Style guide
Our style guide
Hey, hello! This is our style guide. We created this document so that regardless of your area of work inside Utel, you can find the right way to communicate everything we have to say about our university... And of course, how to say it.
This guide will help you maintain a consistent style and language in any format you choose to communicate something about Utel. Beyond grammar and general writing rules, in this guide you will find the spirit and personality of our brand and the different environments in which it operates.
It is possible that at some point you may encounter situations that may be out of this document, do not worry; we know that everything evolves and we are in an ever-changing and living universe, just try to get as close as possible to the basics of this guide and you will be on the right path.
Principles / goals
We have set the following communication objectives. Regardless of the format, when writing or speaking through Utel, we seek the following:
Clarity:
Be clear, direct and keep it short. Don't look for sophistication in your messages. Always choose the simplest way to express what we have to say.
inclusiveness:
Don't leave anyone out of the conversation. At Utel we are all part of the community. Try not to dwell on unnecessary details when talking about our students, focus on a communication where everyone is equally important.
Guidance:
We want everyone at Utel to be able to choose the best way to study. Show in your messages an open and oriented attitude towards the resolution of possible doubts. Communicate and guide the community to what they really need.
Digital - first:
We are leaders in digital transformation as well as tech innovators in education, remember to always demonstrate this in the messages you create.
Power-student:
Show each student the power that their actions have on Utel: Our students are always at the very center of our work as a university, therefore, always speak in an active voice and bring students into a constantly moving conversation where they are the leading players and the ones who take action within Utel.
Voice and tone
Voice
Our origin is fullyhuman as well as digital: our students are the main driver of our mission as auniversity, and technology is our most powerful tool for their professionaltransformation. We are aware of the potential of innovative technology in educationand we want everyone to know this. From Mexico to Patagonia, from Colombia to the Philippines, we believe in the transforming power of education and we work every day to help our students achieve everything they want to achieve.
For this reason, we have developed anargumentative base that defines our identity and personality:
We are solidary (not patronizing)
We believe in teamwork,mutual feedback and companionship within our community. No one is left alone onthis path, we are here to provide the necessary tools for each student to usethem and achieve the best version of themselves. We are open to the aspirationsof each student without interfering or establishing a specific path. We wanteveryone to experience Utel at their own pace.
We know that every student's objectives are different; regardless of your level of knowledge, you can access micro courses or bootcamps according to your goals.
If you are passionate about technology, a career in Computer Systems Engineering is for you, study it now!
We are reliable (not authoritarian)
Learning should be useful, practical andmeaningful for everyone. Our educational models, as well as our platform andacademic offerings, prepare full-fledged and updated professionals that areoriented to the actual needs of their industries. Our education is real andadapted to today's life.
Our educational models have been designed to fit the needs of each student so that, together, you can develop your best version of yourself.
Our educational models are made to perfection. At Utel you will learn only what you need.
We are limitless (not exaggerated)
Our online model requires us to provide aneducation outside the norm, so why limit ourselves to conventional when ourpossibilities are limitless? We are proud of our diverse, adaptable andscalable offerings for each of our students, as well as our personalizedlearning Experiences for any stage of life. Our students' growth is defined by onesimple question we ask: "How far do you want to go?"
Become a digital nomad, study at your own pace and choose your ideal learning model. You set the rules of the game.
Study at Utel while you pursue your next million-dollar idea.
We are bold (not reckless)
Technology allows us to create amazing andgroundbreaking ideas and yet, even more educational opportunities based on evengreater technology. We are constantly daring ourselves to look for newsolutions that adds value to each student, always with an aim towards theirevolution. We are pioneers in the pursuit of the future.
In partnership with Google, we have developed a course adapted to the new marketing and communication challenges that professionals need.
Studying with VR technology could be the new way to learn from home, connected 24/7 and individually.
Tone
Our voice is expressed through different tones of communication, and although formalities are generally not our thing, we adapt to the context in which we are speaking or the aim of our main message: We want each student at Utel to be able to decide their career path, personalize their process and empower them to reach their goals. When writing or speaking about Utel, we recommend you guide each person to action. Consider the following points:
Globality: We are a university with an international reach, with students from different parts of the world that forms together a global community that transcends. Include elements in your communication that highlight this attribute.
✓ Our global academic offerings bring together thousands of students from all over the world in a virtual space with infinite possibilities.
✕ An education that exceeds international standards.
Active voice: Students have the power to decide how they will develop in our university. Lead them to act and not to "depend" on us.
Choose the learning Experience that best suits your lifestyle.
Utel offers different Experiences according to your age and lifestyle..
Be clear: Always communicate in a direct and simple way. Try to save reading time and focus on what is important. Guide without confusing.
Our Executive sessions encourage networking and learning with market experts.
Through our Executive sessions you will be able to work in a collaborative and interdisciplinary way in order to specialize in your area of study or in order to get a new job position.
Context and future: Place each student in their new and improved version of themselves. Show them the immediate benefit of their career.
Launch Google Ads campaigns and boost online business with our master's degree in Digital Marketing and E-commerce.
Our master's program in Digital Marketing and E-commerce seeks to train professionals capable of evaluating and executing strategies considering the needs of the market.
Positive language: Try to use messages that, for the most part, can be read without negative words. Avoid starting or opening a conversation with a "no".
We want you to learn with us: get in the driver's seat today and access a scholarship now.
Don't waste any more time looking for new opportunities. Apply for a scholarship and contact us.
Talking points
Our personality as a brand guides to topics that, as Utel, we can cover with our voice. We have pointed out some important issues and topics in which, as a university, we are naturally part of the conversation; is those stories in which we must be involved.
Our focus: we are a digital university that places students at the center, we tirelessly seek constant improvement through technology as well as with our human approach. The brand territories in which we open the conversation must be aligned to this mission.
We want to generate valuable insights from our position in the conversation, at Utel and in the student community. Digital education is always evolving, so seek to place Utel in this ever changing process that is part of everyday life: We are tireless pioneers in the search for a new education that constantly advances in new ways of experiencing learning.
We talk about being solidary through concepts such as:
Inclusive education:
For example:
- Democratización de la educación en la actualidad.
- Evolution and worldview of the modern student.
- Studies on university inclusiveness.
Society and education:
For example:
- Education as an engine of social change.
- Gender gaps in education and how to address them.
- Education leaders' stories.
We talk about being reliable through concepts such as:
University evolution:
For example:
- EdTech initiatives in Mexico and the world.
- Evolution of careers and their forecast for the future.
- Efforts of companies in favor of education.
Trends and accessibility:
For example:
- Tools, apps or developments that support learning.
- Support platforms for online students.
- Trends, disciplines or integrative activities that nurture education (mindfulness, time management, etc).
We talk about being limitless through concepts such as:
New university lifestyle:
For example:
- New student awareness, values and vision.
- Student as a digital nomad.
- Benefits and new challenges of remote learning.
Job and new normal:
For example:
- New flexibility policies in the workplace.
- The future of the workplace and the new "offices".
- Technology-driven entrepreneurship.
We talk about being bold through concepts such as:
Digital-first:
For example:
- New technology-based study modalities.
- Digital innovations driving education.
- Conversations about EdTech.
Tech for students:
For example:
- New educational tools that maximize the professional profile.
- Continuous vision towards a new type of professional for a new world.
- New generation careers applied.
Student outcome
All areas, products and services of Utel have been created for the benefit and total advantage of the student. We are obsessed with constant improvement and daily evolution. Consider this as the basis of our mission. At Utel we want:
- Students who love what we do.
- Students who, through their learning, achieve tangible improvements in their lives.
- Students who act, decide and be the reason for their own transformation.
Our communication is motivated by a fundamental question:
"What are we doing for our students?"
Our commitment to show this translates into the choice our students are making by being part of Utel. When a person chooses Utel, they don't just choose our online programs, our accessibility or our innovation, they also choose:
- An official degree that gives them access to new opportunities.
- A job improvement or salary increase, even while studying.
- A new job within a year.
- Being an entrepreneur with a complete and valuable education.
- Recover school investment through the use of new knowledge already paid for.
- Increase the value of companies.
- A safe, up-to-date, useful and practical education.
- A new transformed life.
At Utel, our students are at the very center of our operations, and the positive impact on their personal and professional lives is our obsession.
Buyer personas
At Utel, diversity is one of our key differentiators and it is also one of the inspirations that has led us to create various educational programs for each person according to their lifestyle and at their pace of life. All students have unique stories and different learning objectives; let's talk to them according to their context, needs, and academic and professional pursuits.
Our buyer personas range from Generation Z to Boomers, let's communicate what's important to each audience. This is a basic guide to generate your messages in the right way:
Young people up to 24 years old:
People looking for an educational option tailored to their needs that can adapt to a pace of life in constant movement and change. Digital natives with a social media and internet media consumption through mobile devices. They seek to create while living an active education. Use these points for your content:
- Careers with an innovative and contemporary approach.
- Peers and community always connected.
- Courses or educational options applied to the future.
- Studying online is part of the new normal.
- Entrepreneurship.
- Being a digital nomad and learn anywhere.
Young adult (25 - 34 years old):
People with a post-university age who need new tools focused on a practical and agile approach. With previous experience in their industry, they seek to bring new skills to their work through real, meaningful and relevant experiences. Use these points for your content:
- Update knowledge and new values.
- Executive specialization.
- Education as a tool to continue growing professionally.
- Learning from real experts.
- Networking spaces
Young adult + (35 - 39 years old):
People with a more experience profile who are looking to open new learning spaces in a routine normally established by their jobs schedule. They want to invest in a quality and affordable education that they can complement with their day-to-day work. Use these points for your content:
- Affordable pays and time flexibility.
- Better job opportunities through education.
- Balance between work and study.
- Tools and courses that complement your career and background.
Adult (40 - 59 years old):
People who have established themselves satisfactorily in their job but are looking for a notable improvement in their professional and financial opportunities. They maintain a routine between family and work and wish to find an option that allows them to learn to improve their work status without compromising their family activities. Use these points for your content:
- Flexible study schedules.
- Improvement of work status (promotion).
- Balance between family, work and study.
- Upgrades in your area of work.
Senior (60+ years old):
People with full maturity who are in retirement and are looking to prepare themselves for a new working phase on their own, or want to find a new professional path through courses or careers adapted to their lifestyle. They want to continue with their routines and maintain stability, but, at the same time, do something useful where they can always learn something new. Use these points for your content:
- Learning for a new working phase.
- Updating your career or professional path.
- Education and learning as a fundamental part of life.
- Studying as that first opportunity after not being able to access university.
- Studying online is accessible and it will always have personal accompaniment.
Writing about Utel
We are proud of our name and what it stands for. We have created an ecosystem of experiences, products and academic options for every student where our brand takes the lead role. Consider the following when talking about the university:
Utel:
It is our name and our identity. Use it at all times to refer to the university, our sub-brands, our events, learning Experiences and in our corporate communications. Prioritize the use of the Utel brand before other secondary naming extensions. Below, we have set out a number of key points where we have defined the use of Utel as a brand and name.
New logo
Being consistent and coherent with the redesign of our new logo, both in its reading and visual aspect, this new version reads as "Utel" (with capital letters in the first letter and lowercase in the rest). This also helps building brand awareness, both visually and in writing.
New voice, new Utel
The process of defining a powerful voice and personality - and one that makes sense for what the university represents - also allows us to decide on a new path for how we want the community to perceive our brand.
- Utel is visually closer and more harmonious than UTEL. The capital letters tend to be more aggressive and officialistic.
- Utel is a non-traditional university, and although, according to academic writing rules, acronyms should be capitalized, language is a living, changing and moving entity. If language is not static and traditional, why should Utel be?
- Utel is our university, it is our brand, how do we want others to know it?
Differentiation
Utel is not like other universities in many aspects, not even in our brand name. Do we want to be confused or placed in the same brand and name awareness as UNAM, UDG, IBERO, ITESO, UVM, ITESM, among others? We are Utel, we are a different university.
Innovation
Simply put, the ways have changed, and as a university in constant evolution and transformation, our name is part of that.
Utel Universidad:
Our brand plus the "University" tagline should be used only in graphic applications in its logo presentation and with the intention of creating presence or formality. When writing, we will always refer to Utel in a simple and direct way.
When writing or referring to the university as an institution, it is not necessary to capitalize the first letter, since it is not part of the name Utel, nor is it a specific announcement or formality where brand presence is required.
Study a career at Utel today
Study at Utel University with coaches 24/7
Discover the opportunities the university has for you.
Learn more about Utel at the following link.
Your certificate is officially validated by the SEP at Utel Universidad.
Utel Experiences:
Our learning model is one of the most important differentiators at Utel. Consider the following depending on the context or communication media:
Experiencia Senior
When speaking of the name of the experience or its title, always capitalize the letter "E" and the initial of that program ("C" for College; "E" for Executive"; "S" for Senior; "C" for Core). Do not capitalize the word "experience" when writing generally.
Utel College
Use this composition when visual brand presence is needed or when talking about the experience is already implicit in the context of the piece.
Experiencia Utel Executive
To talk about experiences in a longer paragraph or piece, avoid placing the word "Experience" before our name.
Utel [Experiencia Executive]
If it is necessary to write about the experience and relate it to Utel, separate the two ideas. The Utel brand takes first priority.
Writing about people
We want everyone to have access to a personalized, humane and real education through technology. At Utel there is a place for everyone, and that means writing for everyone. Every student is unique, with different perspectives and stories, backgrounds, lifestyles and beliefs. Our words have power and meaning. Follow these recommendations for writing about the Utel community:
Concept: Utel lives through the people who are here and who are always actively learning with us, therefore, we prefer to always use the word "students" when we refer to our community; we believe that a student is one who not only listens, but also does. In addition to this concept, we also prefer to use the term "learning", because we believe in the depth and growth of knowledge as inexhaustible. There is always more to learn.
Age: Try to generalize when writing about the age of our students. It is not necessary to specify defined ranges. The community knows the type of experience they need to pursue their projects; you can write about life stages, the concept of full maturity, or advanced career pathways. Base your communication on Utel Experiences or their benefits when talking about age.
Our College Experience is ideal for young people between 18 and 25 years old looking for new tools to complement their learning.
With our College Experience you will be able to develop a global and trendy vision of market demands while sharing projects with other young people like you.
Multiculturality: Our community is global and international, and all students, regardless of their origin, country, race or place of residence, are part of a common educational universe. Do not give greater weight to any of these variables over others.
Gender: We want a diverse, inclusive and open community. Do not use gender-centric terms, but neutral alternatives. Try to refer to the community without using mostly masculine terms and prioritize speaking directly to students without labeling or stereotyping. Avoid associating careers, courses or any academic offer with a specific gender (engineer, lawyer, psychologist, etc). At Utel there are no differences, everyone has access to the same learning opportunities.
Diversity and inclusiveness: We are a open space to the sexual and gender diversity of each student. We are aware of the respect and freedom of speech that this means, therefore, use these words only in the context to which they belong and not to label, point or differentiate one person from another: gay, lesbian, bisexual, transgender, trans, queer, LGBT, cisgender and non-binary. Likewise, avoid conversations about the gender agenda; at Utel we are inclusive and reject hate speech to our community.
Writing about digital culture
Utel is a synonym of transformation and digital culture. We were born as an online educational institution and that is how we have managed to consolidate our status. We are naturally part of all the changes that have occurred in technology and new media, and our educational offer is the clearest example of this: learning models driven by endless digital power to which we have access and with which we build a wide universe of educational options for anyone, anywhere, anytime. This is our origin and our objective, we are experts and we live this on a daily basis, therefore, always examine the media or materials to be communicated to adapt the messages in a correct and updated way. Follow these recommendations to talk about digital culture:
Unpretentious:
When talking about digital culture and technology, aim for simplicity and direct reading: do not abuse labels or "advanced" neologisms that could be confusing or sound pretentious, even falling into commonplaces or false modernism. We do not need to exaggerate our mastery or knowledge of the subject; we are digital natives, it is our natural environment.
Suitable for our offer:
Always consider who will receive your message and target your communication based on its relevance; use the right vocabulary and the right depth of content for each student or person outside Utel. Identify each user's digital knowledge, age, needs and create a speech that is not only user-friendly, but also personalized.
Always on trend:
For more than a decade we have been working in digital and ed-tech contexts, this characteristic should be innate in our messages. Always communicate with a contemporary and forward-looking approach, avoid "old neologisms" and always open the conversation to topics of importance in the today's world.
Tech for good:
One of our most important beliefs as an institution is the pursuit of good through technology and digital access. When you are writing about topics or conversations related to digital transformation, focus your communication on exalting this and directing the dialogue towards our work as a university. We believe in available education thanks to technology and digital tools, this is unquestionable; avoid falling into wording that sounds cliché or very revisited by the digital industry and focus on our primary point of view.
Grammar and punctuation
One of the most basic aspects of communicating is definitely our grammar and punctuation rules. It is important that you follow this guide, as many of these details come up on a day-to-day basis:
Text capitalization:
Normally, capitalization is subject only to the first letter of a normal sentence. If in your sentence you come across the name of the university, a certain career, event, space or property of Utel, it is necessary to capitalize the first letter of it to identify it as part of our work.
Get ready for the next school period.
Apply for a Scholarship now.
In Utel X you will be able to access a large number of microcourses.
Learn more about our Bachelor's Degree in Pedagogy.
With our Executive Experience you will learn from industry experts, and you will also develop technology skills with our course in partnership with Amazon Web Services on the AWS Educate platform.
Numbers:
Try to prioritize using numbers in their original form to create clear and intuitive messages, however, in some cases it is necessary to refer to the number in its written form, especially when it does not reflect specific figures.
More than 3,000 students at our last live session.
We are a staff of more than three hundred teachers in action.
The first online university.
Joana Rojas, 1st place in the 2021 innovation contest.
Our Senior Experience is ideal for people in their sixties and older.
Numbers with more than 3 digits should be separated by commas and, in most cases, written in their complete form. Use the numerical contraction when you have little space, when you are in a digital context or when facts or bullets are pointed out:
50,000 students graduated.
About 150K views on our live broadcast.
Dates:
When your communication requires establishing dates, write them in full. If you need to mark a date in a material with little space, reduce and begin with the number first, then contract with the initials of the month in lowercase and end with the year if necessary:
Attend our masterclass on September 17th.
Register for our next webinar. Registration opens next 10/09/2022
24 / aug / 2022
24 / 08 / 2022
Symbols:
When referring to percentages, currency or any other element that has its own symbol, always use it for clarity and context:
90% of the students have improved their employment position in 1 year.
15 percent.
Tuition starting at $2,395 MXN
Tuition starts at $2,395 pesos.
Phone numbers:
When listing phone numbers, do not use hyphens or separate digits with spaces. Include the local area code and separate every 4 digits with a period.
(55) 3684.1400
55-36-84-14-00
Time:
Use the 12h mode (am and pm in lower case) when writing the time in any communication. If the time to be marked is sharp, do not include the minutes. Also, if your message is intended for audiences in other countries, always mark the different time zones in parentheses to make it easier to identify them.
2pm
2 PM
8pm (EST)
8:00 (UTC)
Quotes:
When using quotes from an author, media or other reference, always enclose them in quotation marks and mark them in italics. If the text or communication has no context of the source or reference, include it in parentheses at the end of the quote.
"Utel aims to capitalize on the democratizing power of the Internet with the goal of facilitating access to university education" (Google).
Web URLs:
Always present the website in its simplest form, in lowercase and without long URLs. If the link you need to direct to has a specific URL, create a link through a title within the sentence.
utel.edu.mx
Explore our UX/UI Design Bootcamp at: u-camp.utel.edu.mx/ux-ui
Know more of our UX/UI Design Bootcamp
Emojis and hashtags:
The language in social media is changing and goes fully visual, and although you can rely on resources such as emojis and hashtags, use them in a measured way. Use emojis if they are part of the context of the message and can add a fun or signaling element. Use hashtags as part of internal Utel campaigns that require such an identifier; it is not necessary to use them for all posts or to name types of social media content. If it doesn't add up, don't use either resource.
Don't miss our next #DiscoveryDay at 10am.
At Utel #StudyOnline.
#LiveBroadcast, #UtelOpinion, #UtelInfographic, #UtelBlog.
These are some of the new trends in ecommerce, which ones do you think will change the future of online shopping? 🛒
At Utel you will find the study program that you like the most 👌 🆒 Ask about our plans and start to achieve your goals 🎉 🤙 🤯
Cities and countries:
We are a global university with students from all over the world, so when you need to talk about a city or country, do not use abbreviations and write the name of the place in its full form. Only use the official abbreviation in materials with little space or if the place has already been mentioned.
This webinar is aimed primarily at professionals from all over Mexico, Chile and Ecuador.
Educational initiatives in ARG, COL and MX.
Students from the cities of Guadalajara, Cancun and Leon.
Brands and companies:
Like Utel, other companies and brands have struggled to create an identity and build their place in the industry. Use their names in their official form and always capitalize the first letter.
Amazon
Adobe
youtube
File formats:
Studying online requires tools in different formats, when you need to communicate the extension of a file or its type, use capital letters to identify it easily.
Download the following PDF with the complete program.
Upload your files in jpeg or png format.
General punctuation:
Respect the basic rules of punctuation in general (commas, periods, exclamation and question marks, etc.) and keep your writing and messages aligned with the communication objectives of this style guide. Consider the way we speak and our personality... you'll find the right wording.
Technical or informative content
We are a university where knowledge is always evolving, and although sometimes you may need to communicate topics, discussions or informative materials with a lot of information or technicalities, at Utel we want everything to be clear and vital from the beginning. Follow these recommendations when writing or communicating technical or informative content:
Solve from the first moment:
Do not answer questions after several sentences or paragraphs. Always solve and achieve the objective of the content from the beginning. Utel community is looking for information in a practical and straightforward way, let them find it easily.
Keep the content aligned to the title:
Be consistent with what you express and do not go beyond the communication objective of your content. Do not mix concepts, information or other elements that confuse the user. Always refer or compare your texts with the main title and ensure it makes sense.
Short paragraphs and keywords:
Organize your ideas into short blocks of text that are not tiring to read - or that convey this feeling. You can help yourself by using keywords to identify your narrative by reading steps.
Make lists:
Use lists, bullets, sequences or any type of narrative that can be read in steps to achieve a better retention of the information if you consider this to be necessary.
Consider background:
Before writing, consider who is going to read your content or communication; it is not the same to write for a person looking for a new career, than to communicate news or updates to a regular student about to graduate.
Career files
Information directly related to the content of our academic offerings (Bachelors, Masters, Diplomas, etc.) is one of the main tools of all the communication we address to the public outside Utel. As part of a new voice and a sense that empowers students, we established a guideline of recommendations when constructing these messages.
Exception: This does not apply to the official career card downloaded from the website. Also, do not compose forced messages, as these are more official materials.
Centered-view student:
When developing the career message, focus on what the student will be able to achieve after completing the career. Create a vivid and useful learning experience in the community. Place the student as a professional who has mastered specific skills and do not lead to a passive attitude in which you speak from the point of view of what is learned in the program.
Utel attribute:
When communicating more about the career itself, give this a special attribute of what's being offered: innovation and trendy program, industry updated, etc. Our academic offer brings together careers in different disciplines that can surely be studied in other universities, however, studying at Utel has a unique differentiator, try to include it in the communication to create a more appealing career identity.
Personalized work field :
When studying a career at Utel, graduates will have common spaces in which to develop professionally, however, we believe that if we move from a general job profile to a more specific work examples, careers increase their popularity, and therefore, their demand. Use more eye-catching spaces with specific actions such as "Create advertising campaigns for entertainment, retail, fashion or corporate companies"; this generates a direct connection between what has been learned and a possible job at the end of the career.
Digital displays
Our communication through digital media is the embodiment of our voice as a university. Before writing or preparing content, ask yourself the following questions:
- Why am I making this content?
- What is the purpose of this content?
- Who will receive this content?
- How will this content be seen?
These questions can help you identify the reasons why it is necessary to communicate a certain topic, identify the audience, define the language you use and also decide on the best format or visual presentation for this purpose. Remember to always refer to our brandbook for a better graphic approach.
Below you will find a guide and tips on how to communicate in different platforms, and although a new channel may always appear, this guide will give you the guidelines for these new media in the same way:
Newsletter:
At Utel we promote a healthy digital environment for users and not at all invasive; nobody wants to open their inbox and see more than one email from a brand or company. Consider the use of the newsletter in a measured way and always with high value. Follow these recommendations when creating a newsletter:
- Send useful information, do not fill an e-mail with unnecessary elements.
- Use images according to the content of the message.
- Engaging titles, in active voice or that lead to action.
- Always include buttons, links or references to complement the newsletter.
- Include a descriptive or targeted subject line. Do not use a serial mode (Utel Newsletter: May 2022).
- Do not overload with information or write long paragraphs.
- Consider keeping the reading time of your entire newsletter in the range of 2 to 4 minutes. Expand your content only if it is very necessary.
- Always include a direct contact or a specific communication channel.
Automatic mailing
Although automatic mailings are generated mostly for internal processes without much formatting such as confirmations, notifications or updates, try to integrate Utel's style and voice in each message. Follow these recommendations and configure, as much as possible, your automatic mailings:
- Include, in the wording of the message, some element, word or phrase that refers to our personality: Go from "Your password has been reset" to "You are ready to continue your learning, your password has been reset".
- Include an image or photograph that alludes to the brand and can generate more awareness.
- Keep headers and footers clean and associated to the type of email being sent. It is recommended not to mix the same header or footer that you use for your newsletters.
Social media:
Our social media works as a space to build relationships, interact, and to foster conversation around Utel with our community. When writing on any of our social media channels, always consider our basic goals as a brand, the language guidelines and the consistency of the messages intended for each channel. These style recommendations will apply to the use of social media, however, Utel's digital marketing strategy ( separate from this document) will set the final tone in the distribution of content.
We currently have presence on the following platforms: Facebook, Instagram, Twitter, LinkedIn, Youtube and Tiktok. Consider that each of these channels has different communication purposes and forms of language that must be adapted to the style and nature of each platform.
Length and wording:
Be concise and to the point. Social media content is consumed quickly. It is preferable to create impactful or engaging content and not an extremely informative post.
Facebook: Keep your texts to a maximum of 6 or 7 lines. You can divide them into title and paragraph, or two short paragraphs. Write casually and directly to the student.
Twitter: Use all available characters (280), but prioritize generating more titles, bullets or direct calls to action.
Instagram: Prefer a short paragraph structure with title or a statement, or a bulleted structure as well. Remember to give more weight to the image so that it can communicate and attract more. Feel free to integrate some emoji or hashtag (more information in punctuation and grammar).
Linkedin: You can write longer texts than in the other socials, but always action-oriented and inside the university. You can extend to 2 paragraphs, even 3 if necessary.
Youtube: Generate eye-catching titles in the videos but keep them aligned to the content of the video. For the description, in addition to creating a copy related to the topic, try to add keywords to this text that can improve the SEO of the video; these keywords should be defined through the marketing areas in order to find valuable results and enhance ranking of the videos in search engines.
Tiktok: Make an impact through very short and eye-catching titles. It is not necessary to explain in the descriptions, that is what the video content is for. Keep your descriptions under 150 characters.
Communication topics
Always stick to the brand's digital marketing strategy. There will be specific content for each channel, as well as formats and types of publications. Respect these guidelines to achieve the objectives of the area and to maintain the style, identity and unity of all socials.
Tags
Always find the username of the accounts, fanpages or profiles if it is necessary to integrate it into a publication and make sure you are tagging the official account. If it is a global company (Amazon, Google, etc), you may not use tags.
Hashtags
Use these resources in a measured way and ensure a maximum length of 14 characters per hashtag. Visually it can be a useful tool; try to use them only when they add something valuable to the conversation (Instagram) or when they are an organic part of a sentence (Twitter, Facebook). Do not abuse them to name sections or sub brands, respect names in its original form.
Trends
Use trends (in any platform) if they are part of a conversation generated by Utel, or if they are related to our context or content.
WhatsApp:
WhatsApp is a direct contact channel for those who are interested in Utel and want to solve doubts or look for useful information: prices, modalities, requirements, careers, online operation, etc. When writing for WhatsApp, focus on the user's needs, do not load the chats with too much information and above all, communicate person to person.
- Do not saturate the message with all the academic programs. If a person writes by WhatsAapp, it is very possible that he/she already has a specific question. Answer it.
- Write short sentences that always lead the user to a new conversation option or end their chat.
- Try to resolve questions or comments in-chat if possible; taking people outside of the WhatsAapp application can detract from their experience and not continuing to external links. In addition, this generates information that can be copied into the chat by the user to share with others.
- Be human. Create messages that sound relatable and real; we all want to talk to someone who is trustworthy and knows what they are talking about.
Word list
The following list of words is divided as follows: correct spelling, words or concepts to watch out for, and finally, what to avoid when communicating or writing for Utel. This list is open to updating.
Correct spelling:
internet (no capital "i")
online (no capital "o")
ecommerce (no hyphen)
wifi (no hyphen or capital letters)
Glossary by country
Words or concepts to watch:
Learning routes: Although the concept can refer to learning in different ways, paths or methodologies, at Utel we use this concept to talk about a series of microcourses offered in Utel X. Be careful not to confuse this concept and use it in separate contexts.
Experiences: Use this word or concept, mainly, to refer to our personalized learning Experiences. As one of our most important products, Experiences immediately refers to the Core, College, Executive or Senior modalities. Only use the word outside of this context if necessary or if it is part of another concept.
Development/ Formation: Use both concepts for different purposes; use the word "development" to refer to the improvement or process of each student in some discipline or knowledge; use the word "formation" as an integrating concept that unites the development of different career elements and not just one.
Skills / Competencies: Use both concepts for different purposes; use the word "skills" to refer to a student's practical and academic achievement in relation to specific knowledge; use the word "competencies" to refer to a more comprehensive concept that includes several skills.
Alliances / Certification / Double degrees: These concepts, although similar, refer to different items that make up the abilities passed or certified by our students; use the word "alliances" only to refer to the agreements that Utel has made with other companies or institutions to offer some course or program; use the word "Certifications" to refer to the course that was created through one of these alliances; use the concept of " double degree" to refer to the degree that Utel and another institution jointly offer to students to obtain a double recognition.
Words or concepts to avoid:
Dreams: Our focused, direct and practical personality does not seek to "fulfill people's dreams", but to provide each student with the tools that will transform their working life through their action.
Employability: For us, the concept of employment is inadequate and not enough. At Utel we believe that we provide comprehensive opportunities for the student to expand professionally and not just take a specific position. The same applies to our Career Expansion Center (Expansión Profesional), which we will never call "employability center" or "job center".
Computer Lab: In disuse.