STYLE GUIDE College Relations, Communications & Marketing

Transcription

1 College Relations, Communications & Marketing

2 TABLE OF CONTENTS College Relations, Communications & Marketing (CRCM)... 2 Personnel Support Staff... 4 Portal Requests... 5 Publications Office Photography Guidelines... 8 Logo Usage Guidelines Logo Policies Stationary Guidelines...13 College Relations Advertising...16 Frequently Asked Questions RCGC.edu College Center, Room

3 COLLEGE RELATIONS, COMMUNICATIONS & MARKETING (CRCM) STYLE GUIDE Whether you need to create a simple brochure or an extensive booklet, the department of College Relations, Communications & Marketing (CRCM) along with this guide will lead you through the process, ensuring that all of your publications are consistent with the Rowan College at Gloucester County (RCGC) brand. All official College communications and publications must be reviewed and approved by CRCM before they are released to the public. Request forms and timelines can be found on the Portal under the Administration tab. (Select Public Relations Forms on the right-hand menu.) Our goal is to reflect RCGC at its best. CRCM SERVICES: Creating publications and reviewing public communications for style (following the industry standard Associated Press Stylebook), clarity and accuracy. Ensuring that copy, font style/size and photographs/graphics are arranged for optimum marketing appeal and are aligned with the RCGC brand. Serving as a conduit to the news media. The department creates and disseminates advisories and releases to report RCGC news and events. Providing website content management for the College. RCGC.edu College Center, Room

4 PERSONNEL EILEEN SHUTE Executive Director, College Relations, Communications & Marketing Eileen serves as the spokesperson for the College by providing leadership and direction for all integrated marketing communications, including advertising, press, publication and website materials. She is responsible for developing, implementing and maintaining the College s strategic marketing plan that corresponds to RCGC s overall five-year strategic institutional plan. CONTACT eshute@rcgc.edu ANDREA STANTON Director, CRCM Andrea maintains a relationship with media contacts within the surrounding community to support student outreach, public relations and marketing efforts. She is also responsible for the content management of the College s website. CONTACT astanton@rcgc.edu Responsibilities: Articles/Photo Captions Community Outreach Copywriting Event/Program Announcements Marketing Media Coverage News Releases Public Relations Story Ideas Website Content Management SUSAN WEISS Administrator, Publications Susan works with other CRCM professionals to design, create and customize all print and specialty materials to promote the RCGC brand. She is responsible for the look and consistency of college materials, as well as serving as the liaison to print vendors and supporting postal needs. CONTACT sweiss@rcgc.edu Responsibilities: Advertisement Design Brochures College Catalog Course and Semester Guides Event Invitations and Programs Flyers, Posters Merchandise Postcards Specialized Letterhead Student Handbook RCGC.edu College Center, Room

5 PERSONNEL CONTINUED VICTORIA GALL Administrator, CRCM Victoria acts as the liaison between internal and external organizations. She is responsible for all media placement, scheduling, project management and special events planning. CONTACT , ext Responsibilities: Advertisements Annual Events Calendar Liaison to the President s Office Project Management Promotional Merchandise Purchasing Expenditures Special Events Planning SUPPORT STAFF KATHLEEN MALLOY Assistant, CRCM Responsibilities: Copywriting and Editing Market Research and Reports Media Coverage Website Content Support CONTACT , ext kmalloy@rcgc.edu LAURA SPENCER Publications Assistant Responsibilities: Archival of Printed Materials Assisting in Creation of Printed Materials CONTACT , ext lspence3@rcgc.edu RCGC.edu College Center, Room

6 PORTAL REQUESTS INTRODUCTION If you are planning to develop an internal or external communication, your first step is to click on the Public Relations and Marketing tab, located on the RCGC Portal. By clicking on this tab, you will find forms to request specific types of projects. These forms enable CRCM to schedule your project and ensure that an appropriate time slot is allotted to your request. Advance scheduling is necessary because, during any given period, the department is responsible for multiple campaigns. How to Submit a Request: Log on to the College Portal using an RCGC-issued user name and password. Select the Administration tab. On the right-hand menu, choose PR & Marketing under Departments. Select the appropriate request form, depending on the individual project. Fill out forms with appropriate project initiator (PI) contact information, product details and due date. If you are unsure about project specifications, please contact CRCM to discuss its scope and purpose. If you need to provide additional product details after you have submitted your request, you can communicate those changes via . You do not need to complete a new form. PUBLIC RELATIONS & MARKETING FORMS Please see appropriate sections: News Release/Media Advisory Publications and Merchandise with Logo Advertisements Website Content Special Events, Activities, Programs and Courses RCGC.edu College Center, Room

7 PUBLICATIONS OFFICE INTRODUCTION This section provides guidelines for working with the Publications Office, a division of CRCM. The Publications Office ensures that all printed and specialty materials present a consistent image to the public to maintain the look of the RCGC brand. To create publications, the PI must obtain approval for production from the appropriate dean or division vice president. If creating new materials, PIs are strongly encouraged to meet with a CRCM representative to discuss all concepts involved. PUBLICATIONS OFFICE CONTACT SUSAN WEISS Administrator, Publications sweiss@rcgc.edu Products and Services Offered: Advertisements Announcements Brochures Continuing Education Course Guides Fact Sheets Flyers Invitations Letterhead Merchandise Postcards Posters Programs Semester Guides for Credit Courses Student Handbook/Planners Viewbook RCGC.edu College Center, Room

8 PUBLICATIONS OFFICE CONTINUED SUBMITTING REQUESTS Production Process To begin, complete the Publications Request Form, located on the Portal. Fill out as much information as possible for the project, including the actual due date required. Please allow 3 weeks for internal printing and 5 weeks for outside vendors. Department supervisors MUST approve request forms. Budget codes are no longer required because purchase requisitions for outside vendors are generated by the department placing the request. After the form is completed, projects will be added to the Publication Office s production calendar and work schedule. Work will begin on the agreed-upon design and concept. PIs are responsible for providing written copy for publications. All copy must be submitted as a Microsoft Word document to the Publications Administrator. Contact the CRCM Director for assistance with any writing needs. When writing copy, please note that the name Rowan should never be used alone. The name of the College always should be written as Rowan College at Gloucester County, Rowan College or RCGC. The PI s project text files then are submitted to CRCM editors for copy editing. Copy, font style/size and photographs/graphics will be arranged for optimum marketing appeal and clarity and will be aligned with the RCGC brand. A PDF proof of the designed piece will be ed to PIs for review. PIs should make all corrections in red ink on a printout and return the marked-up copy to the Publications Office (CC, Room 207). If the proof requires significant text changes, these must be submitted as new Word documents. The Publications Administrator will incorporate corrections and send a final proof for review and confirmation of accuracy. The project then will be sent to the printer with the PO number from the client or a final PDF file will be returned to the client for its submission (with the proper paperwork) to on-campus Duplicating Services. REQUESTS FOR QUOTES (RFQS) Outside Printing The Publications Office submits project specifications to at least three printing vendors for price quotes. This ensures that our publications are printed cost effectively, guaranteeing that we select the printer that provides the greatest quality at the most competitive price. Process Three to five vendors specializing in the desired type of printing will be selected for the project. Based on specifications, each vendor will provide a price estimate. The printer with the best price will be selected for the job. Projects requiring outside printing typically entail a five-week production schedule because of the bidding process. Please consider this when submitting time-sensitive items for events and plan accordingly. RCGC.edu College Center, Room

9 PHOTOGRAPH GUIDELINES USES OF ARTWORK When supplying artwork or photographs for publications, please follow these guidelines: Set camera to largest picture setting must be at least 300 DPI. Images taken from the Internet may not be acceptable. there are copyright issued to consider. The images must be downloaded from a royalty-free website, like Microsoft Office Online, and be at least 300 DPI. The jpeg must be submitted to the Publications Office along with any text files as they will need to be converted before being usable for printed materials. Gain permission if using recognizable models see CRCM Director for Model Release form. The Model Release form documents an individual s consent for using his/her likeness/picture. Often student images are displayed throughout RCGC publications. Forms can be obtained through the Portal or at the CRCM office. In some instances, stock photos may be purchased for your project. Depending on the frequency and/or the number of images needed, there may be a charge back to your department to help defray the cost of these purchases. The images will become property of the College and may be used for other projects in the future. LOGO USAGE GUIDELINES LOGO POLICIES INTRODUCTION The graphic identity of RCGC is portrayed through its logo and consists of three elements: Icon Typography (College name) Contact Information The logo may not be used without permission from CRCM. For formal uses, all elements must be included. For informal uses, the icon or the icon and typography may be used alone. The initials RCGC may be used on merchandise and giveaway items for events. A tagline may be used as needed at the discretion of CRCM when creating materials. This tagline may change periodically to help describe the growth and direction of the College. The College s graphic identity including the logo, colors and typography must be consistent in all visual communications from all departments, offices and employees of the College. Visual communications refer to publications, websites, stationery, business cards, presentations, signs, name badges, advertisements, vehicle graphics, promotional items, imprinted apparel and other items. RCGC.edu College Center, Room

10 LOGO USAGE GUIDELINES LOGO POLICIES CONTINUED COLOR USAGE The logo should comply with the College s color standards and may appear in one of the following colors: Black White (when reversed) Preferred two-color version: all PMS 294 with flame in 124 Spot color: PMS 294 blue; process color: 294 = c100 m58 y0 k21 Spot color: PMS 124 gold; process color: 124 = c7 m35 y100 k0 All other colors prohibited The two official colors associated with the College are dark blue (PMS 294) and gold (PMS 124). Most publications will use either of these color palettes. TYPOGRAPHY The preferred font type of RCGC is Garamond Premier Pro; Minion Pro and Myriad Pro also are used. PIs should not attempt to recreate logo typography. INCORRECT LOGO USAGE Use only the approved logos. Do not use any of the College s previous logos. When using the logo, maintain all proportions and image sharpness, maintaining a clear margin around the logo and icon. Please do not do the following: Use the name Rowan alone. The name of the College always should be written as Rowan College at Gloucester County, Rowan College or RCGC. Alter typography Change its proportions Use individual unit logos on letterhead and stationery except with permission from CRCM Alter element space Change the configuration of the art and type RCGC.edu College Center, Room

11 LOGO USAGE GUIDELINES LOGO POLICIES CONTINUED CORRECT USAGE The logo should appear on the front or back of each publication. The following icons and logos are samples of the many different formats available. Please requests to the Publications Administrator. Horizontal Logo, 2-Color Stacked Logo, 2-Color Horizontal Icon, 2-Color Stacked Icon, 2-Color Horizontal Logo, 294 Horizontal Logo, 124 Stacked Logo, 294 Horizontal Icon, 294 Stacked Icon, 294 Horizontal Icon, 124 Horizontal Logo, Black Stacked Logo, 124 Stacked Icon, 124 Horizontal Icon, Black Horizontal Logo, Reversed Stacked Logo, Black Stacked Icon, Black Horizontal Icon, Reversed Stacked Logo, Reversed Stacked Icon, Reversed If you do not know the exact format needed (i.e.,.jpeg, PDF,.eps), please explain how the file will be used to help the Publications Administrator determine which version will work best for your project. RCGC.edu College Center, Room

12 LOGO USAGE GUIDELINES LOGO POLICIES CONTINUED ATHLETICS LOGO USAGE The following icons and logos were created for the Athletic Department and may be used in certain circumstances with permission. Please requests to the Publications Administrator. Primary Wordmark, Color RC Mark, Color Roadrunner Mascot Primary Wordmark, Black Primary Mark, Color Lettermarks, Color RC Mark with Roadrunner Head, Color Secondary RCGC Mark, Color Primary Mark, Black Embroidery versions available, as well as one-color versions in the official Rowan College colors. RCGC.edu College Center, Room

13 STYLE GUIDE LOGO USAGE GUIDELINES LOGO POLICIES CONTINUED INCORRECT USES Please do not ask to use the logo if it appears like any of these examples or is otherwise stretched or distorted. Do not distort the logo vertically or horizontally Do not apply effects to the logo Make sure there is enough contrast between the background and the logo Do not change the colors of the logo DO NOT USE FORMER LOGO Please do not use the following logo because it is outdated. It includes the GCC seal, typography and old tagline. RCGC.edu College Center, Room

14 STATIONERY GUIDELINES INTRODUCTION Letters appearing on College stationery imply an official message from the writer and the institution. As a result, a standard format has been developed. When using color on letterhead, envelopes, business cards, etc., the logo will be printed in PMS 294 blue according to specifications on the contract with the approved vendor and guidelines. Do not use stationery with the old logo. LETTERHEAD There are three letterhead choices: basic, printable and custom. Basic college letterhead is printed in PMS 294 blue on white bond paper stock with general College information. Central Receiving stocks the basic RCGC letterhead, which includes the logo and address. Printable letterhead is available in a Word document to be printed from your office printer. Please use the Portal request form to receive the file via . Custom college letterhead possesses department-specific contact information. No one is permitted to create his or her own letterhead, stationery or business cards with a printer or photocopier. Two choices of paper stock are available, depending on preference and budget white bond or buff linen. College, department and institution names may be used on personalized letterhead only. Nothing may be added to the letterhead unless approved by CRCM. For letterhead with the department name, telephone and fax numbers imprinted, two price levels based on basic (bond) or premium (linen) paper stock are available. Please submit a request form through the Portal for this product. RCGC templates for mailing labels, name tags and other items may be created as needed by submitting a request form. ENVELOPES There are two approved styles for envelopes with or without windows. Envelopes are printed in PMS 294 blue on white bond stock to match the basic printed letterhead. Central Receiving stocks the matching envelopes. For custom stationery orders, envelopes with department information will be ordered in the matching buff linen or white bond stock paper. BUSINESS CARDS Business cards serve to introduce both the College and individual employee. It is important that this marketing tool be consistent with the graphic identity and standards of all College publications. Please order business cards through the designated department representative using the new automated system. Materials will be printed in PMS 294 blue and black ink on white paper stock and provide space for a name, three lines for title description, address, telephone and either a fax or cell phone number. The Human Resources Department will approve all titles. PIs will receive a PDF proof of their card so they can review all contact information. Please note: business cards can be ordered on an as-needed basis. RCGC.edu College Center, Room

15 COLLEGE RELATIONS INTRODUCTION The Office of College Relations, a division of CRCM, disseminates information about RCGC through paid advertisements, news releases, media advisories, publications and community outreach initiatives. Depending on the extent of an activity and lead time involved, different promotional tools are recommended. COLLEGE RELATIONS CONTACT ANDREA STANTON Director, CRCM astanton@rcgc.edu MEDIA RELATIONS The Executive Director of CRCM serves as the official spokesperson for the College. The Executive Director and Director are the initial points of contact for press personnel. In most cases, a reporter working on an article will be referred to the appropriate student, faculty or staff member by the Executive Director or Director. If by chance a journalist contacts an employee directly, he or she should notify appropriate department personnel before offering information for a story. NEWS RELEASES AND ADVISORIES News releases are an effective tool for reaching the general public and targeted audiences. The College maintains a comprehensive archive of existing media coverage. All news releases and advisories conform to the Associated Press Stylebook guidelines, which are published annually. RCGC.edu College Center, Room

16 COLLEGE RELATIONS CONTINUED TYPES OF RELEASES News Release A news release is a prepared written statement to the media announcing news items. CRCM has cultivated a valued relationship with the news media by providing well-written, accurate news stories delivered in a timely manner. RCGC releases are written in the basic news format (Associated Press style) so newspapers are required to make few or no changes to the text. The stories provide sufficient facts to permit a reporter to write the article or to serve as background information for an interview. Feature Story A feature article is a special human-interest story focusing on particular people, subjects and events that are not tied closely to a recent news occurrence. Features are not meant to report the latest breaking news but rather an in-depth look at a subject and ideas of specific market interest. Photo Caption A photo caption provides the reader with basic information needed to understand a photograph and its relevance to the news. It is written in a consistent, concise format that allows news organizations to move the photo to publication without delay. Request for Coverage A media advisory is an abbreviated form of a news release sent to invite the press to cover a specific event. The advisory provides the who, what, when, where and why of a story and any additional relevant information to journalists. Media advisories are tailored for local newspapers, magazines and television stations and are not meant for public view. SUBMITTING REQUESTS How to Make Requests Complete a News Release/Media Advisory request form, located on the Portal. Determine the type of coverage you would like. If unsure, contact the CRCM Director to set up a meeting to discuss event details. Please provide complete details including date, location, key persons, contact information and target audience involved. Routine requests typically require four-weeks lead before the scheduled event date. RCGC.edu College Center, Room

17 ADVERTISING INTRODUCTION CRCM writes, designs and develops overall concepts for advertising campaigns throughout the year. Although the College s main efforts focus on fall and spring registration, ads can be placed at any time regarding a wide variety of RCGC programs, events and initiatives. Depending on the extent of an activity and lead time involved, different publications and broadcast media outlets are recommended. ADVERTISING CONTACT VICTORIA GALL Administrator, CRCM , ext vgall@rcgc.edu DEVELOPING ADS After a request form is received, a representative of CRCM will meet with PIs to discuss specific marketing details. This information includes the purpose of the ads, target audience and an ultimate call to action. All written copy and graphics used will be geared toward individual niche audiences determined by the department. The CRCM Administrator will select and quote appropriate channels, including either print/online or broadcast media platforms. TYPES OF ADS Print South Jersey Times, Courier-Post, The Philadelphia Inquirer and weekly publications such as The Sentinel; trade periodicals including South Jersey Biz and South Jersey Magazine. Online Facebook, Xfinity by Comcast, Philly.com, NJ.com and Courier-Post websites. Cable TV Spots Thirty-second TV commercials running on a variety of local Comcast channels and the Gloucester County Educational Network (GCEN). Radio Spots Thirty-second spots placed on a variety of popular local stations. Outdoor Billboards and transit centers strategically placed near area high schools. Video Production TV commercials, YouTube or GCEN programming can be arranged by contacting CRCM. Miscellaneous Promotional items, banners, posters and postcard mailers. SUBMITTING REQUESTS How to Make Requests Complete the appropriate request form, located on the Portal. Determine the type of coverage necessary to attract your audience. If unsure, contact the CRCM Administrator to set up a meeting to discuss specifications. Please provide complete details, including the date, location, key persons, contact information and target audience involved. Routine requests typically require four-weeks lead before the scheduled print date. RCGC.edu College Center, Room

18 FREQUENTLY ASKED QUESTIONS CAN A DEPARTMENT CREATE AND PUBLISH MARKETING MATERIALS ON ITS OWN? No. All materials representing the College must be approved by the CRCM department. Copy, font style/size and photographs/graphics will be reviewed for their arrangement to achieve optimum marketing appeal and clarity and will be aligned with the RCGC brand. WHY DO I NEED TO KNOW HOW A PIECE WILL BE PRINTED OFF-CAMPUS PRINTING OR ON-CAMPUS DUPLICATING? PIs must consider the desired finished look and allocated budget before requesting a project. The Publications Administrator can help you decide if the piece should go to an outside printing vendor or to RCGC s Duplicating Services on campus. On-campus printing services are limited. The design of a piece is a direct result of the type of output planned. Changing between an off-campus printer and Duplicating Services midway through the production process will delay the completion time because a redesign usually is required. HOW IS MY FINAL FILE DELIVERED IF I USE DUPLICATING SERVICES? After a file has been designed and approved, the requesting department is responsible for forwarding the final PDF file, received from the Publications Office, to Duplicating Services with the appropriate paperwork. HOW IS MY FILE DELIVERED IF I USE OFF-SITE VENDORS FOR PRINTING? After the quotes are tabulated and the requesting department has received the information to process the purchase order (PO), the PO number is given to the Publications Office, and the Publications Administrator forwards the final, approved file to an outside vendor. ARE MAILING SERVICES AVAILABLE ON CAMPUS? Yes. RCGC s College Services can handle small mailings, typically 2,000 pieces or less. Please contact this department directly at ext with any questions. If your piece requires a large-quantity mailing, this can be combined with the printing cost when using an outside vendor. Printers, working with mail houses, will process the project and address each piece using the Excel file mailing list you provide. The bulk processing results in significant postage savings. Additional costs for this service are obtained during the quoting process. RCGC.edu College Center, Room

19 FREQUENTLY ASKED QUESTIONS CONTINUED WHO IS RESPONSIBLE FOR SETTING TYPE ON STATIONERY ITEMS? The Publications Office will typeset customized RCGC letterhead according to the outlined style guidelines before forwarding a PDF to PIs for approval. Items then are sent to the contracted printer with the PO number. Order forms are available on the Portal. After cost quote and vendor information is forwarded to the PI, the PO is processed by the requesting department. CAN I OBTAIN A PRICE QUOTE BEFORE PLACING AN ORDER? The Publications Office will provide a price chart to help determine quantity and cost for products requiring an outside vendor. The actual order will be placed through the Portal requesting process. The cost for basic letterhead and envelopes through the RCGC Central Receiving stockroom must be obtained from that department. DO ALL NEWS RELEASES GET PRINTED? Typically, weekly publications will run the news release. Larger newspapers, including the South Jersey Times, Courier-Post and The Philadelphia Inquirer, may or may not run the story, and at times, will edit or cut releases down to a few lines. Although the department makes every attempt to achieve optimal placements, the College has no control over whether or not news outlets will run a particular release in either the print or online editions. News releases may catch the interest of an editor or a reporter and result in a follow-up story. DOES AN ADVERTISING CAMPAIGN REQUIRE A CERTAIN NUMBER OF ADS TO BE PLACED? PIs can place any number of advertisements per publication that they desire. Package deals are available and include black-and-white or four-color options. Schedules determining when ads appear in print or online publications can be negotiated. HOW LONG WILL IT TAKE TO RECEIVE MY BUSINESS CARDS AND/OR NAME BADGE? The new online procedure expedites the ordering process. Merchandise is delivered 3 to 5 business days after all approvals in the process have been completed. RCGC.edu College Center, Room