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The Bulldog - For the SWOSU Family

Brand Strategy

Positioning & Tagline

Positioning Statement

A student-centered public university rooted in Western Oklahoma, delivering affordable, career-ready education with small classes, real mentoring, and big opportunity.

Tagline

SWOSU: Where you belong, succeed, and launch your future.

Brand Pillars

Rooted in Community

Small class sizes, tight-knit faculty–student bonds, deep regional impact through partnerships and service

Affordable & Practical

One of the state’s most affordable universities, with scholarships and low tuition, even for out-of-state students

Pathways to Purpose

Strong career-focused programs: nursing, pharmacy, education, STEM, with hands-on learning, research, internship, and scholarship opportunities

Tradition + Transformation

Founded in 1901; modern, innovative, expanding; strategic planning shapes workforce-ready evolution (Forging Frontiers Plan)

A Place Where You Belong

Inclusive, safe, student-centered culture, the focus is you

Built for Western Oklahoma and Beyond

Weatherford, Yukon, Sayre locations; prepares you for local impact and global opportunity

Brand Voice

  • Conversational, warm, approachable: like a chat with a current SWOSU student-guide (“we,” “you”)
  • Story-rich, grounded, occasionally playful: (“There’s just something about this place…”)
  • Genuine: admit challenges (e.g., rural location, balancing work/class) but highlight support (“We’ve got your back”)

Brand Personality

Welcoming, authentic, caring, optimistic, down-to-earth, driven by purpose

Brand Storytelling

Core Narrative

At SWOSU, you’re part of a supportive family that sees you as more than a student—you’re a person with dreams, goals, and values. From day one, we’re cheering for you, teaching with purpose, and connecting you to your community—all while keeping it affordable. That’s how you go from here to anywhere.

Story Types

  • Student Profiles: First-gen story, commuter, STEM researcher, evening student, Bulldog athlete
  • Impact Stories: Internship success, community outreach in Weatherford, scholarship changing a life
  • Tradition + Future: A legacy freshman, the clock tower and new campus spaces, local roots and big dreams
  • Concurrent/Early College: Dual enrollment stories, how students get a head start

Storytelling Questions:

  • Show real students/people?
  • Reflect affordability, support, belonging, career impact?
  • Tie to a brand pillar?
  • Feel honest not salesy?