Brand Tone

Helpful, Youthful, and Community-Oriented.

Brand Values

• •Accessibility
• •Simplicity
• •Community
• •Support

Best Practices

• •Speak the Student Language: Use a casual, friendly tone. Incorporate relevant slang, emojis, and humor that resonates with the 18-25 age demographic. Avoid overly corporate or formal language.
• •Lead with the Benefit: Always frame the message around what the student gains. Instead of "We have partnerships," use "You get discounts." Focus on saving money, having fun, and simplifying life.
• •Emphasize "Exclusive" and "Local": Continuously reinforce that these deals and events are special for Étu'Pass holders in Reims. This creates a sense of belonging and in-the-know value.
• •Be Action-Oriented and Clear: Use strong, clear calls to action (CTAs) like "Get Your Pass," "Unlock Deals," and "Join the Fun." Make it obvious what the next step is.
• •Foster a Community Vibe: In all communications, refer to cardholders as a community or group. Use inclusive language like "Join us," "For our members," and encourage interaction on social media to build a loyal user base.

Social Perception

Neutral to positive within its target market of Reims students. It is perceived as a practical utility—a key to unlocking local savings and events. The brand is not positioned as a large, impersonal corporation but as a dedicated resource for the local student population. Its success hinges on the quality of its partnerships and the appeal of its events.

Copy Examples

• •Your wallet at the end of the month vs. you with an Étu'Pass. 😉 Unlock deals on pizza, coffee, and more all over Reims. Link in bio to save your semester (and your bank account). #StudentLife #Reims #GoodDeals
• •Reims, on a budget. Your Étu'Pass unlocks exclusive discounts and access to the best student parties in town. Get your card now!
• •Don't miss out on these Reims student deals... 👀
• •Study session fuel-up! ☕ Show your Étu'Pass at [Partner Café Name] and get 15% off your order. Just one of the many perks of being a member! #EtuPass #ReimsEtu #StudentDiscount
• •Welcome to Reims! New to the city? The Étu'Pass is your key to discovering the best of Reims without breaking the bank. Get yours and start exploring.