Introduction
We have constructed a tone and voice guide following consultation with key members of staff. Their insightful comments combined with the unique selling points (USP) of Ipswich School have together formed key messages which must be conveyed each and every time we speak or communicate with both the internal and external world.
It is important that we develop consistency in our use of language and tone of voice so that all of our outgoing messages represent our school and our brand. In time our tone of voice will become recognisable, without the presence of visual imagery.
What makes us different?
Our one liner – our unique selling point.
We recognise that every child has potential and by delivering an exceptional educational experience we enable students to achieve their personal best and strive for an extraordinary future.
How do we realise our claim?
Our delivery starts with happiness. Happiness is the building block to success.
Ipswich school students are happy because they;
- Have fun.
- Feel cared for.
- Are heard.
- Know that they matter.
- Are safe.
- Have exceptional relationships with staff.
- Feel respected.
- Have great relationships with students.
- Love delicious food each and everyday.
- Have space to explore, play sports, and grow.
- Learn in a stunning setting.
- Have amazing facilities for music and sport.
- Are taught by experts.
- Are encouraged by people who care.
- Are inspired by passionate leaders.
Application of Tone of Voice
How do we communicate our unique selling point, our character and who we are?
If we think of Ipswich School as a person, who is she/he, and how does she/he speak?
- Confident
- Kind & caring
- Passionate
- Interested
Our voice
Whenever we speak or communicate we want to convey and maintain our core values.
In practice this means that all staff, marketing materials and messages speak in the same voice. Continuity across all channels, including face-to-face, ensures that we stay on brand and, importantly, that we communicate as a cohesive school community.
- We are honest and plan speaking.
- We are calm, kind and considered.
- We share our passions, our ideas and our skills.
- We are inclusive and classless.
Care – We have created a caring environment and ethos where students feel safe and secure at all times. With an advanced sense of security student feel confident and self assured, safe in the knowledge that we are here to guide, support and encourage them every step of the way.
Passion – We are dedicated to providing students with an extraordinary educational experience and we deliver that by harnessing our own passions for academic subjects, sport, music, and drama. Our passion is contagious, and with our dedicated expert staff we provide students with a wealth of opportunities both inside and outside of the classroom.
Potential – Every child has potential and it is our job to assist that child in realising it. Every child is unique and we nurture their individuality. We encourage pupils to grow and excel in all that they do.
Communication – Communication is key to a good relationship and at Ipswich school we take it seriously. With regular updates on individual progress, school achievements and events we keep you informed. Your child’s thoughts and opinions matter to us. We actively encourage student feedback and an open dialogue whether in times of worry or simply to share a brilliant idea.
Using language to convey our core values we constantly seek to let parents of children know that success starts with happiness.
Do’s
When writing Be
Be concise. Where possible use short sentences. Always use an active voice, remember you can achieve excellence if your portray excellence – therefore communicate with authority. If you are the leading school – talk like the leading school.
Use active words such as; have, will, be, are, do. Link these words, ie. Students will, students are, staff have.
Use emotive words such as; love, passion, inspire, excite(d), happy, peaceful, etc.
To convey passion and drive use words such as: avid, lively, dynamic, devoted, etc.
And to communicate effectively – keep it simple.
When face-to-face or over the telephone
Be engaging, show interest, ask questions, show that you care. Be confident – you’re creating confident students who will become confident adults, so be confident and embody the result.
Dont’s
When writing
Avoid being overly cautious or the use of passive words and phrases (hope, might, may, often, can, could, etc.)
In practice put yourself in the shoes of a parent, which would give you more confidence?
School A, “Your child will achieve their personal best..”
Or
School B, “All being well, your child will most probably achieve their personal best”
So, which school would you choose for you child, A or B?
Don’t – Discount any hobbies or interests, instead focus on areas you could develop, passions you could inspire.
When face-to-face or over the telephone
Don’t display any snobbery. What is important to one person may not be to another. A person may be rich in cultural capital and poor in economic capital or vice versa. Either way they have the potential to be amazing.