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The Bulldog - For the SWOSU Family

Writing

Writing Style

Reference Guide

Follow AP Style for grammar and mechanics, with a few SWOSU-specific exceptions noted below.

Formatting Rules

  • Lists: Use bulleted lists with minimal punctuation; parallel structure preferred.
  • Titles: Capitalize job titles before names (e.g., President Smith), lowercase otherwise. Course titles and program names are capitalized.
  • Abbreviations: Avoid unexplained acronyms. Always spell out on first reference with the abbreviation in parentheses.

Exceptions to AP Style may apply in storytelling sections to maintain SWOSU’s conversational tone (e.g., starting sentences with “And” or “But” for voice).

Voice Attributes and Personality Traits

Core Traits

  • Warm and welcoming
  • Authentic and grounded
  • Uplifting but honest
  • Down-to-earth, with a spark of optimism
  • Occasionally playful, but never flippant

Tone Variations

  • Prospective students: Energetic, informal, encouraging
  • Parents: Reassuring, informative, clear
  • Donors and partners: Purposeful, community-oriented, aspirational
  • Faculty/staff: Respectful, collegial, forward-thinking

Common Terminology and Nomenclature

Use these preferred spellings and terms for consistency:

  • The preferred abbreviation for the University name is SWOSU (never S.W.O.S.U.)
  • Do not shorten the University name to “Southwestern.” Use Southwestern Oklahoma State University on first reference and SWOSU on subsequent references.
  • Bulldog(s) with capital “B” when referring to the mascot/team (never Bulldawgs)
  • Dawgs is the less formal reference to the mascot/team
  • Weatherford campus, Sayre location, Yukon location
  • The Hilltop (nickname for Weatherford campus)
  • Concurrent Enrollment (capitalize when referring to the program)
  • D., Ed.D., RN-to-BSN (exact program abbreviations)

Avoid internal jargon, acronyms, or overly technical language unless context demands it.

Storytelling Best Practices

Purpose

Equip every communicator with simple, repeatable tools to tell real SWOSU stories—authentic, conversational, and student-centered. If it sounds like a brochure, we missed the mark.

Core Narrative

SWOSU is rooted in community, affordable and practical, and laser-focused on turning pathways into purpose. Since 1901, we’ve honored tradition while embracing transformation. Built for western Oklahoma—and beyond—this is a place where you belong, and where your work matters.

There’s just something about this place. We’ve got your back.

Story Spine

  1. Start where they are: a real moment, a need, a dream
  2. Show the bridge: people, programs, and support that moved a student forward
  3. Land the impact: confidence, skills, and next steps that changed a life and a community

Plug-and-Play Line

 > “At SWOSU, {student name} found {their people}, learned {specific skill}, and stepped into {clear next step}, all with support that says—we’ve got your back.”

Story Types

Profiles

What it is: Student, alumni, or faculty spotlights that feel like a casual conversation

Best for: Recruiting, social media, web features, hallway screens

Story Flow:

  • Hook: A quote or moment
  • Challenge: Be honest
  • Support: Who showed up and how
  • Win: What they learned or gained
  • Next: What’s ahead

Starter:

“I thought college would be overwhelming, then my professor learned my name the first week. You’ll find your people here.”

Impact Stories

What it is: Cause-and-effect snapshots tying SWOSU to student and regional success

Best for: Program pages, grant proposals, community updates

Story Flow:

  • Need in the world
  • SWOSU response: program, partner, or innovation
  • Evidence: Data point or credential
  • Human Moment: Put a face on it
  • Ripple Effect: Who benefits next

Starter:

“Oklahoma needs more nurses. SWOSU answered with hands-on clinicals, flexible pathways, and a faculty team that checks in by name.”

History-Based Stories

What it is: Tradition plus transformation—past meets present

Best for: Campus tours, alumni content, anniversaries, leadership messages

Story Flow:

  • A tradition we keep
  • How it looks now
  • A student living it today
  • Invitation to belong

Starter:

“Since day one on the hilltop, we’ve mixed grit with care. Today that looks like small classes, modern labs, and a welcome that sticks.”

Message Filters

Before publishing, ask:

  • Is it clear who this is for (student, parent, partner)?
  • Is it readable and human, not committee-speak?
  • Does it include a quote, detail, or visual moment?
  • Does it reflect SWOSU’s diversity and values?
  • Does it name support (tutoring, scholarships, mentors)?
  • Does it connect to a concrete skill, credential, or local impact?
  • Is there a clear next step (visit, apply, ask)?

If most aren’t checked, rework the story.

Micro Copy Starters

  • Social hook: “Real talk, {truth}. Here’s how we back you up.”
  • Email subject: “You’ll find your people here.”
  • Button text: “Plan your visit”, “Ask a student”, “See the labs”

Proof Points to Sprinkle In

  • Small classes with real mentoring
  • Hands-on learning in labs, studios, and clinics
  • Scholarships that keep college affordable
  • Western Oklahoma roots, global outcomes - “There’s just something about this place.”
  • “You’ll find your people here.”
  • “We’ve got your back.”