Importance
At a university rich with special events, varied audiences and institutional success stories, communications professionals craft messages that inform and resonate in a variety of contexts. Different communications require different approaches to deliver messages that align with the Illinois brand and connect with your audience. This written training will give you a sense of what these different email communications and how units across the university conceptualize and write communications that leave an impression and inspire further action.
Target Audience
- Campus communicators
- Event Planners
Instructions
- Identify your audience. What is your message and why is it important to them?
- Be direct, concise and avoid jargon/technical terms
- Attention is one of the most valuable MarCom commodities.
- The clock is ticking the moment your audience opens a message – get to the point!
- Technical terminology can cause confusion and indifference to your message.
- Adopt an authoratitive but helpful tone
- You’re the expert, but there’s no need to be showy.
- The ultimate goal is for your audience to understand your message.
- Invite questions and further clarity with easy-to-find contact info.
- Headings are your friend!
- People naturally skim an email/article/message.
- Supplying a quick summary in the form of a heading attracts your audience’s eye.
- Bullet points can also allow for even more effective skimming from a reader.
- Find creative ways to incorporate the brand pillars.
- Use Innovation, Community, Momentum and Discovery to guide your messaging.
- Don’t forget to have fun.
- If your message allows for it, embracing humor and fun can make your communications approachable and keep your audience engaged.
Examples
Event Invitations: Alumni Association

Why it works:
- Helpful and engaging tone — who doesn’t want some Homecoming excitement? — without being overbearing.
- Important information, especially event dates, bolded throughout.
- Headings framed as questions help guide the reader to the most pertinent parts of the message.
Internal Newsletter: LAS Lineup

Why it works:
- Concise headings around clear messaging priorities and subject areas.
- Easy to find dates and locations.
Logistical Updates: Tech Services updates

Why it works:
- Changes in routine, especially in relation to technology, can cause anxiety and limit the effectiveness of a message.
- This email is concise and gets straight to the purpose of the message.
- Adopting an FAQ headings format helps to convey an authoritative but understanding tone.
- Minimal use of jargon.
- Easy-to-find contact info.
Internal Success Story: Facilities & Services

Why it works:
- What is routine that your unit is exceptional at? Process stories are enlightening and inspire excellence in other facets.
- The lede explains the importance right away: research relies on cold storage to ensure accuracy. This process is vital at a top research university like the U. of I.
- Using the language and tropes of sports/award shows makes the content approachable and fun.
Annual Reports: College of Agriculture, Consumer and Environmental Sciences
Why it works:
- How can an annual report transcend data, mission statements and summarized info? Storytelling!
- Every page contains a combination compelling copy and real-world examples of how ACES is achieving and making an impact and why it matters.
- Between the photos and content, there’s a intentional focus on the people of ACES — we see their faces and hear their successes and contributions.
- The entire report is grounded in the brand pillars: introduced in the table of contents, explained in the Dean’s message and, in a deft touch, as a categorical signifier of each page’s content.
Contact
- Thomas Bruch, Writer/Editor, bruch2@illinois.edu
- Katie Watson, Director of Institutional Communications, kawatson@illinois.edu