SIENA HEIGHTS Marketing Guidelines

Created by Office of Integrated University Marketing for University Faculty, Staff, Administration and Students

SIENA HEIGHTS Marketing Guidelines

Updated January 2015

SIENA HEIGHTS UNIVERSITY Marketing Guidelines2

CONTENTS

03 PROJECT GUIDELINES AND PROCEDURES

04 TIMELINE REQUIREMENTS

05 MISSION STATEMENT HISTORY

06 OFFICIAL COLORS LOGO VARIATIONS

07 ACADEMIC AND UNIVERSITY LOGO & SEAL STATIONERY PRESENTATION TEMPLATE

08 ATHLETIC LOGO AND MARKS USAGE GUIDE

09 TYPOGRAPHY: UNIVERSITY TYPEFACES

10 SOCIAL MEDIA SOCIAL MEDIA POLICY

12 PHOTOGRAPHY AND VIDEO PRESS RELEASES

13 WEB REQUESTS AND EMAIL

14 DAILY ANNOUNCEMENTS, DIGITAL TV DISPLAYS AND PRESS RELEASES

15 PRINTING MAILING GUIDELINES

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PROJECT GUIDELINES AND PROCEDURESOur goal is to complete your projects on time and at the lowest possible cost. Because we strive for top-quality production and excellent service, it is important you understand and adhere to the policies outlined below:

STEP 1 Q REVIEW YOUR BUDGET Design, printing and photography expenses charged by external vendors are your department’s responsibility, so check your budget to determine how much you can spend on the project. For projects that are to be mailed, also make sure to factor in approximate postage cost.

STEP 2 I EMAIL THE OFFICE OF I.U.M. WITH PROPOSED PROJECTServices provided through the Office of Integrated University Marketing are initiated via email to the Director of I.U.M. It is the Director’s responsibility to respond to the project request in a timely manner. A deadline will be set for each project that will be agreed upon by both the I.U.M. and the party requesting the project. No project will begin until this deadline is set. Projects completed ahead of schedule does not mean similar future projects will follow the same timeline.

STEP 3 R BE PREPARED TO ADHERE TO UNIVERSITY DESIGN STANDARDSWe will advise you on how to create a publication that is consistent with the look and feel of Siena Heights University style guidelines. It is our goal to help suggest effective and economical design ideas.

STEP 4 K PROOFREAD CAREFULLYYou will sign-off on design and copy before your project is sent to the printer. Although we check your production proofs, you have the final responsibility. Please don’t skip this essential step due to deadline pressures. Revisions by the I.U.M. or the printer to correct errors could mean additional expenses and a delay in the delivery date.

ONE FINAL NOTE… Give yourself plenty of lead time on every project! Note the timelines below do not include writing, which always should be completed prior to the beginning of graphic design. Some of these timelines also include production time (the time it takes for the printer/vendor to print and/or mail/deliver the project once it is designed and proofed). Extensive revisions and rounds of proofs will add to production times and costs. It is important to note the Office of Integrated University Marketing normally has a large number of projects in its queue. Because most projects are time-sensitive and scheduled within the workload of the I.U.M. office, projects requested at the last minute (et. al. ASAP, rush) will not be accepted unless approved by the Director of I.U.M.


SUGGESTED PROJECT TIMELINES

BUSINESS DAYS REQUIRED PROJECT TYPE FOR COMPLETION (Including planning, content generation, design, proofing & production)

Ad for print (newspaper/magazine, etc.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Banner (vinyl, large format). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40

Brochure/flyer (multi-page) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40

Certificates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Forms (8 1/2 x 11) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Invitation package (Invitation, envelope, reply envelope, map card, etc.) . . . . . . . . . . . . . . . 30*May require additional time for special-order papers, die-cuts, foil, embossing, very high quantities

Newsletter (8-1/2x11, 4 page) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Postcards (6,000 or less) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Postcards (more than 6,000) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Poster (any size) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Larger scale pieces (catalogs, viewbooks, etc.) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40–50

OTHER PROJECTSPhotography: Events . . . . . . . . . . . . . . . . . . . . . . . . Minimum one week notice before event

Photography: Studio shots, videography . . . . . . . . . . . . . . . . . . . . . Arrange with I.U.M. office

PowerPoint and other presentations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 *Must provide complete text and graphics

Web Additions/Redesign. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Varies by project Allow 1 Month minimum

*The I.U.M. office will assist in conceptualization, photography/graphics, editing and design.

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MISSION STATEMENTThe mission of Siena Heights, a Catholic University, founded and sponsored by the Adrian Dominican Sisters, is to assist people to become more competent, purposeful, and ethical through a teaching and learning environment which respects the dignity of all.

OUR HISTORYSiena Heights University is a transformative force for good. That’s why more than 95% of Siena Heights Alumni would recommend us to a family member or friend. Since 1919, we’ve been empowering individuals to not only make their individual dreams reality, but to also make the world a better, more peaceful place for everyone. We provide opportunities for our students to succeed both in the workplace and in their lives.

POINTS OF PRIDEw According to a recent study, more than 95% of Siena Heights Alumni

would recommend us to a family member or friend

w Our numerous alumni testimonials (et. al. Gabrielle Davis, Tod Marshall, Jacob Chi, etc.) proves Siena Heights indeed does change lives and is a

“university of opportunity”

w Siena’s long relationship with the federal TRiO programs on campus (Student Support Services, McNair, Upward Bound) has established us as a leader in educating underprivileged/undeserved student populations

w Our 30-plus year history in successfully educating non-traditional students (College for Professional Studies) throughout Michigan and online shows we are a university for all ages, “meeting people where they are”

w Our Theological Studies certificate program endorsed by the Diocese of Lansing educates and trains lay ministers for service within the Catholic Church

w Our mission-driven outreach programs such as Creative Stages child drama, community-based learning and nursing provides a continuing impact on the community


UNIVERSITY COLORS LOGO VARIATIONS

Navy

PMS 295

C100 M57 Y0 K40

R19 G70 B121

Web# 003366

Yellow

PMS 116

C 0 M16 Y100 K0

R245 G209 B48

Web# ffcc00

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ACADEMIC AND UNIVERSITY LOGO & SEAL The University seal, originally designed for Siena Heights College in 1939, is based on the escutcheon of the Adrian Dominican Congregation and the centuries-old Dominican Shield. The shield on the seal combines traditional design elements with a wavy line symbolizing the heights (highs and lows) and an open book representing the pursuit of knowledge.

LOGO AND SEAL USAGEThe seal is the primary university logo and is for official University business. The logo may be sized appropriately for specific uses, however, the proportions are not to be altered. Logos must be displayed in official school colors, unless permission is granted by the Office of Integrated University Marketing. Electronic files of the official logo, marks and nomenclature for silkscreen, embroidery, specialty items and related uses are available from the I.U.M. Office upon request.

To view our logos and seal variations and download high resolution files visit Marketing on MySiena and click on “Logos and Seals” in the column on left side of page.

STATIONERY

LETTERHEAD AND ENVELOPESTo order letterhead and/or envelopes visit “Business Affairs” in the “Departments and Offices” tab on MySiena. Then on left select “Accounts Payable Forms”. A number of other office supplies can also be ordered here.

BUSINESS CARDSFor instructions on ordering business cards visit “Marketing Department” on MySiena. A PDF instruction file can be found under documents.

PRESENTATION TEMPLATEThe Siena Heights presentation template can be found on MySiena under Marketing Department Documents.


ATHLETIC LOGO & MARKS USAGE GUIDESiena Heights University identity logo and marks are only for use by the University’s athletic department and University-sanctioned sports and related organizations. SHU’s primary athletic logo is the “SAINTS” with a star imbedded in a halo as the graphic mark above the nomenclature. The halo represents the University’s “Saints” nickname, while the star symbolizes “One University”. A star also makes reference to SHU’s Dominican heritage. At birth, St. Dominic was said to have a star appear on his forehead. There should be never any text or graphics placed directly above the halo. Athletic logos and marks should never be used in place of the primary SHU logo and/or seal, which are to be used for academic applications. Athletic logos should never be used to promote non-athletic related activities or events.

While the primary athletic logo is to be used for all Siena Heights athletic purposes, there are also a few variations of the primary logo designed by the Office of Integrated University Marketing that are acceptable. Also, an alternate “SH” mark is to be used for ball caps and identification elements on athletic uniforms. Official SHU athletic materials must have at least one of these logos/marks.

COLOR AND SIZE GUIDELINESThe logos may be sized appropriately for specific uses, however, the proportions are not to be altered. Logos must be displayed in official athletic colors. No other color applications are allowed.

The athletic logo and marks must be reproduced from artwork from the Office of Integrated University Marketing. Electronic files of the official logo, marks and nomenclature for silkscreen, embroidery, specialty items and related uses are available from the Office of I.U.M. upon request.

To view our logos and seal variations and download high resolution files visit Marketing on MySiena and click on Logos and Seals in column on left side of page.

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TYPOGRAPHY: UNIVERSITY TYPEFACESAs with our logo, consistent use of our corporate typefaces—Myriad Pro and Garamond Premier Pro—reinforces Siena Heights brand identity.

PRIMARY TYPEFACE - FRUTIGER NEXT PROABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

01234567890

=~!@#$%^&*()+[]\{}|:;’:”<>?,./

Frutiger Next Pro should be used for headlines and may be used for copy. Short headlines or labels can be all caps (light condensed), otherwise headlines and subheads are sentence case

SECONDARY TYPE FACE - WHTMANABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

01234567890

=~!@#$%^&*()+[]\{}|:;’:”<>?,./

Whitman should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and datasheets.

Frutiger Next Pro UltraLight Condensed

Frutiger Next Pro Light Condensed

Frutiger Next Pro Condensed

Frutiger Next Pro Bold Condensed

Frutiger Next Pro Black Condensed

Frutiger Next Pro UltraLight

Frutiger Next Pro Light

Frutiger Next Pro Regular

Frutiger Next Pro Medium

Frutiger Next Pro Medium

Frutiger Next Pro Bold

Frutiger Next Pro Black

Whitman Italic

Whitman Roman

Whitman SmallCaps

Whitman Semibold

Whitman Bold

Whitman ExtraBold

Whitman Black


SOCIAL MEDIASiena Heights University has developed a social media network in areas like Facebook, Twitter and YouTube. We have many academic and athletic areas already represented. To join an academic program, club or organization to the SHU Facebook network, contact Liesel Riggs at [email protected]. She can answer any questions you may have or help get you started.

SOCIAL MEDIA POLICYSiena Heights University maintains an official presence on the following social media sites: Facebook, Twitter, LinkedIn, YouTube, Picasa Web Albums, Instagram

Before creating a separate social media presence for your office or administrative department, consider whether you would be better served by working with the Office of Integrate University Marketing to utilize Siena Heights’s primary social media existence.

By creating your own presence, you should be prepared to maintain it and keep it updated. Siena Heights University presences on social media sites are considered to be an extension of the official web site, and most guidelines that apply to the web site will also apply to your social media site.

To ensure the continuity of Siena Heights University online identity, if you are exploring the creation of your own office or administrative department presence on a social media site, please first contact the Office of Integrated University Marketing to discuss the process and address profile naming conventions, graphics needs, etc.

The Office of Integrated University Marketing reserves the right to monitor, prohibit, restrict, block, suspend, terminate, delete, or discontinue access to any Social Media Site, at any time, without notice and for any reason and in its sole discretion.

FACEBOOKWe recommend that the Office of Integrated University Marketing create Facebook Fan Pages. Administrator privileges for the page will be granted to the person or persons responsible for updating the page. It is recommended that a member of the Office of Integrated University Marketing hold an administrator position on any Facebook Page.

The images for all Siena Heights University Facebook pages will maintain a consistent graphic identity and must be coordinated through the Office of Integrated University Marketing.

Facebook Fan Pages that do not follow these guidelines, or that are created without the involvement of the Office of Integrated University Marketing, will not be linked from the college’s primary Facebook presence or from the college web site.

Siena Heights University Facebook Groups may be created at any time and those that use college graphics should be coordinated with the Office of Integrated University

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Marketing. Please let the Office of Integrated University Marketing know when the group is created so all university pages can be linked together. Facebook Pages offer certain advantages over Facebook groups, but also come with additional responsibilities. If you are uncertain whether you want to create a page or a group, please contact Office of Integrated University Marketing.

TWITTERBefore creating your account, contact the Office of Integrated University Marketing to discuss naming conventions. When possible, use a department e-mail address or alias when registering the account to ensure that a point of contact can always be reached.

LINKEDINSiena Heights University maintains one official university page on LinkedIn for all Siena Heights University community members.

YOUTUBEIf you would like a video posted to Siena Heights University YouTube channel, contact the Office of Integrated University Marketing.

SOCIAL MEDIA POLICY CONT.

LIABILITYYou are legally liable for what you post on your own site and on the sites of others. We encourage positive, constructive communication that does not attack individuals or groups.

Siena Heights University approved social networking sites should not include:

w Profanity

w Derogatory/Defamatory comments (as they pertain to individuals, groups and institutions)

w Sexually explicit materials (This includes sexually explicit language, materials, including photos, and links to sexually explicit material.)

w Copyrighted material. (Do not share confidential or proprietary information or post other’s copyrighted material.)

w Academic dishonesty


w Potentially libelous and/or slanderous statements or those that attack faculty, students, staff or administrators of Siena Heights University by name or in general are prohibited.

w Personal Information (Do not post phone numbers, email addresses, home or work addresses, last names, grades or related personal information of others).

w Outside promotion of products or endorsements (Do not use Siena Heights University to endorse political parties, political candidates, products or causes).

If any comments or post contain the above, Siena Heights University reserves the right to remove them from our social network. This is why the Office of Integrated University Marketing must remain as an administrator of all officially sanctioned university accounts.

PHOTOGRAPHY AND VIDEO

PHOTOGRAPHY REQUESTSWe do not have a full-time photographer on staff, however, we do take photo requests for events and other activities on campus. Please make request at least two weeks in advance of your event/activity. Send requests to [email protected].

PICASAWe have a large archive of photos available for your use on our Picasa web album. Photos can be browsed and downloaded at:

https://picasaweb.google.com/sienaheights

ISTOCKMarketing has credits with istock.com. In the event that a proper photo cannot be produced by our staff or because of time constraints we will use stock photos.

FACULTY VIDEO PROFILESThese video profiles allow our full-time faculty to sell their programs 24/7 and have become a very useful marketing tool for our academic programs. We encourage all full-time faculty members to create/update these profiles. If you already have a profile, please check and see if yours needs to be updated. These videos are usually 2-3 minutes in length and allows the faculty member the opportunity to talk about themselves, their program or their experience at Siena Heights. Basically, their “elevator speech.” It usually takes only about 15 minutes to complete, however, we would ask that you would try to schedule a

“shoot” in advance. To set up a photo/video profile appointment, please visit:

http://www.sienaheights.edu/LandingPages/GetToKnowForm.aspx

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WEB, EMAIL, AND DIGITAL TV DISPLAYS

WEB SITE PROJECT REQUESTS Human Element is the company contracted to manage and build the University’s public web site, www.sienaheights.edu with supervision from this office. This site’s primary purpose is to serve as a marketing tool for outside audiences (prospective students, parents, alumni, donors, etc.). Because of that focus, content is carefully managed by the IUM. Web project requests should be sent to Doug Goodnough at [email protected].

Most minor changes/updates can be made within a few days or sooner, however, larger projects will take longer.

E-MAIL SIGNATUREBelow are instructions on how to create the email signature in Outlook:

1. Go to File > Options > Mail > Signatures (button)

2. Press “New” button to create a new signature

3. Use the font Calibri

4. Change color to the top most dark blue (Dark Blue, Text 2)

5. First line is your name (Calibri, size 11, bold)

(Email Signature cont.)

6. Second line is [your title] | Siena Heights University (shift + \ = | ) (Calibri, size 11, unbold)

7. Third line is [phone number xxx.xxx.xxxx] | www.sienaheights.edu (Calibri, size 11, unbold)

To add a logo to your signature:

1. Log on to MySiena and visit “Marketing” under “Department and Offices” tab.

2. On left, click “Logos and Seal” button. Right click on logo you wish to add and then click “View Image” from drop down menu.

3. Copy entire url then go into the signatures section of Outlook and click on “Insert Picture” button*.

4. Paste url into file name. Click on arrow next to “Insert” and select “link to file”

5. Adjust logo into position within your signature.

Example:

* We want to link the logo rather than insert logo because it will load quicker and not come through as an attachment.

John DoeCommunications Specialist | Siena Heights University517.264.7095 | SienaHeights.edu


DAILY ANNOUNCEMENTSSHU Daily Announcements are compiled by the Office of Integrated University Marketing and are usually sent between 9-11 a.m. each morning Monday-Friday. Other than for emergency or other special announcements, no other “broadcast” emails will be sent during the day. To have a university-related event, activity or news item included in this listing, please email [email protected]. No pictures, graphics or other artwork will be included in these announcements, so please send text information only.

DIGITAL TV DISPLAYS SUBMISSION GUIDELINESThese digital message boards are maintained and updated by the marketing office for content and graphic consistency. Those who want to publicize University events or activities should email submissions to [email protected] by 5 p.m. Friday each week. Give plenty of lead time for your event/activity! Submissions will be approved on a case-by-case basis, factoring in things like timeliness and campus impact. Display banners will be designed by the marketing office only; please submit only artwork (in jpg form, please) and no more than 10-12 words of text content.

PRESS RELEASES This office handles all press announcements for the University. Anyone with a potential news item or event should contact our office at [email protected] at least one month in advance. Note: Not all requests will be deemed newsworthy, and must be ap-proved on a case-by-case basis by the marketing office.

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PRINTINGAlso for many projects, we use the Adrian Dominican Sisters Motherhouse print shop, which does outstanding work at a fraction of the cost of outside vendors. The Motherhouse has a limit of 500 11x17 sheets (1000 8.5x11). If you need more than the limit we are happy to request quotes from local vendors. Please allow the motherhouse a minimum of 5 business days to complete your order. Ten business days for larger jobs.

NOTE: All Motherhouse print requests MUST go through our office. They will not accept projects from anyone but a member of our office staff.

MOTHERHOUSE PRICING:Black copies .02 per sideColor copies .15 per side8.5x11 copy paper .0311x17 copy paper .05

Lamination: Letter 3 mil (light - indoor) .69 per sheet 5 mil (medium) .86 per sheet 10 mil (heavy - outdoor) 1.81 per sheet Tabloid 3 mil (light - indoor) 1.40 per sheet 5 mil (medium) 1.57 per sheet 10 mil (heavy - outdoor) 3.20 per sheet

Labor charges: Spiraling 1-50 pages (labor only) .05 each Spiraling 51+ pages (labor only) .10 each Tabbing (labor only) .01 per tab Book Stapling (labor only) .01 per staple Laminating .01 per sheet

MAILING GUIDELINESBULK MAILING (<200)We would prefer if bulk mailings are done through an outside vendor. Here are some reasons:

w Labeled mailing projects may not meet the automated reader standards and take longer for delivery.

w Labeled mailing projects from CARS have not properly met NCOA certification required by USPS. This must be done by mailing vendor. If this process is not done properly the SHU can face fines by USPS. Plus, large return mail charges can be incurred for mailings that are not address cleaned.

w Bulk, non-profit, labeled mailing projects that are not properly zip sorted will result in extra production costs by vendor, or pay full first class rates.

In summary, any bulk mailing project should be handled through SHU’s mail vendor by providing a mailing list from CARS. This way the mailing can happen the fastest and most economical ways possible.

* When estimating price please include copy and paper fees** Heavier, larger, and specialty stocks may cost more