BEST PRACTICES

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1 Welcme t the business! The new IUAA partnership with Cnstant Cntact is a great pprtunity fr yu t be directly in tuch with yur grup. We want yu t develp a sense f wnership f yur cmmunicatins plan. And we trust yu with the awesme privilege f access t alumni data. Yur messages will be received in the persnal inbxes f alumni and friends f Indiana University. S yu ll be playing an imprtant rle in their views and perceptins f IU. Yu re helping t shape ur brand and ur reputatin. We ve placed very few fficial rules n these accunts. N limit n number f sends, n fficial apprvals. Hwever, we trust yu t adhere t plicies, and use best practices.

2 Yur guide t sending & crafting effective messages Frequency A gd rule f thumb is t send s abut yur tpic as frequently as yu might like t receive a call frm a telemarketer. If yu want t send a reminder abut an event, try sending nly ne. Lk at yur pen and click- thrugh rates. If they are reasnable, then the event may nt have the appeal yu anticipated. Are there guerilla marketing tactics yu culd use t prmte it an ask- a- friend chain f persnal calls r s r a Facebk event r advertisement might be viable ptins fr yur cause. Cntent Phts, lgs, and wrds are imprtant. Remember that yu re an fficial representative f IU. Fr example, if yu send an inviting alumni t a pub crawl there are liability cncerns t keep in mind. We d ask yu t cnsider the event s title, the purpse, and hw it s being billed. Use the checklist n the right and refer t the style and plicy guides included here t help yu stay n track. When planning and drafting yur s, cnsult this checklist: q The template fits with ur IUAA brand persnality, clrs, and fnts. q This message is relevant, timely, and written in a friendly, warm tne. q The cntent fcuses n the needs and interests f recipients. q The subject line is fresh (nt a repeat), shrt, descriptive, and entices recipients t read further. q This is new infrmatin. Sending t frequently causes pen rates t drp, and this is especially true when recipients see the same infrmatin repeatedly. q The reader has a call-t-actin. Infrmatin leads t ur website, frm, r events calendar. q This is brief and t the pint. It includes a max f three t five blurbs f infrmatin. 2

3 Using artwrk & phtgraphy CLIP ART Selecting the right art t supprt yur messages is very imprtant. Often, yu ll be in a situatin where there is nt a pht t illustrate yur event. Cnstant Cntact ffers a bevy f clip art and phtgraphy ptins. Please use care when selecting images. Think abut hw they represent the institutin. Is IUAA s missin t serve big beers? The beer mug clip art may nt be the right fit. When pssible, use images prvided t yu by IUAA (such as the spirit icn at left) r request images that yu can uplad t yur image library. LOGOS Official lgs, such as the Big Ten lg at right, may be used nly with express permissin. Lgs ther than the IUAA lg shuld never be larger than the IUAA s mark unless the grup shares equal wnership r spnsrship f an event. PHOTOS Phts that yu did nt take with yur wn persnal camera are likely cvered by intellectual prperty laws. Always request permissin t use images f IU athletics, IU buildings, r ther private venues/prperties. Often, there will be n issue. Other instances might require yu t include a pht credit r cpyright message. 3

4 WE VE GOT STYLE The IU Alumni Assciatin s nline and interactive cmmunicatins fllw a brand strategy. That strategy utlines a brand persnality and style. T help us cmmunicate with the same lk, feel, and message, please use this style guide in yur s. If pssible, stick t the template campaigns we ve placed in each Cnstant Cntact accunt. IUAA COLOR PALETTE Use the six hex numbers belw if yu are custmizing a pre- existing template rather than using the templates IUAA has created fr yu. 1. IU Crimsn / Hex #7d110c 2. IU Midnight / Hex #2d637f 3. IU Leather / Hex #c Ash / Hex #dcdace 5. White / Hex #ffffff 6. Charcal / Hex #352e24 IUAA TYPOGRAPHY The fllwing fnt families are preferred fnts fr use in new media applicatins fr the IU Alumni Assciatin. The IUAA uses the special fnts in its nline designs and applicatins. These fnts are nt system fnts, s require special purchase. Yu prbably wn t use them regularly, but may see them in graphics that IUAA prvisins. Lat Just Anther Hand Trade Gthic Officina Serif In Cnstant Cntact, yu shuld use these new media fnts. Gergia Franklin Gthic Arial Trebuchet MS When in dubt, we always refer t the IU visual identity. We adhere t this guide. It includes a secndary palette and ther acceptable fnts. 4

5 IUAA ONLINE BRAND VOICE/TONE 5

6 Plicies We re asking yu t keep sme imprtant plicies in mind when sending s and prmting yur fficial IU grup. Event prmtin and ther sensitive issues are gverned by the fllwing plicies. Yu ll find links t each f these n the IUAA website s Vlunteer Leaders Intranet. Plicies and guidelines: Religius Hlidays Prmting third- party events and events that invlve alchl Plitical activity under the IU name Sliciting mnetary supprt Prmting events with a Big Ten affiliatin Als, please always feel free t cntact yur IUAA liaisn fr assistance when yu re nt sure what t d r if yu ve gt a gut feeling t duble- check smething. Lists Our subscribers are ur mst imprtant asset. Nw yu have a rle in prtecting them. T be given access t alumni infrmatin, yu must adhere and agree t fllw the IU Vlunteer Access t Data plicy. In additin, yu must fllw the fllwing best practices: Get permissin Obtain an explicit pt- in frm a reader befre updating r changing cntact infrmatin. Share that new address with the advdata@indiana.edu immediately upn receiving it. Use nly the lists prvided t yu within Cnstant Cntact. Use nly the mst updated and recent list. This will allw us t hnr unsubscribes in keeping with ur legal bligatin t d s. Use and share infrmatin carefully D nt ever share an list via yur persnal accunt. Yu are the sle wner and have a ne- time- use license fr any lists shared with yu fr IU business. Use a secure file sharing system such as IU s slash tmp service if yu must share data with anther vlunteer. Never dwnlad an list and keep it n yur persnal cmputer. Request special lists thrugh the IUAA We will uplad any special lists directly int yur Cnstant Cntact accunt. Request by submitting t chapweb@indiana.edu. We ll hnr these requests case- by- case. 6

7 Testing, testing N ne is perfect, and n ne wants t make mistakes publicly. Establish a system fr sending and create an internal test list s that an extra set f eyes is lking at yur befre it sends. Yur IUAA liaisn may be willing t help yu with this. FOLLOWING THIS PROCESS CAN HELP YOU AVOID MISTAKES: 1. Draft Select a template. Set up cntent, images, and hyperlinks. 2. Prfread/Review Cnsult the checklist. Lk fr grammatical errrs. Duble- check dates, times, and lcatins. Verify all names. 3. Test Befre final send, send the t a test list. Send t yurself and establish ne r tw ther test addresses. (Yur IUAA liaisn may be willing/able t review tests with yu.) Lk at the in yur inbx t be sure it s cming thrugh crrectly. 4. Final changes (if needed) + Final Review 5. Send 6. Review Lk at statistics ne week frm send t see engagement with the . Lk fr pens, clicks, and unsubscribes. Apply what yu learn t future s. Find plicies and mre in the Vlunteer Leaders Intranet n the IUAA website. 7