Building a brand voice.
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When writing for the Oregon College Savings Plan, there were a few key points I had to keep in mind:
When these powers combine, it means writing for OCSP is like threading a needle. I needed to be intentional and precise when talking about saving for a kid’s education.
This means the OCSP voice needs to be:
From there, it's all about pulling those ideas into practice. See how the brand voice comes to life in email campaigns, paid social, website copy, print ads, and video scripts.
- Saving is difficult.
- People really don’t like talking about money.
- Education is really expensive.
When these powers combine, it means writing for OCSP is like threading a needle. I needed to be intentional and precise when talking about saving for a kid’s education.
This means the OCSP voice needs to be:
- Warm and conversational. While it's called the Oregon College Savings Plan, I always aim to showcase educational paths of all kinds. Plus, I'm speaking to people across the state, in very different financial situations, social settings, and geographic locations, so I wanted everyone to be comfortable.
- Trustworthy and smart. I needed to showcase that you can trust OCSP with your money AND your kid’s future. That’s a big ask.
- Inspiring. It's time to think big about what’s in store. This is the impetus for getting people to open an account — it’s all about looking to the future.
From there, it's all about pulling those ideas into practice. See how the brand voice comes to life in email campaigns, paid social, website copy, print ads, and video scripts.