We communicate the story of Ozarks Tech’s distinction using two messaging tools: messaging framework and messaging anchors.
Messaging Strategy
Through the messaging framework of Ozarks Tech, we build a cohesive narrative about the college. We tell the story of Ozarks Tech using three core attributes of the college’s educational experience that demonstrate what sets Ozarks Tech apart from other institutions of higher education.
Student-Focused
Ozarks Tech is committed to helping students meet their goals.
Career-Focused
Ozarks Tech prepares students for the 21st-century economy workforce.
Community-Focused
Ozarks Tech prepares students to live, work and become responsible citizens of the Ozarks.
Many colleges may claim similar attributes, but the way we give life to these features makes them distinctively Ozarks Tech.
The messaging framework informs the kind of stories and narratives we develop to amplify the excellence of Ozarks Tech. The messaging anchors are the unique features of the college’s experience that have earned Ozarks Tech its distinct position.
OTC Cares
Through intentional, proactive student engagement, Ozarks Tech is committed to helping students overcome challenges in and out of the classroom to achieve success.
Workforce Development
Ozarks Tech aligns its offerings and curriculum to best serve the needs of local employers and institutions.
Affordable
Through low prices and multiple financial aid options, Ozarks Tech is the low-cost option for higher education.
Accessible
No matter a student’s location, work schedule or level of academic preparation, all students can find a home at Ozarks Tech.
Tone and Voice
When writing a departmental email, making a social media post or writing marketing copy, the tone of the copy should be:
- Conversational with non-institutional language.
- Proud, confident, based on indisputable fact.
- Simple—aim for an 8th-grade reading level in your writing to speak to any audience.
The voice of the copy should be:
- Friendly
- Welcoming
- Inclusive
- Informative
- Approachable
- Clear
- Positive
- Honest
- Caring
- Authentic
How to Use Our Name
Embracing “Ozarks Tech” is about much more than a new visual identity. As we move forward, using “Ozarks Tech” as a primary naming option means it will be prominent in our communications, as well.
To capitalize on a name that has grown in popularity and developed its own level of recognition, “Ozarks Tech” will play a strong role in how we communicate. The following information provides guidance about using “Ozarks Tech” moving forward:
- “Ozarks Tech” is now used in news releases, feature articles, publications and on our websites and social media accounts. Business cards, name tags, office signage, presentation materials delivered to audiences within the region, and new marketing materials will use the name “Ozarks Tech.”
- When preparing written communications, first reference of the college’s name should be “Ozarks Tech” or “Ozarks Technical Community College” to ensure recognition beyond the surrounding region. Subsequent references may be “Ozarks Tech,” “the college,” “the institution” or “OTC.”
- If “OTC” is used in a piece, it should not be used repeatedly or solely. “OTC” is acceptable in limited space situations, such as a news headline or email subject line where space is tight. Do not use “OTC” on signage unless space is limited.
Campuses and Centers
Campuses must be designated by the Higher Learning Commission and the Missouri Department of Higher Education.
- Do not capitalize campus or center unless you are writing out the formal name.
- Do not hyphenate campus or center names.
When referring to different campuses or locations within the system, use “Ozarks Tech” before the location name. For example, “Ozarks Tech Springfield Campus,” “Ozarks Tech Lebanon Center,” “Ozarks Tech Table Rock Campus,” etc. Location signage and communication materials should be consistent with this approach.
Campus and Center Names
- Ozarks Tech Springfield Campus
- Ozarks Tech Richwood Valley Campus
- Ozarks Tech Table Rock Campus
- Ozarks Tech Republic Center
- Ozarks Tech Waynesville Center
- Ozarks Tech Lebanon Center
Writing Style Guide
The Ozarks Tech Brand Guide recommends that writers creating copy for formal use or external purposes follow AP style guidelines. However, this is not expected by employees writing for informal or internal communication.
This guide acts as a quick reference for common style questions.
Alumni
- alumnus – singular or masculine
- alumni – plural masculine, use for
- collective body of men and women
- alumna – singular feminine
- alumnae – plural feminine, use when
- referencing women only
- alum/alums – for informal use only
Advisor vs Adviser
Advisor(s) should be used
Class vs Course
Course means a series of classes on a particular subject, usually lasting a whole semester or year. Class should be used when referring to a specific session within the course.
- Examples
- I received three credits for my history course.
- I had a conflict during Friday’s math class.
Course Capitalization
When referring to a course in general it should be lowercase. Only capitalize when referring to the specific course or program.
- Correct
- I am taking chemistry this semester.
- I am taking Chemistry 101 this semester.
- Incorrect
- I registered for my Chemistry course.
Departments and Disciplines
Only capitalize disciplines when referring to specific courses or departments.
- Examples
- I am studying nursing.
- My favorite course is Microbiology 200 in the Department of Biological Sciences.
Department is capitalized only when it precedes the full name of the department.
- Correct
- Ozarks Tech Department of Marketing and Communications
- Ozarks Tech Marketing and Communications department
- Incorrect:
- Ozarks Tech Marketing and Communications Department
Abbreviations and Acronyms
Write out the full names of offices and institutions before using an acronym. Following the first reference of the full name, write the acronym in parentheses.
- Correct:
- Electronic Media Production (EMP)
Capitalization
Avoid unnecessary capitalization of important words. Capitalize proper names, but not simple technical terms.
- Correct
- Ozarks Tech prepares for the fall semester.
Associate Degrees
Associate degrees are not written in the possessive form. When writing or speaking, associate should not have an s at the end of the word.
- Correct
- I earned an associate degree.
- Incorrect
- I earned an associates degree.
- I earned an associate’s degree.
Bachelor’s and Master’s Degrees
Bachelor’s and master’s degrees are possessive, with an apostrophe.
- Correct
- I earned a bachelor’s degree
- Incorrect
- I am studying for my masters.
Degree Capitalization
Only capitalize degrees when referring to the specific degree name.
- Correct
- Ozarks Tech offers a bachelor’s degree.
- I want to earn my associate degree then transfer to another university.
- I graduated with a Bachelor of Science in Respiratory Therapy.
- Incorrect
- I have no debt from my Associates degree because I applied for scholarships.
Degree Abbreviations
Always include a period between letters when abbreviating degrees.
Certificates are not abbreviated.
Use the following abbreviations for degrees.
- Associate of Arts – A.A.
- Associate of Applied Science – A.A.S.
- Associate of Science – A.S.
- Bachelor of Science Degree – B.S
Do not add the word degree after an abbreviation of the degree.
- Correct
- She has an associate degree in teaching.
- She has an A.A. in teaching.
- Incorrect
- She has an A.A. degree in teaching.
Like departments, titles are only capitalized when they precede the name of the person you are speaking of.
- Examples
- Hal Higdon, chancellor of Ozarks Technical Community College is the longest serving public college president in Missouri.
- Chancellor Dr. Hal Higdon is the longest serving public college president in Missouri.
Faculty members should be referred to as instructors.
When establishing credentials, write the name of the person, followed by a comma and the abbreviation of their degree. Do not use both Dr. and degree abbreviations at the same time.
- Correct
- Steven Bishop, Ph.D.
- Incorrect
- Steven Bishop, Ph.D.
Academic or Fiscal Year
Write out the full year followed by an en dash (–) and the the last two digits of the following year.
- Correct
- 2024 – 25
- Incorrect
- 2023- 2024
- 2023/24
- 23-24
Where do I find the en dash?
In word, an en dash should automatically be created when you type a word or number, space, and then continue writing the next word or number. The hyphen will expand to the en dash when you space following the second word/number. If this does not work:
- Place your cursor where you would like the en dash to appear
- Go to the Insert tab at the top of the screen
- Select the Symbol button and then More Symbols…
- Select the Special Characters tab at the top of the dialog box
- Select En Dash and then the Insert button
- The en dash will be displayed in the appropriate location
Semester and Year
Do not capitalize when referring to semesters.
- Correct
- I start classes in the fall semester.
- I start classes in the fall 2025 semester.
- Incorrect
- I start classes in the Fall 2025 semester.
Months and Year
Only include a comma if writing out the full date
- Correct
- September 2023
- 14, 2023
- Avoid using suffixes when writing dates
- Incorrect
- September 14th, 2023
Decades
2000’s, ’90s, ’00s
Seasons
Do not capitalize season.
- Correct
- The spring of 2023, fall 2023
- Incorrect
- The Spring of 2023
Times
When writing times, use a.m. and p.m. Do not use AM, pm or other variations. Writing a.m./p.m. with morning/evening Is redundant. Only use or the other.
- Correct
- Class starts at 10 a.m.
- Incorrect
- 7 p.m. tonight
Use noon or midnight rather than 12 a.m. and 12 p.m. Never use o’clock when writing out time. Use to between the hours in text.
- Example
- The event will run from 10 a.m. to 2 p.m.
Use an en dash in calendar or tabular entries.
- Example
- Class times are 11 a.m. – noon, 4 – 5 p.m. and 9:30 a.m. – 3 p.m.
Unless gender is essential to the meaning avoid suing s/he his/her. When writing about a neutral audience. Use the word, they in place of where you would usually use s/he or his/her.
- Example
- Donors may pay by credit card if they so choose.
When writing to a general audience, be careful not to mix singular and plural.
- Correct
- All students have their preference.
- Incorrect
- Every student has their preference.
In general capitalize compass points only when referring to a specific place.
- Example
- I am moving to the West Coast
Lowercase when referring to a direction or describing a section of a nation, state or city.
- Example
- I am driving south on National Avenue.
- They live in southern Missouri.