Default Platform – Axios HQ
Axios HQ is the university’s recommended and default platform for newsletters due to its ease of use and reader-friendly, card-based design. Other platforms may be used when there is a clear business, technical or audience-based need. However, all newsletters — regardless of platform — must follow these standards.
Our goals are simple:
- Respect readers’ time
- Improve engagement
- Reflect the university’s brand and strategic priorities.
Audience, Purpose and Value
Before drafting content, clearly identify who the newsletter serves.
Consider:
- Audience needs and expectations
- Familiarity with the university
- Desired relationship with the institution
Audience definition should guide tone, content selection and design.
Whenever possible:
- Segment audiences to increase relevance.
- Review and clean distribution lists at least annually.
- Remove inactive subscribers to improve engagement and deliverability.
Each newsletter should have a defined goal, such as:
- Informing readers
- Encouraging engagement
- Driving a specific action
- Building awareness or reputation
Go beyond broad categories. Understand your audience’s mindset and engagement level. The purpose should be clear to both the writer and the reader.
Every newsletter must clearly answer the question: Why does this matter to the reader?
- Identify the primary benefit.
- Focus on the most important takeaway.
- Remove content that does not serve the audience or support the goal.
Measure What Matters
Success metrics should align with your purpose. Depending on your goal, evaluate:
- Open rates
- Click-through rates
- Event registrations or sign-ups
- Time spent reading
- Other engagement indicators
Review high-performing content regularly and use those insights to guide future editions.
Brand Alignment
With the exception of purely transactional newsletters (HR deadlines, parking information, etc.), all newsletters should support at least one university brand pillar:
- Academic and Research Excellence
- Student Experience and Outcomes
- Access and Affordability
- Economic and Social Impact
Content should reinforce USC’s mission, values and strategic priorities.
Tone and Voice
USC newsletters should be:
- Professional, conversational and human
- Clear and direct
- Free of jargon and unnecessary acronyms
- Consistent with the university’s brand voice
Structure and Length
- Target 700–800 total words
- Prioritize clarity and scannability over comprehensiveness
USC newsletters use Axios-style cards as the standard content unit.
- 75–100 words per card (150-word maximum)
- One clear topic per card
- Do not combine multiple subjects in a single card
- Weekly newsletters: 3–5 cards
- Monthly newsletters: 5–8 cards
- Place the most important stories in the first two cards.
- Maintain consistent section order across issues.
- Use a predictable structure to build reader expectations.
- Clear, concise and informative
- Ideally 5–8 words
- Communicate the main takeaway at a glance
Writing Standards
- Use short paragraphs and active voice.
- Lead with why the information matters.
- Highlight people, outcomes and impact.
Each card should include one clear call to action:
- Use direct, action-oriented language.
- Avoid competing or unclear actions.
- Follow AP Style with university-specific guidance.
- Proofread and fact-check before sending.
- Use bold and italics sparingly.
- Keep text left aligned.
Typography, Color and Layout
Typography
Use university-approved fonts:
- Headers: Arial (sans-serif)
- Body text: Georgia (serif)
Typography should establish hierarchy and ensure readability across devices.
Color and Layout
- Follow the university brand color palette. *Link to colors)
- Garnet, black and white should dominate.
- Ensure strong contrast for accessibility.
- Use white space to improve scannability.
Buttons should use clear, action-oriented text (e.g., “Register,” “Read More,” “Support USC Research”) and follow brand color standards.
Images and Visuals
Image Standards
- Use images purposefully to reinforce content.
- Limit to one high-quality image per card.
- Prioritize original or university-approved photography.
- Use stock imagery sparingly and only when necessary.
Images should be sourced from university libraries (e.g., Axios libraries or PhotoShelter) whenever possible.
AI Use
Do not generate images that depict fictitious people or events that did not occur.
Do not alter photos in a way that misrepresents reality.
Emojis may be used sparingly when appropriate to the audience and tone.
Accessibility
- Include descriptive alt text for all images.
- Add captions when helpful for context.
- Ensure sufficient color contrast.
- Design for both desktop and mobile viewing.
- Accessibility should be integrated throughout the creation process.
Links and Navigation
Link Standards
- Use 2–7 words of descriptive link text.
- Example: “Support USC Research” (not “Click Here”)
- Avoid generic phrases.
- Limit to 2–3 links per card.
Quality Control
- Test all links before sending.
- Ensure links point to relevant, current resources.
Video
- Do not embed videos directly in newsletters.
- Instead, link to videos using buttons or clear calls to action.
Tools and Platform Expectations
AxiosHQ (Default Platform)
AxiosHQ is strongly recommended and supports:
- Consistent, card-based structure
- Smart brevity guidance
- Audience segmentation and management
- Analytics and engagement tracking
- Accessibility and brand-aligned templates
Communicators are encouraged to use Axios HQ (available at no cost) unless there is a clear reason not to. When using alternative platforms, all university standards still apply.
Interested in using AxiosHQ or learning more about email newsletters? Get in touch to start the conversation and explore your options.