Tone of voice
Since it is student’s platform, it should focus on being friendly yet not informal (proportion of 60%/40%). It should be engaging for young public, yet professional. After all, choosing an university to study is a serious matter, and both students and parents (the payers) should feel they are relying on a platform that is serious about what they do. So professionalism should be part of the tone of voice represented by formality – also due the nature of the project. The friendly tone comes to satisfy the students, as they are the ones who will most probably be the open door to reach the parents. Once parents are satisfied (short term), it will be the platform’s job to keep students satisfied in the long term. Therefore, friendly tone is the best way.
Persona (the brand): Friendly and Inspiring
Tone of voice: Personal and Honest
Language: Simple and insider
Purpose: Enable and educate
Associated words: future, do, engage, possibilities, possible, dream, truth, make, realize, study, best, university, experience, education, quality, culture, exchange, exams, distinction, consultation, support.
