Implementation Planning: Captivate Your Plus 50 Market

1. Implementation Planning: Captivate Your Plus 50 Market American Association of Community Colleges April 19, 2013

2. Presenters Leah Brayman, Communications Associate Ashley Hart, Communications Associate

3. Presentation Overview At the end of this presentation, you will be able to: Discuss the term “brand” and its importance to an effective marketing strategy. Identify and effectively use the key visual elements of the Plus 50 Encore Completion brand. Discuss the core messages of the Plus 50 Encore Completion Program Use the customizable marketing materials to promote your Plus 50 programming and college services. Apply best practices for using the Plus 50 Encore Completion brand.

4. The AACC Plus 50 Encore Completion Brand

5. What is a Brand? • Consistently uses a series of simple but recognizable graphic elements • Communicates mission & values in a memorable, meaningful way • Distinguishes a service, product, or program from others

6. Why is Branding Important for Plus 50? • Crucial to leaving a lasting impression on target audience Will ultimately help you achieve higher completion rates for Plus 50 learners

7. Visual Elements of the Plus 50 Encore Completion Brand

8. Plus 50 Tagline

9. Plus 50 Color Palette and Diamonds

10. Library of Images

11. Key Messages of the Plus 50 Encore Completion Program

12. Primary Audience:Community Colleges • Plus 50 adults make up a growing population returning to school. • Tap into growing market sectors: health care, education, and social services. • Boost enrollment and enrich campus life. • Market to the plus 50 community. • Raise your community profile. • Learn from your peers. • Engage in peer networking • opportunities. • Make a difference and give • back to your community.

13. Secondary Audiences

14. Customizable Materials

15. Brochures Student Business

16. Brochures Interior

17. Rack Card Provides a convenient offering for students. Communicates key messages, benefits of Plus 50 Encore Completion Program, program offerings, and contact info. Condensed text simplifies messages.

18. Coursebook Cover Use in the development of separate programming handouts

19. Print Advertisements • Four sizes • Use in newspapers, newsletters, or other print communications • Available in black & white • Customizable

20. Template Course offering announcements One-pagers Fliers Handouts Course outlines Cover letters Memos Newspaper articles Event announcements

21. Newsletter Factsheet

22. Online Banner Ad Letterhead PowerPoint

23. Microsites Use designs to create a website or landing page for your Plus 50 Program.

24. Best Practices Simple Do’s and Don’ts for Using the Plus 50 Completion Encore Completion Brand

25. Do’s Include “Take Your Knowledge to the Next Degree.” Include the Plus 50 logo. Use consistent fonts. Use the Encore Completion Program color palette. Include the diamond shape on all materials. Use the images provided in the image bank. Use consistent messaging. Focus on completion and workforce development.

26. Don’ts • Use the old Plus 50 tagline. • Use multiple fonts and styles. • Change the color palette. • Overuse or change the diamond shape. • Use inconsistent messaging. • Focus on volunteering or enrichment programs. • Use images that deviate from workforce development and completion.

27. Campaign Taglines Douse the current brand elements, with the tagline “Take Your Knowledge to the Next Degree.” Don’tmix elements from the old campaign with the updated look.

28. Campaign Fonts Do use fonts that are part of the Plus 50 brand. Don’t mix fonts that are not part of the Plus 50 brand. Don’toveruse italics or bold text.

29. Campaign Visual Elements Don’toverwhelm the page with too many graphic elements. Don’t overlay the diamonds on top of each other. Don’tmix campaign color palettes. Do keep the diamonds in a gridlike pattern. Dogive the page a balance of white space.

30. Campaign Images Do limit the number of images used. Do incorporate images with the diamond elements and tagline. Don’t overwhelm the page with too many images. Don’t use images that are not part of the Plus 50 photo bank. Don’toverlay text on top of images.

31. Campaign Brand The Plus 50 brand should only be used for marketing materials that align with the goals of the Plus 50 Program. Plus 50 Encore Completion Program Goal: To help adults older than 50 complete a degree or certificate in the high-demand fields of health care, education, and social services.

32. Quality Control Process Familiarize yourself with the Plus 50 brand. Determine who should have access to the branding guidelines. Review branding guidelines as materials are developed and before they are distributed. Be a Plus 50 “Brand Ambassador.”

33. Materials Disk This disk contains the mentioned artwork, templates, and key guidelines for all internal and external outreach efforts.

34. Helpful Handouts Designer Tips Handout Program Materials Handout

35. Thank you!