Our messaging map organizes key messages into a hierarchy that ensures communications are clear, consistent and compelling. 

It identifies what we offer (the attributes) and what others get (the benefits). The messaging map informs what we talk about, while our voice is how we talk about it. 

Here’s how we can talk about our key messages in the West Virginia University voice. 

What We Do

The message:

WVU offers academic engagement and excellence so students can become character-driven, entrepreneurial leaders. 

In our voice:

Leading the charge. 

Today is going to be tough, and we like it that way. Because we know that challenge builds character, and that’s the only way to forge our future. We are more than students in a class. We are Mountaineers on a mission. 

What We Deliver

The message:

WVU offers academic engagement and excellence so students can become character-driven, entrepreneurial leaders. 

In our voice:

Pioneering the impossible. 

At West Virginia University, finding new cures, new evidence and new energy sources isn’t impossible — it’s every day. We’re seizing every moment, pursuing every hunch and leading our nation in the fields that matter most. And we haven’t even graduated yet. 

Why We Matter

The message:

WVU is the economic and social engine for the state and beyond, enhancing overall health and vitality of society. 

In our voice:

First for all. 

A stronger tomorrow starts today, and it starts in Morgantown, West Virginia. This is where community leaders come together, businesses boom and first generation Mountaineers boldly pursue a better future for the good of all.