Branding and Marketing Resources

Transcription

Best Practices: BBYO Community eNews, Regional Website and Email
Email: Our email service is ARCOS. It allows us to use the BBYO brand and the most accurate data while
presenting BBYO as a sophisticated organization.
- When should I use ARCOS? All messages to multiple recipients to promote, recruit, thank, reach
parents, etc. must be done via ARCOS. Training is available.
-
When can I use Outlook? Outlook can be used to send out “reminder emails” related to cancellations,
weather delays, etc. This information can also be on the regional website or shared via social media.
o BBYO employees should never send emails to several hundred plus recipients via Outlook (or
any other email/messaging software). Upon discovery, we will put an immediate stop to this
and freeze the email account until the situation is resolved.
❧ Why? Large emails – including an attachment of 5-10 MB can halt our server. Using
collected data without running it through the Arcos system allows people who have
opted-out to receive emails, angering our stakeholders, and eventually causing any and
all BBYO email addresses as spam.
The BBYO Community eNews: This is a monthly eNewsletter reaching our entire community of teens,
parents, alumni, donors and advisors. It is a mandatory communication piece and a good opportunity to engage
our stakeholders.
The BBYO Community eNews includes local highlights, upcoming dates, local articles, national articles, FAN
articles, advisor spotlight, BBYO in the News**, Alumni Spotlight**, Thank you to FAN Leaders**
** Denotes articles that may not appear in every issue
Additional information that is specific to teens, events or otherwise should be posted to the regional website or
shared via social media.
BBYO Community eNews Editing Process
- Regional staff creates content based on template provided by International Office 10 days in advance.
- DCE/DFO edits content.
- International Office (Elyse, Elisa, Lindsay) complete final edits.
o Elyse Goldberg – Midwest and Southeast Hubs, Elisa Schwartz – Western and Mid-Atlantic Hubs,
Lindsay Larner – Northeast Hub
- International Office sends approval to regional staff and/or Hub Admin for distribution to take place
after the regional website has been updated.
Regional Websites: This is intended to be the hub of information and news for each region.
Updates should be consistent throughout the year, but at the very least should include:
- Monthly: homepage, the chapter and regional events will update automatically
- Quarterly: the photo gallery
- Yearly: regional board
- As needed: staff, contact, forms, chapters,
BBYO Marketing Best Practices
Be a Designer!
1. Know the brand. Read the brand guidelines!
2. Use the BBYO Tool Kit.
3. Keep it simple.
a. Don't clutter up your design with too much text. Refer audience to
bbyo.org or regional websites for more info.
b. Don't be afraid of empty/negative space. If the page is over populated with
text, pictures or other design elements it will be confusing to read as it will
not be intuitive where to look next.
c. Keep a hierarchy of elements. In general the most important info should be
bigger (usually the headline and call to action), with the other elements
decreasing in size in order of importance.
d. Use one or two colors to make a cohesive piece.
4. Photos are not necessary.
a. If used, photos should be print quality (300 dpi).
b. If the photo is poorly composed or low quality it can make the whole
design look less professional.
5. Not all type needs to be large. This can make a design look cluttered.
a. As a general guideline your main headline should be 35-50pt and body
copy within the 8-14pt range.
b. Use Torque Ultra for your headline and use the Arial family of fonts for
your body copy.
Be Web Savvy
1. Content is king. Keep your regional website current to keep your visitors
interested. Something like election results can be placed on your regional
site. Make your audience go there to get them.
2. Place links in your BBYO Community eNews directing to your regional
websites.
3. Keep the most important content at the top of the page.
4. Use the "ads" on your homepage to highlight regional events.
5. The quickest way to create content is to cut and paste something from
Notepad. Use the bulk edit button to paste your content. As long as there
are page breaks in your content, your paragraphs will be separated and
ready for formatting.
6. Your images should be 600 pixels wide max.
7. If you need to modify an image, you can do it through ARCOS. Select
your picture, click Edit and then click the Transform button.
8. The easiest way to use video through ARCOS is YouTube.
9. Publishing is a two-step process. Click publish. You will be offered one
more chance to preview your work. Publish again.
Media Pitching
1. Identify the appropriate editor or reporter.
a. Lots of times, this can be found by simply looking at the bylines of recent
articles and doing a Google search on the writer to see what the topics
that he or she normally covers.
2. Make the pitch personal.
a. Include a personal note to the writer or editor with a few sentences about
what the story or program is and why it is relevant to the publication’s
audience.
3. Identify a teen writer.
a. Look outside of the traditional program or convention angle. If a teen is an
all-around outstanding Jewish teen leader who has a narrative to share, a
media outlet may be interested in publishing a teen-written piece.
4. Extend an invitation.
a. If there is an event that you would like coverage on, invite an editor or
reporter to attend for a first-hand view of why it is meaningful to the
community. Offer photo opportunities and interviews, as well.
Social Media
1. How to hashtag.
a. A hashtag is a keyword with the # symbol before it that categorizes a
Tweet, connecting it to other Twitter users talking about the same thing.
For example, if you tweet “#AZABBGIC2013 is almost here!”,
#AZABBGIC2013 will automatically be hyperlinked and, when you click on
that link, you will be able to see all other tweets about IC 2013.
2. Make it visible.
a. When tweeting at a person at the start of a Tweet (i.e. @BBYOInsider),
place a period immediately before the @ sign in to make it a public Tweet,
ensuring that all of your followers will be able to see it.
3. Social Media as a supplement.
a. Facebook and/or tweet about any communication that goes out
electronically and make sure to link to the specified communication piece
(i.e. website, newsletter, photo album, video, etc.)
4. Make it personal.
a. Acknowledge great accomplishments by BBYO members, whether they
are teens, advisors, alumni or parents.
Social Media Branding Reminders
• Your region should have a Facebook Page, not a Group. It should be titled
BBYO [Region Name] (with the region name after “BBYO”).
o Example: BBYO Lonestar Region not Lonestar Region BBYO
• Your region’s Twitter handle should have “BBYO” before the region name or
acronym.
o Example: @BBYOLiberty not @LibertyBBYO
FAQ: Navigating Social Media as a Professional or Volunteer
All questions and answers apply to the work of BBYO staff and advisors
Q. Should I have two Facebook accounts?
A. Facebook does not allow the creation of multiple accounts for one person. If you don’t have two
accounts yet, do not create a second one; adjust your account with the appropriate privacy
settings, as outlined in this document.
Q. Can I friend teens in my region or other regions?
A. You should not actively seek out, or friend, teens in your region or BBYO at large. If you
maintain one account, and a teen (currently in high school and engaged with BBYO) or their
parent friends you, you can accept their friendship and categorize them within a privacy
protected group. If you maintain two accounts, and a teen (currently in high school and
engaged with BBYO) or their parent friends you, you can accept their friendship only on
your professional account.
After teens graduate, you should use your discretion in choosing to transition that
relationship to your personal account, or to remove the privacy setting.
Q. As a BBYO Professional or Advisor, what am I responsible for?
A. BBYO Professionals and Advisors can only be accountable for what is considered an official space.
Q. What if I see something on a page that is inappropriate in any way?
A. BBYO Professionals & Advisors reserve the right to delete a post on the official page at any time if it
is deemed offensive or inappropriate. If a BBYO Professional or Advisor sees inappropriate content
on a teen owned, or organic group or event space, the professional can and should ask the teen to
remove it.
Q. What are the consequences to a teen who posts inappropriate content on Facebook or Twitter?
A. After the offending content has been deleted the behavior should be addressed by the BBYO
Professional directly with the teen and the consequences should align with the consequences
outlined in the AZA and BBG Behavioral Contracts and Codes of Conduct.
Q. Should I be checking in on or policing the Facebook groups teens create?
A. No. BBYO Professionals or Advisors are not asked or expected to monitor the organically created
groups or pages created by teens.
Q. Is there anything I can’t say online as a BBYO Professional or Advisor?
A. Whether you’re posting on an Official Page or from your personal profile, you’re representing BBYO
and are considered on the record. It is not uncommon for reporters to quote an organization’s
tweets or blog posts without obtaining permission or alerting the organization. Seek the same
approvals that you would in dealing with the traditional press, particularly if you are sharing new
information or responding to criticism.’
Best Practices: Using Social Media as a BBYO Professional or Advisor
BBYO Professional and Advisor Use of Social Media
Communicating on a social media platform on behalf of BBYO or on an official or unofficial BBYO related
or affiliated project, or on a personal profile.
• Be Smart: You are personally responsible for any content that you publish on social media
platforms, so use good judgment.
• Be Transparent: Identify yourself and your role at BBYO, transparency builds credibility.
• Be Non-Partisan: If you disagree with a program, campaign, or BBYO affiliations discuss your
concerns privately with your colleagues, not publicly. If you’re not sure about BBYO’s positions,
ask or don’t comment.
• Be Thoughtful: Do nothing that would risk the privacy or safety of the volunteers, professionals
and teens you work with, especially when posting a photo or quote.
• Respect Copyrights & Confidentiality: Only post things you have permission to post. Make sure
you have permission to post any copyrighted (e.g. images, logos) or potentially confidential
information.
• Be Accurate: Even though you may be expressing a personal opinion, do your research and
source your information.
• Be Gracious: When you make a mistake, correct it. Handle your mistake with grace and
transparency by acknowledging your error.
• Be Generous: Social media is, at its base, social. Share, connect, and provide links to interesting
things going on, both at BBYO and beyond.
Expect people to see you as a representative of BBYO, especially if you discuss mission related issues or
your work. To avoid misunderstanding:
When in doubt, don’t push send. On the Internet, everything lasts forever.
If you have questions, consult your manager, the Marketing Department or Human Resources.
v1.0
Updated September 2011
BRAND
GUIDELINES
1
2.01 2.02 2.03
2.04
2.05
2.06
2.07 2.11 Seals
2.12 Usage
2.10 AZA & BBG
Logo Sizes & Clearspace
Logo Placement
Clear Space
Regions
Taglines
Color Variations
Best Practices
2.00 Logo Use
1.01
1.02
Our Brandmark
Brand Architecture
1.00 Introduction
3.01 3.02 3.03 3.04
3.05
3.06
3.07
3.08
Color Palette
Color Palette in Use
Typography
BBYO Graphic Shapes
BBYO Graphic Shapes Best Practices
Image & Graphic Treatments
Icons
Overview
3.00 Look & Feel
This document provides design guidance in the
development of BBYO print and electronic materials.
Rules, recommendations, and examples for brand
usage will help you develop your own materials
to communicate with BBYO members and other
audiences. Using these guidelines will help BBYO
chapters, divisions, and staff present a consistent
message and increase recognition of the BBYO brand.
Our brand is a vital tool in strengthening BBYO’s
reputation as a leader in the Jewish community. It
represents who we are, what we stand for, and where
we are going.
1.00
INTRODUCTION
4.00 Using Our Brand
The depiction of the menorah
provides a visual emphasis on the
traditions and values of Jewish
culture as the starting point in
finding your direction. Individual
paths emanate from a common
core and move in a common
direction. The flame elements
symbolize the energy of our
members, moving forward on
their own paths.
The refreshed brandmark is an
evolution of the previous mark.
We infused it with new meaning,
designing a custom logotype
(font) and bringing the symbol up
to date.
The BBYO brandmark is part
of a larger brand strategy to
raise awareness of BBYO,
demonstrate its independence
from its former parent
oranization, B’nai B’rith
International, and expand the
perception of BBYO beyond
member-only activities.
1.01
Our Brandmark
1.00 INTRODUCTION
3
DIVISIONS
MAST ER BRAND
BBYO is the master brand—
the only logo related to the
organization and the core
element for all divisions,
regions, and councils.
This unified identity becomes
the center point in outlining a
clear organizational structure.
1.02
Brand Architecture
1.00 INTRODUCTION
Brandmark treatments for
divisions of BBYO, such as
Panim Institute and Passport,
will incorporate the division
name, set below and to the
right of the BBYO master brand.
These are called “lock-ups”, or
the final form of a logo with all
of its elements locked in their
relative positions.
Be sure to use the proper artwork
for the division logos rather than
creating your own. The consistent
alignment of our divisions under
the BBYO brandmark is critical
in establishing a unified and
credible brand—when in
doubt, check with Marketing &
Communications.
A ZA & BBG
Joe Galletta
jgalletta@bbyo.org
(202) 857-6521.
A library of BBYO artwork is
available for use on
Brand Central, or contact
4
Size, placement, and color are important. In order
to create the most impactful communications, logo
usage must be carefully managed and implemented.
Brand integrity is in the details. Without consistent
application of the logo and other graphic elements,
the power of a brand will be compromised.
2.00
LOGO USE
Recommended clear space is 1/2
the height of the menorah in the
logo. For example, if after you size
place your logo, the menorah is 2”
tall, then you should allow at least
1” of clear space.
Minimum Clear Space
Always keep the logo clear of
any graphics, imagery or text.
This protects the integrity of
the BBYO logo, ensures that it is
never visually dominated by other
elements, and eliminates the
possibility of creating new “lockups” (see pg. 4).
Minimum size for web:
95 pixels wide
Minimum size for print:
0.75” wide
Minimum Size
To ensure legibility and print
reproduction, do not apply the
BBYO logo at size that is too small.
2.03
Sizes & Clear Space
2.00 LOGO USE
0.5x
0.5x
0.5x
0.5x
x
0.5x
0.5x
0.5x
0.5x
0.5x
0.5x
0.5x
0.5x
0.5x
0.5x
0.5x
0.5x
x
x
x
CLEAR SPACE
0.75” or 95px
MINIMUM SIZE
6
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CONQUER
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BOYS AREN'T GROSS,
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Logos should only be placed
horizontally or at a 45 degree
angle. If using the angled logo, it
should appear inside or alongside
other angled BBYO graphic
shapes—everything should be
flowing in the same direction.
Southern–Atlanta
Council
It is preferable to place the
BBYO logo at the top of each
publication. Alternatively, the
logo can be placed within a
graphic shape.
2.04
Logo Placement
2.00 LOGO USE
7
Do not attempt to create a region
logo—always set the region or
council name in Graphik
or Arial.
Be sure that the region or council
name does not “lock-up” with
the logo—in other words, make
sure the name doesn’t enter the
allotted clear space (see pg. 6).
When customizing BBYO
materials and communications
for specific regions or councils, it
is not necessary to include BBYO
in the name—it will already be in
the logo. Placing the region name
above the headline, ensures that
it doesn’t get buried in copy.
2.05
Regions
2.00 LOGO USE
RIGHTS
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SISTERHOOD
SLEEPOVER
THE WHOLE WORLD IS GREATER THAN ITS PARTS
ridiculus mus.
CONNECT &
CONQUER
BOYS AREN'T GROSS,
Southern–Atlanta
Council
Nassau Suffolk
Region
WELCOME
MotherBACK
PROGRAM!
Nassau Suffolk
Region
WOMEN'S
IN USE
REGION OR
COUNCIL SUF FIX
REGION NAM E
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8
The tagline can accompany the
logo, but is not necessary. If the
tagline is included, be sure that
it does not “lock-up” with the
logo—in other words, make sure
it doesn’t enter the allotted clear
space (see pg. 6).
The tagline serves as a marketing
message. The tagline can be used
on materials and communications
to help express our mission
and values.
2.06
Taglines
2.00 LOGO USE
Find Yourself Here
Where Young Lives Take Shape
9
Full color, one-color (black),
and reverse (white) are the only
acceptable versions of the logo.
Reverse
This version should only be used
when placed on a black or dark
colored background.
One Color
This version should only be used
when reproduction methods
only include black ink such as in
newspapers or etching.
In most cases the logo should
appear in full color on a white
background.
Full Color
The full-color logo is the primary,
preferred visual expression of the
BBYO brand and should be used
as often as possible. Blue was
chosen because of its versatility,
connection to Judaism, and the
traditions it carried over from
our former brandmark. Paired
with the orange flame, the colors
create a clean and unified mark
that combines bold strength with
a youthful spark.
2.07
Color Variations
2.00 LOGO USE
10
Please note that these examples
demonstrate some—but not
all—improper uses of the logo.
Every time we deviate from the
official logo, we compromise the
integrity of the BBYO brand.
It is also important to never use
parts of the logo separately. The
menorah and BBYO name should
always appear together in exactly
the same position.
In order to preserve the
integrity of the brand, never
attempt to redraw or rescale
any of the graphic elements.
For example, don’t add an
outline to make the logo “pop”
more in a layout. Instead,
reconsider the layout, or opt
for the reverse (white) version.
2.08
Best Practices
2.00 LOGO USE
Do not mix the menorah or BBYO
logo type with other elements
AZA
Do not use an outline on any part
of the logo
Do not use a different typeface
for the logotype
bbyo
Do not use drop shadows on
the logo
Do not use an outlined logo
Do not attempt to redraw the logo
Do not create a glow around
the logo
Do not use unauthorized colors for
1-color logos
Do not disproportionately scale
the logo
Do not use the full color logo
on a background with not
enough contrast
Do not change the colors of
the logo
Do not alter the typographic
lock-up
11
For this reason, we have treated the AZA and BBG
seals carefully. We have refined these seals, while
respecting the deep history each seal imparts.
Preserving and protecting the strong principles and
rich traditions of AZA and BBG is an important part of
revitalizing the BBYO brand.
2.10
AZA & BBG
ashington, DC 20006
ww.bbyo.org
A Z A M E M B E R ’S M A N UA L / I N S I D E I N F O R M AT I O N
Member Manuals
2020 K St., NW, Washington, DC 20006
202.857.6633
T www.bbyo.org
AZA Member’s Manual
/ Inside Information
EXAM PLES
BBG: less than 1 3/8” (height)
AZA: less than 1 1/2” (height)
This version is used only when
the printed size of the seal is so
small that the design detail in
the standard version would be
obscured:
Small
The elements have been simplified
so that it is more easily read when
it must appear very small. It would
also be used when special printing
techniques cannot reproduce
the complexity of standard seal.
These might include embroidery
or printing on glass or metal.
Standard
This is the preferred version of the
seal and should be used in most
circumstances.
BBG Member’s Manual / This Is Our Order
Do not use the seals in
conjunction with other logos.
There are two versions of the
AZA and BBG seals, standard
and small.
The AZA and BBG seals carry
with them the history, principles,
and traditions of each orders.
As such, they will not be used
in most situations—they should
be reserved for special member
communications and publications
(see pg. 14 for everyday use).
2.11
Seals
2.10 AZA & BBG
B B G M E M B E R ’S M A N UA L / T H I S I S O U R O R D E R
FOR SMALLER SIZES
STANDARD SEALS
13
Always use the BBYO logo
on materials. It is another
opportunity to strengthen our
brand and build awareness.
However, be sure that the chapter
name does not “lock-up” with
the logo—in other words, make
sure the name doesn’t enter the
allotted clear space (see pg. 6)
Use banner shapes at 45 degree
angles (preferred) and ensure
they read left to right. Otherwise,
horizontally or vertically. Other
positions are not acceptable.
AZA and BBG chapter names
can be integrated into materials
in two different ways: above the
headline or as a banner element.
2.12
Usage
2.10 AZA & BBG
ONE DAY
AZA SHABBAT
ONE DAY
AZA SHABBAT
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OAKLAND BBG
A ZA OR BB G INT EGRATED INTO BANNER GRAPHICS
ONE DAY AZA SHABBAT
A ZA OR BB G INT EGRATED INTO HEADLINES
These elements work together to create a visual
language that strongly grounds the BBYO brand, while
providing a distinct look and feel. Over time, this will
increase the brand visibility and will create greater
awareness for the BBYO brand.
There are many identity elements that comprise
the BBYO look and feel: color, typography, imagery
and layout.
3.00
LOOK & FEEL
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0
/0
/0
0
43
/1
/1
B
9
3
G
R 6/
14
K
50
M
Y
–
0
/1
–
0
/0
0
8 / 7/ 3 4
2 9 6 9 1 /2
8
S
M Y K 9/ 1
P M
1
B
C
G
R
0
/0
/
36
/0
2
0
You may use tints and different
opacities of the secondary colors
to create subtle color variations.
Secondary Colors
A range of solid and gradient
colors have been chosen as a
secondary palette.
/0
94 7
/
4
/3
3
1 2 0/2 1 9 6
S K
5/
M
P MY 25
B
C
G
R
Primary Colors
The BBYO logo is made up
of two colors: BBYO blue and
BBYO orange. Specific values
are detailed to the right.
3.01
Color Palette
3.00 LOOK & FEEL
4
/1
0
C
R
/
28
G
/1
17
/0
/1
/0
B
50
K
85
M
Y
–
88
10
0
–
/
/0
4/
17
/0
0
/0
/0
0
0
1
/ 47
8 2 /0 /
3 29 16
2
S K
3/
M
P MY 19
B
C
G
R
9
23
C
R
0
/1
–
/
85
/0
B
/0
G
/0
K
80
M
Y
24
1
2
0
5/
–
2
/0
21
/0
/0
0
0 7
1
8 0 / /6
3 6 57/ 9 3
1
S K
2/
M
P MY 12
B
C
G
R
/2
/
39
25
2
/0
/0
4
0
/4 3
0
9
30 10 /1
1
S
M YK /12
P M
0
B
C
G
R
PRIMARY COLO RS
C
0
M
K
5
/9
/0
0
/
55
/0
2
85
–
6/
1
40
/5 B
6/
4
1
G
R 7/
24
Y
–
/1
9
6/
2 5 0/0 9 4
3 1 1 0 9/ 1
S K
15
M
P M Y 0/
B
C
G
R
/1
1
21
/6
/1
0
0 6
1
2 / /2
8
1 3 0/4 1 6 0
S K
6/
M
P M Y 24
B
C
G
R
4
B
la
5
2
/2
C
/1
0
0
/0
–
0
–
/0
2
B 6 /8
G
R 16
/
0
K
10
M
Y
0
7
0
/3
/0
3
22
0
/1
5/
/0
21
20
/8
0
/4 /4 3
2
K /4
M
P MY 71
B
C
G
R
S
ck
5
16
PRIMARY COLORS
Using the color palettes can be
challenging. It may be helpful
to choose a color style before
creating a new design.
3.02
Color Palette in Use
3.00 LOOK & FEEL
However, a little goes a long
way. When choosing colorful
combinations, don’t use all of the
colors of the secondary palette
together. Instead, choose 2-4
colors to work with.
Multiple Colors
Combining several colors from the
secondary palette can help make
your materials bright and friendly.
The use of the primary color
palette compliments the colors in
the BBYO logo.
MULTIPLE COLORS
Primary Colors
Use BBYO blue and orange when
you want to strongly communicate
the BBYO brand. The use of the
primary color palette reinforces
the colors in the BBYO logo.
MO NO CH RO MATIC
Monochromatic
Repeated use of the same or
similar colors in your design can
add a touch of sophistication
to your materials.
17
Headlines
BBYO Torque
This typeface is used sparingly
and only in headlines and callouts. You can download BBYO
Torque from Brand Central, or ask
Marketing & Communications.
Body Copy
Graphik & Graphik Italic
This typeface is used primarily
for dense areas of text. In
instances where Graphik is not
available, please use Arial.
AW
E
SO
M
Y
EL
T
e
l
b
a
h
c
a
o
r
p
p
a
EX
M
E
R
Y
EL
C
I
T
S
A
T
N
A
F
I HEART BBYO ABCDEFG 12345
SET IN GRAPHIK LIGHT/LIGHT ITALIC
I HEART BBYO ABCDEFG 12345
SET IN BBYO TORQUE
Two typefaces have been
selected for use in BBYO
materials due their compatibility
with all of our brand elements.
In addition, these fonts
convey a smart, bold, and
youthful personality that
reflects our members.
3.03
Typography
3.00 LOOK & FEEL
18
Joe Galletta
jgalletta@bbyo.org
(202) 857-6521
A library of BBYO graphic shapes
is available for use on Brand
Central, or contact:
Use shapes at 45 degree
angles (preferred). Otherwise,
horizontally or vertically. Other
positions are not acceptable.
Most communications will feature
BBYO graphic shapes in solid or
gradient colors. These shapes
represent the different paths
that can be taken to arrive at
the collective experiences BBYO
offers with a visual emphasis on
many diverse pieces coming
together to form a stronger,
larger whole.
3.04
BBYO Graphic Shapes
3.00 LOOK & FEEL
IN USE
19
Please note that these examples
demonstrate some—but not
all—improper uses of the BBYO
graphic shapes.
Try to avoid making predictable
patterns. The BBYO graphic
shapes represent individualism—
creating a pattern undermines
the meaning behind the
graphic shape.
Do not alter the ends of the BBYO
graphic shape in any way. They
may be widened or lengthened,
but not in a way that alters the
basic structure with a 90 degree
point at the each end.
3.05
BBYO Graphic Shapes
Best Practices
3.00 LOOK & FEEL
Do not use the elements with a forked tail
Do not use outlines around the graphic elements
Do not use the shapes in a predictable way
Do not use the shapes which go in multiple or opposite directions
20
Photographs should also
represent a good female/male
balance, and they should be
high-resolution to ensure highquality reproduction. Professional
photography can be accessed
through the International Office’s
Picasa Web Photos Account
(www.picasaweb.google.com).
Avoid body piercings,
tattoos, hand gestures and
revealing clothing.
Select images carefully to
reflect the personality of our
brand—happy, wholesome,
photogenic teens socializing
with one another or engaged
in BBYO experiences.
A defining characteristic of
the BBYO brand is vibrant
photography of BBYO teens.
When combining photos with
the other graphic elements, the
photo should take center stage.
3.06
Image & Graphic
Treatments
3.00 LOOK & FEEL
EXAMPLES OF APPLICATIONS
WIT H B BYO GRAPHIC SH APES
OVER PHOTOGR A PH Y
R
TE
P
A ER
CH AIS
11 DR
20 UN
F
21
Ed posuere, ligula vitae vulputate rhoncus, orci
turpis venenatis erat, eu pellentesque justo
ipsum vitae mi. Integer augue justo, bibendum
non convallis sit amet, pulvinar in ligula. Cras
molestie massa eget risus suscipit ut aliquet
lacus imperdiet.
JEWISH
OLYMPICS
Joe Galletta
jgalletta@bbyo.org
(202) 857-6521
A library of BBYO icons is
available for use on Brand
Central, or contact:
Lively BBYO branded icons may
be used in communications or
social media. These combine
the BBYO graphic shapes with
drawings, doodles and messages.
3.07
Icons
3.00 LOOK & FEEL
GENESIS
CHAPTER
OVERNIGHT
I VOTE
BBYO T-SHIRT
WITH G PHI
SWEATPANTS!
lacus imperdiet.
SHABBAT
BANQUET
I will look back on my BBYO
experience as a time where
I found my voice & identity.
EXAMPLES OF APPLICATIONS
SHABBAT
TONIGHT,
YOU GUYS!
GENESIS
CHAPTER
OVERNIGHT
OVERNIGHT
I VOTE
BBYO T-SHIRT
GENESIS
WITH
G PHI
SWEATPANTS!
CHAPTER
I VOTE
BBYO T-SHIRT
WITH G PHI
SWEATPANTS!
22
In the next few pages, you’ll find a few examples of
our brand in use. Feel free to use these as a guide
in creating your own materials. Remember that
consistent use of the logo, typography, color palette
and graphic shapes over time will create a strong
BBYO brand.
4.00
USING OUR BRAND
ONE DAY
AZA SHABBAT
4.00 OVERVIEW
BIG SIS LIL SIS
RENDEZVOUS
OAKLAND BBG
T
E
G
CR
Y
Z
A
lla
gi r
rin cto lla
f
,
u u s
id , a . N u r i
a s e c lis a
st o n ol . M
N
e
m am
E
eg d
i
e m o um d
ED
qu om rutr sed
s
i
N
r t c is s
I
e
el u r p p u
S
sc ttis tu em .
N
O
tis agi o in t, t ula
a
C
i
e
en s, s d g lig
IS
en su t o e e na
W
, v o ri era nar ur
o
t
c r
t r
us e la o e
i j lib s p in am
du . Ut llu um i sit
s
e
u or s tr b
m rt ha ru or
va to . P h, M
Vi uis isi nib os.
q l n us er
ve et io
m od
in
G
BB
24
justo ipsum vitae mi. Integer augue justo,
bibendum non convallis sit amet.
WELCOME BACK
PROGRAM!
Nassau Suffolk
Region
4.00 OVERVIEW
SISTERHOOD
SLEEPOVER
THE WHOLE WORLD IS GREATER THAN ITS PARTS
BBYO TEEN
SHABBAT
25
Nassau-Suffolk
Region
ridiculus mus.
Mother
Daughter
Shabbat
WOMEN'S RIGHTS
4.00 OVERVIEW
ridiculus mus.
CONNECT &
CONQUER
BOYS AREN'T GROSS,
Southern–Atlanta
Council
ng
ci
is
ip m t
d
a Cu ie n
u r s. u r lla
e t su a r t n u
t
c r p
s e c u is lu m .
on llis s d bu ree
,t c va gni sti lao
e on a Ve t,
am c m s. a
it ue et mu iat
s
q
g
s
r s
lo te ibu lus feu
do llen nat icu or
p
d
e
m
e
i
su p p r r m
ip ean que etu n te
em en ato asc msa
r
A
e ci te ac
so on us,
m et
m
T
A
B
RM
B
TE
F
A
O
H
G
IN
S
N
IN
N
G
E
BE
E
T
26
4.00 OVERVIEW
lacus imperdiet.
JEWISH
OLYMPICS
lacus imperdiet.
SHABBAT
BANQUET
27
Diane Hockenberry
dhockenberry@bbyo.org
If you have questions about this document,
please contact the Senior Director of
Marketing and Communications,
THANK YOU!
©
YO
BB
11
20
28
July 11, 2013
Press Releases and Media Relations
How to Make the
Most of Media
2
•
•
•
•
September 08, 2011
© BBYO 2011
New members
New donors
New advisors and/or staff
New community partners
– It can spread awareness about BBYO in your community,
leading to
• How can media relations help?
• Working with media for the purpose of informing the
public of an organization's mission, policies and
practices in a positive, consistent and credible manner.
What is Media Relations?
2
3
•
September 08, 2011
© BBYO 2011
Identify an expert on the program or “voice” of the program to offer for interviews and/or include a
quote in the press release from this person.
– “Experts”
– Appropriate facial expressions and gestures, BBYO “swag” if available, action shots when
related to service.
• What kinds of photos are appropriate for media?
– Photos
– Google search to find reporters writing about similar topics.
– Contact the Marketing Department for further assistance.
• How do you find the right contact(s)?
– Appropriate reporters and/or editors at desired publications/outlets.
• Who do you send press materials to?
– Media List/Contacts
– Contact the Marketing Department for assistance and/or guidance.
• Press Release, Fact Sheet, Media Alert
– Press Materials
Tools Needed for Media Relations
3
4
September 08, 2011
Logo and Boiler Plate
“About” section
–BBYO’s Boiler Plate:
Contact
Always include contact
information/web directive
Body
Why; Other information
–Include quote from “expert”
or voice of the
event/program/etc.
Introduction
Who, What, When, Where
Title
Catchy, but not too long
Press Releases
© BBYO 2011
For more information on BBYO, please visit www.bbyo.org.
4
Please note that BBYO should not be referred to as the B’nai B’rith
Youth Organization, but rather by its acronym “BBYO.”
BBYO is the leading pluralistic Jewish teen movement aspiring to involve
more Jewish teens in more meaningful Jewish experiences. For almost 90
years, BBYO‘s leadership programs the Aleph Zadik Aleph (AZA, high
school fraternity) and the B’nai B’rith Girls (BBG, high school sorority) have
been providing exceptional leadership programs and identity enrichment
experiences, shaping the confidence and character of more than 400,000
alumni who are among the most prominent figures in business, politics,
academia, the arts and Jewish communal life. Now, BBYO’s network of
Jewish teens, alumni, parents, volunteers and philanthropists serves as
the Jewish community’s most valuable platform for delivering to the post
Bar/Bat Mitzvah audience fun, meaningful and affordable experiences.
With year-round activities in hundreds of local communities and inspiring
world-wide travel experiences, BBYO’s broad program menu enables
teens to explore areas of leadership, service, civic engagement, Israel
education and Jewish values.
About BBYO
5
September 08, 2011
Logo and Boiler Plate
“About” section
–BBYO’s Boiler Plate (at end)
Contact
Always include contact
information/web directive
Body
Why; Other information
–Include quote from “expert”
or voice of the
event/program/etc.
Introduction
Who, What, When, Where
Title
Catchy, but not too long
© BBYO 2011
Example:
BBYO Stand UP and Rebuild
5
6
•
•
•
•
Pitching is sending press materials to the appropriate contact for the purpose of publication.
This is usually done via email first, with a follow-up email a week later.
Include a concise personal note before copying and pasting the press release into the body of the email.
Make sure to include the “who, what when and where” in 1-2 sentences and then include a sentence about
why the publication’s audience would want to read/see this and/or would benefit from this information. Why
is it relevant?
Offer photos and/or interviews with the “expert” that you have identified.
Invite the reporter to attend the event/program to see it for him or herself.
–
–
September 08, 2011
© BBYO 2011
Make sure you know what time he or she is arriving, have a phone contact number and have already
alerted people who you want to connect the reporter with that they will be interviewed. Make sure they are
comfortable with this first.
Make sure to identify the photos you will offer to the reporter – arrange them to include something with
BBYO on it.
How to manage media on-site
–
–
What to offer when pitching
–
–
How to pitch a press release
–
–
What is pitching? What is the process?
Best Practices for “Pitching”
6
BBYO Web 2 Print Guide
What is Web 2 Print? Web 2 Print is BBYO’s online marketing material ordering forum. It contains marketing materials
such as brochures, newsletters, flyers, stickers, balloons, AZA and BBG pins and more! Several items can even be
customized to include a teen name, your local mailing address and local event information! With the click of a button, you
can order the products you need for your region and either have them sent to your office or directly to the homes of local
teens!
How to Use Web 2 Print
1) Click on the “Print Now” icon on bottom left side of main Dashboard screen. You may need to hold down control
(Ctrl) and click “Print Now” at the same time. If you are having trouble, please make sure your pop-up blockers are
disabled (pop-ups are enabled).
2) Enter account information. Below is an example.
3) Press “Continue” or “Update Profile” as needed.
4) Here is the main site of the Web 2 Print System upon login:
5) Use the side navigation bar to order products by categories, i.e., promotional items, greeting cards, pledge cards,
brochures, etc.
*Costs for items vary. In some cases, the International Office covers printing; in other cases, the regional offices
will cover the cost. Regions pay for shipping and handling. Please read directions carefully on each piece.
*Delivery times for items vary. Please check the Delivery Schedule on the W2P site to find out how long your item
will take.
Now, let’s walk through a sample order:
6) To order a “Thank You Note,” for example, click on “Greeting Cards.” You will see a screen of BBYO cards:
7) You may click on “Enlarge View” to see a larger image of the item.
8) Click on the “BBYO Informal Note Card,” for example:
9) First, you must choose your quanity. Use the dropdown menu to choose how many items you would like to
purchase. Click Continue.
10) Next, you are given the option to customize your postcard. For this example, we will customize, then click
“Continue.” (Note: Not all items are customizable). You are brought to this screen:
11) Fill in your text according to the “Step” boxes. For example, “Message” will be placed within the “Personalize
Text” on the card. Fill in your all necessary information.
12) For some items, you are also given the option to personalize (address your recipient by name) your postcard.
13) Click on “Show Proof” to view your postcard before placing the order. Make sure you proof the sample carefully
before continuing with your order. Click Continue.
14) This item comes with envelopes. The next screen prompts you to select the quantity and “No Customization” or
“With Customization.”
15) If you selected “With Customization,” enter in the return address information. You will then be brought to your
shopping cart. If you selected “No Customization,” you will be brought directly to your shopping cart.
16) You may change your order and add additional items to your order or continue to checkout.
17) If all looks good, press checkout, make sure your address is correct and you will receive your order shortly!
Questions?
Contact W2P Customer Service at 888.677.5770 or help@customprintnow.com.
For additional help, contact Elyse Goldberg at egoldberg@bbyo.org.
ARCOS Website Training
This text focuses primarily on putting your content on your regional home page, where the bulk
of your work will be. Keeping content on the homepage will keep things simple for you and it
will make it easy for your audience to immediately see what information you deem most
important.
Login page: The url is https://cms.bbyo.org/login.pl.
Let’s update your homepage.
Go
to
Stories -> Find Stories
All regional content is in the bbyo.org/region folder.
Select your homepage. The url will look like:
bbyo.org/region/your_region_name/
Click Edit.
On the home page, your new content will go in the Intro section.
Click the Edit button above Intro Section (Should be #4 container on the page, see image below).
You can edit one of the existing paragraph boxes or you can add a new one if you need to.
To edit an existing paragraph box, you can:
1. Click the button to the right (bold, italics, underline). Then the box will operate like Word.
2. Click your mouse in the box and start typing, or cut and paste content into the box.
Hyperlinking Text
Create a hyperlink by highlighting the desired text and clicking the little chain icon.
A little Insert/Edit window will pop up. NOTE: You must know the URL you are
using beforehand. Cut and paste into your into Notepad for safe keeping.
Then just paste it in to the Link URL box.
The Homepage “Ads”
The regional homepage ads are set up to be global in nature and are the same across all
regional websites. So you don’t have to do anything to them. If you have an event you would
like to highlight through the ads, contact the marketing department so the details of your
unique ad can be worked out.
The Chapter, Regional, and International Events feeds
The Chapter, Regional, and International Events feeds are populated by posts made on the
Dashboard and b-linked. An RSS feed then populates the home page. All this is pre-built, so
don’t have to worry about editing them. All you need to do is republish your homepage to have
your new posts show up. Your homepage MUST be republished to have new Dashboard and blinked events appear.
See the image below. After you have entered a new event into the Dashboard or b-linked, go to ARCOS
and find your regional homepage, and click the checkbox all the way to the right. And just click Publish.
Staff Section on Homepage
All the staff sections are laid out the same, so these directions should be consistent for all the
regional sites.
To Edit the Staff Section:
Find your home page. Click Edit.
Go to row number 12. It is the bottom container. It should be named bottom row, but it may be
named something else. Click Edit.
You will be taken to a new screen. Look for row 5. It is named Staff List. Click Edit.
You will be taken to a new screen. Now look for row 6. It is named Staff List. Click Edit.
Click the little square button to the right (bold, italics, underline, hyperlink).
Edit your text as you would in MS Word.
To Edit the Photo Gallery:
Clicking the image on your homepage with take you to your Photo Gallery.
Adding images to your page:
Adding an image to your page is done the same way you add a paragraph. You select Image from the
dropdown menu and click Add Element.
You will be presented with this screen:
The user is concerned with the following fields:
Media: Select an image that has already been uploaded to ARCOS with Find Media or upload it yourself
from your computer with the Browse button.
Alignment: If you want text to wrap to the left or right of your image, use this dropdown.
Alt text: This is descriptive text for the image. This is used by screen readers for people who are visually
impaired.
OPTIONAL FIELDS
There is also a pull down menu that has options. You will be most concerned with the following:
URL: Click your image to go to whatever URL you designate.
Height and Width: The dimensions of your image. In the current BBYO setup, go with a MAXIMUM
image width of 620 pixels.
Once you have your image ready with whatever information you deem necessary, click
Done with Image or Article to go back to the EDIT STORY section. Now your image is part of
your web page. You can choose to reorder your page with the numbers on the left so you can
put the image where you want on the page.
1.

Branding and Marketing Resources

Transcription

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