In addition to integrating the Penn State brand into the communication and marketing we release, it’s important to incorporate the Liberal Arts brand as well.
While the Liberal Arts brand fits within the overarching Penn State brand, the content on this page related to Liberal Arts brand voice and content strategy will allow you to dive deeper into what makes the College of the Liberal Arts unique and how we can draw upon our shared story to market ourselves in an authentic and attractive way that connects with our audiences and motivates them to take action.
Brand Voice
Finding our voice
When the College of the Liberal Arts went through a rebrand in 2022, we sought feedback from current undergraduate students to help us get a better sense of what attracted them to our college and what makes their college experience unique. Their feedback—plus benchmarking and additional market research—helped us determine our brand voice.
Our brand voice is...
- Poised – steady, confident, well positioned
- Authentic – genuine, honest, “walk the walk”
- Empathetic – We hear you, and we’re here for you.
How do these work together?
The college is confident and sophisticated without being pretentious or elite. We are also a community—we are “real people” with a genuine interest in developing longstanding interpersonal relationships that help students succeed before and after they graduate and in making valuable contributions that further the betterment of society.
Content Strategy
Messaging Goals
After finding our brand voice, we used that information to write our overarching messaging goals and how we can accomplish them.
Audience | Primary Brand Theme/Message | Messaging Goal | How will we reach this goal? |
|---|---|---|---|
Everyone | We are a community of individuals who make valuable contributions for a better society. The liberal arts provide the versatility to pursue any personal or professional path one chooses—even if they haven’t chosen a particular path yet, change paths along the way, or someday go down a path that doesn’t yet exist. Every journey begins with the first step, and yours begins here. Launch your legacy with the College of the Liberal Arts. | Elevate the Penn State Liberal Arts brand. | Let people know this college offers a superb education that creates the foundation for everything to come and that our community is working on timely and relevant research with impactful, real-world implications. You get the best of both worlds—the resources of a large, world-class university and the unwavering support of a college community individually and collectively committed to your success. |
Prospective and Current Undergraduate Students | The College of the Liberal Arts is the place to find “your place.” With unlimited options and unwavering support to prepare you for life and any career you choose, it all starts here. Launch your legacy with the College of the Liberal Arts. | Recruit and retain undergraduate students. | We will do this by providing engagement opportunities, helping students reach the full potential of their Liberal Arts education, and building a sense of community. |
Prospective and Current Graduate Students and Faculty | We are a community of faculty and graduate students examining our past and present through various lenses to address and solve our most prominent societal issues and prepare future generations to create a better tomorrow. | Recruit and retain graduate students and faculty. | We will do this by providing informational material about what Penn State and the college offer to support grad students and faculty and showcasing research and accomplishments. |
Parents | The college prepares students for life beyond the classroom and for whatever career paths they may choose—even if they haven’t chosen a specific path just yet. We also want to make it easy for you to get the information you need. | Ease parents’ concerns. | Get parents to see that a Penn State Liberal Arts degree is going to be worth it and will benefit their child for life and that faculty and staff are committed to being resources for students and their parents. |
Advisers | Don’t just help students find their way; let us help you help them discover their passion and launch their futures. | Get advisers to see that a Penn State Liberal Arts degree is a worthwhile option for students to pursue. | We will do this by providing accurate and timely information and by creating a website that is easy to navigate and answers tier one questions. |
Alumni and Donors | Your legacy doesn’t end when you graduate. The College of the Liberal Arts will always be your home and the place that launched your beginning. Help us help others find their place at Penn State and beyond. | Engage and strengthen the alumni donor base. | We will do this by providing opportunities for alumni to engage with the college, demonstrating how gifts to the college are being used, and showcasing the valuable, educational community resource that we are. |
Standardized Messaging
There are some common terms and messages that we often incorporate into our communications. It is important to use standardized language when talking about these things.
College of the Liberal Arts
We are a community of individuals who make valuable contributions for a better society.
The liberal arts provide the versatility to pursue any personal or professional path one chooses—even if they haven’t chosen a particular path yet, change paths along the way, or someday go down a path that doesn’t yet exist.
Every journey begins with the first step, and yours begins here. Launch your legacy with the College of the Liberal Arts.
Reminders
- Do not forget the “the” in our college’s name.
- Never call the college “LA,” and only use “CLA” when communicating internally.
- Capitalize Liberal Arts when talking about the college, but lowercase when talking about the discipline.
- You can use “College of the Liberal Arts” on first reference and “the college” on second reference.
- “College” should not be capitalized when it’s standing alone.
- When referring to students in our college, call them “Liberal Arts students,” not “Liberal Arts majors.”
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Academic Advising
Liberal Arts Academic Advising supports student success through a combination of in-person and virtual advising meetings. Advisers are available via pre-scheduled 15-minute quick questions, pre-scheduled 30-minute appointments, and same day drop-in advising. Students are encouraged to meet with their adviser at least once a semester. Students can also meet with a peer adviser during office hours in 102 Sparks Building.
Reminders
Don’t call it “Undergraduate Advising” or spell “advisers” with an “o” instead of an “e.”
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Academic Recovery Specialist
Alumni Society Board of Directors
Launched in 1972 by Sue Paterno and others, the Liberal Arts Alumni Society Board of Directors represents more than 100,000 Liberal Arts alumni. Its mission is to connect an increasing portion of Liberal Arts alumni with the college to utilize their time and resources in support of the dean, faculty, and students.
Reminders
Only use “ASB” internally.
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Academic Scholarships
Access and affordability are two of Dean Lang’s top priorities. Thanks to the generosity of our Liberal Arts alumni and donors, the College of the Liberal Arts offers need-based scholarships for students with at least one Liberal Arts undergraduate major enrolled at Penn State University Park. A single application serves for all general need-based scholarships offered through the Office of the Associate Dean for Undergraduate Studies.
Reminders
Avoid calling this office “LAUS Scholarships” or “Undergraduate Scholarships.”
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Career Enrichment Network
The Liberal Arts Career Enrichment Network is a resource for Liberal Arts students seeking opportunities to engage in career-related, international, and professional development activities. Students can meet with a career coach to discuss internships, education abroad, research, the Liberal Arts Alumni Mentor Program, and more. Through donor support, the Career Enrichment Network is able to provide Liberal Arts students with funding to participate in many of these experiences.
Reminders
Include “Liberal Arts” in the name when talking about the Career Enrichment Network on social media, in a news story, or on other promotional materials where it’s important to clarify that the unit is within the college. Don’t use “CEN” when talking to students.
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Chaiken Center for Student Success
The Chaiken Center for Student Success connects and guides students to the right resources and the support they need—when they need it—in their academic journey. The Chaiken Center is a student-centered model for student support and self-authorship. Students can meet with a peer success coach to get help navigating college and University resources.
Reminders
Call it the “Chaiken Center for Student Success” on first reference and the “Chaiken Center” on subsequent references. Never call it the “Chaiken Student Success Center.” The full name of the center is the “Roz and Gene Chaiken Center for Student Success.”
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Dean Lang’s priorities
Development Council
The Development Council was created in 1996. The thirty volunteer members serve as the top external advisory board to the dean. They contribute their time, talent, and resources, with a particular focus on alumni relations, communications, and development efforts, in support of the college’s pursuit of national leadership in the liberal arts.
Reminders
Only use “Dev Council” internally.
Education abroad
In the College of the Liberal Arts, we believe that global experiences can play an integral role in your personal, academic, and career development. International experiences offer students the opportunity to set themselves apart through cross-cultural competency, expanded resourcefulness, and experience navigating new contexts. Broaden your learning through Liberal Arts education abroad.
Education abroad
Education abroad encompasses all global experiences—academic programs, research, service, and internships. Every year, hundreds of Liberal Arts students engage the world through these international experiences. Education abroad should be used as the broad term to describe the global experiences in which our students can participate.
Study abroad
Study abroad refers to traditional academic programs students can participate in abroad. For example, if a student spends a semester taking courses in Italy, that would be considered study abroad. Study abroad may be used on websites as menu options and on buttons because it is more commonly known among students. However, within the “study abroad” section of a website, the terms should be used correctly.
Embedded courses
In addition to the wide array of semester and summer study abroad programs offered by Penn State, the College of the Liberal Arts offers short-term global opportunities through embedded courses. Embedded courses are Penn State courses taken on campus or online that include a short-term international travel component, typically during spring break or Maymester. Embedded courses are an excellent opportunity for students who are seeking a shorter, more affordable alternative to a traditional study abroad program. For many students, embedded courses serve as a great introduction to international learning that spark a desire to pursue additional global experiences in the future.
Reminders
On promotional materials, do not use “study abroad” when you mean “education abroad.”
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Enrichment experiences
See “Out-of-classroom opportunities”
Integrated undergraduate-graduate degrees (IUGs)
Integrated undergraduate-graduate degrees (IUGs) give students the opportunity to work toward a master’s degree while also completing their bachelor’s degree. The College of the Liberal Arts offers 25 IUG options.
Liberal Arts Alumni Mentor Program
The Liberal Arts Alumni Mentor Program connects more than 200 current undergraduate students with a Liberal Arts alumni mentor. Mentors help students navigate the academic, professional, and extracurricular challenges they face at Penn State.
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Liberal Arts Ambassadors
The Liberal Arts Ambassadors serve as representatives of the College of the Liberal Arts to prospective undergraduate students and alumni. They work closely with the college’s recruitment manager to develop programming and messaging that give prospective students and alumni a better understanding of what it looks like to be a student in the College of the Liberal Arts.
Reminders
They should never be called “LA Ambassadors.”
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Liberal Arts Undergraduate Council
The Liberal Arts Undergraduate Council serves as representatives of all undergraduate students in the College of the Liberal Arts, creates programming, and hosts events to foster the experience of Liberal Arts students.
Reminders
They may be called “LAUC” on second and subsequent references.
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Living Learning Community
Students who reside in a Living Learning Community on campus have the opportunity to live and learn with classmates who share similar interests but have differing backgrounds. The Liberal Arts Living Learning Community is open to first-year students in the College of the Liberal Arts and Division of Undergraduate Studies who have an interest in the liberal arts. Residents explore Liberal Arts majors, learn about professional development opportunities, and receive guidance from student support staff members.
Numbers
- More than 5,300 University Park undergraduates
- Nearly 3,000 World Campus undergraduates
- Nearly 870 graduate students
- 832 full-time faculty
- 301 full-time staff
- More than 126,000 alumni (UP/WC combined)
- More than 111,000 living alumni (UP/WC combined)
- More than 8,000 living World Campus alumni
- 24 departments
- 22 cross-disciplinary centers and institutes
- 49 undergraduate majors
- 53 undergraduate minors
- 39 graduate and certificate programs
This information is accurate as of February 1, 2022.
Alumni information is accurate as of December 2, 2021.
Office of Equity, Inclusion, and Diversity
The Office of Equity, Inclusion, and Diversity supports access and success of the traditionally underrepresented students in higher education. Directed by Earl F. Merritt, the office serves as a collaborative link with other University stakeholders to support student success. It helps students get involved through student organizations, research opportunities, and education abroad experiences and manages the selection of Bunton-Waller Fellows and Bunton-Waller Merit first-year undergraduate students. The office also supports the recruitment and retention of traditionally underrepresented faculty and staff in higher education.
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Office of Research and Graduate Studies
Students and faculty in the College of the Liberal Arts are working on timely and relevant research with impactful, real-world implications. There are many great opportunities for Liberal Arts students to become involved in research with funds available to facilitate or enhance their research project or to work on a meaningful faculty-led research project during the academic year or summer. The experience allows students to develop skills that will be attractive to future employers and can also help students decide whether to pursue a graduate degree. Students are also encouraged to apply for funding to support their research assistantship.
The Office of Research and Graduate Studies also assists faculty by helping them submit grant proposals and manage grant and contract funds. Penn State is currently ranked fifth by the Consortium of Social Science Associations (COSSA) in federal dollars for social and behavioral science research. Most importantly, research done by faculty in Penn State’s College of the Liberal Arts has positive effects on the lives of people everywhere, thus fulfilling the promise of a land grant university and achieving the highest aspirations of scholarly work.
Out-of-classroom experiences/opportunities
Out-of-classroom experiences provide students with the opportunity to use the knowledge they learn in the classroom in real-world settings. Internships, education abroad, research, student organizations, and community service are all considered out-of-classroom opportunities. Through real-world situations that can’t be encountered in the classroom, students can step out of their comfort zones, cultivate intangible skills, and find their passions.
Reminders
“Opportunities” or “experiences” can be used dependent upon the context. Students can receive “enrichment funding” through the Career Enrichment Network to participate in out-of-classroom experiences, but these experiences should not be called “enrichment experiences.”
See “Career Enrichment Network”
Paterno Fellows Program
The Paterno Fellows Program is an innovative program offered jointly by the College of the Liberal Arts and Schreyer Honors College that encourages students to challenge themselves academically and distinguish themselves in areas traditionally associated with the liberal arts: ethics, service, and leadership; excellence in communication; and intercultural awareness. Fellows receive financial support to participate in enriching out-of-classroom experiences like internships, education abroad, and research.
Reminders
“PFP” should only be used internally. Students aspiring to become Paterno Fellows are called “aspirants.” Students in the program may be called “Paterno Fellows” or “Fellows.”
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Peer advisers
Peer advisers are current Liberal Arts students who are trained to help new students adjust to college life, explore opportunities for social and academic engagement, and find ways to connect to the college and to peers. Peer advisers also work with upper-class students to address a variety of academic and other concerns.
Reminders
“Peer advisers” should not be capitalized. “Advisers” should be spelled with an “e,” not an “o.”
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Peer success coaches
Students can meet with a peer success coach through the Chaiken Center for Student Success to get help navigating college and University resources. The peer success coaches act as guides, listeners, and motivational partners to undergraduate students in the College of the Liberal Arts.
Reminders
“Peer success coaches” should not be capitalized.
Staff Advisory Committee
The Liberal Arts Staff Advisory Committee represents the interests of the staff to the dean. The committee makes recommendations including those that aim to enhance the work environment, improve processes and develop best practices, better utilize resources, promote professional development and growth, and encourage interunit communication.
Reminders
Never call it “SAC.”
Student organizations
Students in the College of the Liberal Arts can be found in leadership positions of student organizations across campus, including academic, international, multicultural, philanthropic, and political organizations, as well as student government, honor societies, and Greek life. In addition to the 40 student organizations listed below, which are popular among Liberal Arts students, Penn State has more than 1,000 student organizations. Log into OrgCentral with your Penn State credentials to browse through the directory of student organizations.
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Student Records
In addition to organizing the college’s commencement celebration, Student Records helps students navigate various academic processes and procedures. However, students should work with their academic adviser instead of reaching out to Student Records directly.
Student Services
The College of the Liberal Arts is a community of people with a genuine interest in developing long-standing interpersonal relationships that help students succeed before and after they graduate. With this goal in mind, Student Services connects students with the resources and opportunities they need to be successful. Student Services includes Academic Advising; Academic Scholarships; the Career Enrichment Network; the Chaiken Center for Student Success; the Office of Equity, Inclusion, and Diversity; and the Paterno Fellows Program.
Student success is the goal of Student Services in the College of the Liberal Arts.
Reminders
Avoid saying “LAUS offices” when talking to students, their families, faculty, staff, and alumni about these offices as a whole.
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la.psu.edu/student-services
Study abroad
See “education abroad”
Undergraduate Recruitment
We’re the college for students seeking unlimited options with unwavering support. Preparation for life and for any career you choose—it all starts here, with the College of the Liberal Arts at Penn State. Learn more about our nearly 50 majors, out-of-classroom opportunities, and student support resources by meeting with our recruitment manager and student ambassadors.