Brand Messaging

At Saint Rose, we pride ourselves on being exceptional communicators, and the cohesiveness of our brand messaging is one of the ways we prove it. We’ve developed these guidelines to ensure that every time and everywhere we speak to the world—from the “world” of our campus to the larger community outside our gates—we do it in one voice. With a consistent message. In as authentic and accessible a way as possible.

Global Brand Attributes

When we speak or write of Saint Rose, we use a set of five key attributes to tell our brand “story:”

• Academic Excellence
• Close-knit, Caring Community
• Affordability/Value*
• Successful Outcomes
• Lifelong Connections & Support

*Note that we do not refer to the actual cost or fees of a Saint Rose education, but its value.

Referred to individually, the attributes are benefits of Saint Rose, but not necessarily distinctions; taken all together, however, they make up our unique value proposition. In other words, what makes Saint Rose an education unlike any other is not any one thing, but the total experience.

BRAND ATTRIBUTE EXAMPLES / PROOF POINTS

Academic Excellence
Caliber of faculty; diversity and relevance of curriculum (more than 100 bachelor’s and master’s degree programs, as well as certificate programs); hands-on, real-world learning, including the frequency (96%) and variety of internships and work-study; numerous accolades (U.S. News & World Report, Billboard magazine, the Art Directors’ Club of NY, etc.)

Close-knit, Caring Community
14:1 student/teacher ratio; faculty who personally mentor students; extracurricular opportunities that strengthen student bonds (50+ student clubs and organizations + 19 NCAA Division II teams); campus vibe (seen in tours, Open Houses, etc.); Veteran-friendly school.

Affordability/Value*
98% of undergraduate students get financial aid; multiple scholarship and grant opportunities; voted a “greatest lifetime return on investment” by affordablecollegesonline.org.

Successful Outcomes
98% of graduates are employed or seeking advanced education; Saint Rose alumni become leaders in their chosen fields (see department-specific alumni case studies).

Lifelong Connections & Support
Continuous fostering of Saint Rose alumni loyalty/pride; relationships formed at Saint Rose last a lifetime (e.g. friendships, mentoring); alumni network of nearly 44,000 who open career doors for new graduates.

Brand Voice

It’s not only the “what” but the “how” that matters in speaking about our brand. Our tone is an essential part of how we are perceived by the world, and how we create an authentic connection with our audiences. Consider these filters each time you communicate about the College:

• Does it feel genuine and credible?
• Is it warm?
• Is it inclusive?
• Does it support its claims?
• Does it educate but not dictate?
• Is it accessible?
• Is it aspirational?
• Would you speak the same way to this audience in conversation?

“HOME” Messaging
In brochures and ads, on our website, on billboards, the radio and signs across campus, you’ll see and hear Saint Rose referred to as the “HOME. OF”. This reference was at the heart of our rebranding efforts, and should remain at the core of all communications. The phrase communicates on two levels, both conveying an essential truth about Saint Rose.

First, that Saint Rose is where you’ll find all the best elements of a college experience, expressed in the most aspirational ways, e.g.:

HOME. OF AN EXCEPTIONAL EDUCATION.
HOME. OF DISCOVERING YOUR PATH.
HOME. OF HANDS-ON LEARNING IN REAL-WORLD SETTINGS.
HOME. OF AN EDUCATION YOU CAN AFFORD.
HOME. OF FRIENDSHIPS THAT LAST A LIFETIME.
HOME. OF WHAT COLLEGE SHOULD BE.

Second, that Saint Rose feels like home, both the place and the idea: it’s an environment where you always feel supported; where your dreams are encouraged and fostered; where you build lifelong memories; and where you develop the skills and confidence to go out on your own, but know the door will always be open to you.

For Saint Rose, “HOME.” makes an emotional connection that goes well beyond simple description, as our signature closing line makes clear: “There’s no place like Saint Rose.”