The spirit of The NSU Edge — giving our populations a competitive advantage — should shine through in everything we write, even though we might not use those exact words. In many cases our writing will invoke our brand campaign — Be a Shark — but will be supported by proof points that show how The NSU Edge helps in preparing people to dominate. If every message we convey and every story we tell comes from the same conceptual place, we will come across as a unified institution. This strengthens our brand and our credibility.
Here, you'll find resources to help you effectively tell NSU's stories and share our messages in a way that resonates with your target audience.
Where Should You Start?
Our key messaging for The NSU Edge starts with our brand promise: NSU gives you a competitive advantage in your career, your community, your life.
- At NSU, students don’t just get an education; they prepare for real careers, real contributions, and real life.
- The NSU Edge empowers students so they can build their own future and make a difference in the world.
- NSU gives students the edge they need to become confident, capable, and caring professionals who can outsmart, outperform, and outlast their competition.
- NSU students are given the tools to harness the best within themselves to become the best possible version of themselves.
- The NSU Edge is about driving forward, and becoming an unstoppable force of nature.
How does NSU deliver The NSU Edge to students?
- Studies at NSU are specifically designed to give each student practical, professional, immersive learning experiences.
- Students at NSU get personal attention from professors that are typically industry-experienced experts.
- Students are exposed to the professional community to develop skills and make valuable connections.·
Why should people believe these claims? Because we always provide concrete, genuine proof points to prove it. For example:
- Innovative programs like the Fischler Academy allow students to complete their undergraduate and master’s degrees in just four years, so they can start working sooner and at a higher salary level than typical entry level positions.
- Each NSU undergrad has a dedicated personal career coach to guide them through their time at college.
- Dual admission programs give students a faster track to graduate and professional school.
How does NSU deliver the edge to other important NSU audiences? Here are some examples:
- NSU’s University School has a 100-percent college acceptance rate for its students, so their parents can position their kids for long-term success.
- NSU alumni can grow their business or advance their career by networking with some of the 210,000 other NSU alums who are leading in their professions.
- Donors who give to NSU can see the fruits of their generosity in action through personal letters from recipients and impact reporting.
The Best Brands Engage Their Audiences with Stories
Not “once-upon-a-time” stories, but stories that are personal and relatable. Stories that demonstrate how their brand products will solve your problem, make your life better, or, at the very least, prevent it from getting worse!
NSU brand storytelling should:
- Clearly establish what our brand is all about – our purpose, core values, and mission.
- Make a human connection that is both personal and widely relatable.
- Be honest, concrete, and easy to understand.
- Offer our audience more than just a tangible conclusion (a diploma or certificate), but rather show them a unique experience that will enhance their life, their career, or their community.
- Motivate the audience to make that experience their own by being part of our brand.
Our Position is Our Premise
The NSU Edge: A Real Work/Real Life Advantage is the premise of every NSU brand story. That means everything about the story is internally consistent with our position. It should be easy to trace how the story relates back to this central premise.
Character Drives Our Stories
Our position only makes sense when attributed to a person. Who has The NSU Edge? Whether it’s through a photo, an example or a quote, giving our audiences a way to attribute The NSU Edge to a person makes our position relatable and understandable.
Similarly, facts and figures only go so far. By making the time to show the human benefit for our points of pride – like program accolades, workforce numbers or sports victories – we create a story that’s memorable and supports our position, even if the reader doesn’t remember the exact figures.
NSU has countless stories that showcase the edge we give students. Testimonials are often the easiest type of story for audiences to connect with.
NSU helped Robert Saunders move from a job in retail to a career in real estate development. After graduating from NSU’s Huizenga College with a Master of Science in Real Estate Development, Saunders was offered a job by one of his adjunct professors. ”Because I was one of the top in his class, he offered me an internship with his company, ESJ Capital Partners.” Within a month, the internship evolved into an employment opportunity. Robert continues to serve as a real estate investment analyst at the company.
Robert’s case demonstrates The NSU Edge. His professor was a working industry professional. That led to an internship where Robert proved his degree was more than just theory. The internship led him directly to his desired career.
His story is both personal and widely relatable. It’s something you could see yourself doing. Robert is the hero of the story, not NSU, but it proves our brand claim: that we provide an edge.
Maintaining NSU’s brand voice, or tone, is as important as using the correct school colors or logo. NSU’s shark voice is how our writing sounds inside someone’s head when they’re reading it. It is:
- Confident but not condescending
- Direct but not dictatorial
- Smart but not smug
- Conversational but not sloppy
- Sharp
- Adaptable
- Edgy
- Inspired
- Recognized
- Engaged
- Clear
- Quick
- Refined
- Taut
- Dominant
- Forward
- Effortless
- Appealing
- Agile
- Apex
- Intelligent
- Empowered
- Forefront
- Connected
- Bold
- Fast
- Honed
- Boundless
- Lean
- Competitive
- Insightful
- Upbeat
Mastering NSU's writing style takes practice, but prioritizing a clear call to action (CTA) is key. A strong CTA, like "enroll today" or "download now," can elevate even average writing. (This section's CTA: Uncover the secrets of impactful NSU writing - keep reading!)
Consider your audience and channel. A commencement program for graduates uses a different tone than a recruitment email for high school seniors. Regardless of the topic, aim for clarity and engagement. Ask yourself: would you enjoy reading this? Test it out by reading your work aloud - awkward phrasing or jargon will become clear.
Here are a few before-and-after examples of overly stiff, wordy writing that have been revised into our Shark voice:
Before: Located in beautiful Fort Lauderdale, Florida, NSU has not only met, but also exceeded, the expectations of students since its founding. Our excellent faculty, dedicated staff, and outstanding students take great pride in their membership in the NSU community.
After: For more than 50 years, NSU students have had an unfair advantage. They learn from industry experts, build professional relationships, experience careers first-hand, and live and play in a premier vacation destination. That edge is why NSU alumni are sharks for life.
Before: The biology major at NSU's Halmos College of Arts and Sciences is designed to offer students a science-intensive course of study necessary for graduate studies in medicine and other health-related fields. The curriculum offers students a solid grounding in biological and physical sciences, as well as experiences in research and independent study. Students have the opportunity to work one-on-one with professors specializing in the fields of biology, chemistry, organic chemistry, anatomy and physiology, endocrinology, cell biology, genetics, physics, and astronomy.
After: A biology degree from NSU's Halmos College of Arts and Sciences will give you an edge in the highly competitive career fields hiring biology grads, such as medicine, environmental protection, genetics, or health services. Whether you’re saving corals in the blue Atlantic or studying pollution trends in the classroom, you’ll get personal attention. You’ll have real work opportunities. And you’ll earn credit for your research. From panther genetics to cures for cancer, your biology degree from Halmos will prepare you to dominate your chosen field.
Before: A degree from Nova Southeastern University will allow you to compete for good jobs.
After: At NSU you’ll get a degree and an edge. Be a shark.
Explore Our Brand Campaign
