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West is connecting real people with big ideas
by advancing technology-enabled communications.
We are pioneering new ways to interact, to
engage, to execute business processes and
transactions. We are changing the way we work,
which is improving the way we live. We are a
collective effort of enterprise and individuals,
of communities and customers, of partnerships
and families. We are the sum of our entire
organization – the result of brilliant ideas, dedication
and the hard work of people who share our vision.
We are at the core of a technology and
communications engine that is changing the world.
We connect. We deliver. We are West.
3
Questions? Contact your LOB marketing leader or call 1.800.841.9000. Email questions to [email protected]
elcome to West. The West
brand, over the course of three
decades, has evolved to represent an
essential component of community and
commerce: communication. Through
technology-enabled communication,
we have connected with and welcomed
customers, clients, partners, businesses,
organizations and groups the world over.
By providing a global communications
conduit, we have empowered our
communities and customers to grow as
a whole – economically, educationally,
personally and professionally. West
is about building business. West is
about building community. West is
about building trust. We are part of a
larger initiative that relies on powerful
collaboration, clear communication, and
the ability to connect on every level.
W
From Our CEO and COO 6
Our Lines of Business 8
The West Story 10
The West Brand Architecture 14
Brand Positioning 18
The West Brand Voice 22
Brand Assets 28
The West Brand Design Style 30
Our Logo 32
Colors 40
Iconography 42
Imagery 44
Fonts 45
West Brand Applications 48
West Brand Digital Applications 56
Legal Use of Our Name and Logo 62
West Brand FAQs 63
The West Brand Criteria 66
From Corporate Marketing 67
The West brand playbook provides an introduction to the West brand: who we are, where we’ve been, what we believe and how we differentiate our company and services.
It also acts as your field guide to the many important assets that comprise our visual identity, from our logo and color palette to imagery and messaging. Here, you’ll learn more about the ideas behind these assets, and you’ll find instructions for correct, consistent usage that apply no matter how big or small a project may be.
As a keeper of the West brand, you have both the responsibility and the opportunity to present our brand in a way that reflects our mission as one, unified company. Thank you for taking the time to read this playbook and put its guidelines to use.
From Our CEO and COO
Over the last several months you may have heard the
term “One West” throughout the organization. This term
was initially coined for the rebrand initiative but has
come to mean much more.
Branding is a component of “One West” and will lead
the way as a framework for integration, but the idea of
coming together as an organization is what we would
like all of us to focus on.
In the next few months you will continue to see and
hear concepts around the term “We” and “One West.” It
is critical to consider this concept in what you do every
day. One West is about a collective effort of enterprise,
individuals, communities and customers, coming
together to show what “We” can do to make better
connections and drive successful growth.
In order to continue to grow and compete in the
marketplace, we cannot think, operate, or brand as
individual companies. We are a unified front, where the
sum of our parts is truly the best version of West.
This brand playbook is a first step in looking like, and
communicating as, one company. It sets a framework
that all of us can work within, and will continue to
evolve and grow along with our business. The goal
of the playbook is to build clarity, consistency and
continuity around the West brand and who “We” are
as an enterprise in the marketplace.
In order for our clients and prospects to understand the
total value of what West can offer, “We” as a company
need to have a strategic, defined framework for how
our offerings fit together, how we reference and
describe our offerings, how we cross-sell, and how
we go to market with the broader vision of West.
Our playbook is designed to accommodate this shift
and focus on a bigger, better story to drive larger
conversations and revenue across lines of business
and at every level of our organization.
We encourage you to read this document thoroughly,
study the nomenclature and apply it in your daily
interactions. Thank you in advance for embracing this
change and for being part of this exciting initiative.
Sincerely,
Tom Barker Chief Executive Officer and Chairman of the Board
Nancee Berger President and Chief Operating Officer
6
Through our five lines of business, West
provides solutions that help our clients more
effectively communicate, collaborate and
connect with their audiences. We are delivering
technology to make life easier. We are creating
stronger, more valuable connections.
Our Lines of Business
8
UNIFIED COMMUNICATIONS SERVICES
Our Unified Communications Services line of business
provides scalable solutions that transform the way
our clients communicate with employees, customers
and beyond.
As the world’s largest conferencing provider, West delivers
on-demand audio conferencing, web collaboration tools
and video webcasting services. By integrating these
solutions, we are helping our clients facilitate more
productive meetings, create stronger connections and
increase engagement in audiences around the world.
The West cloud-based unified communications as a
service (UCaaS) solution allows our clients to transform
the way their businesses work. By outsourcing their
telephony and network infrastructure, coupled with
powerful collaboration tools, our clients can realize
efficiencies across their organizations.
INTERACTIVE SERVICES
Our Interactive Services provide a multi-channel
approach for our clients to connect with their
customers. Consumers want to choose the ways in
which they receive information from the companies and
organizations with whom they interact. West combines
over 20 years of voice technology expertise with text,
email, push notifications, fax, video, web, social media,
hosted contact center and mobile capabilities.
West gives organizations in a variety of industries the
power to reach and notify their customers, subscribers
and constituents quickly and efficiently. Last year, West
received or delivered approximately four billion calls
and data messages. Our solutions are used by most of
the utilities in the U.S. to alert customers and respond to
power outages; by the majority of the K-12 school districts
in the U.S. to inform parents of important announcements;
and by healthcare providers and retail pharmacies to send
reminders to patients.
SAFETY SERVICES
West plays a critical role in connecting citizens with first
responders during an emergency. We provide the location
database for the majority of the 9-1-1 calls made in the
U.S. – determining where the calling party is located and
which responder should be dispatched.
We are delivering and advancing technology to make life
safer through our Next Generation 9-1-1 solutions. These
solutions significantly expand the information available to
first responders by providing citizens and organizations
the option to share relevant data and the ability to text and
send photos and video to 9-1-1 centers.
TELECOM SERVICES
West provides toll-free origination, termination and
telephone number services to telecommunication
carriers. We are the leading independent provider of
toll-free origination in the country.
This comprehensive network provides us with
opportunities to strengthen the relationships we have
with our clients and vendors and develop new services
as our clients transition to Internet protocol technologies.
SPECIALIZED AGENT SERVICES
We combine highly skilled and trained subject matter
experts with proven analytics and technology to offer
our clients Specialized Agent Services. We have a
deep understanding of agent-based solutions and are
focused on the fast-growing healthcare market for this
line of business.
We are the leading independent provider of healthcare
advocacy products and services to employees of
large organizations. West also helps health insurance
payers improve cash flow by identifying and returning
overpayments. Additionally, we offer business-to-
business sales with a focus on increasing our clients’
market share and improving customer relationships.
9
The West Story
West’s rich history can be summarized as a
constant, passionate dedication to service.
Since our inception, we’ve been focused on
growth by listening to our clients, identifying
specific needs, crafting viable solutions – and
deploying, supporting, adjusting and adapting
those solutions for other markets.
Our employees are a vital part of our past and future.
Our company is built on your ideas, and our ongoing
success depends largely on the talent, enthusiasm
and collaboration of team members like you.
1992
99
02
West Telemarketing was an inbound contact center that took calls to sell items advertised on TV like BluBlocker sunglasses, magazine subscriptions and Richard Simmons workout videos.
Infomercials continued to grow in popularity and expand the media options for direct TV advertising. West reached 1,000 employees.
West began offering outbound customer contact services for large-volume sales campaigns.
The company reached over 14,000 employees and processed nearly 400 million minutes of transactions. Revenue in 1996 was over $300 million.
The company added significant call-processing capacity and nine new facilities.
The company name was changed from West Telemarketing to West Corporation to reflect its broader scope of services.
of telephony-related transactions managed.
West made its first acquisition, buying Tel Mark Sales. Followed by two additional acquisitions later that year.
West entered the conferencing services business by acquiring InterCall and ConferenceCall.com Furthering the company’s focus from its traditional labor-intensive business to platform-based businesses.
West Corporation started as West Telemarketing in Omaha, NE by Gary and Mary West.
86
90
88
96
98
01
03
West acquired a new headquarters building in Omaha.
2000
West was awarded its first patent.
IN RE VENUE
minutes of telephony- related transactions
for the first time in company history
transactions minutes processed
over
revenue exceeded
more than
$500
MILLION
1 BILLION
$100M
6 BILLION
12.6 BILLION MINUTES
West went public with a valuation of
$1.4B
West built a new state-of-the-art Network Operations Center to monitor and manage millions of calls each day.
West launched its Interactive platform, which grew rapidly with the company processing long-distance calls for users of prepaid calling cards.
89
10
09 10
West’s growth earned it a spot on the Fortune 1000 list for first time and #68 in the Business 2.0 list of the Top 100 Fastest Growing Technology Companies.
West made three acquisitions to grow its international conferencing business and its safety services business.
West had two more acquisitions in its conferencing services business.
West acquired SKT, which added unified communications services to the company’s lines of business.
West made six acquisitions in 2011, adding capabilities to its alerts and notifications, unified communications, conferencing services and safety services lines of business.
Gartner, Inc. positioned West in the Leaders Quadrant of its “Magic Quadrant for Unified Communications as a Service (UCaaS), North America.”
West announced participation in a five-year study to explore new technologies that automate patient care outside of hospitals and doctors’ offices with the Gary and Mary West Health Institute and Vanderbilt University Medical Center.
West acquired Health Advocate. This acquisition significantly strengthened West’s capabilities to serve the healthcare market.
05
07
06
08
14
04
The company grew its alerts and notifications business with two acquisitions in 2007.
2015
IN RE VENUEBILLION
$4.2 BILLION
West went public with a valuation of
$5.2B
$1
12
11
13
Forbes named West to the Platinum 400, the magazine’s list of the best big companies in America, and InterCall was recognized by Frost & Sullivan as the Audio Conferencing Service Provider of the Year.
The acquisition of Sprint’s conferencing services assets firmly placed West in a leadership position within the conferencing services industry.
West acquired Intrado, North America’s primary provider of 9-1-1 infrastructure systems and services.
West went private through a recapitalization of the company by two private equity firms. The transaction valued the company at revenue
exceeded for the first time in company history
$2B
Gartner, Inc. positioned West in the Leaders Quadrant of its “Magic Quadrant for UCaaS, North America” for the third consecutive year.
West acquired HyperCube, adding telecom services to its lines of business.
West acquired 9-1-1 Enable, a provider of emergency communications solutions for IP-based enterprise customers across the U.S. and Canada.
West acquired SchoolMessenger and SchoolReach.
And West acquired SharpSchool, a leading provider of website and content management solutions for the education market.
The transformation of West from a labor-intensive to a platform-based business is complete after selling several agent services businesses. A divestiture that helps position West as a leaner, more focused, faster growing company with better profit margins.
West acquired Magnetic North, Ltd., a leadingU.K.-based provider of proprietary hosted customercontact center and unified communications solutionsto enterprises.
West completed the acquisition of ClientTell, Inc., aprovider of automated notifications and lab reportingservices to the healthcare industry.
11
96%of the value of the Coca-Cola brand is based on intangible assets, such as levels of awareness, knowledge and specific image attributes.
Interbrand
13
Questions? Contact your LOB marketing leader or call 1.800.841.9000. Email questions to [email protected]
The West Brand Architecture
West has moved to a more fluid, broad-based offering
designed with our customers in mind. In order for
our customers and prospects to understand the total
value of what West can offer, “We” as a company need
to have a strategic, defined framework for how our
offerings fit together, reference each other, sell with
one another, and market to the broader vision of West.
Our brand architecture is designed to accommodate
this shift and focus on a bigger, better story at the top
to drive larger conversations and revenue – across lines
of business, and at each level of the hierarchy.
Sales and marketing will have opportunities to promote
Service Offering Platforms across lines of business or
product platforms and suites within the specific solution
sets. We will also highlight key strategic verticals as
“Centers of Excellence” that span the breadth of our
lines of business.
This structure is simple, flexible and focuses on
making West easier for our employees, customers
and prospects to understand and articulate
“We are West.”
MISSION LEVELONE COMPANY • ONE BRAND
SERVICE LEVELTHE VALUE SALE
VERTICAL LEVELINDUSTRY EXPERTISE
SOLUTIONS LEVELFEATURES AND BENEFITS
TRANSITION LEVELBRANDING
This is a visual hierarchy, a
breakdown of the different levels
that make up our company.
It provides valuable perspective
on who we are, what we offer
and how it all fits together.
14
MISSION LEVELONE COMPANY • ONE BRAND
SERVICE LEVELTHE VALUE SALE
Unified Communications Services
Interactive Services
Safety Services
Specialized Agent Services
Telecom Services
VERTICAL LEVELINDUSTRY EXPERTISE
Cable and Satellite Education Financial Services Government
Industrial Goods and Manufacturing InsuranceProfessional Services
RetailTechnology Telecom and Wireless
Transportation Travel and HospitalityUtilities
SOLUTIONS LEVELFEATURES AND BENEFITS
Cloud Contact CenterConferencingDigital MediaDirect Inward DialingGovernment Solutions
IVRMessaging and PresenceMobile MessagingMobilityNetwork Solutions
Professional ServicesSales DesignSales ModelsSales OptimizationTermination Services
Toll Free ServicesVoice and NetworkWireline
TRANSITION LEVELBRANDING 9-1-1 Enable, HealthAdvocate, HyperCube, InterCall, Intrado, School Messenger, SharpSchool, TeleVox, Unisfair,
Magnetic North, ClientTell
WEST LEGACY AND ACQUIRED BRANDS**
WEST SERVICE VERTICALS*
WEST SOLUTIONS / PRODUCTS*
WEST LINES OF BUSINESS / SERVICES
“Vision without execution is hallucination.”Thomas Edison, inventor
*These are working examples and are not all encompassing as to the variety of what West has to offer. **These are examples of acquired brands transitioning to a solutions state in the West portfolio. 15
Questions? Contact your LOB marketing leader or call 1.800.841.9000. Email questions to [email protected]
MISSION LEVEL
We are West. West is the only brand we recognize
as our brand. The alternative – recognizing and
promoting multiple brands – would lead to diluted brand
equity and, ultimately, brand fracture. As a result, it’s
imperative that we view and address West as our one
company and one brand.
In viewing West as an integrated brand, it’s helpful to
consider the “We” of our company. We are driven to
help our clients succeed, innovate and grow. West is an
integral part of a massive economy, a comprehensive
community of employees, consumers, patients,
constituents – people who rely on communications
to live their lives. “We” are not just West. “We” are the
community at large, people working together to push
forward. At this level, we should:
• Convey our unchanging, unwavering brand promise
• Articulate our mission, vision and values
• Deliver on our timeless commitment to improving the end-users’ lives
SERVICE LEVEL
West is comprised of five lines of business (LOBs).
Our capabilities are not delivered in silos. These are
our categorical service offerings that contain solutions,
products and specialized tools that can be combined
and adapted to meet nearly any communications
challenge. These include:
• Unified Communications Services
• Interactive Services
• Safety Services
• Specialized Agent Services
• Telecom Services
On the lines of business or service level, “we” become
more specific in our communication. We are addressing
an audience that wants to know what role we play in
the economy and the community. We are speaking
to and with professionals from varying backgrounds
– highly educated experts who are immersed in their
respective fields, while also assuming the role of
consumer, patient or constituent. They’re people who
appreciate the depth and breadth of our services, and
want a quantifiable understanding in return. At the
Service Level, we’re focused on:
• Campaign level messaging that delivers value to a targeted audience
• Articulating benefits to an end-user that can be correlated with the service
• Constructing sales conversations that establish an enterprise landscape tying back to one company, one brand
• Communicating relevant capabilities quickly that drive and accelerate results
SOLUTIONS LEVEL
West’s products and solutions are track-tested, robust
tools that make up a configurable system designed
to help businesses and professionals communicate
more efficiently and effectively. Whether it’s providing a
single product or delivering an entire suite of services
at an enterprise level, we are there to support our
clients and enable them to build stronger relationships
with their customers. At this level, we will:
• Deliver a dynamic tactically focused pitch that can continue to change and evolve
• Create a viable entry point to a larger value-based conversation
• Get into the weeds, explaining important product and platform details
• Convey relevancy at a micro level through our technology platforms
16
VERTICAL LEVEL
Our robust offerings serve a number of growing
industries, which is why we must come equipped with
the industry knowledge and understanding required to
apply engagement and connect our areas of practice.
We earn the trust of our audience by communicating
with them the same way they communicate with each
other – speaking their language. With technology-
enabled communications as our common thread, it’s
important that we convey a sense of confidence in
both our own area of expertise and how it applies to
our clients’ and prospects’ worlds within a particular
vertical. We will accomplish this by:
• Listening to our prospects, our clients, our clients’ customers and their ever-changing needs
• Drawing on our own range of functional and industry expertise from our offices around the globe
• Presenting a broad and deep tool set that includes service and support
• Showing statistical, quantifiable understanding of a specific industry or vertical
• Understanding a client’s challenges and connecting with their customers’ needs
• Delivering tangible, quantifiable, comparable results within each industry
• Staying true to our brand, keeping in mind that we are still West – a technology company that brings communications expertise to every vertical
TRANSITION LEVEL
We are greater than the sum of our parts. Our strengths
yesterday have enabled us to widen our reach today
in terms of services under our umbrella. This has
enabled us to go further tomorrow into other industries
and verticals. Our clients’ and their customers’ needs
come first. If we don’t have what is needed, if there is
a better solution that already exists, or if development
is required, we will find a way to deliver. Our history of
acquisitions has onboarded industry leading brands
such as Intrado, InterCall, TeleVox, and many more.
In order to support our “One West” commitment and
maintain the equity and power behind these names, like
the architecture, we have developed a productization /
solutions strategy to leverage them through a
transitional stage.
• Co-association with the parent brand during a transition phase of no longer than 12 months
• Present a clear distinction between brand and product
• Present a clear connection between product and client
• Deliver stronger products, services and solutions by leveraging the strength of a communications giant and technology leader
• Cross-pollinate products – escalate the enterprise conversation and maximize connections to accelerate growth
“If your brand looks consistent, people will assume that what you deliver is consistent.”Sammy Blindell, marketing expert and speaker
17
Brand Positioning
OUR MISSION
West is connecting the ideas, the innovation,
the enterprise and the individuals that make
things happen. We develop technology-
enabled communications that change the way
we work and improve the way we live. We are
pioneering new ways to interact, to engage, to
execute business processes and transactions.
We are a collective effort of enterprise and
individuals, of communities and customers, of
partnerships and families. We are the sum of
our entire organization – the result of brilliant
ideas, dedication and the hard work of people
who share our vision. We are at the core of a
technology and communications engine that
is changing the world.
We connect. We deliver. We are West.
18
OUR VALUES
As West employees, our corporate values guide our
decisions every day. You are the face and voice of our
brand and company with every interaction you make on
behalf of West. When making decisions relating to our
clients, prospects or interactions with our colleagues,
use these values as a compass for positive experiences
and results.
BE ACCOUNTABLE
What we do at West is depended upon by millions of
people worldwide and affects the way we communicate
in every aspect of our lives. We are accountable to each
other. We are part of a global responsibility to connect
and deliver the communications we rely on everyday,
every hour and every second – especially when every
second counts. Your attention to detail in every aspect
of your career at West is what differentiates us in
the marketplace. We own our actions with ourselves,
our teams and our clients. Mistakes happen, we take
responsibility, better the situation and always strive for
the best possible result.
DRIVE PROACTIVE IMPROVEMENT
We are constantly evaluating, learning and improving –
on our processes and results. On behalf of our clients,
we identify and meet business and operational needs
early and often. We anticipate potential problems, make
constructive recommendations and always look for ways
to enhance outcomes. Through innovation and strategic
thinking, we’re focused on the growth of our clients,
actively working to deliver the solutions, services and
strategies that can help them expand their reach and
foster more meaningful connections.
ALWAYS STRIVE TO EXCEED EXPECTATIONS
We are always striving to differentiate ourselves by
delivering superior service and solutions. In technology
and communications, performance is the benchmark
by which all other things are measured. Our people,
our products and our services are held to the highest
standards. We continuously meet and exceed
expectations, and provide an environment in which we
encourage each other to reach higher.
ACT WITH A SENSE OF URGENCY
We are committed to stepping up, reaching out and
following through with our responsibilities in a timely
manner. We respond quickly – always staying calm under
pressure. In an industry that values agility and speed, we
are poised to act swiftly, yet remain strategic.
WORK COLLABORATIVELY
As a team, we are one in our efforts. We value
cooperation and understanding among our diverse
work groups, recognizing and appreciating every unique
perspective and contribution. We are the sum of our
collective assets and efforts. Better together, the entire
West team builds our enterprise as a unified front.
We encourage collaboration and teamwork at every
level of our organization, understanding that the best
and brightest ideas come from the combined efforts
of talented individuals. One Company. One Brand.
One West.
“Companies that enjoy enduring success have core values and a core purpose that remain fixed while their business strategies and practices endlessly adapt to a changing world.”James Collins and Jerry Porras, analysts
19
Questions? Contact your LOB marketing leader or call 1.800.841.9000. Email questions to [email protected]
THE WEST BRAND PROMISE
Technology, by definition, faces the constant challenges
of complexity and obsolescence. At West, we are
dedicated to delivering and improving upon new
channels, new capabilities and new choices for how
businesses and consumers collaborate, connect and
transact. We operate at the scale and speed necessary
to capitalize on the promise of emerging technologies
and the advantages they will provide. It is our business to
deliver reliable, scalable, productive communications and
build smarter, more meaningful connections.
We live it every day, from saving lives, to saving time and
money. We can serve as an extension of your brand
or expand your network. West is the backbone of a
communications platform that is connecting the world,
and has been from the beginning.
At West, we promise to keep designing and delivering
the services that grow businesses, save lives, enrich
communities and empower great user experiences.
We connect. We deliver. We are West.
“Making promises and keeping them is a great
way to build a brand.”Seth Godin, best selling author,
entrepreneur and marketer
20
TAGLINE
The West tagline serves as an extension of our
brand promise and a constant reminder of our role
in the marketplace and our obligation to clients.
It speaks to our identity, not only as West employees,
but as consumers of the very technology we provide.
This position allows us to empathize with end users and
better connect with our clients.
Finally, it conveys confidence in our ability to deliver the
scalable, productive communications and meaningful
connections we’re known for – and that our clients
expect from us.
We are the people we serve. Above and beyond our
role as West employees, we are community members,
patients, parents, constituents and customers.
We consume the very technology we provide, which
allows us to better understand how to help our
clients succeed.
We connect the ideas, the innovation, the enterprise
and the individuals that make things happen.
We have the knowledge, drive and resources to deliver
reliable, scalable, productive communications and build
smarter, more meaningful connections.
Our tagline summarizes our purpose and unites our
company. It should be used as a differentiator on
appropriate pieces of communications and always in
this format (refer to page 32).
21
Questions? Contact your LOB marketing leader or call 1.800.841.9000. Email questions to [email protected]
TONE OF VOICE
Tone of voice is not what we say, but how we say it. It
is how we express our brand’s personality, our values
and the people behind our brand. Our tone of voice
goes hand in hand with our core values and our value
propositions – the foundational elements of our structure
as a technology-enabled communications company.
It is important we create and deliver consistent
messages that sound like West, what we stand for and
what we may be like to work with – both in words and
images. Consistency is a cornerstone of building trust
with our clients. We craft our tone the same way we craft
our service, and ultimately our brand – designed to allow
the character of our business to speak loud and clear.
The words we choose, their order, rhythm, style and pace
should always assist in capturing our brand story. Our
brand messages should be written and conveyed in a
way that reinforces our culture of innovation, reliability,
customer focus and diversified technologies that allow
us to empower our communities and our customers to
change the way we work and improve the way we live.
Proof points to help you bring the West tone of voice to
life accompany our core messages provided here. These
are simply meant to provide a starting point for us to
connect audiences with the strength of the West brand.
“Clearness is secured by using words that are current and ordinary.”Aristotle, philosopher
CORE MESSAGING
We connect. We deliver.
We are part of this. We understand the connections we
deliver impact more than our clients or their customers.
They impact all of us. So, we are active participants in the
dialogues we create. “We” are part of the conversation.
We use every resource available to go beyond the
expected. We know there is more than one solution
to any problem. We communicate our understanding
of multiple outcomes to provide context to the one we
know will gain ground more quickly.
West connects real people with big ideas by
advancing technology-enabled communications.
We are innovators, continuously developing solutions for
tomorrow that connect with and welcome customers,
businesses and professionals around the world.
West is about building commerce and community,
building trust and empowering the world to
grow as a whole – economically, educationally,
personally and professionally.
We are part of a larger initiative that relies on powerful
collaboration, clear communication, and the ability to
connect on every level.
WRITING STYLE GUIDELINES
Understand what our audience needs – Construct
targeted and relevant messages based on our audiences
needs. Articulate the problem statement first, and pay
off with an appropriate West value proposition and
how we solve the the audiences pain. Use a style that’s
appropriate to both our readers situation and context.
Always strive for an emotional connection by showing
empathy and true understanding of their pain points.
The West Brand Voice
22
Sample copy: Patient populations, aspirations and
challenges are unique to every healthcare organization.
We understand the issues our technology-enabled
communications work to solve and how they fit together
in the healthcare market. We take time to listen so we
can recommend the right solutions that deliver the
outcomes you need and your patients deserve.
Be persuasive – Messaging should capture the
attention of our audience. The headline, words, phrases or
paragraphs can all be used to persuade the reader to take
a specific action. Using present tense and logic drives a
sense of urgency and connects to positive outcomes.
Sample copy: It is essential healthcare providers
have access to the right information, at the right time.
Our patient-centered solutions connect technology
and analytics to deliver better decision-making and
proactive health care. We convert health data into
health intelligence – keeping your patients and your
bottom line happy.
Use clear and concise language – Clarity creates a
mutual understanding between West and our customers.
Our values were built around simplicity and are driven by
our commitment to our clients. Inform and educate with
as much precision as possible.
Sample copy: Individuals with a higher well-being
are healthier, higher performing and less costly.
Our patient-centered solutions address your total
population, keeping healthy people healthy, reducing
costs, optimizing care and improving retention rates.
MESSAGING GUIDELINES
• We speak in the first person plural, because what we do and say impacts all of us.
• We choose words that are widely understood.
• We tell relevant stories.
• We back ourselves with solid, sourced data.
• We avoid jargon.
• We spell out acronyms in the first mention.
• We avoid abbreviations.
• We avoid slang.
• We are professionals.
• We speak at our audiences level of sophistication.
• We speak first as West, then translate to the language of a particular vertical.
• We bring emotion to our words and strive for real connections.
• We humanize our technology to the end user.
West marketing leaders are available to assist all of us
in better understanding and bringing our tone of voice
to life in our communication efforts.
23
Questions? Contact your LOB marketing leader or call 1.800.841.9000. Email questions to [email protected]
PRACTICAL USAGE
“So, what do you do?”
In our messaging section, we offer details on how to
talk about West in the context of print messaging and
online content. But the way we represent our company
in conversation – at tradeshows, in meetings and in
everyday encounters – is just as important. It shows
peers, clients and prospects that we’re confident
in our mission and able to explain West’s purpose
through the lens of real-world needs.
Below, you’ll find a breakdown of how you should
verbally present West, from our high-level purpose to
the tactics we employ to accomplish our mission.
Presenting West in Conversation
1. Mission level 1: We are West. This is who we are at the highest level – our
mission in action.
2. Mission level 2: Your Line of Business
Introduce your line of business in the context of
its relatable, real-world purpose. What do you
do for people on a meaningful, universally
understood level?
3. Benefit level How your line of business serves others – clients
and everyday people alike.
4. Tactical level The services and tools you employ within your line
of business to provide those benefits.
24
Example: Safety Services employees
This is an example of the hierarchical breakdown that
a West employee within the Safety Services line of
business could utilize. If you work within a different
line of business, use this example as a model for your
own introduction.
1. I work for West Corporation. We’re a
communications technology company dedicated
to helping business and consumers find new,
innovative ways to connect.
2. Our Safety Services line of business is focused on
saving lives.
3. We do this by providing a variety of enterprises
with the most robust emergency communication
technology available, helping them operate more
efficiently, respond faster and help more people.
4. We’re able to deliver on our mission by providing
Next Generation 9-1-1 solutions, location-
determination solutions for wireless carriers, Public
Safety Call Handling solutions and more.
“Whatever you are, be a good one.”
- Abraham Lincoln
25
Questions? Contact your LOB marketing leader or call 1.800.841.9000. Email questions to [email protected]
Brand Assets
In this section, you’ll be introduced to the building blocks
of our brand – assets that are essential to every visual
representation of West. From our logo to our color
palette and all of the details in between, they create our
identity and establish a vital sense of continuity within our
communications efforts. The next several pages will explain
the importance of these assets, provide a framework for how
to use them and offer examples that can serve as a helpful
guide for integration and application of the brand.
BRAND COMPLIANCE
The 5|5|5 Rule – If your project falls into one or more of
the following categories, you are required to consult with the
corporate marketing department regarding brand compliance
as outlined on page 60. This rule was established in an effort to
leverage economies of scale across West and drive continuity.
• Costs more than $5,000
• Over 5,000 impressions
• Shelf life of longer than 5 months
“Your brand is the single most important
investment you can make in your business.”
Steve Forbes, editor-in-chief of Forbes
28
Questions? Contact your LOB marketing leader or call 1.800.841.9000. Email questions to [email protected]
The West Brand Design Style
Essential to any strong brand is a defined design style
that speaks a company’s mission, establishes
its position in the marketplaces and offers a sense
of continuity across all communications. At West, we
are able to create a consistent branded look by
adhering to these visual hallmarks of West design:
1. Consistent and appropriate use of the designated West color palettes
2. Visually interesting asymmetrical grids
3. Dynamic use of scale between graphics, images and overall layout
4. Graphics and images that tell a story
5. Using bold color and imagery to grab attention and stand out
6. Purposeful graphics, avoiding superfluous design elements
7. Use of negative space as a key design element
8. Consistent use of compliant fonts
9. Layouts that create a natural flow for the viewer
10. Modern, relatable imagery representative of today’s standards, e.g. phones, computers, apparel, furniture, hairstyles, vehicles...
11. Use premium papers and printing techniques whenever possible, e.g. spot varnish, spot UV and metallic inks
To the right are several examples of existing layouts
that adhere to the standards established for the
West brand.
“Design is the silent ambassador of your brand.”Paul Rand, graphic designer
4.
7. 11.
2. 3. 10.
9. 10.
30
Business connections are
happening everywhere.
west.com | 800.841.9000
I N T E R A C T I V E S E R V I C E S
Managed Proactive Notifications
ENGAGE CUSTOMERS WHEN THEY WANT, HOW THEY CHOOSE
Proactive multi-channel solutions empower enterprises to generate stronger
customer engagement and productive, lucrative results. By learning user
preferences and developing data-driven conversations using hosted
technology, you can personalize automated interaction to deliver exactly
what your customers want.
• Notify and Remind
• Interact more frequently and efficiently with a broader audience• Maximize response rates• Reduce operational costs of inbound customer service
• Personalize and Converse
• Provide customers choice and control• Strengthen education, retention and advocacy• Improve care effectiveness, survey participation, collections results
and satisfaction scores• Decrease opt-out rates
• Coordinate and Manage
• Reduce development, maintenance and compliance costs • Easily administer campaigns and ad-hoc messaging• Streamline communication touch-points across your enterprise• Ensure opt-in consent and regulation compliance
With cloud-based infrastructure and fully managed service, you are
free to focus on your core business objectives and trust experts to
help guide outreach strategy, quick implementation and integration,
and ongoing optimization.
Customers want brands to reach them where they are, on their terms,
with relevant and timely information. As rules of conversation change
all the time, it can be tough to confidently keep pace with technology
advancements, user preferences and compliance regulations.
• Assess your customer experience to develop an outreach strategy
• Integrate new and existing technology
• Allow customers to manage their preferences
• Configure message types, channels and schedules
• Administer notifications based on customer consent, choice and need
• Engage and respond promptly, when appropriate
• Optimize business rules with real-time and historical data insight
How It Works
Raise customer satisfaction & NPS
1/2cut in need for live contact center resources
80%reduction in inbound calls
Thirsty for change?
Then you’ll find this refreshing.
We’ve updated the West brand,
and now it’s bigger and better
than ever. Enjoy a cold beverage
to celebrate!
4. 7.
3.
2. 3. 7.
4.2.
2. 9.
1.
9.2.
6.
10.
31
Our Logo
As our brand evolves to represent our growing company,
one key brand asset remains distinctive: the West
logo. Our logo is strong and simple, and it serves as a
well-recognized and respected anchor for every piece
we create. It is the only symbol that truly unites us as
one company and should never be altered beyond the
guidelines given here.
REGISTERED TRADEMARK
The West logo is a registered trademark. The registered
trademark symbol appears with the logo in every use.
The ® will appear the same color as the word “west”
within the logo. The ® can vary in size depending on the
application. Please reference page 62 or consult with
marketing regarding the correct sizing in special cases.
The West logo is the most
fundamental and essential
brand asset we have. It
should be thought of as
a piece of art and should
not be recreated or altered
in any way.
The line weight of the "square" enables the mark to reduce to small onscreen sizes without breaking or anti-aliasing.
The "w" of the wordmark is centered on the vertical line of the square.
The "west" wordmark is centered vertically by center mass.
When aligning the mark use the left and right edges of the “square”.
The registration mark is always to appear with the logo, but can vary in size per application.
PMS 485 C
CMYK
0, 100, 100, 0
HEX ed1c24
PMS Black C
CMYK
0, 0, 0, 100
HEX 000000
32
ACCEPTABLE LOGO FORMATS
1. FULL COLOR
The two color spot logo should be used when printing
in spot color is possible (CMYK can be used when
spot is unavailable).
2. FULL COLOR REVERSE
When using the logo on a dark background – we
have developed a reverse version that keeps the
red “square”. Please use this reverse version that
maintains the red “square” when using the logo on
a dark background that contrasts nicely with red.
3. REVERSE
If the background does not contrast strongly with
the full-color logo, the white version of the logo
should be used.
4. BLACK
When the color versions can not be utilized, use
the black logo.
To obtain the appropriate art files, please contact
your respective marketing leaders or email
1.
2.
3.
4.
33
Questions? Contact your LOB marketing leader or call 1.800.841.9000. Email questions to [email protected]
LOGO AND TAGLINE
The West tagline should always be viewed as a piece
of art, whether it’s used in conjunction with the West
logo or alone (unless being used in headlines or
bodycopy). When used with the West logo, there is
a specific, pre-determined way to position these two
assets next to each other.
Whenever possible, the tagline should be placed
to the left of the logo, at a distance equal to half
the height of the red square. Alternate logo tagline
lockups are available for use when the preferred
version will not work in the layout or application.
LOGO SIZE
The full-color West logo should never be used smaller
than .375 inches wide. And the logo with the tagline
should not be used smaller than 1.75 inches in width.
AREA OF NON-INTERFERENCE
The area of non-interference around the logo prevents
any nearby text or graphic elements from interfering
with legibility. The maximum amount of space is
always preferred. The minimum space is equal to half
the height of the “square” in the logo.
.5X
.5X
.5X
.375” 1.75”
X
.5X
.5X
34
We connect. We deliver.
Safety Services
INCORRECT LOGO USAGE
To the left are examples of incorrect logo and tagline
usage. Please use them as a guideline for what
NOT to do.
• Do not rotate or tilt the logo.
• Do not stretch the logo.
• Do not type the tagline. Treat it as a piece of artwork.
• Do not alter the colors or font of the logo or tagline.
• Do not place the logo in a tight box.
• Do not put effects (i.e. glow) behind the logo.
• Do not recreate the logo.
• Do not create new versions of the logo by forming a lockup (the logo next to a wordmark) with the title of a line of business or any other word.
35
Questions? Contact your LOB marketing leader or call 1.800.841.9000. Email questions to [email protected]
ALTERNATE LOGO APPLICATIONS
There are many instances when the West logo
must appear on mediums other than in traditional
marketing. Event promotion, temporary and
permanent signage, textile applications, sponsorships
and incentive items are just a few of the opportunities
to communicate the West brand. It is important that
we maintain consistency in these applications as well.
West will provide the standards outlined in this
document, as well as approved files and proper
oversight when partner/vendors are working with
our brand. It is important that the logo is reproduced
properly and it is the responsibility of everyone
at West to ensure consistent application of our
branding elements.
Some preliminary guidelines:
• Always provide Pantone (PMS) colors for matching. Vinyl-cutters, screen-printers, sign-makers and embroiderers will have the ability to match their production materials to the Pantone Matching System.
• One-color logos are recommended for material applications where the background colors, imagery or patterns might not be complementary to our two-color logo. For example, if your group is sponsoring a charity run, the promoters may be producing green t-shirts. In this instance, the one-color reversed (white) version of the West logo is appropriate.
• The registration mark can only be removed in instances where it will reproduce illegibly.
• The value (lightness or darkness) of the background or substrate will determine the use of a dark or light logo.
• It is okay to leverage complimentary materials and finishes such as glass, metal, masonry and wood, as long as these finishes are relatively close to brand standards.
36
After two decades of watching marketers devote the majority of their energies, creativity, and budget to product-level brands, we are now seeing a rapidly growing focus on corporate branding. Previously relegated to the sphere of investor relations and corporate social responsibility, across industries there is now a new mandate to tell a story at the corporate level. Major companies, whether in B2B or B2C, are all stepping up their corporate brand building, reinventing this 1970s-era strategy, but for new reasons evolving from today’s business imperatives.Sense Perspective, Lippincott
38
PRODUCT AND SOLUTION MARKS
In order to present a single, powerful unified company,
and to avoid diluting our brand equity, it’s imperative
that West is the only brand we recognize as our brand.
We are one company. One brand. One West.
When your company becomes part of West
Corporation, your logo will transition to a wordmark
that appears as a piece of the overall West brand.
Company names will be typeset in our corporate font.
This visual tie will allow you to leverage existing equity
in the name while establishing your company as an
integrated piece of the one, unified West brand.
In addition, if your company name is associated
with a specific product or solution platform, we will
determine on a case by case basis whether the name
has merit during a transition phase and assign specific
designations by the adding the terms “product” or
“solutions” to the wordmark.
Unified Communications Services
InterCall Solutions
39
Our primary and secondary color palettes are
strategically designed to accommodate the unique
needs of our lines of business and are built to
represent the colors consumers have come to
associate with specific industries. For example,
healthcare providers have found that cool palettes
convey a soothing, calming and clean effect more
conducive to healing, while operators in fast-moving,
tech-focused fields have seen success with oranges
and reds.
The overall West palette is consistent in tone and
saturation, and the possible combinations within the
palette can be created to present varied, yet brand-
compliant, color schemes for different areas of
the business.
Due to inconsistencies in RGB mixes between
various mediums, please use hexadecimal colors.
Color applications such as embroidery and vinyl
must match the Pantone (PMS) colors as closely as
possible. Provide PMS colors to vendors for matching.
1. PRIMARY
These are the individual colors that make up the
primary color palette. Red unites us as a company and
acts as a base for everything we design. In addition, the
neutrals in our color strategy present relief and provide
bold backdrops for key content.
2. SECONDARY
These are the individual colors that make up the
secondary color palette. This palette can be used in
combination with the primary palette to add depth,
versatility and detail, helping to achieve the appropriate
tone for a particular audience or line of business.
Colors
PMS 138 C
CMYK 0, 42, 100, 2
RGB 245, 160, 26
HEX f5a01a
PMS 7406 C
CMYK 0, 21, 100, 0
RGB 248, 199, 15
HEX f8c70f
PMS 654 C
CMYK 89, 66, 8, 34
RGB 27, 68, 120
HEX 1b4478
PMS 1665 C
CMYK 0, 80, 100, 6
RGB 228, 85, 32
HEX e45520
PMS 716 C
CMYK 0, 66, 100, 0
RGB 244, 119, 33
HEX f47721
PMS 539 C
CMYK 92, 63, 0, 75
RGB 0, 27, 70
HEX 001b46
PMS Violet C
CMYK 89, 100, 0, 0
RGB 73, 47, 145
HEX 492f91
PMS 2415 C
CMYK 35, 100, 35, 10
RGB 159, 31, 99
HEX 9f1f63
PMS 2935 C
CMYK 100, 68, 0, 0
RGB 0, 93, 172
HEX 005dac
PMS Cyan C
CMYK 100, 12, 0, 0
RGB 0, 158, 225
HEX 009ee1
PMS 7545 C
CMYK 19, 2, 2, 59
RGB 104, 121, 130
HEX 687982
PMS 347 C
CMYK 100, 0, 85, 3
RGB 0, 162, 98
HEX 00a262
PMS 368 C
CMYK 100, 0, 100, 0
RGB 85, 186, 71
HEX 55ba47
PMS 7543 C
CMYK 12, 2, 2, 31
RGB 162, 177, 184
HEX a2b1b8
PMS 328 C
CMYK 100, 0, 34, 32
RGB 0, 128, 136
HEX 008088
PMS 326 C
CMYK 86, 0, 38, 0
RGB 0, 178, 176
HEX 00b2b0
PMS 485 C
CMYK 0, 100, 100, 0
RGB 225, 38, 28
HEX ed1c24
PMS Black C
CMYK 0, 0, 0, 100
RGB 0, 0, 0
HEX 000000
PMS 7546 C
CMYK 22, 2, 2, 90
RGB 46, 57, 63
HEX 2d383f
PMS 7541 C
CMYK 5, 2, 2, 0
RGB 242, 246, 247
HEX f2f6f7
1.
2.
40
COLOR STRATEGIES
To the right are seven sample color schemes created
by combining individual colors from the primary and
secondary palettes. Each monochromatic color scheme
has been built to show the appropriate ratios of a focal
primary color vs several accent colors, as well as a
palette of “neutral” West brand colors.
When designing for a specific project, choose your
color schemes based on the tone and emotions you
want to evoke. You can utilize the characteristics listed
next to each scheme as a guide.
These color schemes do not designate specific lines of
business. They can be used enterprise wide. They can
be used interchangeably, but not together.
RED
• Striking
• Authoritative and powerful
• Forward-thinking confidence
• Creates urgency
ORANGE
• Conveys energy and optimism
• Piques interest
• Value and efficiency
• Associated with social interaction
BLUE
• Friendly, welcoming, approachable
• Conveys trust and sincerity
• Safe and calming
• Conveys interpersonal connections
NAVY
• Consultative and intelligent
• Trustworthy
• Conveys integrity, security, sincerity and reliability
GREEN
• Tranquility, health, wellness
• Positive growth, progress, forward movement
• Futuristic
NEUTRAL• Seriousness and sophistication • Balance, compromise and
practicality*The colors shown on this page and throughout this manual have not beenevaluated by Pantone, Inc. for accuracy and may not match the PANTONEColor Standards. For accurate color standards, refer to the current edition of the Pantone Color Formula Guide. PANTONE® is a registered trademark of Pantone, Inc.
41
Questions? Contact your LOB marketing leader or call 1.800.841.9000. Email questions to [email protected]
Sometimes the most complex concepts are best
explained with stick people. That’s the basic
premise of effective iconography. A great icon set
is a small system of graphic illustrations reduced to
their simplest form. They are not logos, but rather
a visual way to support bigger ideas.
Inspired by the connections West creates, our
icon set maintains a clean, single line weight.
Using subtle abstractions inspired by their
respective themes, each icon challenges the
viewer to connect the dots and create their own
interpretation. West icons are designed to work
as complimentary background art or as symbolic
representations of literal or abstract concepts.
The simplistic nature of the icons and simple line
weights lend themselves to various sizes and can
easily be overlayed on an image or field of color.
To the right are a number of the icons from our
ever-expanding icon set.
Each LOB will have access to a library of assets
specific to their product solution descriptions.
Work with your respective marketing leaders and
West corporate marketing to establish your icons.
Do not design your own icons.
1.
2.3.
4.
6.
5.
1. Represents West and our five lines of
business, as well as our tagline:
We Connect. We Deliver.
2. Unified Communications Services
3. Interactive Services
4. Telecom Services
5. Safety Services
6. Specialized Agent Services
Iconography
42
Photography, illustrations, graphic images, etc., are a
valuable way to tell a story, and/or fill in the blanks
where written content cannot. Compelling imagery
creates empathy – a connection with an emotion or
situation. The right imagery can provide inspiration and
validate that we have good insights and perspective in
considering our clients and their customers.
West imagery is candid, honest and relatable.
We present believable scenarios in which life and
technology are connected and where people and
businesses are able to maximize the efficiency of
their communications.
Customer-centric organizations understand that
business is happening just as much in the board room
as it is in the coffee shop. Technology is the conduit
allowing them to bring the right people together at the
right time to achieve their business objectives.
Imagery
“Your goal is not to make an image; it’s to make a statement!”
Tom Asacker
44
Consistent use of typography is a critical component
in brand expression. It is as important as consistent
color schemes and graphic treatments in maintaining
continuity in West-branded communications pieces.
The Berthold Akzidenz Grotesk® font family is a
hallmark of our brand, providing a desirable level of
character balance, spacing, readability and engineering
– down
to minute details. Berthold has a variety of weights
and formats and offers you a variety of options when
it comes to your communications layout.
Email [email protected] to receive the Berthold
family fonts for installation on both PC and Mac.
ALTERNATIVE FONT
If Berthold is unavailable, please use Arial as an
alternative font. An approved standard font, Arial font
family is readily available and can be used for such
communications as proposals, PowerPoints, emails
and legal documents.
WEB-FRIENDLY FONTS
When designing for the web, please use Roboto and
Open Sans for headline and body copy, respectively.
The Roboto and OpenSans font families are free
Google web fonts that can be downloaded by visiting
www.google.com/fonts and searching for “Roboto”
and “OpenSans”. These fonts should only be used
on the web.
Fonts
Aa
Aa
Light – ABCDEFGHIJKLMNOPQRSTUVWXYZ
Regular – ABCDEFGHIJKLMNOPQRSTUVWXYZ
Italic – ABCDEFGHIJKLMNOPQRSTUVWXYZ
Medium – ABCDEFGHIJKLMNOPQRSTUVWXYZ
Bold – ABCDEFGHIJKLMNOPQRSTUVWXYZ
Super – ABCDEFGHIJKLMNOPQRSTUVWXYZ
Light Condensed – ABCDEFGHIJKLMNOPQRSTUVWXYZ
Condensed – ABCDEFGHIJKLMNOPQRSTUVWXYZ
Medium Condensed – ABCDEFGHIJKLMNOPQRSTUVWXYZ
Bold Condensed – ABCDEFGHIJKLMNOPQRSTUVWXYZ
Regular – ABCDEFGHIJKLMNOPQRSTUVWXYZ Italic – ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold – ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold Italic – ABCDEFGHIJKLMNOPQRSTUVWXYZ
Arial
Berthold Akzidenz Grotesk
This is a sample headline that uses Berthold Akzidenz Grotesk Medium.This is a subhead that is typeset in Berthold Akzidenz Grotesk Light.
Body copy can be set in any number of Berthold Akzidenz Grotesk faces. Here we have used the regular face for readability in reversed type. The leading and space before and after is provided to give the reader a visual break and emphasize different bodies of copy.
The condensed and super faces of the Berthold Akzidenz Grotesk family should be used sparingly and only when a higher level of emphasis is called for, such as with statistics or brief copy call-outs.
45
Among Forbes’ Top 7 Characteristics of a
Successful Brand are:
Audience Knowledge Uniqueness
Passion Competitiveness
Exposure Leadership
Forbes Insights
Consistency
47
West Brand Applications
Address Line 1Address Line 2
o 000.000.000c 000.000.000e [email protected]
First Name Last NameTitle Line 1Title Line 2
Product or Solution Designation
The address above must always stay locked in this position, as the cap height is aligned with the baseline of the logo.
The product or solution designation copy only
appears when needed.
The employee name and will always be present and locked in the upper left position.
The West logo must not move from this position or change
in size.
west.com
BUSINESS CARDS
Small but unquestionably essential, the West business
card represents you in your absence, introduces our
company to prospects and serves as the very first
encounter many people have with our brand.
The West business cards are designed to look uniform
across all lines of business, varying only where personal
information, an employee’s specific line of business and
a product or solution designation are noted. In the lower
right are examples of how title and product or solutions
integrate. All cards will have a common back featuring
our West tagline and corporate URL. To ensure brand
standards and save time and money, all business cards
will be processed through West procurement.
We have provided two lines for title and LOB designation.
48
“Your brand is a story unfolding across all customer touch points.”Jonah Sachs, author, designer and entrepreneur
EMAIL SIGNATURE
Every email sent within and outside of West
represents our brand, no matter how brief or
seemingly insignificant. Featuring our logo, as
well as an employee’s name, title and contact
information, the West email signature provides
a consistent, useful sign-off. Its setup and
informational hierarchy should reflect the
example shown to the right.
LETTERHEAD AND ENVELOPE
Like the West business card, our company
letterhead and corresponding envelope often
serve as one of the first key interactions the
recipient has with the West brand. West
stationery should always look well designed
and professional, and its appearance should
stay consistent across all lines of business.
This uniform approach connects us, letting
clients and prospects know that the
communications they receive come from
one unified company.
49
POWERPOINTS
The West PowerPoint template allows you to create
presentations within a structured branded format while
maintaining a consistent presentation experience.
Regardless of the content of your presentation, the
cover slide will always present the West brand at the
mission level. Interior slides, section headers, subsection
slides and content-based slides can be customized.
It’s imperative you use master slides, utilizing the pre-
determined font sizes and weights, bullet point structure
and word count allotment.
This template is designed to allow the presenter to
communicate key points without overwhelming the
audience with information.
Telecom ServicesSection Title Slide 38pt Arial Regular
Month Day, Year
Safety Services Section Title Slide 38pt Arial Regular
Month Day, Year
Telecom ServicesSection Title Slide 38pt Arial Regular
Month Day, Year
Subsection Headline
Intro copy paragraph. Use this copy to introduce and summarize the upcoming section content. Arial 20pt. Watch line breaks.
- Section Item 1 Copy Bullet- Section Item 2 Copy Bullet- Section Item 3 Copy Bullet- Section Item 4 Copy Bullet- Section Item 5 Copy Bullet
3
Section Title Slide 38pt Arial Regular
Month Day, Year
Content Slide Headline
Paragraph copy is 18pt Arial with the line spacing set at 1 for readability. Use multiple slides or edit content when copy does not fit this space. This example allows for a graphic to the right of this copy.- Bullet copy is set in 14pt Arial- Use a simple dash as a first tier bullet- Avoid having a single word on the second line- Keep bullets short when possible
4
Cover Slide
Section Slide
Sub-Section Slide
Content Slide
Refer to the color section of this playbook for appropriate color combos.
50
PRESS RELEASE
Utilize these guidelines when sharing official West
news via a company-sanctioned press release.
Every West press release should close with the
official West boilerplate – a standardized summary
of our company.
About West Corporation
West Corporation (Nasdaq:WSTC) provides
communication and network infrastructure
solutions that include unified communications
services, interactive services, specialized agent
services, telecom services and safety services.
For over 25 years, West has provided voice and
data services. West serves clients in a variety of
industries including telecommunications, retail,
financial services, public safety, technology and
healthcare. West has sales and operations in
the United States, Canada, Europe, the Middle
East, Asia Pacific and Latin America. For more
information on West Corporation, please call
1.800.841.9000.
STRUCTURING A PRESS RELEASE
Regardless of the information you’re presenting, there
is a set structure and informational hierarchy that
should be used when drafting a press release.
Please use this graph as reference.
For press release approval, please contact:
David Pleiss, VP of Investor and Public Relations
1. For immediate release / Date
2. Corporate Logo
3. Headline / Lead / Hook
4. Main announcement
5. Background information
6. Quote from West leadership
7. Boilerplate
8. Forward-looking statements
disclaimer (if needed)
9. Call-to-action
10. Contact information
Headline copy to go here
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ABOUT WESTWest Corporation is a global provider of communication and network infrastructure solutions. West helps manage and support essential enterprise communications with services that include unifi ed communications services, safety services, interactive services such as automated notifi cations, telecom services and specialty agent services.
For over 25 years, West has provided reliable, high-quality, voice and data services. West serves clients in a variety of industries including telecommunications, retail, fi nancial services, public safety, technology and healthcare. West has sales and operations in the United States, Canada, Europe, the Middle East, Asia Pacifi c and Latin America.
For more information on West Corporation, please call 1.800.841.9000 or visit www.west.com.
Month Day, Year
Contact: First Name Last NameTitleWest Corporation(402) [email protected]
FOR IMMEDIATE RELEASE 1. 2.
3.4.
5.
6.
7.
9.
10.
8.
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Questions? Contact your LOB marketing leader or call 1.800.841.9000. Email questions to [email protected]
CORPORATE ADS
West corporate ads promote our company at the
mission level, invoking our brand promise to explain to
clients, prospects and potential employees our high-
level purpose.
PRODUCT- OR SERVICE-SPECIFIC ADS
When marketing to a specific audience with a particular
need, it’s important to be clear about what product
you’re promoting. In this case, we can invert our brand
architecture and take the opportunity to highlight a
West product, service or line of business.
The headline and initial copy should center on the
product or service using an informative, benefit-driven
tone. Once this is accomplished, copy should be brought
back to the West brand as a whole. The call to action
should direct the audience toward a particular section
of the West website. Use the InterCall ad above as
an example.
west.com
At West, we are dedicated to delivering reliable, scalable, productive communications – and
building smarter, more meaningful connections.
From saving lives, to saving businesses time and money, we are the backbone of a communications
platform that is uniting the world.
Find out how our technology can help you better reach the people you serve.
5|5|5 Rule – Review projects with marketing if over
$5,000 or 5,000 impressions or 5 months shelf life
“Advertising is not about being clever; it’s about finding a truth that connects the product to the user.”Wayne Best
west.com
West solution centric copy. Connecting people by providing integrated web,
audio and video conferencing for effective business communications.
For more information on how you can connect, visit west.com and go to Unifi ed
Communications Services.
Unifi ed Communications Services Subhead here.
InterCall Solutions
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EMAILS
Promotional, informative or event-related emails sent to
large groups of clients, employees or prospects should
be designed using the West email template. The basic
West email template features:
• A prominent West logo and tagline
• A space at the top where a headline can be placed
• Structure for a subhead and email copy
• Buttons that easily allow recipients to take action
• A branded footer that includes social media links and other click-throughs for analytics and tracking purposes
Subject lines fewer than 10 characters long had an open rate of
Adestra July 2012 Report
58%
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Questions? Contact your LOB marketing leader or call 1.800.841.9000. Email questions to [email protected]
ENVIRONMENTAL
Outdoor advertisements typically have a mobile
audience. We have about five seconds to get our
message across before the viewer is on his or her way.
That means environmental signage that promotes the
West brand should be simple, engaging and to the
point. Short headlines, strong images, and powerful
creative messages. Don’t say everything, say enough
to incite interest with a strong call to action, a short
headline and powerful visuals.
Human imagery should focus on everyday connections
both in business and in life. Messaging should speak
to our mission as a company. A vivid, clean look should
rely on colors from our primary palette.
This document is an overview of our ever-evolving
brand. For examples and downloadable templates,
please contact your LOB marketing leader.
Subhead copy for Unifi ed Communications Services to go here.
Unifi ed Communications Services Headline Here
west.com
west.comAt work, in life, every single day... West helps companies communicate.
we connect. we deliver.
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TRADE SHOWS
Like the audiences for our environmental advertising, trade
show attendees move quickly, while being inundated by one
message after another. West trade show booths should be
inviting and informative. Panels should be designed using the
primary palette with supporting colors that reflect your product
or line of business. Trade show graphics also feature high-
level messaging that intrigues passers by, encouraging them
to learn more and engage with a sales representative.
Once a visitor enters the booth, presenters should be equipped
with more detailed, consistently branded materials, such as
videos, interactive presentations or handouts – that serve to
further educate the public about our offerings.
Overall, West trade show elements should be thoughtfully
planned with an enjoyable, intuitive user experience in mind.
We should always invite, then inform.
For every 10’ by 10’ booth space, you have
approximately four seconds to engage someone who’s walking by.
Inc. Magazine
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Questions? Contact your LOB marketing leader or call 1.800.841.9000. Email questions to [email protected]
West Brand Digital Applications
INTERACTIVE
From customer-facing websites to internal platforms,
West’s interactive tools should deliver a uniform look
and feel, as well as a positive user experience. While
there must be room for a company of our size to utilize
different development platforms and technologies,
consistency is vital.
WEB STYLE GUIDE
Below is a snapshot of our the web style guide we
have developed for easy implementation into all future
web layouts. It establishes text, button, container and
functional element styles. Please contact your LOB
marketing leader to obtain the appropriate style guide
or email [email protected]
The number of global internet users passed 3 billion in early
November 2014. WeAreSocial
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Online video can increase consumer’s
understanding of brand products by
74%
Neil Patel, Quicksprout
VIDEO
As a technology-driven company, it’s vital that we stay
ahead of the curve when it comes to the content we
produce. Stock footage used should reflect our imagery
standards, depicting modern, human-centric scenarios
in which people utilize technology to forge meaningful
connections – in everyday life and in the workplace.
Scripts should be short and conversational.
In addition to stock video, you can use iconography and
motion graphics to demonstrate abstract concepts and
create visual interest and movement. With the appropriate
lead time and budget West marketing teams would prefer
to shoot custom footage that is truly representative of
our great solutions and connects with our audiences on
another level.
5|5|5 Rule – Review projects with marketing if over
$5,000 or 5,000 impressions or 5 months shelf life
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Questions? Contact your LOB marketing leader or call 1.800.841.9000. Email questions to [email protected]
SEO GUIDELINES AND WEB CONTENT
Search Engine Optimization (SEO) is a vital step in the
web content development process. It ensures that search
engines can find and understand our content, and it
helps prospective clients connect with West through
online searches. The following are some simple steps
you can take optimize a web page or an entire site in
order to maximize its potential.
Meta descriptions
Meta descriptions are HTML attributes that provide a
short summary of a web page’s content. They’re used
on search engine results pages to offer a preview of the
linked page. They should offer a succinct description of
the page’s content and be limited to 170 characters or
less, including spaces.
Alt text
Alt text is an HTML attribute that tells web crawlers
about a particular image featured on the page. Each
graphic used on a webpage should have corresponding
alt text. Limit your descriptions to 10 words or 120
characters, max.
Example:
Photograph of professionals on a conference call.
H1 titles
H1 titles are the main headlines on each page. They’re
easy to identify because they’re short, punchy and
written in all caps. Your H1 titles should be 55 characters
or less (including spaces) and feature keywords that
correspond with page content.
Page Content
When composing your page content, be sure to include
important keywords, but limit your keyword density to
2% of the overall content. Ultimately, we want search
engines to recognize that our content corresponds to a
specific keyword. However, if the page is stuffed with
keywords, the search engine will assume it’s spam.
of B2B marketers
say SEO has the biggest
impact on lead generation
57%
NewsCred
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SOCIAL CONTENT STRATEGY
West’s active presence on social media is an important
part of shaping our brand’s presence and personality,
keeping up with conversations going on in our industry,
and communicating with our audience. That being said, an
effective social media strategy requires that the messages
we share with the public remain consistent, valuable
and, most importantly, positive. We’ve constructed some
general social media guidelines that can be helpful when
deciding what to say and how to say it.
This particular policy applies to employees who use the
following forms of social media to represent West, share
our message and reach our customers and prospects.
Applicable social media channels include:
• Social networking sites, including Facebook, Twitter and LinkedIn
• Photo and video-sharing sites, including Instagram, Vimeo and YouTube
• Blogs, including any of West’s blogs, as well as external blogs to which we might be invited to post
First things first.
Employees are prohibited from sharing confidential or
proprietary information, including details about projects,
customers and other employees. Posting derogatory,
defamatory or inflammatory content is also strictly
prohibited.
Endorsements
West Corporation does not endorse outside people,
products, services or organizations unless specially
approved by our marketing department.
General rules to follow
• Maintain our brand voice: Our brand voice should carry over into every piece of communication we share, including social media. When constructing a post, please refer to our Brand Voice section to get a better idea of how West representatives talk, and what we say in order to add value to a conversation.
• Exercise good judgment: If your gut is telling you that a post might be controversial, negative or misrepresentative of our company, don’t post it.
• Add value to the conversation: Anything posted in West’s name should be informative, valuable and backed by factual information. We want to help our audiences learn new things and discover new West solutions whenever possible.
• Be respectful: Consider the feelings and reputation of all of our customers, coworkers, audiences and competitors before posting.
• Keep your personal online presence separate: Never represent West, share West-related information or speak for our company through your personal social media accounts. In general, be conscious of the fact that you are a part of West both in and outside of work hours.
• Stay compliant: When featuring the names of products, solutions or divisions, please refer to our legal guidelines to ensure proper trademarks are being used.
And finally, when it doubt, ask.
We are all responsible for building and maintaining
West’s online presence, and it’s imperative that we work
together to share positive, valuable information and avoid
any improper representations of our company.
If you’re ever unsure of whether you should post
something, have any additional questions about our
social media policies, or if you’ve seen something posted
that you feel violates these guidelines, please contact
<NAME> at <INFO> to discuss further.
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“They always say time changes things, but you actually have to
change them yourself.”Andy Warhol, artist
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Questions? Contact your LOB marketing leader or call 1.800.841.9000. Email questions to [email protected]
Legal Use of Our Name and Logo
LEGAL USAGE
Using the correct trademark symbols, in the correct way,
in printed and online is vital. It ensures that West remains
legally compliant, and it communicates to employees,
clients and competitors which marks are exclusively
owned by West. However, knowing which symbols to
use, as well as when and where, can be confusing.
This guide provides an overview of the symbols we use
and how to correctly use them. If you have any additional
questions, please email [email protected].
USE OF LOGO IN PRINTED
DOCUMENTS, EMAILS AND ONLINE
When using a West trademark that is registered with a
federal trademark office anywhere in the world (e.g. U.S.
Patent and Trademark Office or the Canadian Trademark
Registrar), use the ® symbol.
In most fonts, ® is formed with a keystroke (PC: press
Alt and, while holding it, type 0174 on Num Pad while it’s
turned on. Mac: press r while holding down the Option
key) . If the symbol is not automatically generated, you
can click on “Insert,” “Symbol Browser” and scroll down
to find the ® symbol.
UNREGISTERED MARKS
If the mark you’d like to feature isn’t registered with a
federal trademark office, you can use ™ for a trademark
and SM for a service mark. These symbols can also be
found in the Symbol Browser menu.
For example, “West Unified CommunicationsSM” is a
West service mark that is pending in the U.S. Patent
and Trademark Office. Once the mark is registered,
an announcement will me made to switch the symbol
from SM to ®.
PROPER USAGE
Print and Email
On an email, a single-page ad or in a multipage
document, the ®, ™ and ℠ symbols should be featured
the first time you use the trademark – or with the most
prominent instance of use. After that, you do not need to
use the symbol again, even in a multi-page document.
Online
TBD: Need to confirm policy with client
Partner companies
Use the ® in conjunction with the first use of other
company’s marks, where appropriate. Examples:
• Microsoft®
• Adobe®
• Cisco®
CLOSING LEGAL COPY
At the end of the document or the bottom of the title
page (if utilized), please include the following copy:
West Corporation®, <other West brand mark
if appropriate> and <other West brand mark if
appropriate> are property of West Corporation. All
other marks are property of their respective owners.
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West Brand FAQs
Q: I have to produce a West-branded piece. I’ve read through the brand playbook. What now?
A: If, after reading the playbook, you are still not sure
how to execute according to West brand standards,
contact your line of business marketing leader.
They are familiar with the standards and will be
able to help you execute. If uncertainties still
exist please call 1.800.841.9000 or email
[email protected]. If the project falls under
the 5|5|5 Rule (refer to page 60). The corporate
marketing department is available to assist with
questions and project execution.
Q: My company was acquired by West. Where does my company’s logo go?
A: As we move forward, strengthened by the talent,
resources and new ideas brought to the table
by the companies West has acquired, we must
identify as one unified company and brand. Some
of the company names will remain as product and
solutions level descriptors and can be used in a
wordmark format in conjunction with the West logo
per the standards (refer to pages 30-33). West is
the only brand we will market. Use of the West logo
early and often in the transition phase is required.
This will show clients, prospects and the world that
“WE” are a single company driven to deliver a variety
of communications solutions together.
Q: What do we do with our current collateral and communications that do not comply with these standards?
A: Each of your marketing leaders worked through a
comprehensive integration plan containing a set
timeline and established budget. Escalate questions
to your marketing leaders first. Apply the 5|5|5
Rule for larger initiatives like building signage, trade
show booths, etc. We will work through the budget
implications and timing with your marketing leaders.
Take the approach of a “net new” policy. Take any
opportunity to transition out your old materials and
do not order any new materials or promotional items
that are not compliant. The end goal is always one
unified West brand.
Q: I would like additional clarification on a topic I read about in the brand playbook. Who can I contact?
A: If you have any questions regarding the West brand
and anything outlined in this brand playbook, call
1.800.841.9000 or email [email protected]
Q: Who do I work for?
A: We are all part of West Corporation. Although you
may be employed and paid by a subsidiary of West
Corporation, we all are promoting West. These
subsidiaries generally have West in their name.
Thus, you can say the full name of your company
or just say West.
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Questions? Contact your LOB marketing leader or call 1.800.841.9000. Email questions to [email protected]
Q: Legal Considerations? How does this affect my contracts, legal naming entities, my payroll etc.
A: Legal agreements need the official name of the legal
entity entering into the contract. The legal team can
help you integrate “West” into these agreements,
as well. Contact the appropriate representative from
Dave Mussman’s team to discuss.
Q: Where do I get my business cards?
A: Your marketing teams will help you facilitate
printing through West’s corporate procurement
department. In order to ensure consistency,
continuity, and compliance, all cards must be
printed through West’s procurement department
and our selected vendor. The process will continue
to be online within the Intranet at home.west.com
within the Procurement Department Information
quick links.
Q: Is the West logo required on all marketing and communication materials? E-mails?
A: Yes, we are making every effort possible to build
equity and recognition with the West name and
logo. This is why the brand playbook exists. Please
reference the “Logo Use” section on page 30, and
take advantage of every opportunity you have to
leverage our name and logo in the marketplace.
Q: When do I need to change my communications to align with the new brand standards?
A: Each of your marketing leaders have worked with
corporate marketing to provide a detailed transition
and timing plan. They will be communicating this
plan, with priorities and timing during the coming
months. Your marketing teams are well versed in the
application of our brand standards, do not attempt
to adjust on your own without your marketing teams
participation.
Q: Should I include the West logo and West brand design style in my brochure, newsletter, Web site, etc.?
A: Yes, our logo and the brand standards reinforce
the West brand, message and tone of voice. The
brand standards create a distinctive and consistent
appearance for all of our communications and
help our employees and customers immediately
differentiate our materials from other organizations.
Using our logo and other key design components,
such as color, imagery, design elements, structure,
messaging and typography, together helps create
the look and feel of our company’s personality.
Q: What should I do if I see marketing materials that don’t follow the appropriate brand guidelines?
A: Tackle them and/or sweep the knee. Disable the
brand bandit and drag them back to the fourth floor
at West 11 to the brand police. We have ways of
dealing with them. You will be rewarded for tattling
on your fellow employee. We are kidding. Come on,
its marketing – we had to see if you were reading
these. In all seriousness please contact corporate
marketing, and send a visual example of the
materials or communications that you do not feel
are in compliance with our brand standards.
Q: Can I create my own logo?
A: No. To avoid confusing external audiences and
diluting the West brand or standards, you should not
create your own logo or other identifying mark. Using
the recognized West Corporation name and logo
helps to unify all our services, solutions, departments
and employees under one brand and ensures a
common, mutually reinforcing image of our company.
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BRAND COMPLIANCE APPROVAL PROCESS
5|5|5 Brand Compliance Request
1. Please submit a “Brand Compliance Request”
through our Service Desk Request section located
on http://home.west.com
2. Click on “Create a New Request” and complete the
required fields.
3. Click on “Request Area” and choose:
ENTERPRISE>
CORPORATE COMMUNICATIONS>
BRAND COMPLIANCE
4. Attachments: Please upload .pdf containing the
estimated costs and/or any visual explanation of
the specific marketing initiative request.
5. Click “Save” when completed.
The 5|5|5 Rule – If your project falls into one or more
of the following categories, you are required to consult
with the corporate marketing department regarding
brand compliance as outlined on page 60. This rule was
established in an effort to leverage economies of scale
across West and drive continuity.
• Costs more than $5,000
• Over 5,000 impressions
• Shelf life of longer than 5 months
RESOURCES
Thank you for taking the time to explore our brand
playbook. We realize this is a lot to absorb, and naturally
there will be questions. Although we have done our best
to account for the nuances of each line of business, we
anticipate there will be gaps in the beginning. We can
only make this tool better with your input.
Please adhere to the approval process and work
closely with your marketing leaders to have questions
answered appropriately. Each of your marketing leaders
are familiar with this document and are equipped
to answer brand questions in correspondence to
application within our lines of business.
If questions cannot be answered at this level
please contact corporate marketing at
Thank you for growing the West brand and we look
forward to your feedback and advocacy.
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Following are the guiding principles that we used and
continue to use in establishing consensus and direction
for the West brand. Our enterprise is defined by the
diversity in our products and services as well as the
brilliance and collaborative innovation of our people.
We will continue to ask these questions of our brand,
of our business and of our employees.
1. What will help us sell more?
2. What will inspire our culture?
3. What will clearly articulate our mission?
4. What will be most cost-effective, sustainable and scalable?
5. What will most clearly support our leading differentiators and our core values?
6. What will resonate with our internal lines of business?
7. What will convey our strength?
The West Brand Criteria
“Products are made in the factory. Brands are created in the mind.”Walter Landor, branding pioneer
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From Corporate Marketing
Thank you for exploring the West brand playbook. We welcome your feedback and how we can continuously improve together. When we reference the term brand at West Corporation, we define brand as “Possibility”. A powerful asset for sharing stories, shaping experience and most importantly shifting demand. We are living in exciting times at West, with tons of positive change in the works, and our brand is no exception. With the recent divestiture, we believe there is a huge opportunity to reposition ourselves in the marketplace and tell a bigger, better story as to what “We” have to offer together.
The West brand has, over the course of three decades, evolved to represent a critical component to any successful business and life: communication. Through technology-enabled communications, we have connected with and welcomed end users, clients, partners, businesses, and organizations the world over. Now it’s time to reboot our brand for the benefit of the organization as a whole.
In the fourth quarter of 2014, West’s marketing teams and our executive leadership set out on a path to evolve our brand. We took this process very seriously and considered the insight and opinions of many of our key stakeholders, including the perspectives of our customers, analysts, our subsidiaries and beyond. The most important part of our review was to look at the people who represent our brand and live it on a daily basis – our employees. As an employee, you are empowered to use your voice and vision to define the West brand with every interaction.
As the first phase of our brand launch is nearing completion, we are excited to let you know where we have advanced and refined our West brand. What you are reading today is our brand playbook. The brand playbook was designed to set a framework and foundation for migrating our brands to a centralized brand model focused on West.
In the simplest terms, our goal for the brand is to build clarity, consistency and continuity as to who we are and aspire to be in the marketplace. This is a monumental task, and will take the efforts of all of us coming together as “One West.”
The version you are receiving today is considered a 1.0. This version primarily focuses on the tenets of solid brand strategy, brand architecture, standards and design. With the help of our employees and market feedback, our teams will continue to evolve and update on a quarterly basis. Due to the nuances and complexities of each line of business, it is important to start creating change where we can, early and often. Our playbook is a strong first step. After feedback from our key stakeholders, version 2.0 will focus on a deeper dive in areas such as:
• Voice, style and tone for writing
• Channel partners and standards for co-branding
• Detailed decision tree for M&A standards and integration
• Social media content and policy
We invite you to familiarize yourself with this framework and think of it as a reminder of how to navigate our brand, incorporating its principles and standards into your daily lives here at West. In the coming months your marketing leadership will communicate the details of their transition plan, answer your questions and solicit feedback on how we can make the brand playbook and our West brand better.
Thank you in advance for embracing this change and helping to be part of this exciting initiative. If you have any questions regarding our brand reboot after reading the full Playbook, please contact your line of business marketing leaders first, or our team at [email protected]
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