Name Usage Copy Guidelines Addendum. November 2013

Transcription

1 Name Usage Copy Guidelines Addendum November 2013

2 The following name usage guidelines are for copy within marketing and communications materials (i.e. written materials, brochure copy, website text, etc.). The objective is to be consistent when using our brand names, Ted Rogers School of Management and, in all marketing and communications materials so we clearly identify ourselves. This includes, but is not limited to, websites, brochures, press releases, reports and publications by all Schools at Ted Rogers School of Management and all Centres and Institutes that are part of the Ted Rogers School of Management. The team at Ted Rogers School of Management is available to give assistance in the development of any marketing and communications materials and available to review any materials any Ted Rogers School of Management stakeholders develop that includes our faculty name and logos and copy about us. These guidelines may be further adapted in partnership with the marketing and communications department as needed. The full TRSM Branding Guidelines (2007) can be found at: Please note that we have used the short-form TRSM through this document to be succinct.

3 Content Brand Name External Usage Guidelines The Schools of the School of Health Services Management & School of Accounting and Finance MBA Program The Centres & Institutes of the Brand Name Internal Usage Guidelines 5 boilerplate Descriptor for press releases and websites About Short boilerplate General Usage For further information

4 1 Brand Name External Usage Guidelines When using our faculty name,, for the first time within the copy of any Marketing materials, you should write: Ted Rogers School of Management at in full. Please do not use Ryerson s or Ryerson University s. The name should also appear in full, and/or can be alone, within headings or sub-headings on marketing materials. Further uses of our faculty s name, after the first use, can be shortened to Ted Rogers School of Management (i.e. no need/obligation to further reference Ryerson University.) To ensure that our faculty name gains recognition and retention with external stakeholders, please do not use acronyms such as TRSM in printed external materials. Due to space restrictions online e.g. 140 characters on Twitter, the need for, and habit of, shorter names online or in digital communications, TRSM can be used with consultation and agreement of the MarComm team at Ted Rogers School of Management.

5 2 The Schools of the Ted Rogers School of Management Thanks to the generous donation from the Rogers family in 2007, four Schools within the are mandated to use the Rogers name whenever they write/speak/show their school s name: Ted Rogers School of Business Management Ted Rogers School of Hospitality and Tourism Management Ted Rogers School of Information Technology Management Ted Rogers School of Retail Management. When using a School name, always use its full proper name. Please do not use acronyms of the proper name of Schools, for example: TRSITM, TRSBM, or TRSHTM or TRSRM as its first use in any materials. For second and repeated use of Schools, the program terminology such as the Retail Management Program and Information Technology Management program, and BComm degree in Hospitality and Tourism Management are acceptable and can be used instead of the full School name. However, whenever School of is being used within a document, the proper name must be used. For example, Ted Rogers School of Business Management not School of Business Management. The Ted Rogers must always appear prior to the word school after proper first use, and using program terminology. The acronyms ITM, BM, HTM or RM can be used instead of Information Technology Management as a second reference. These are the only acronyms that can be used. (Note that acronyms of BM and RM differ from previous acronyms of SRM and SB). When including more than one school name within a document, place in alphabetical order. For example: Ted Rogers School of Business Management, Ted Rogers School of Hospitality and Tourism Management, Ted Rogers School of Information Technology Management, Ted Rogers School of Retail Management (first use).

6 3 School of Health Services Management & School of Accounting and Finance These two schools (HSM & SAF) are not sponsored by the Rogers family, therefore, should be initially identified as: The School of Health Services Management at the Ted Rogers School of Management at The School of Accounting and Finance at the at After the first reference, use of the school s full name as above, they can be shortened as per other schools at TRSM (see page #2) MBA Program The graduate degrees delivered at the, with admissions support from the Yeates School of Graduate Studies and located at TRSM, are titled: Master of Business Administration (MBA), and Master of Management Science (MMSc) in Management of Technology and Innovation. These programs have not been renamed under the Ted Roger School of Management name. Both MBA programs, therefore, should be referred to as the MBA at (first use). Further references to the MBA programs can use Ryerson s MBA. Please do not use MBA on Bay or The MBA on Bay.

7 4 The Centres & Institutes of the Ted Rogers School of Management The 12 Research Centres & Institutes (as of Sept 2013) under the auspices of the should make every effort to clearly identify in their printed and online materials and websites that they are part of TRSM. For example: the TRSM logo (seen on this document) should be featured on the cover of centre and institutes publications and on the home pages of their websites. We would also highly recommend that website copy make the relationship between the centre or institute and TRSM clear to the reader. For example, in printed materials such as press releases, the first reference to an institute or centre should read as follows: s Institute for the Study of Corporate Social Responsibility at In further references, TRSM and Ryerson can be left out of copy, but it is essential that the full name is used up front within all printed pieces to clearly identify that the institute or centre is funded by, in many cases directed and staffed by, and often physically based at, the. This recognition is key to building the academic and faculty profile of TRSM amongst our external and internal stakeholders, as well as building our research authority.

8 5 Brand Name Internal Usage Guidelines All of the external guidelines apply to any written communications to internal stakeholders. We do allow, however, the short form, TRSM, to be used as a secondary reference in internal materials, as long as the first reference is Ted Rogers School of Management (TRSM) is clearly stated and written in full. At this time, we do not want to use TRSM broadly with external stakeholders (outside of digital usage as detailed above). When using the name in text/copy for the first time, make sure to use the full name i.e. the word University follows Ryerson. Further uses of the Ryerson name within copy, after the first use, can be shortened to Ryerson. In headlines or sub-headline copy, the full name should be used.

9 6 boilerplate Descriptor for press releases and websites About at is Canada s preeminent entrepreneurial-focused business school that is shaping the country s next generation of global innovators and leaders. The school s focus on academic rigor, combined with real world, relevant curriculum, provides students with experiential learning and critical thinking skills needed to solve the challenges facing today s fast-changing economy. is home to six schools of management, 12 cuttingedge research centres and institutes and offers three innovative graduate degrees, including two MBA degrees and one research-focused Master s degree. Ted Rogers School of Management is AACSB accredited, and has nearly 10,000 students and 200 faculty and staff from around the world. Its students, faculty and alumni are connected with business and community leaders to fuel Toronto and the world s economic growth, prosperity and creative talent. For more information, visit Short boilerplate at is Canada s preeminent entrepreneurial-focused business management school that is shaping the next generation of global innovators and leaders with a combination of experiential and theoretical learning. is AACSB accredited and home to six schools of management, 12 research centres and institutes, offers two MBA degrees and one researchfocused Master s degree.

10 7 General Usage Do not use or refer to the business program or business students in any internal or external communications. Wherever the word business was previously used to describe a student or program, at Ryerson please now use management program or management student. When referring to a group of students from various Bachelor of Commerce or graduate programs at the, please describe students as, students rather than naming each school of all students. If discussing a student of a specific TRSM school, please use, Ted Rogers School of Information Technology Management student in your first use. For Health Services and School of Accounting and Finance, you need only reference your specific school, not TRSM. For further uses of TRSM school students you can shorten the reference to Information Technology Management student or ITM student. For further information If you have any questions regarding name usage guidelines for copy within marketing and communications materials, please contact: Kate Marshall Director of Marketing and Communications Office of the Dean - e: kate.marshall@ryerson.ca t: ext. 6569