GCC Brand Standards 2012 - Genesee Community College

Transcription

GENESEE COMMUNIT Y COLLEGE
IDENTIT Y STANDARDS
TABLE OF CONTENTS
INTRODUCTION
Genesee Community College in the 21st Century
What is a brand?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
The GCC Brand: What does it stand for? . . . . . . . . . . . . . . . . . 6
GCC Brand and Identity: Beyond Expectations. . . . . . . . . . . . . 7
The GCC Look. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
How We Act and Sound - Beyond Expectations on all levels, everyday. . . 9
How MarCom Fits In - Why we need Identity Standards . . . . . . . . . . . 10
The MarCom Staff. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
SECTION ONE
Core Identity Marks of Genesee Community College
The GCC Logo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
College Seal. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Athletic Mascots. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Taglines and Slogans. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Use of the College Name and Abbreviations . . . . . . . . . . . . 18
The Campus Centers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Other College Abbreviations. . . . . . . . . . . . . . . . . . . . . . . . . . 20
S E C T I O N T WO
Expressing the Brand in a Digital Age
Unique Attributes of Online Environments. . . . . . . . . . . . . . . . 22
Content Standards for the GCC Website . . . . . . . . . . . . . . . . 23
Expressing the Brand through Social Media. . . . . . . . . . . . . . 24
G CC // B R A N D G U I D E L I N ES // PAG E 2
TABLE OF CONTENTS continued
SECTION THREE
Design and Layout Guidelines
Approved Alternate Versions of the GCC logo. . . . . . . . . . . . 26
The GCC logo “Buffer Zone”. . . . . . . . . . . . . . . . . . . . . . . . . .27
Unapproved Variations of the GCC logo . . . . . . . . . . . . . . . 28
Approved Color Palettes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Approved Fonts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Other Graphic Identity Elements . . . . . . . . . . . . . . . . . . . . . . . 31
Photography and Imagery Guidelines . . . . . . . . . . . . . . . . . . 32
SECTION FOUR
Brand Ambassadors
Beyond Expectations in Action. . . . . . . . . . . . . . . . . . . . . . . . . 35
The 90-second Elevator Speech. . . . . . . . . . . . . . . . . . . . . . . .36
SECTION FIVE
Marketing Services
Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
Getting Publicity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Community Promotions and Sponsorship Guidelines . . . . . . . 43
15 Publicity Tools At-a-Glance. . . . . . . . . . . . . . . . . . . . . . . . . 44
Finer Details of the 15 Publicity Tools. . . . . . . . . . . . . . . . . . . . 45
GCC Brand / Stationery Products. . . . . . . . . . . . . . . . . . . . . . 55
New Business Cards. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
College Stationery. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
Templates. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
Other Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
Final Notes / Disclosures. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
INTRODUCTION
IN THE 21ST CENTURY
I N T R O D U C T I O N : G E N E S E E C O M M U N I T Y C O L L E G E I N T H E 21 S T C E N T U RY
What is a brand?
A brand is the idea or image that enters your mind when you hear the name or
see the logo of an organization. A brand represents an organization’s identity.
The best brands are instantly recognizable and they evoke a positive, even
powerful, emotional response. Although a brand exemplifies the history,
achievement, and character of an organization, a brand exists primarily in the
minds and hearts of people who encounter the organization. Research tells us
that strong brands are one of the building blocks of successful organizations.
The GCC Brand: what does it stand for?
In 2009-2010, GCC conducted a very thorough branding research study.
After compiling and reviewing GCC’s extensive in-house data, an outside
research consultant also employed a series of extensive research methods to
truly understand the GCC culture, its history, reputation and the competition.
The result of this in-depth study told us:
• Genesee Community College is viewed favorably among residents of
our service area.
• When people come into contact with Genesee Community College –
as students, faculty, staff, donors, training participants, or visitors – their
favorable opinions and feelings about GCC become enthusiastic, and
even passionate.
• People who know us are often surprised and delighted by the
experience they have here.
GCC Brand and Identity: Beyond Expectations
The final result of the branding study was to distill volumes of data and
extensive survey results and conduct a thorough comparative analysis.
This was reported to the college community in January 2011. From there,
the Branding Steering Committee, consisting of a dedicated team of GCC
stakeholders with representation from all constituencies, summarized all the
findings and extracted this massive effort into the GCC’s Brand Essence,
essentially two words that would resonate and reflect what GCC means
collectively to everyone. Knowing that GCC continually exceeds the
expectations of people who visit, enroll, or are involved with the college, the
Steering Committee unanimously agreed that “Beyond Expectations” would
become Genesee Community College’s Brand Identity.
Beyond Expectations is expressed in the following ways:
People who know us usually say we surpass expectations through
• Programs that are high-quality and relevant
• Dedicated and caring people
• Affordability and convenience
People who know us sometimes say we surpass expectations through our
• Outreach to students of all ages
• High technology
• Value as a community and economic asset
• Clean, modern facilities
• Supportive alumni
• Positive reputation
• Strong leadership
• Stable financial position
The GCC Look
• Our logo depicts Beyond Expectations.
• Our overall graphic look is characterized by clean and simple typography
and contemporary design elements.
• Our print and web designs articulate qualities associated with Beyond
Expectations: progress, movement, wonder, acceleration, altitude.
• Our affiliation with SUNY, the State University of New York is an essential
part of our identity.
• The blue and gold colors are an important part of our history and legacy,
especially for our student athletes.
• When enlarged and viewed closely, the symbol of two shapes with the
white streak separating them expresses forward, upward movement. The
white band is not contained by lines or a box – rather it is allowed to float
off the page symbolizing the sky is the limit. The blue triangular shape
on the left has sharp points and acute angles representing the nature
of collegiate rigor and responsibility. The gold shape on the right has a
rounded corner and broader swath of color symbolizing GCC’s caring
faculty and staff who nurture students and care about their future.
How We Act and Sound - Beyond Expectations on all levels, everyday
• We change minds. Sometimes all it takes is encouragement.
• We welcome visitors and callers. A smile and a warm welcome always
greet guests, whether they arrive in person, via the telephone, or over the
Internet.
• We make time. By accepting minor interruptions in our day, we make a
world of difference to the people who need us.
• We remember. We get back to people promptly.
• We listen. We take the time to hear and understand.
• We’re out in front. We’re proactive in identifying and solving problems –
even before they become problems.
• We are real. Our commitment is professional and personal.
• We treat each other well. We can do many things as individuals. But
collectively, our skill and energy is amazing.
• We speak with one voice. We may not agree on everything – but we all
join together in bringing out the best in our college community.
• We strive to be the best. In a world where “average” and “ordinary” is
often seen as good enough, we go out of our way to turn every interaction
with students and visitors into a special experience.
How MarCom Fits In - Why we need Identity Standards
Higher education is an ever more competitive marketplace, and community
colleges are continuing to carve out a special niche that draws in an
increasingly broad swath of demographics and psychographic populations.
GCC has a particularly wide range of constituents starting at infancy in our
Child Care Center; continuing on through primary and middle schools with
summer camps, field trips, scout meetings and Career Pathways connections;
and honing in on the high school populations with ACE and Genesee Promise
Plus. The nontraditional, adult population and out-of-GLOW residents are other
vast market segments that we try to attract. Lastly, we can’t forget the important
associations we nurture and depend on with local government, SUNY, the
sister colleges that we transfer our students to and our 24,000+ strong alumni
base.
To properly and strategically market to this broad collection of nearly every
demographic possible we must have a unified identity that not only exudes
quality and consistency, but proactively projects our total brand and our many
distinctions – best summarized by the phrase “Beyond Expectations.”
The Marketing Communications Office is the custodian of our brand and
this webpage, the Identity Standards Manual, and MarCom staff provide
a centralized source of initiatives that express “Beyond Expectations” and
proactively manages the brand.
The MarCom Staff
• Develops strategies to cultivate and reinforce our brand
• Budgets and spends funds to get maximum impact from our brand position
• Shapes our brand message
• Develops communication resources for the College, and for individual
programs and services, that support and strengthen our brand
• Exercises quality control over brand-related products and services
In Genesis, click the “College Life” tab, then on the “Marcom” link for an
up-to-date listing of MarCom staff members, with relative responsibilities and
contact information.
SECTION ONE
CORE IDENTIT Y MARKS OF
S E C T I O N O N E : C O R E I D E N T I T Y M A R KS O F G E N E S E E C O M M U N I T Y C O L L E G E
The GCC Logo
The GCC College logo is the college’s primary mark. It should always appear
in a prominent visual field on all brochures, print and electronic publications,
websites, forms and stationery. (See page 8 of this manual for an explanation of
the logo’s symbolism.)
The College Seal
The official College Seal is reserved for formal uses, such as diplomas,
transcripts, and other official documents. It may also be used in special
situations to communicate a sense of the College’s history. It is on podiums and
lecterns where viewers can see the centralized Holland Land Office building
and appreciate the historic significance of this structure and the College’s
important connection to and relationship with Genesee County.
PMS - COLOR USAGE
ONE- COLOR USAGE
Pantone 117 C
Pantone Black C
Athletic Mascots - The Cougar
The GCC Cougar logo should be reserved for athletic events and opportunities. All academic-related
promotions that require a GCC emblem or logo should use the College’s primary mark (see p. 26).
The primary GCC Athletic Mark
This mark should be reproduced in two colors (unless grayscale), and should
always be displayed at a minimum of 1.75” wide. (PMS 2945, PMS 1245)
The secondary GCC Athletic Mark
Use this mark when it is necessary to identify the full name of the college
underneath the mascot. It is also reproduced in two colors (unless grayscale),
and should always be displayed at a minimum of 1.75” wide.
Taglines and Slogans
The MarCom and the Enrollment Services Offices have developed a
series of phrases, terms and taglines that support the Beyond Expectations
brand. Through the years of promoting GCC and through the results of the
Brand/Identity study, we have discerned an important group of primary
and secondary “market drivers” that best summarize our institution. These
descriptive terms are highlighted in the simple graph below, which was
developed and adopted in 2010 by the 21-member Brand/Identity Steering
Committee.
EXTENDED IDENTITY
Strong
leadership
Financially
solid
High-quality,
relevant
programs
Supportive
alumni
CORE IDENTITY
BRAND ESSENCE
Beyond
Expectations
High
Technology
A community
& economic
Affordable/
asset
Convenient
Inspiring, caring
people
Positive
reputation
For students
of all ages
Clean,
modern facilities
Continued next page
Taglines and Slogans (continued)
While this collection of terms may describe GCC, and Beyond Expectations
may summarize the GCC experience, the creative marketing and design minds
of two departments are charged with the responsibility to effectively illustrate
the brand and to raise excitement, interest and support from all constituents.
The following highlights the promotional taglines and campaign themes
developed and continuously employed to market the GCC brand to offcampus and outside markets:
• FACES of GCC Campaign
We are / I am one of the FACES Going Places at GCC
Become one of the FACES Going Places at GCC
FACE Time @ GCC – for Open Houses
FACES of ACE
• College Close to Home / Careers that take you anywhere
• GeneSEE Your Future
• It Makes “Cents” to Enroll in GCC
When individual departments wish to employ any of these slogans on internal
documents or off-campus communications, it is best to contact the MarCom
Office. Effective use of photography, fonts, testimonials, design and production
elements can help enhance the final product.
Use of the College name and Abbreviations
The following key recommendations should be followed in using the
college’s full name, and its abbreviation GCC.
SUNY GCC / GENESEE COMMUNIT Y COLLEGE / GENESEE
• GCC’s association with SUNY should be expressed in the first segment
of all new documents wherein the institution is being introduced for
the first time. Including the GCC logo is preferred when possible.
However, if the full logo is not clearly evident and/or a basic
introduction of Genesee Community College is needed, one of these
formats should be employed:
o Genesee Community College is part the State University of New
York (SUNY) system
o GCC is part the State University of New York (SUNY) system
o Genesee Community College is one of the 64 campuses of the State
University of New York (SUNY) system.
o SUNY GCC is one of the 64 campuses of the State University of
New York (SUNY) system
• GCC is allowed with the college’s full name and association with
SUNY has been established.
• Genesee Community College and GCC can be used interchangeably
in written documents.
Inappropriate Usage:
• Use of “Genesee College” is prohibited.
The Campus Centers
The six campus center can be referred to in the following ways:
• Genesee Community College at Albion [or other location]
• GCC at Albion [or other location]
• GCC @ Albion [or other location] - in advertisements or flyers only
where space is limited
• Albion [or other location] Campus Center – when greater emphasis
in on the campus center and Genesee Community College is listed in
adjacent copy. Usually this will also involve listing contact or address
information.
Inappropriate Usage:
• Albion Community College is prohibited [or other location] • Albion College is prohibited [or other location]
•Albion Campus is prohibited [or other location]
Other College Abbreviations
Some GCC departments are well known by their acronym or the
abbreviation of their title as indicated in the following list. It is strongly
advised that the first-time mention of these departments by their
abbreviation or acronym in official documents should include the fully
spelled-out annotation of the department to ensure 100% clarity. For
example: the Accelerated College Enrollment (ACE) Program would follow
in subsequent references as the ACE Program.
THE BEST CENTER
Business and Employee Skills Training
ACE Accelerated College Enrollment
PTA Physical Therapy Assistant Program
GCCF Genesee Communit y College Foundation
GCCA Genesee Communit y College Association
AEOC Adult Educational Opportunit y Center
CV College Village
MARCOM Marketing Communications
DSS Department of Social Ser vices
G CC // B R A N D G U I D E L I N ES // PAG E 2 0
S E C T I O N T WO
EXPRESSING THE BRAND
IN A DIGITAL AGE
S E C T I O N T WO : E X P R E S S I N G T H E B R A N D I N A D I G I TA L AG E
Unique attributes of online environments
As we head further into the 21st century, digital communications are more
important than ever before. On the Web, in social media, on mobile devices
and more, information is delivered instantaneously in a 24-hour news cycle.
Before publishing online, it’s important to remember that content should be
verified for accuracy and relevance. Once something is online, it can be
difficult or nearly impossible to retract.
We now have the ability to communicate directly with our most important
audiences and for them to communicate back with us, creating more openness
and transparency than ever before.
Content Standards for the GCC website
The GCC website is a dynamic communication tool for current students,
prospective students, staff, faculty, stakeholders and community members. All
college departments need to be actively involved with the site, ensuring that
the content is both current and engaging. The GCC website averages more
than 57,000 unique visitors each month.
The site is governed by the college’s Web Team, which consists of faculty and
staff from a wide variety of departments, programs and locations. The team
meets monthly to assess recent developments on the site and to discuss future
development needs. Any question or concern regarding the site should be
presented to a team member for discussion at the next meeting. A full list of
Web Team members can be found on GenESIS: click the “College Life” tab,
then the “Web Team” link.
Expressing the brand through Social Media
Social media provides a unique opportunity for the college to communicate
directly with its publics in a truly two-way environment. Expressions of the
brand through social media reinforce the idea of “beyond expectations” –
illustrating through status updates, photos, videos and more the good things
that happen at GCC every day.
The idea is also reinforced through prompt responses to questions and
solutions to problems posted to the social media pages even beyond
traditional office hours.
GCC maintains an official presence on many of the major social networks,
managed by the new media specialist in the Marketing Communications
office. If your department is interested in developing a social media strategy,
contact the new media specialist at ext. 6481 to discuss.
Guidelines for official college social media accounts are available on
GenESIS: click the “College Life” tab, then the “MarCom” link, then the
“Social Media Guidelines” link.
Scan the QR code with your mobile device to connect to GCC’s social media:
Need a QR reader? Visit http://i-nigma.mobi in your mobile browser for
a guided app installation.
SECTION THREE
DESIGN AND LAYOUT GUIDELINES
S E C T I O N T H R E E : D E S I G N A N D L AYO U T G U I D E L I N E S
Approved Alternate Versions of the GCC logo
One color with screen tint
One color on yellow
(note: no screen tint)
One color, reversed from blue
(note: no screen tint)
show example
The logo may also be used over
the top of a full-color photograph,
at the designer’s discretion.
When logo is used less than 1”
wide, the text underneath the logo
may become illegible. If this
happens, the designer has the
option of using the logo without
the text ‘Genesee Community College.‘ The designer may choose
not to use the screen tint, as well.
If a horizontal layout is required
to fit a specific area, the ‘Genesee
Community College’ text may be
moved to the right. Do not disassemble the logo to fit a horizontal
space.
The GCC logo “Buffer Zone”
The buffer zone is the minimum distance that any other elements can be
placed near the GCC logo. This ensures the logo remains prominent and in an
uncluttered environment. The amount of buffer zone is always in direct proportion to the size of the logo, and should not be altered.
As shown here, the Buffer Zone is defined by the width (or height) of the letter
“G” in GCC. The smaller the logo, the smaller the “G” space.
Unacceptable Variations of the GCC logo
Don’t modify the size of any
individual piece of the logo.
Don’t move the GCC graphic
shape; it must always appear to
the right of the word SUNY.
Don’t place the GCC logo next
to the GCC mascot, or with the
College Seal.
Lorem
ipsum dolor
sit amet,
risus lorem,
tortor id, montes quis.
Don’t tilt or rotate the logo.
Don’t stretch or squeeze the
GCC logo.
Don’t use the logo without the words
“Genesee Community College”
underneath, unless the logo is so
small that text would not be legible.
Don’t use the logo without
the GCC graphic shape.
Don’t place copy too close to the
GCC or overlap copy with it.
Approved Color Palettes
There are three approved colors in the GCC Corporate identity: Pantone 2945,
Pantone 117, and Pantone Black. Formulas for CMYK (Cyan, Magenta, Yellow
and Black) and website usage are also described here. Tinted values of these
colors may also be used at the designer’s discretion. The designer may also
reverse text out of these colors, or print blue or black over the yellow.
PMS - COLOR USAGE
PMS - COLOR USAGE
PMS - COLOR USAGE
Pantone 2945 C
Pantone 117 C
Pantone Black C
CMYK EQUIVALENT
C 100 Y0 K 14
CMYK EQUIVALENT
M 45 C7 M 25 CMYK EQUIVALENT
Y 100 K 5
SCREEN EQUIVALENT
R 222 G 180 SCREEN EQUIVALENT
R0 G 105 HTML EQUIVALENT
C0 M0 Y0 K 100
SCREEN EQUIVALENT
B8
R 35 G 35 B 35
B 170
HTML EQUIVALENT
HTML EQUIVALENT
# de b4 08
# 23 23 23
# 00 69 aa
Colors shown on this page are not accurate for color matching. Please refer to the current
Pantone Color Formula Guide to ensure that color reproduction is accurate. The colors shown
have not been evaluated by Pantone, Inc. for accuracy (Pantone ® is a registered trademark of
Pantone, Inc.).
Approved Fonts
Any version (Bold, Medium, Italic, etc.) of Futura and Museo are to be used
primarily by the College’s professional design team when expressing the GCC
brand in a print environment.
For general college use in most Microsoft Office applications and for online
environments (such as html), which limit the use of these two typefaces, the
following substitutions are recommended:
• Any versions of Arial (in place of Futura)
• Georgia (in place of Museo)
Use your discretion when designing text, and remember that clear and legible
communication is always the primary goal. The typography should always
support the communication, rather than impede it. Please feel free to contact the
MarCom Office when promoting events and activities to off-campus markets.
For Print
FUTUR A
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
MUSEO
1234567890
For online/html
ARIAL
1234567890
GEORGIA
ABCDEFGHIJKLMNOPQRSTUV WXYZ
1234567890
Other graphic identity elements
• Name Badges
• Table Runners / Cloths
• Signs (door, hallways, special events)
When using the GCC logo in new applications, especially those involving an
investment and long-term applications (such as promotional giveaway items
and signage), please contact the MarCom Office. (See page 54 for stationery
products).
Photography and Image Guidelines
Image and video capturing has become as ubiquitous as the cell phone, but
using these images to project or promote the College’s image, identity and
brand is carefully cultivated and managed by the MarCom and Admissions
Offices. When still photographs and video of GCC are used to represent
and be shared in any manner or fashion beyond the singular view of the
photographer/videographer, the following guidelines must be employed:
• Ensure any and all people in captured images, whose faces are clearly
visible, have given their consent to be photographed.
• If a person’s likeness in still photography or video will be used to represent
the College and/or support or promote its programs, these “models”
and/or participants must sign a Model Release form. If under 18 years of
age, the parent or guardian of model must also sign the Model Release
form. (Model Release forms are available electronically on the MarCom
Genesis webpage.)
• If images of people attending a public event are being captured, apply
courtesy and common sense, i.e., do not photograph those who are
unwilling to participate.
• Ensure all College facilities are represented in a positive manner reflecting
the institution’s long-standing reputation of providing a clean, wellmanaged, safe and award-winning learning environment.
Continued next page
Photography and Image Guidelines (continued)
• Testimonials:
Using the real-life experience(s) of a student, alumnus, visitor, faculty,
staff or board member is paramount to communicating GCC’s Brand and
Beyond Expectations identity. It is essential to follow the rules above, but
following the basic mechanics of capturing excellent images and video
should also be maintained.
oAll images must be sharp and in focus
oSound quality of video should eliminate background noise as much as
possible
oAdequate lighting on the main subject
oAvoid capturing the back of peoples’ heads and other distracting
information that impedes the real “story” or testimonial
oCompose the whole image, avoid other extraneous detail and
information
oIn group shots, get subjects to sign a Model Release form collectively,
recording the date, time and place of image, and also the order (left
to right) of how the subject appeared in the image. A copy of the
Model Release form is available on GenESIS: click the “College Life”
tab, then the “MarCom” link, then the “Model Release Form” link.
oConsider the resolution or pixel size of your image.
•Any images that are less than 72 dpi (dots per inch) are generally
not usable in online or print media.
•Adjust the resolution setting in your camera to accommodate the
maximum available
•Images used in print media should start at 150 dpi
SECTION FOUR
BRAND AMBASSADORS
SECTION FOUR: BRAND AMBASSADORS
Beyond Expectations in Action
Each and every day, the GCC brand and identity Beyond Expectations is in
action. Some days, like an Open House, Commencement or a special public
event – we are working together as a cohesive team to overtly communicate
the GCC brand through our respective jobs and responsibilities. But even
on Sundays, when the main campus and campus centers may be closed or
unused – Beyond Expectations is still at work through the efforts of our Public
Safety officers, or the cleanliness of our grounds and facilities, with advertisements on TV and the local papers, or the user-friendliness of our website.
The 90-second Elevator Speech
Brand identity also happens with each employee’s interaction – perhaps in
the checkout line of a grocery store by just recognizing the cashier as a GCC
student, or through one of the following 90-second “elevator speeches” when
asked by a total stranger: “Where do you work?”
“I work at Genesee Community College, which is a mid-sized community
college in upstate New York. The main campus is in Batavia just off New
York State Thruway between Buffalo and Rochester, but we have six other
locations in the surrounding three counties. Interestingly, though GCC
is located in largely rural communities with scenic valleys and mostly
farms, the College has an impressive reputation across the country for
prioritizing academic innovation. We’ve got great technology both inside
and outside the classroom and great facilities. But we also have great
people who really care about student success. I actually love my job.
Monday mornings never bother me much. I look forward to seeing my
colleagues and the students!”
[Campus Center Elevator Speech] “I work at one of Genesee Community
College’s campus centers in [insert campus center town] in upstate New
York. GCC has seven campuses total, with the main campus in Batavia,
just off the Thruway about half way between Buffalo and Rochester. The
campus centers, along with our online courses, make it convenient for our
more than 7,000 students to take classes that fit their busy schedules. The
facilities are great. We’ve got plenty of computer access and our smart
classrooms let us link-up to share courses between the campuses. It seems
like we’re always adding new programs and classes, and our small class
sizes create a friendly environment that lets me get to know the students
and work with them to help them succeed.”
Continued next page
The 90-second Elevator Speech (continued)
Of course, each person can put his or her personal spin on this speech,
but hitting these major points and being positive about your work place is
perhaps the best brand strategy of all. It utilizes the most important facet of all
marketing: word-of-mouth endorsements, one-to-one communication. Positive
employees are the best brand ambassadors anywhere! Feel free to review
and introduce any of the following core and extended identities developed by
the Branding Steering Committee as key GCC descriptions or market ‘drivers.’
(These were also mentioned under Taglines and Slogans in Section One.)
Primary Market Drivers:
•high quality relevant programs
•inspiring, caring people
•affordable and convenient
Secondary Market Drivers:
•strong leadership
•financially solid
•supportive alumni
•positive reputation
•clean, modern facilities
•for students of all ages
•community / economic asset
•high tech
SECTION FIVE
MARKETING SERVICES
S E C T I O N F I V E : M A R K E T I N G S E RV I C E S
Introduction
The overall role of the Marketing Communication Office is to strategically
position Genesee Community College with all market segments and
constituents through the creation of well-defined, integrated marketing and
communication techniques, including, but not limited to:
•Public and media relations • Print advertising
•Website development and content
• Online advertising
•Direct mail • Television advertising
•Collateral print materials
• Radio advertising
•Social media networking
• Special events
•Flyers/posters/signage
• Packaging/imprinted advertising
•Billboard advertising
• Speakers Bureau
•Electronic video boards
• Effective Photography
Before employing any of these marketing tools, MarCom evaluates the
competition, assesses the needs and opportunities, and determines the return
on investment whenever possible. By and large, the majority of MarCom’s
resources and initiatives should be dedicated to marketing the College’s
services and benefits to outside audiences, as directed by the department’s
goals and objectives established by the President.
Please note: MarCom Strategic Goals are posted on the MarCom Genesis
webpage.
Continued next page
Introduction (continued)
MarCom’s goals/objectives, doubled with GCC’s broad market segment
and the interest of communicating a wide array of important initiatives across
seven campus locations, means there are few if any College departments
that MarCom does not assist in some capacity. We complete more than 500
projects each year and are also very proud to have won numerous awards
from SUNY/CUAD (State University of New York / Council for University
Advancement) and NCMPR (National Council of Marketing and Public
Relations). MarCom is a very busy office and we like that way!
To enable the best usage of MarCom’s limited resources, we have outlined
the key promotional tools and related procedures to guide marketing
initiatives under GCC’s Beyond Expectations brand.
Getting Publicity
When a new college initative is in development, whether on campus or in
the community, contact MarCom during the earliest stages to help lead your
publicity and awareness efforts.
College events, opportunities and news of interest to off campus constituents
or the wider community need to be promoted through MarCom employing
various publicity tools. The timing, proposed audience, the nature of the
opportunity including cost, available resources, the return on investment,
and how effectively the opportunity addresses MarCom’s strategic goals
determines which promotional utilities are best employed.
General guidelines for the most effective use of all promotional
opportunities:
•Plan Early - The earlier you plan your event, the more publicity tools you
will have available to you. Promotional materials are also usually better
quality when you have time to gather or develop support materials such as
related artwork, graphics, photographs with photo captions, quotes from
key participants, and time for editing the content.
•Budget - Do any of your promotional materials cost money to develop
or display? It is important to plan a budget before getting started so you
know how much money you have to spend on publicity, as well as other
components of your event.
Continued next page
Getting Publicity (continued)
•Define Your Target Audience - Are you planning an event for students,
faculty or is the general public involved? The publicity tools you use should
reflect the types of audiences you wish to attract. (Example: If you want the
general public to come to your event, Genesis is not an effective way to
promote your event since the public does not have access to Genesis.)
•Set Goals - Determine what you are trying to accomplish from your
initiative or event. Are you trying to raise money? Or are you trying to
attract new members to your club? By setting realistic goals, you can plan
your publicity accordingly and measure outcomes that will help plan for
the future success of the College.
Community Promotions and Sponsorship Guidelines
Genesee Community College expends marketing resources on behalf of established marketing
communications objectives, using recognized, value-added media and marketing vehicles.
GCC does not make gifts or contributions, or purchase sponsorships, tickets, or other paid
participation in charitable or community activities. However, because a variety of communityrelated promotional opportunities are available, the following outline helps guide GCC’s
promotional and sponsorship investments:
1 - Be focused on our geographical service area and targeted audience(s).
2 - Be based on the GCC brand, and convey a tangible, accurate and timely message
consistent with current marketing campaigns.
3 - Be generally planned prior to the fiscal year, and as a component of the year’s marketing
program.
4 - Contain a clear call to action, including telephone number(s) and website URL.
5 - Utilize a recognized media outlet or other established promotional vehicle that exists
principally to provide advertising and marketing, and with a history of providing
advertising and marketing value.
6 - Not imply or construe support of another not-for-profit organization, cause or entity.
7 - Be produced using standards of technical quality consistent with GCC brand standards
and acceptable to the chief communications officer.
8 - Generally meet the standards of cost-effectiveness typically used in buying decisions, such
as cost-per-impression, potential return on investment, or rate of prospect identification.
Note: The College’s Marketing Communications staff can offer guidance on steps that
staff members can take to become involved with, or support worthy community causes,
organizations, and events.
15 Publicity Tools At-A-Glance
PUBLICITY TOOL
MINIMUM LEAD TIME
CONTACT
1. Event Calendars
http://www.genesee.edu/calendar/
ASAP
MarCom: x 6116
Website: x6331
Arts Center: x6814
Athletics: x6246
Student Activities: x6261
2. Social Media Posting (Facebook,
Twitter, Youtube, etc)
2 weeks minimum
MarCom x6481
3. Homepage Photo / Caption
3 weeks
MarCom x6481
4. Roadside Electronic Sign Board
(RESB)
4 weeks
MarCom x6116
5. Genesis Online Posting
10 days
Computer Services x6363
6. Campus Wide Email
Within one week of
event
Computer Services x6363
7. News Release/Media Alert
4-6 weeks
MarCom x6173 or x6616
8. PSA (Public Service Announcement)
4-6 weeks
MarCom x6173 or x6616
9. News Conferences
8 weeks
Director of Development and External
Affairs x6234
10.Flyers/Posters/ Table tents
3-4 weeks
Student Activities x6261
11.Paid Advertising
8 weeks
MarCom x6616
12. Video Walls and TV’s
2-3 weeks
Media Services x6349
13. WGCC Radio
3-4 weeks
Radio Station Advisor x6286
14.The New Courierstudent newspaper
3-4 months
Student Newspaper Advisor x6233
15. Civic Groups - Presentations or
Announcements
3 weeks to 4 months
Director of Development and External
Affairs x6234
(More depending on content
i.e. YouTube video requires 4
weeks +)
Note: this list is also maintained online at http://hd.genesee.edu. Look for “Promoting Your Campus Events.”
Finer Details for the 15 Publicity Tools
1. Events Calendar (GCC website) - As soon as your event is
confirmed, even if it is a year in advance, contact one of the Calendar of
Events coordinators listed on page 43 to place your event on the College’s
website calendar. It is imperative that events on the college campuses are
recorded so that multiple events are not planned on the same day.
1a. .Community Calendars: MarCom maintains a list of community
calendars from local publications which you can post your event(s) to
at no cost. Visit the MarCom page under “College Life” on Genesis for
the most recent list or call extension 6116.
2. Social Media Posting - The College has several ‘official’ social media
accounts on Facebook, Twitter, YouTube and others. To have your event
posted on a social media outlet, contact MarCom at least two weeks
before your event to schedule a posting. Interactive media such as photos,
video or links to web pages help support the social media posting. We
can also help with QR codes and bit.ly links. For further information,
please see: section Two/Expressing the Brand in the Digital Age, and/or
contact the New Media Specialist in MarCom at extension 6481.
3. Homepage Photo / Caption – The College website homepage
offers a dynamic promotional opportunity through the rotating photo and
its related photo caption and link. This utility is reserved for high profile
news stories and upcoming events targeted to broad audiences typically
associated with the College’s most important objectives. It is critical to
articulate the message through a quality image in horizontal orientation
Continued next page
Finer Details for the 15 Publicity Tools (continued)
and a succinct photo caption of 30 words or less. It is also ideal to have
the image and caption link to another webpage where more information
is available. For further information, please contact the New Media
Specialist in MarCom at extension 6481.
4. Roadside Electronic Sign Board - The RESB is the digital sign in
front of the Batavia Campus’s main entrance and is an excellent tool for
attracting people off campus to your event. To get event information on
the RESB, you must email MarCom with the details of the event. Because
of the limited space on the RESB, your event should be summarized in 10
words or less. Call MarCom at extension 6116.
5. Genesis Posting - This is a posting on the college’s intranet. Only
students, faculty and staff have access to Genesis. This should be reserved
for on-campus events that are attracting current students and faculty. To
post an item on Genesis, call Computer Services at extension 6363.
6. Campus-Wide Email - Campus wide emails are reserved for important
campus events and opportunities that would interest all constituents
collectively. To send out a mass email that will hit over 600 entries in the
College’s faculty and staff database, use the “All Email Users” address, but
it is recommended to use this utility very sparingly and you must limit your
message to text only. All Email Users messages should never include clip
art or attachments, and they should never be used for personal notices.
Please note: There is a folder on the Public Drive for posting buy/sell
opportunities. For advisement on using the “All Email Users” utility please
call Computer Services at extension 6363.
Continued next page
7. News Release / Media Alert - A news release or media alert is
information carefully gathered and culled by the MarCom office, then
sent out through an official online wire service agency to numerous print,
radio, television and other news outlets for their interest. MarCom sends
approximately 250 releases or media alerts each year, making it the most
frequent, efficient and economical means of promoting the College.
It is very important to note, however, that MarCom has no control
whatsoever how a press release is used by a news source or if it will
even be published in print, on air or online. It is solely up to the media’s
discretion as to whether our news is worthy of publishing. The MarCom
office endeavors to not only make each press release interesting, accurate
and dynamic enough to warrant publishing, but we also develop positive
relationships with as many of the editors, reporters and publishers as
possible to encourage their interest in our news. We rely on the accuracy,
efficiency and assistance of many different GCC departments and people
to enable this important process.
Understanding the Five W’s:
The five W’s are the essential components of every news release and
media alert, and the more unique and interesting we can make this basic
information, the better our chances of getting placement. Once again,
accuracy is also critical.
• Who is involved
Continued next page
• What is happening
• Where is it happening
• When is it happening
• Why an event is happening
News Release vs. Media Alerts
News releases generally get into more depth on the “Why” question,
often including a photograph and related photo caption, a quote by a
key person, links to websites for more information, and other background
information. On the other hand, media alerts are used when time is limited
and we need to quickly disseminate the basic information of who, what,
where and when, with 100 words or less answering why. Media Alerts are
also sent as a friendly reminder to review the highlights of an event the day
before it occurs and to encourage the media to attend and cover an event.
“Just the Facts M’am!”
The following is the basic information that MarCom needs to develop a news
release or media alert and as indicated above, we need this information at
least one month in advance of the event.
•Title of the event
•Location for the event
•Date of the event
Continued next page
•Time for the event
•Contact person for the event (including name, title or class year, phone
number, and e-mail address)
•Department, office, club, team, etc. affiliated with the event
•Cost, if any (or - free)
•Open to the public or limited to a specific group
•Description of event
•Newsworthiness: the event’s prominence and proximity to larger trends
and issues
•Theme: academic, athletic, alumni, service learning, student success,
college connections
•Unique or special information (the “story angle”)
•Any photos, videos, quotes or web links enhance the value of the press
release. Please include these to increase the possibility of the press
release getting published. Identifying the people in the photo and
obtaining written consent to use and send the photos is necessary.
Online News Release Archive / PR Template
The MarCom office posts all of its news releases on the College’s
website. Please see the NEWS button located at the top right side of our
homepage or go to: http://www.genesee.edu/news/articles/
You can readily use this website utility to search past press releases. If you
Continued next page
have an event coming up for which you would like to have a news release
developed, please review some of the past press releases to understand
the style of writing and content. Some departments will even draft their
own press releases using a past release as a template, and send MarCom
a quality document that merely needs formatting and final proofing for
completion. Those efforts are gratefully appreciated.
8. PSA (Public Service Announcement) - A PSA is a free radio
announcement that is usually 10, 15, 30 or 60 seconds long. The “script”
for the announcement of a specific length is often added at the bottom
of a press release in hopes that a radio station will pick up the PSA and
use it on air at no cost to the College. PSA’s usually promote an event that
is open to the general public or provides useful information to the public
on a certain topic. These announcements are used at the discretion of the
radio station, and generally have the most likelihood of being aired by
local stations such as WGCC, WBTA, WYSL, or WCJW.
9. News Conferences - News conferences are well-planned and
organized events wherein the media is invited to the College for a major
college announcement or activity. This publicity tool is saved for the most
important collegiate events and requires a coordinated plan organized
with GCC’s administration and involving a cohesive announcement to
many media outlets at once. It is necessary to contact the director of
External Affairs at extension 6234 to initiate a news conference.
Continued next page
10. Flyers/Posters/Table Tents - Promoting events and opportunities
through traditional printed posters, flyers or mini “table tents” that are set
on the tables in the cafeteria and Student Union requires the approval of
Student Activities, which manages the bulletin boards and table tents of the
Batavia Campus. In addition to the bulletin boards and table tents, flyers
can be sent to College Village, the MedTech Nursing facility, and the six
Campus Centers.
MarCom is very willing to assist with the development and printing of
these flyers with ample notice of four weeks. Please provide complete
information following the five W’s format as previously described. (Who,
what, where, when and why and any auxiliary support information).
Guidelines for Student Activities for flyers:
•10 FLYERS in 5 ½ x 8 ½” size/format ONLY
For directions on how to create a half-size flyer: http://hd.genesee.edu
Any exceptions must be approved by the director of Student Activities.
Student Activities will accept 10 flyers.
· 1 for Event Binder (under the Flyers tab).
· 9 for the Batavia campus bulletin boards.
•TABLE TENTS in 5 ½ x 8 ½”format size ONLY
Student Activities will accept only 10 table tents to be placed in plastic
stands on tables in Student Union.
Continued next page
•NON-GCC EVENT FLYERS
For non-GCC events, Student Activities will only accept one flyer which will
be posted on the cafeteria bulletin board.
•NOTE: ALL flyers and table tents will be posted on a priority basis
according to date of event. Please allow enough time for posting. Late
arrivals may not be posted immediately.
Guidelines for all additional off-Batavia campus flyers:
•College Village will generally accept (20) 8½ x 11” posters to display
one in each residence hall. Please send through Intercampus mail or
contact College Village for further details at (585) 343-0163.
•Each Campus Center will generally accept (2) 8½ x 11” posters to
display at their Center. (There are six campus centers, requiring 12
additional color copies total). Please send two copies separately to each
campus center through Intercampus mail.
•There is intrinsic value in posting flyers around your community at key
locations. Churches or faith-based organizations, coffee shops, grocery
stores, malls, banks, and many other community crossroads accept flyers.
Generally, these should be posted several weeks in advance of the event,
and it is advised to “bring your own” tape, stapler or tacks when making
the rounds to post your flyers.
Continued next page
11. Paid Advertisements - Paid advertising can include print, radio,
TV, website, phone book, directories, visitor guides, restaurant placemats,
billboards, movie screen messages and many other paid promotional
opportunities. The investment of paid advertising is usually reserved for
significant campus events that have a large public interest. Examples
include: admissions/recruitment events, public speakers, musical and
theater performances, and other GCC attractions. It is up to the discretion
of the MarCom office to determine if and how much funds are available
for paid advertising.
Promotional Opportunities Outside MarCom
12. Video Walls and TVs - The video walls and TVs scattered throughout
the campuses are available to promote your event by contacting the
Media Services department. A request form as well as a detailed
procedure, is available to faculty and staff in the Media Services
Exchange public folder. The large Video Wall screens are located in the
Conable Technology building and run from 8:30 a.m. - 4:30 p.m. The TVs
throughout campus run slightly longer, and can run for 24 hours if needed.
Event information must be submitted in a Power Point file format and must
be limited in wording, because the screens change frequently. The screens
and TVs work best if you can list quick event info with a web link for further
information. Call media Services for more information at extension 6349.
Continued next page
13. WGCC Radio - WGCC (90.7 FM) is Genesee’s campus radio station.
To promote your event on the radio, a Production Order Form must be
filled out. This can be attained from the Radio Station Advisor in the
WGCC room in A327.
14. The New Courier - is GCC’s student newspaper, which comes out
one or two times per semester. If you have a large lead time for your event,
this is an excellent media outlet to use if you want to attract other students
to your event or inform students about your news and opportunities.
Students are largely responsible for the reporting and editing of The New
Courier and should be encouraged to contribute. Contact the Student
Newspaper Advisor for more information at extension 6233.
15. Civic Groups Presentations / Announcements – GCC’s faculty
and staff are active members of an impressive number of civic, cultural
and faith-based organizations. The Rotary, Leadership Genesee, YMCA,
YWCA, Kiwanis Club, Lions Club, Chamber(s) of Commerce and GCEDC
(Genesee County Economic Development Center) are among the many
area groups that might be interested in knowing about upcoming events
and opportunities by receiving a related flyer. MarCom can provide
guidance in contacting these organizations.
GCC Brand Stationery Products
1. New Business Cards - All new full-time faculty, administrators and key
staff can receive business cards in quantities of 250 or 500 cards. Please
contact the executive secretary in your department or the MarCom office
to place your business card order. You will need to provide your full name
and official title with complete contact information including address,
fax number, email address, and telephone with extension. Delivery
of cards is approximately two weeks from the date of business card
proofing approval. The MarCom office pays for the printing fees incurred
for business cards. (Although we will not pay for printing business card
mistakes.)
2. College Stationery – To receive college stationery products such
as letterhead and envelopes please contact the Shipping and Receiving
department at extension 6243. A selection of GCC thank you note cards
with matching envelopes also available by contacting the MarCom office
at extension 6116.
3. Templates – To ensure the GCC logo and font selection matches the
College’s Beyond Expectations Brand, please begin your new documents
by using the following templates, available on the MarCom Genesis page:
•Business Letterhead Format
•Memorandum Format
•Flyer in MS Word
•Publisher Brochure
•Powerpoint
Other Resources
1. Speakers’ Bureau – MarCom manages a resource of more than 50
different topics of general interest through the College’s well-respected
Speakers Bureau. This listing is kept current on the Speakers Bureau
webpage under College Resources or http://www.genesee.edu/
resources/speakersbureau.cfm
2. Color Copy Capabilities – Projects that are managed by MarCom
and meet the department’s goals and objectives generally have access to
(limited) color copying capabilities.
If you require reordering color copies from an already completed
project(s), please write any new changes on a hard copy of the existing
document, indicate the quantity needed, the date, your name and contact
information, and send this information as a hardcopy request to the
MarCom Office through Intercampus mail. Three to five business days
from the time of receipt is the normal turnaround time.
Quantities over 100 will likely require approval from the MarCom
associate director, and quantities over 250 may be sent off campus,
incurring additional expense and time for completion.
Final Notes and Disclosures
MarCom uses the AP Stylebook for grammar and punctuation
guidelines.
What MarCom Doesn’t Do:
•MarCom does not exclusively update the website. Basic webpage updates
and changes can be implemented by following the Help Desk procedures
outlined at http://hd.genesee.edu. For major revisions or new ideas to be
considered by the College’s Web Team (which meets monthly), please
contact one of the Web Team members. A full list of Web Team members
can be found on GenESIS: click the “College Life” tab, then the “Web
Team” link.
•MarCom does not reserve event space. Contact extension 6401.
•MarCom does not book catering services. Contact extension 6258.
•MarCom does not have access to the Copy Center. Contact extension
6201.
•MarCom maintains an updated list of community calendars but does not
post events or items to them. Visit the MarCom page on Genesis (under
“College Life”) for the most recent list.
Revised May 2012
Albion | Arcade | Batavia | Dansville | Lima | Medina | Warsaw

GCC Brand Standards 2012 - Genesee Community College

Transcription

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