{"id":1880,"date":"2023-12-01T13:39:13","date_gmt":"2023-12-01T18:39:28","guid":{"rendered":"https:\/\/www.adelphi.edu\/brand\/?page_id=1880"},"modified":"2025-06-11T15:05:03","modified_gmt":"2025-06-11T19:05:03","slug":"expect-extraordinary-guidelines","status":"publish","type":"page","link":"https:\/\/www.adelphi.edu\/brand\/messaging\/expect-extraordinary-guidelines\/","title":{"rendered":"Expect Extraordinary Communication Guide"},"content":{"rendered":"<h2>What is Expect Extraordinary?<\/h2>\n<p>It is critical for Adelphi to communicate clearly to all in our community\u2014including prospective students and parents, donors and supporters, and our own faculty, staff and students\u2014what is distinctive about our University.<\/p>\n<p>We know that an Adelphi experience has many unique characteristics and qualities, and that students, faculty and staff can expect a different experience at Adelphi than they would receive at other institutions.<\/p>\n<p>A simple, unified theme was needed to communicate this difference on our many marketing and communications platforms, including advertising and admissions materials, our website and social media. That is the idea behind Expect Extraord!nary, our brand campaign.<\/p>\n<p>Now, Expect Extraordinary, which began as a marketing message, has become a message that can be shared by our community as an overall theme for the work we do here at Adelphi\u2014in School or department communications, University initiatives, presentations, talking points or any other efforts where we need to communicate ways that Adelphi stands apart.<\/p>\n<h2>Key Message<\/h2>\n<p>ÌÇÐÄ´«Ã½ offers many exceptional\u2014or beyond-the-ordinary\u2014experiences in higher education, compared with other universities.<\/p>\n<ul>\n<li aria-level=\"1\">The statement \u201cexpect extraordinary\u201d needs to be followed by specific, simple reasons why, usually expressed in comparative form, supported by facts.<\/li>\n<li aria-level=\"1\">These \u201creasons why\u201d are a key part of this messaging, and help set Adelphi apart from other universities.<\/li>\n<li aria-level=\"1\">Please note, \u201cgood\u201d is not \u201cextraordinary.\u201d Not every story, or every aspect, is extraordinary. Avoid overpromise.<\/li>\n<\/ul>\n<p>Communications under Expect Extraordinary reveal surprising and compelling facts about Adelphi, but the word extraordinary should not become overused.<\/p>\n<h2>Tone and Manner<\/h2>\n<ul>\n<li aria-level=\"1\">Elevated<\/li>\n<li aria-level=\"1\">Exciting<\/li>\n<li aria-level=\"1\">Proud<\/li>\n<li aria-level=\"1\">Surprising<\/li>\n<\/ul>\n<h2>Messaging Examples for Expect Extraordinary<\/h2>\n<h3>Correct Usage<\/h3>\n<p><strong>Example for student communications:<\/strong><\/p>\n<ul>\n<li aria-level=\"1\">Higher graduating salaries<\/li>\n<li aria-level=\"1\">More flexible schedules for graduate students<\/li>\n<li aria-level=\"1\">Smaller classes<\/li>\n<\/ul>\n<p><strong>Example for employee communications:<\/strong><\/p>\n<ul>\n<li>We are the only university on Long Island named among America\u2019s Best Employers in New York for 2023 by <em>Forbes<\/em>.<\/li>\n<\/ul>\n<p><strong>Example for academic communications:<\/strong><\/p>\n<ul>\n<li>The ÌÇÐÄ´«Ã½ College of Nursing and Public Health has been ranked a <em>U.S. News &amp; World Report<\/em> Best Undergraduate Nursing Program for three consecutive years.<\/li>\n<\/ul>\n<h3>Incorrect Usage<\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Adelphi is an extraordinary university, or extraordinary in every aspect.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Every Adelphi student is extraordinary.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Messaging to students: \u201cYou will become extraordinary if you attend Adelphi.\u201d<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>What is Expect Extraordinary? It is critical for Adelphi to communicate clearly to all in our community\u2014including prospective students and parents, donors and supporters, and our own faculty, staff and students\u2014what is distinctive about our University. We know that an Adelphi experience has many unique characteristics and qualities, and that students, faculty and staff can&hellip;<\/p>\n","protected":false},"author":13,"featured_media":0,"parent":23,"menu_order":6,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-1880","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"<title>Expect Extraordinary Communication Guide | Style Guide and Brand Center | Adelphi Universit<\/title>\n<meta name=\"description\" content=\"Expect Extraordinary, which began as a marketing message, has become a message that can be shared by our community as an overall theme for the work we do here at Adelphi\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Expect Extraordinary Communication Guide | Style Guide and Brand Center | Adelphi 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