American Cancer Society PA Division. Colleges Against Cancer Volunteer Branding Training

Transcription

1 American Cancer Society PA Division Colleges Against Cancer Volunteer Branding Training

2 Objectives of Today s Training

3 To educate and empower the volunteers on the importance of: Branding The Society s new brand platform and ACS branding guidelines, How to use the BrandWizard Toolkit.

4 What is Branding? A name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one group and to differentiate them from those of other groups. It is also the way people feel about us as an organization.

5 Why is Branding Important? Our brand is one of our greatest assets 97% of Americans know the American Cancer Society s name Without properly branding our programs and services, people lose the Society connection and that hurts our Mission.

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8 Pennsylvanians are significantly more likely to report that they have heard of the RFL event compared to the general public. Awareness of the event in PA has increased significantly since Has Heard of Relay For Life Event US Pennsylvania Base: All qualified respondents (U.S.: 2005 N=1000; 2007 N=1000 PA: 2005 N=361; 2007 N=297) Q455 Have you heard of the event Relay For Life?

9 Only one in five Americans and Pennsylvanians that have heard of the Relay For Life know that it is an American Cancer Society event. Knows Organization that Holds Relay For Life US Pennsylvania Base: All who have heard of RFL (U.S.: 2005 N=606; 2007 N=602 PA: 2005 N=192; 2007 N=189) Q460 Do you know which organization holds the Relay For Life Event?

10 Of the one in ten Americans and Pennsylvanians who have participated in Relay only half know it s an American Cancer Society event.

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12 Branding isn t just a marke8ng department thing everyone can take ownership and we can all make a difference!

13 American Cancer Society Branding Guidelines New Brand PlaNorm & Branding Specifics

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15 The Society Agenda: How We Save Lives and Create More Birthdays Helping people stay well by preventing cancer or detecting it early Helping people get well by guiding them through a diagnosis Finding cures by investing in groundbreaking research Fighting back by passing laws that fight cancer and engaging communities in the fight

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17 Logo Formats

18 Overbrand Logos Relay For Life, and Making Strides Against Breast Cancer programs are examples of the few programs branded differently than above. These are referred to as Overbrands. In general, overbrands are the only logos allowed their own stationary Daffodil Days is the exception to this rule.

19 Logo Formats American Cancer Society name and sword MUST BE IN WHITE, the only way our logo is represented properly is through consistent use of white paper or white backgrounds. If you MUST use colored paper, you should not use the logo. Instead just write out the name American Cancer Society

20 Logo/Tagline Lockup

21 Boilerplate Signoff

22 Decision Tree: When is birthday messaging and imagery appropriate?

23 Clear Zone

24 Logo Integrity and Co Sponsoring Never use sponsor logos on or around the American Cancer Society logo; create a separate space entirely on your brochure/poster/flyer for other logos. Create consistency with your sponsor logos by always making them all black and white, similar size, etc. Sponsor logos should never be larger than the American Cancer Society logo.

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26 Images/Graphics Do not pair images or graphics with the logo to create additional logos. Always use photography instead of clip art. BrandWizard has a library of photos you can download for your flyers, etc.

27 Font Usage are available to download on the BrandWizard site.

28 Corporate Colors The colors in the palehe are the only allowable colors for American Cancer Society communica8ons. Some palehe colors have been designated as the "official" color for certain events and programs. Society corporate materials: ACS Blue Relay For Life: ACS Purple Making Strides Against Breast Cancer: ACS Pink

29 Templates There are various templates being added to the BrandWizard site constantly for plug and play. If there is something you use frequently you would like added, please contact your ACS staff partner. We want to make sure you have templates for all your needs. You should never have to design anything yourself.

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32 Event Specific Branding Guidelines Relay For Life Name of the event: American Cancer Society Relay For Life Short name: Relay For Life (Relay) Plural name: Relays

33 American Cancer Society Branding Guidelines Third Party Logo Use

34 Third Party Logo Use Trademark use falls into three categories: (1) Fair Use: the third party can use the logo without signing a license agreement. (2) Division Sublicensing: the third party is required to sign a license agreement with the Division. (3) NHO Licensing: the third party is required to sign a license agreement with NHO.

35 It s Fair Use When A volunteer promotes their involvement with the Society and/or specific Society programs or fundraising events.

36 Division Sublicensing In some cases a third party needs to get permission from the Society to use our trademarks. Watch out when you want to start using the logo with companies or event sponsors. This is when you would want to check with your staff partner to see if a logo licensing agreement is needed. The one thing we can never do as a non-profit is to make sure our logo never endorses or appears to endorse a product or company.

37 Real World Examples Sublicense Needed Wicker Wonders Basket Company of Centre County, PA, comes to you wanting to create a special basket for your Relay For Life. All proceeds will benefit the American Cancer Society.

38 We Sometimes Need to Gain Permission from out National Home Office Any use of our trademarks on a healthrelated product or in connection with a health-related service, must be approved by NHO s Office of the Chief Medical Officer. Any use of the Society s trademarks in connection with a food or drink product must be approved by NHO s Director of Nutrition and Physical Activity.

39 American Cancer Society BrandWizard Toolkit SeUng Up An Account

40 Sign me up Click Sign me up at the bottom of the page.

41 American Cancer Society Trademark User Agreement Read through the agreement Check I Agree next to each statement Click I Agree or I Disagree at the bottom of the page NOTE: If you select I Disagree and/or do not check I Agree next to each statement you will not be given access to the BrandWizard site.

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43 Registration Form for External Users From the first drop down menu at the top of the page, select External Users In the next drop down menu next to Division*, select Pennsylvania (Staff) In the third drop down menu select one User Category that best describes you Type in your First Name, Last Name, Address, Address, City, State, Zip/Postal Code, Country, Telephone, and Reason for access Select the dates that you will need access for Type in the Name of the ACS staff contact along with their address and phone number Click Submit

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45 Receiving your Password For all Non-ACS Staff Users, it may take up to 24 hours before a password is sent.

46 Logging into BrandWizard Toolkit Logging into BrandWizard and how to get around the site.

47 First Time Logging In Enter in your address and password, then click Login

48 The main Toolbar has a variety of branding tools to assist you and your volunteers

49 The main Toolbar Once you have selected a category to search, you can look up materials under key ACS programs and service names from the library selection

50 Downloading Files

51 My Cart

52 Now more than ever, the success of our brand of our mission is in your hands. Your work is saving lives and creating a world with more birthdays!

53 Thank You