Substance Framework

Lehigh’s brand strategy, specifically the four brand pillars, is at the center of our content development. The pillars serve as the foundation of all storytelling: stories about our academic excellence, student success, place and community are stories we will never stop telling.

In addition, annual themes, which are both strategic and timely, are employed to help meet audience-informed communication objectives. When used in concert, Lehigh’s approach to content development becomes more aligned, authentic and impactful—enabling communicators across the university to create meaningful narratives that consistently reflect our brand, resonate with our audiences and meet the moment through impactful storytelling.

Academic Excellence

Attributes: Integrative research and learning rooted in innovation and measurable outcomes. Supporting examples:

• learning that blends theory and practice through interdisciplinary, collaborative problem-solving
• a nationally ranked university with top-tier programs, teaching and research that address real-world challenges
• experiential learning grounded in a vibrant, cross-disciplinary research ecosystem with global and community impact

Benefits: Strong skills and agile thinking to solve problems and drive lasting change. Supporting examples:

• adaptable and innovative ways to tackle real-world challenges
• increased consideration and readiness to go on day one in the job market
• research with real-world impact that fuels outstanding teaching and learning

Student Success

Attributes: Preparation for a fulfilling career and a better self. Supporting examples:

• a multifaceted, rigorous education that combines innovation, mentorship and outcome-based learning
• versatility and career readiness across a variety of industries, with a strong foundation
• lifelong alumni connections that propel success in grad school, industry and career advancement

Benefits: The ability to drive meaningful change at work and in life. Supporting examples:

• well-rounded, lifelong learners prepared to succeed in real-world environments
• high job-placement rate and career acceleration
• the skills, networks and collaborative spirit needed for a thriving career

Place

Attributes: Blending classic college charm and natural beauty with modern innovation in a vibrant urban hub. Supporting examples:

• a quintessential collegiate atmosphere with modern resources including buildings, labs, technology and amenities
  located within the Lehigh Valley, a growing innovation hub home to 800K people, industry partners and community collaborators
• an expansive campus stretched across three locations offering distinct experiences and resources, all surrounded by natural beauty
• campus experiences that include fun traditions, student clubs and organizations, athletics and other co-curricular opportunities

Benefits: Learning from unparalleled opportunities for discovery and access to metropolitan resources. Supporting examples:

• being grounded in heritage and equipped to create forward-thinking solutions
• close proximity to metropolitan resources for real-world experiences and career growth
• low-barrier and unparalleled access to recreation and research

Community

Attributes: A welcoming and supportive community. Supporting examples:

• deep resources and support from faculty, staff and a strong alumni network that spans the globe
• balanced experience for growth and exploration through opportunities in and out of the classroom
• welcoming environment where students find purpose and belonging

Benefits: Dedicated guidance along the journey and beyond. Supporting examples:

• guidance and resources that are caring
• finding your people, learning from new perspectives and building your networks
• deep commitment to respecting your full self
  

The annual themes, determined through a yearly, collaborative process across MarComm, are informed by topics relevant to the Inspiring the Future Makers strategy (long term), leadership’s prioritized initiatives (short term), and societally relevant issues (near term).

Download AY 2025 – 2026 content themes (PDF; Lehigh login required)

Every piece of content should check most (if not all) of these boxes

• Objective Informed: Meets a communication objective determined by each department
• Audience Appeal: Relevant to a specifically identified audience or audiences
• Brand Pillar Aligned (Attributes and Benefits): Clearly maps to one or several brand pillars and weaves attributes and benefits into storytelling where appropriate
• Thematically Relevant: Aligns with a strategic annual content theme
• Emotional Pull: Has heart—uses a brand lens (joy, life, work, balance, environment) to shape the message
• Proof & Stakes Supported: Shows real impact, not just potential or intent

Continue exploring our content strategy:

• Content Strategy
• Structure Framework
• Governance and Workflow Framework