Messaging Playbook

Bearcats for Life is designed to meet future Bearcats wherever they are and follow them throughout their journey. This story connects with every Bearcat—from kids growing up in UC t-shirts to high schoolers exploring their options, from eager first-time applicants to transfer students searching for a community that fits, from online students looking to benefit from UC’s reputation to alumni who are shaping it.

By communicating with every Bearcat through one clear, emotionally resonant campaign, we can create a consistent experience for students at every phase of the funnel—building awareness, trust, and pride from the moment they first see the UC logo.

The goal isn’t just recruitment and retention. We’re creating lifelong fans. Proud community members. Engaged collaborators. Energized donors. We’re creating Bearcats for Life

Bearcats for Life breaks through the sea of sameness in higher education marketing by celebrating and deeply personalizing the Bearcat identity. It highlights the pivotal moments, personal growth, and connections that define what it means to become and then thrive as a Bearcat. The campaign voice is inspiring, warm, energetic, and proud, connecting with all Bearcats who are part of our lifelong community. For more copy examples adapted to each audience, please see the accompanying Bearcats for Life Messaging Playbook.