As a member of Georgia State’s family, you have a special role to play in helping students, elected officials, business leaders and others understand what makes this university uniquely important to them—and also to our fellow citizens across the state and beyond.
A positioning statement is a lens through which we communicate and emphasize the authentic, distinct attributes of the university.
Georgia State, an urban public research university and national model for student success, provides students and faculty with unsurpassed access to opportunities in Atlanta, the cultural and economic center of the Southeast.
Use this copy when you need to summarize Georgia State’s major assets and distinctive qualities.
Georgia State University is an enterprising urban public research institution in Atlanta, the leading cultural and economic center of the Southeast. With seven campuses throughout metro Atlanta, the university provides its faculty and more than 52,000 students with unsurpassed connections to the opportunities available in one of the 21st century’s great global cities. A national leader in graduating students from diverse backgrounds, Georgia State provides a rich experience with award-winning housing, hundreds of student clubs and organizations, and one of the most diverse student bodies in the country. Students, faculty and alumni enjoy a unique campus personality and culture based on ambition, hard work, dedication and perseverance.
The United States is home to thousands of universities and colleges, about a third of all the world's higher education institutions. These institutions compete for students, world-class faculty and researchers, and funding from philanthropic and governmental entities. For Georgia State to be recognized and heard amid other higher education voices requires a commitment to clear, concise and focused communications.
To help faculty, students and others make informed decisions—and to attract the attention and investment of individuals and organizations who might not otherwise consider Georgia State—members of the university community must communicate and operate in ways that consistently and transparently reflect the university’s vision, mission and position.
Individually and collectively, our actions and the many ways in which we carry out the mission of the university and build credibility for the university’s identity.
Most universities try to be all things to all people. Few clearly identify and articulate the key differentiators that make them unique. Everyone claims to have “excellent faculty, “world-class facilities” or “real-world experiences.” At Georgia State, we have created a campaign that clearly defines what makes us different. We tell that same story over and over – to our community, to the media, in our advertising and to prospective students – and use consistent messaging under the heading of THE. WAY®
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When considering appropriate communications channels and options, first consider your audience and its expectations and needs—and tailor your engagement with that group appropriately.
No matter the audience, there is always an opportunity to shape perceptions and awareness of Georgia State, along with its unique role and impact on Atlanta and beyond. And don’t forget the ongoing chances you have to share what you do at the university and to talk about all the interesting things happening at Georgia State with your neighbors or even your fellow commuters.
It’s important that as each of us has these opportunities, we talk about Georgia State’s distinctive position. This is because over time, with repetition of its unique aspects, people and organizations will begin to shape a more cohesive and consistent understanding of what Georgia State stands for and how it is distinctive from other colleges and universities.
To plan your communications, we encourage you to first study the position statement and key messages. Then, think of the messages as a bit of a “checklist” as you prepare to share Georgia State’s unique position orally, verbally and visually. The more key messages your story supports, the stronger the story is in conveying the university’s distinctive position.
For instance, let’s say you want to talk about how many internships students in your college or school pursue across the Atlanta metropolitan area in a year. Perhaps you’ve noticed that the number of student internships is growing every year because Atlanta employers value the interaction they have with Georgia State students. And maybe your college or school actively reaches out to new employers to influence them to create more internships for your socioeconomically and ethnically diverse students.
Depending on how that story is communicated, it could support at least two of the key messages—providing students with unparalleled access to Atlanta and reflecting the university’s diverse student body.