott’s top-notch Internship & Career Center provides a resource to help students understand the relationship between academic experiences, internship opportunities, and how to parlay those into career opportunities post-graduation.
• The College maintains strong relationships with thousands of employers across the globe while offering several annual on-campus Career Fairs and networking opportunities for students to make connections and launch their careers.
• Great success begins with amazing support. At Endicott, our faculty and staff’s top priority is to see our students shine. From networking events and internship fairs, to mentor programs and employer visits, our Gulls are surrounded by opportunities early and often.
• Endicott's unique program helps students prepare for their future. Individual career advising, skill-building seminars, employer events, on-campus recruiting, an alumni mentor program, and career assessments are all part of the daily curriculum.

Athletics

• Inspiring leadership takes many forms—in the classroom, on the job, and on the field or court. Endicott offers so many opportunities for its student-athletes to embody that leadership.
  • Proud NCAA Division III member.
  • 21 varsity teams, including countless Commonwealth Coast Conference Championships.
  • 6 club teams.
  • The best in equipment, facilities, training, academic support, travel, and recruiting services.
  • Support that prepares our student-athletes for success and provides a superior collegiate athletic experience.
  • Thriving intramural and recreational scene with 84% of students involved in intramural sports.
  • State-of-the-art fitness center in the Post Center offering full gym, fitness classes and indoor track.

Anyone who visits Endicott reports the same: “I stepped foot on campus and fell in love.” As Endicott grows and its programming expands, the College becomes more of a destination for members of the greater community—not just our students. Everyone who comes to Endicott for a game, a play, or an event will undoubtedly fall in love with what the College offers.

• Endicott boasts a beautiful seaside campus with three private beaches on Boston’s historic North Shore.
• Endicott’s scenic campus is a natural marvel that inspires our students and ignites their academic pursuits with awe and wonder. From the rhythmic crashing of waves to the rustling winds through lush foliage, every aspect of our coastal paradise stirs the imagination and fuels the intellectual curiosity of our students, enriching their academic journey with boundless possibilities and transformative experiences.
• The continuous reinvestment in Endicott’s buildings and facilities is obvious. The College offers outstanding resources including the new state-of-the-art Cummings School of Nursing & Health Sciences, which debuted in fall 2023; a 3D printing Makerspace and cutting-edge technology for STEM fields; inspiring studio space for the arts and multiple on-campus theaters for visual and performing arts; and interactive multimedia classrooms for business.
• Endicott’s seaside location is ideally located within 10 minutes of the shops and restaurants of downtown Beverly and just 30 minutes north of Boston.
• Endicott College is a cultural destination on the North Shore for its annual theater productions; the Manninen Center for the Arts; the Presidential Speaker Series, which has recently featured Joan Lunden and Rick Steves; and the Tadler Center for the Humanities, which has hosted luminaries like Stephanie Land, Imani Perry, Kiese Laymon, and Jill Lepore, among others.
• Renowned for its scenic seaside location, Endicott College is home to Misselwood Events, the College’s wedding, meeting, residential, and social event planning division, which hosts the annual summertime Concours d’Elegance automobile show.
• Located in the cradle of our nation’s history on Endicott’s beautiful New England campus, the Wylie Center & Tupper Manor greets visitors with a stunning fountain on an emerald green lawn and beautiful ocean views. With modern technology and contemporary design, the award-winning event facilities are the perfect venue for corporate meetings, weddings and events. Here, travelers and business people can enjoy first-class accommodations in a relaxed seaside atmosphere.

For a small campus, the emphasis on entrepreneurship is outsized. In fact, many of our favorite small businesses in Beverly are run by Endicott alumni. Endicott's academic and cultural focus on cultivating globally-minded graduates also drives the school’s spirit of innovation. Our students graduate prepared to lead businesses and teams in solving our world’s most pressing challenges.

• Our students learn to be entrepreneurial from day one—by getting out of their comfort zones and seeking, and securing, their internships.
• The Angle Center for Entrepreneurship aims to make it possible for everyone to be an entrepreneur—business major or not.
• At Endicott, we offer a variety of ways to realize your entrepreneurial potential, including minoring in entrepreneurship, joining the Entrepreneurship Club to learn the ins and outs of launching a startup, or competing in Spark Tank to win $10,000 in seed money and mentorship at Cork, Ireland’s Rubicon Centre, Munster Technological University’s on-campus incubator that supports entrepreneurs and startups with innovative products, services, or technology ideas.
• Inspired by Shark Tank, the popular NBC show in which entrepreneurs pitch ideas to potential funders, Endicott’s annual Spark Tank competition draws a record number of applicants annually.
• At Endicott, students can find their niche with a robust selection of academic programs, clubs, volunteer opportunities, and creative endeavors, like singing and theater. Living Learning Communities also provide space to live alongside other like-minded students.
• Endicott’s Center for Belonging offers an environment where students flourish in the global community and provides programs showcasing the remarkable diversity of individuals, perspectives, and lifestyles, which enhance our students’ communication skills, patience, empathy, and resilience.
• Our students say that Endicott feels like “one big family,” and that’s by design—here, we foster an environment of belonging. So, no matter where you came from, how much money you have, or what you believe, you belong at Endicott College.
• Endicott’s award-winning DEI@Work program ensures Gulls are well-prepared for the workforce by helping them understand the impact of bias, stereotypes, and privilege in a professional setting.
• Endicott offers more than 50 existing majors, but for some highly motivated students, there’s another academic option for Gulls whose interests and career goals transcend just one major: the Individually Designed Major. This unique offering allows undergraduates to choose a unique focus they wouldn’t otherwise be able to pursue.

Founded in 1939 as a college to help women enter the workforce, today’s Endicott is a co-ed institution with a pioneering internship program, a robust DIII athletics program, and an exceptional academic curriculum that prepares students to be entrepreneurial and globally-minded leaders.

We tell the Endicott story by being on-message and using content strategy. This guide aims to offer direction and support to all Endicott communicators, empowering you to craft content that aligns with our overarching institutional narrative while encouraging the exploration of fresh ideas and narratives unique to your respective schools or units.

The following copy is for external-facing publications and resources that require a high-level overview of the College. Please note: Boilerplate should not be edited. For exceptions or questions, please contact communications@endicott.edu.

About Endicott College

Experience-powered learning is at the heart of what we do. As the first school in the country to require three internships, Endicott’s dynamic and industry-leading four-year internship model graduates career-ready professionals prepared to be influential and impactful from day one. Our Global Gulls study abroad program—along with a renowned group of expert faculty—teaches our students to become global leaders in this ever-changing world. Endicott College offers doctorate, master’s, bachelor’s, and associate degree programs at its campus on the scenic coast of Beverly, Mass., with additional sites online and at U.S. and international locations across the globe. For more, visit endicott.edu.