Core Messaging Points
STEM Education With Real-World Relevance
Our programs emphasize hands-on learning in maker spaces and labs that feature the same equipment you’ll use on the job. Break things. Build things. Then get paid to do it professionally.
Want to test-drive your future career while you’re still in school? We can help you connect with valuable research and internship opportunities in the local area and beyond.
Here, You’re Never a Number
A world-class education calls for faculty who are excellent instructors—and exceptional mentors too. At South Dakota Mines, you’ll benefit from small class sizes and ample face time with experienced professors who are every bit as invested in your success as you are. With their extensive knowledge, personalized guidance and valuable industry connections at your disposal, you’ll have all the support you’ll need to bring your goals to life.
A Location Unlike Any Other
There’s a reason the Black Hills attract hundreds of thousands of visitors every year. There’s tons to see and do! Our campus is nestled in the eastern slope of the Black Hills, just minutes away from the vibrant streets of Rapid City. Walk or bike downtown to grab a bite with friends, check out the local shops or put your puzzle-solving skills to the test at an escape room. Want to get away from it all for a while? Embark on an outdoor adventure in Badlands National Park or the Black Hills National Forest, where you can enjoy hiking, biking, fishing, skiing, snowboarding, rock climbing, hunting, kayaking, trail riding and so much more.
Maximum Value for Your Money
South Dakota Mines students get hired—often before they’ve even finished school. Our graduates have an average starting salary of $66,516, so you can be sure that you’ll get an excellent return on your college investment.
Collaboration Over Competition
Students at South Dakota Mines are smart, but nobody’s perfect. We believe that with cooperation and support for one another, we can empower every member of our campus community to reach their full potential.
Enrollment Campaign Voice Guidelines
The following are personality traits that define the South Dakota Mines brand. These characteristics should be reflected in all of your enrollment communications.
South Dakota Mines Is …
Curious and Passionate
We are fueled by the intensity of our interests and have an innate desire to discover how things work.
Capable and Confident
We are highly resourceful and know that we have what it takes to succeed. Hardrockers are proud, but never boastful.
Ambitious and Adventurous
We’re here to make an impact and aren’t afraid to explore uncharted territory in the service of innovation.
In keeping with the personality of the South Dakota Mines brand, your content strategy should always bear in mind the following objectives:
Playful and Down to Earth
We work hard, but we also know how to have a good time. Our manner of speaking is approachable and unpretentious.
Be clear.
Opt for active voice over passive voice. Whenever possible, provide supporting examples that show—rather than tell—readers what it’s like to be a Hardrocker.
- Avoid – Passive Voice: Yearlong design projects, ranging from flight simulators to mobile apps, are completed by all seniors.
- Preferred – Active Voice: All seniors complete a yearlong design project, ranging from flight simulators to mobile apps.
- Avoid – Too general: At South Dakota Mines, you’ll get hands-on, real-world experience in your chosen field of study.
- Preferred – More specific: At South Dakota Mines, you’ll have the chance to build your skills while tackling real-world challenges at industry-leading companies like Tesla.
Be audience oriented.
Whenever possible, speak directly to the reader with first- and second-person language (“we” and “you”).
- Avoid: South Dakota Mines is a STEM university, with a curriculum that allows students to jump into their majors from day one.
- Preferred: South Dakota Mines is a STEM university, with a curriculum that allows you to jump into your major from day one.
Be human.
Aim for copy that feels conversational. Use contractions where you can to keep your content from feeling too straitlaced.
- Avoid – Too formal: If you would like more information about South Dakota Mines, please contact us to schedule a campus tour.
- Preferred – More conversational: Want a closer look at the Hardrock life? Schedule a campus visit to experience our amazing learning community for yourself!
Be interesting.
Headlines that pose a challenge or ask a question are a great way to keep your readers engaged.
- Get on-the-ground experience while you’re still in school.
- Want to test-drive your future career?
Be inclusive.
Take care to avoid gendered or other exclusionary language.
- Avoid: freshman, upperclassmen
- Preferred: first-year student, upper-level students
Writing Considerations by Audience
Prospective Undergraduate Students: First-person (we, our) and second-person (you, your) point of view is preferred. Speak directly to the audience using a friendly, informal tone.
Prospective Graduate Students: Shift focus away from student life activities in favor of a heavier emphasis on research and academic opportunities. Tone should still be conversational and audience oriented, but a little less chatty than the tone used for undergraduate students.
Current Students: First-person (we, our) and second-person (you, your) point of view is preferred. Speak directly to the audience whenever possible. When talking about South Dakota Mines, try to use first-person “our” phrasing rather than speaking about the university in the third person. Use the same familiar tone that you would for prospective undergraduates.
Faculty and Staff: Engage the audience with second-person (you, your) point of view where it makes sense. When talking about South Dakota Mines, try to use first-person “our” phrasing rather than speaking about the college in the third person.
Alumni: First-person (we, our) and second-person (you, your) point of view is preferred. Speak directly to the audience whenever possible. Since this is a more mature audience, aim for a tone that is still familiar, but much less casual than the one used for prospective and current students. When talking about South Dakota Mines, try to use first-person “our” phrasing rather than speaking about the university in the third person.
Donors: Second-person point of view (you, your) is preferred. Copy tone for this audience should be formal but still human, as though a member of the advancement office is speaking privately to the reader.