The college tone of voice is a foundational element of its brand identity.
The tone of voice reflects the college’s values and mission while connecting with its audience. Communication in general including email, social media posts, reports, website copy etc., should consistently embody the following attributes.
Communications are clear, confident, and well-informed, upholding the highest standards in education. Language avoids jargon and overly complex phrasing, focusing instead on delivering precise and accessible messages that highlight credibility and expertise.
The tone is vibrant and inviting, fostering a connection with prospective students, parents, alumni, and other audiences. Active language and direct addresses create an inclusive and conversational approach.
Compassionate communication demonstrates care for students, faculty, staff, and the broader community. Empathy and understanding guide the tone, particularly when addressing sensitive topics. Supportive, encouraging language reinforces the role of the college as a partner in success.
Trustworthy communication is honest, straightforward, and transparent, reinforcing the institution’s long-standing reputation for reliability and integrity. Messages reflect a commitment to authenticity and the delivery of accurate information.
The tone of voice is not limited to written communication. It extends to all visual elements, including photography, videography, and brand artwork. Visuals should convey the same professionalism, engagement, compassion, and trustworthiness as written messages. Imagery should feel authentic, inclusive, and aligned with the college’s mission—highlighting diverse experiences, vibrant campus life, and the dedication to student success. The design and style of visuals should reinforce these qualities, creating a cohesive and recognizable brand identity.
Social media is the most powerful line of communication to our students.
Now more than ever, MJC’s online presence makes an impact in how the college is perceived by
students and community members. Students should feel welcomed, safe, and assured when
they see our social media content.
Our content should be unified in its branding on social media to communicate our college’s
purpose in student’s lives as a professional and trustworthy institution. Adhere to
using college colors, typography, and approved logos when developing online content.
All photography and videography should be shot, edited, and presented as defined in this document. All individuals used in digital advertising must consent to their image(s) being used, even if photography or videography is not shot by an MJC employee.
No content should be published to the feed more than once, any supplemental sharing of the content will be done via the stories function of the respective platforms. Exceptions to this rule are made for large events at the college, such as Commencement.
Modesto Junior College only publishes content that is timely to our students, serves as outreach to potential students, or shares critical information for our defined audience.
Social media content for the official MJC social media accounts is managed by the
Office of Marketing and Public Relations. If you’d like your events, programs, or
other timely information advertised please submit a request to their office via a
Design Request form.
All social media content is planned and scheduled between two - six weeks of publication.
This is done
to avoid over saturating the feed with redundant content.
When taking photos with your mobile device...
When writing copy for social media captions...
Publish content during appropriate working hours.
Events should be promoted 6 weeks out from the date of the event.
Engage with the official MJC social media accounts by commenting, sharing, and tagging.
The college utilizes several hashtags for social media content creation. Please use the below tags for any of your relevant posts online. Please note that event specific or program specific tags are acceptable, but are not listed due to their short-lifespan. Keep the number of hashtags used for a single post under 12 maximum.
Templates for printed collateral exist for frequent use at the college.
Printed collateral includes, but is not limited to: letterhead, business cards, envelopes, and other office stationary. Currently, there are templates for Modesto Junior College, the 10 Schools of Modesto Junior College and Executive offices.
Templates are provided for items that are frequently ordered and used in the course of daily business. Letterhead, business cards, and other office stationary will not feature unique artwork or graphical elements unless it is for an event or short-term marketing.
Templates will not be made for divisions or departments that fall under an office or school with existing templates that would be applicable for the respective division or department to use. If you would like templated stationary for your office or department, please reach out to the Office of Marketing and Public Relations to create some for you.
Templates are created to allow for editable text when appropriate, but they are never
to be altered
in a way that would change the appearance of the branding or the hierarchy of the
logo. If you need revisions
to the contact information or brand elements please notify the Office of Marketing
and Public Relations.
All templates are available for order on the Duplicating website.
