Wonder Campaign

Parameters around “Wonder”

“Wonder Makes Us” is not a tagline for all marketing, rather, it is part of a specific awareness campaign to draw the curious to the University of Arizona and fuel the unimaginable.

  • If you’d like to use ‘Wonder’ it must be within the campaign and Marketing & Brand Management-approved
  • If you have an out-of-home spend in key markets within Arizona, California and Texas, please work with MBM in advance
  • If you have a story that exemplifies ‘wonder’ let’s work together

Please reach out at brand@arizona.edu to discuss in more detail.

“Wonder” through storytelling

While it is important that the word ‘wonder’ is not explicitly used in all marketing collateral, wonder is at the heart of all our stories. It takes you out of your comfort zone and may be different for everyone, but it always means looking toward the future.

Do:

• Make sure it feels authentic

• Make sure it captures the spirit of Arizona

• Make sure our stories paint a diverse picture of our candidates

• Make sure the feeling of wonder is carried throughout

Don’t:

• Pick a person/people that you wouldn’t want to watch or hang out with

• Use too similar of a story we’ve already done

• Make the story feel like something you’ve seen a million times

• Give candidates too many questions before your interview. Capture their natural answers.

 

 

 

Messaging Hierarchy

If you have reached out to Marketing & Brand Management and would like to use “Wonder” in key markets, please use this messaging guideline. We come from a place of wonder. And that inspires everything we do.

For example:

Wonder makes us do
THE UNKNOWN
THE UNTHINKABLE
THE UNIMAGINED
THE UNUSUAL
THE UNCONVENTIONAL 

So, no matter what kind of materials we’re creating from student admissions packets to website content and everything in between, our communications should reflect this spirit.

 

Headlines

Headlines should also always grab the attention of your audience and keep them curious to read more. The tone should come from a human place, and evoke a sense of wonder to explore and create, while also motivating our drive do more.
 

In constructing a headline, the structure should follow the below format:
Wonder makes me _______________

The second half should be just a few words about that person that tie back to their story. It can be a more specific thing like:

“Swim outside my lane”
“Redefine intelligence”
“Refuse to sit on the sidelines”

It can also be something more emotion driven like:

“Persevere”
“Reach”
“Explore”

 

 

Examples:
 

WONDER MAKES US CREATE

WONDER MAKES ME PREDICT THE PAST

WONDER MAKES ME TAKE LEAPS OF FAITH

WONDER MAKES US DO THE UNUSUAL

WONDER MAKES ME REFUSE TO SIT ON THE SIDELINES

Some other rules to follow:

Wonder is ongoing. So, keep headlines in the present, not the past, reminding us what wonder continues to make us do.

 

 

For example, DON’T USE:

Wonder made me do the unimaginable
Don’t complicate the language structure.
 

For example, DON’T USE:

Wonder’s what makes us to the unthinkable
Wonder is what makes me persevere

Keep “wonder” active, more as a catalyst for making us do more, and less of something someone may imagine.
 

For example, DON’T USE:

I wonder if I could change the world
Wondering is what makes me do the unknown

 

 

Body Copy

While the headline grabs attention, the body copy is where your content lives. This is where you have the chance to elaborate on the specific strengths of our University, students and alumni. But whatever you have decided to emphasize, make your copy clear, engaging and easy to understand. Our voice is human, so make it relatable and use inspiration from the tone words.

Example:

WONDER MAKES ME TAKE LEAPS OF FAITH

Australian Phil Evans came here for our internationally recognized Adaptive Athletics program. He’s now a phenomenal business student and member of our championship Men’s Wheelchair Basketball team. Phil is proof that wonder makes us achieve the unimaginable. And the more wonder makes us do, the more it makes us who we are.

In constructing copy, try not to overuse the word “Wonder.” Here’s a guide on how to use it.

 

 

MANIFESTO

(internal, for inspiration)

 

At the University of Arizona,
we are in the knowledge discovery business.
And to discover you have to be curious.
You have to have that insatiable desire to know.
You have to ask questions like what if and why not.
In other words, you have to wonder.

There’s something about the word “wonder”
that just makes sense for Arizona.
If you look around our campus, it’s full of wonder.
The wonder of the desert landscapes.
The wonder of our groundbreaking research.
And the wonder of the endless sky above us.

It’s all that wonder that drives us to do the unknown,
the unimaginable and the unprecedented—and ultimately makes us who we are.

It’s all that wonder that drives us to world discovery
and self-discovery. And isn’t that why we’re all here?
To discover a little more about the world and ourselves?

With all of those discoveries come countless stories to
tell. And we believe wonder lies at the heart of each
and every one.

After all, it’s how we started as one building in the
middle of the desert wondering what to do next,
and how we’ve become who we are today, a flourishing
campus on the leading edge of the next industrial
revolution.

So if someone asks, “What makes Arizona, Arizona?”
There’s only one answer:

Wonder.

Wonder makes us Arizona.

 

Contact Marketing & Brand Management

We are excited to partner with you to advance the Arizona brand, purpose and values.

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