University of Minnesota Driven Campaign. Internal Guidelines

Transcription

1 University of Minnesota Driven Campaign Internal Guidelines

2 Introduction This document was created to provide guidance when developing new materials for the University of Minnesota Driven campaign. The Driven campaign was created to raise awareness of the university s efforts to solve today s biggest challenges. It was designed to be easily adapted to promote other aspects of the university, such as continuing education or course promotions. As you begin to create your communication using the Driven frame, consider these questions: What is your department wanting to highlight, or what is an area of strength or expertise you d like your audiences to know about? Who are the faculty/staff/students who can represent those topics? Are they passionate about the topic? What drives them in this area? Do you have access to interesting portraits of the faculty, staff, and students? (see photo style on page 7) Are there images that can easily convey the topics you d like to feature? (see image guidance on page 8) The pages that follow include guidelines for how to use the Driven campaign elements to help you achieve your communication objectives. Straying from these brand guidelines could dilute or complicate the brand s message and adversely impact how our communications are viewed by our audience. If you have questions, please contact University Relations at brand.umn.edu. U of M Driven Campaign Internal Guidelines Introduction 2

3 Our Voice The Driven campaign is a natural evolution of our 2015 campaign. It s simple in its execution, but brings even more emotion and purpose to the work of our faculty, researchers and students. Our goal is to communicate the passion these individuals feel and what they are driven to achieve. Since we are speaking to a wide audience with varying levels of familiarity with the U, its programs, and the strength or leadership areas we are hoping to convey, we need to speakin terms anyone can understand. Try to be conversational. Try to be conversational. Pretend you re talking to a friend, not a college professor. END DRUG ADDICTION. I AM DRIVEN TO CREATE LOCALIZED PAINKILLERS THAT WON T REACH THE BRAIN. MAP THE BRAIN TO PREDICT THOSE MOST LIKELY TO RELAPSE. FIND THE SWITCH THAT TURNS OFF ADDICTION. Together we re solving the world s biggest challenges. discover.umn.edu #UMNdriven Crookston Duluth Morris Rochester Twin Cities U of M Driven Campaign Internal Guidelines Our Voice 3

4 Headline Structure Campaign Extensions The I AM DRIVEN... headline structure can be used to promote your areas of strength or leadership. Almost any aspect of the University is fair game, from driving awareness of graduate programs and continuing education to promoting employment opportunities and new university initiatives. Headlines should strive to match the same feeling as the overarching brand campaign. Each headline should communicate a specific way that someone is working to improve his or her life, or achieve a personal goal. As in the brand campaign, headlines should be intriguing and invite the reader to want to learn more. This can be accomplished by: Stating something so interesting or provocative that it invites further exploration. Stating something that resonates with the target audience and makes them want to learn how they can do the same thing. U of M Driven Campaign Internal Guidelines Headline Structure 4

5 Headline Examples Campaign Extensions Unlike the brand campaign, which uses at least three I am driven angles, most extensions will focus on one individual with a singular drive. I AM DRIVEN TO FIND NEW WAYS TO SAVE LIVES. TAKE MY SKILLS TO THE NEXT LEVEL. BUILD A BETTER FUTURE FOR MY FAMILY. OUTSMART MY COMPETITION. SEE HOW FAR I CAN TAKE MY CAREER. GIVE BACK TO MY COMMUNITY. BE A ROLE MODEL. USE WORK-STUDY TO MY ADVANTAGE. U of M Driven Campaign Internal Guidelines Headline Examples 5

6 Body Copy Campaign Extensions Body copy should quickly communicate what the individuals are doing and why. A simple call to action at the end of copy asks What drives you? and offers a URL where our audience can learn more. Tina is advancing her career in human resources by preparing for her SHRM certification through continuing education at the University of Minnesota. What drives you? Learn more at cce.umn.edu. Alex is using work-study at the University of Minnesota to help finance his education and gain experience in medical research. What drives you? Learn more at onestop.umn.edu. U of M Driven Campaign Internal Guidelines Body Copy 6

7 Photography Our digital display, out-of-home and print ads rely on emotive portraits, paired with graphic images that relate to the U s research initiatives. Faculty, researchers and students should be photographed in natural light so that the images feel spontaneous and of the moment, rather than posed. The same applies to their clothing subjects should not look overly styled. When photographing people, try to avoid the typical studio headshot. ADDICTION HUMAN RIGHTS HUNGER OPPORTUNITY GAP U of M Driven Campaign Internal Guidelines Photography 7

8 Graphic Images Graphic images should bring to life the story being told. For example, if the featured person is working to end world hunger, you could search for images of sheaves of wheat, or food being handed out to children in a developing nation, or a computer generated map of a field showing different soil types. A good creative strategy is to arrive at the interesting headline first, and then choose the photo or art as a backdrop. Most backdrop photos will be existing stock images, but new photography is certainly welcome. The image should never be so interesting in itself that it conflicts with or competes with the headline. That said, the image should be beautiful, artfully produced and attract attention. Darker imagery can support gold & white headlines and lighter imagery can accommodate maroon & black headlines. To make the headlines as readable as possible, certain areas of the image where the headline overprints may have to be darkened or lightened. ADDICTION HUMAN RIGHTS HUNGER OPPORTUNITY GAP CREATE A VACCINE The non-portrait images should be cropped boldly for graphic impact, and to allow for a large, simple area in the photo where we can overprint or reverse-out a headline. FOR OPIOID ADDICTION. U of M Driven Campaign Internal Guidelines Graphic Images 8

9 CLOSE THE OPPORTUNITY GAP FOR ALL CHILDREN. Researcher images Avoid typical head shot TRACK AND IMPROVE A CHILD S READINESS FOR KINDERGARTEN. I AM DRIVEN TO DETECT AUTISM EARLIER AND GIVE KIDS A BETTER CHANCE TO SUCCEED. Category image HELP EDUCATION FIT EACH CHILD S NEEDS. Subhead Neutraface Book Coated CMYK Maroon +30 tracking throughout C:0 M:100 Y:61 K:43 URL/Hashtag Neutraface Book +30 tracking throughout 100% Black Together we re solving the world s biggest challenges. discover.umn.edu #UMNdriven Reversed headlines Neutraface Demi +20 tracking throughout 100% White Positive headlines Neutraface Demi +20 tracking throughout Callout copy: Coated CMYK Maroon C:0 M:100 Y:61 K:43 Remaining copy: 100% Black Logo/Tag/School Lockup Crookston Duluth Morris Rochester Twin Cities Gold bar Full width of ad space Coated CMYK Gold C:0 M:27 Y:76 K:0 U of M Driven Campaign Internal Guidelines Print Example 9

10 Print Example Category image GROW MORE FOOD WITH FEWER RESOURCES. Main headline Neutraface Demi +20 tracking throughout Callout headline: Coated CMYK Maroon C:0 M:100 Y:61 K:43 Remaining headline: 100% Black Researcher images Avoid typical head shot Body copy Neutraface Book +30 tracking throughout Coated CMYK Maroon C:0 M:100 Y:61 K:43 Gold bar Full width of ad space Coated CMYK Gold C:0 M:27 Y:76 K:0 Scientists at the University of Minnesota are developing a vaccine that could use your own antibodies to make you immune to opioid addiction. Together we re solving the world s biggest challenges. Like addiction. Crookston Duluth Morris Rochester Twin Cities #UMNdriven Logo/Tag/School Lockup URL/Hashtag Neutraface Book +30 tracking throughout 100% Black U of M Driven Campaign Internal Guidelines Print Example 10

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