AIESEC Canada Branding Toolkit by dfsdf224s

VIEWS: 233 PAGES: 6

									AIESEC Canada Branding Toolkit

Positioning Statements .......................................................................................................................2
Visual Guidelines ................................................................................................................................3
Templates
        External Relations...................................................................................................................5
        Corporate Development..........................................................................................................6




                 The world’s largest student run organization developing
           individuals through leadership experiences and global internships.
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Positioning Statements
What is AIESEC?

AIESEC is the world’s largest student run organization that develops individuals
through leadership experiences and global internships.
   This statement is the AIESEC descriptor. It should be used every time anyone asks what
   AIESEC is, what we do, and how we do it.


What We Do?
For over 50 years, AIESEC has partnered with Canadian businesses by providing them with top
talent from an international pool of over 90 countries

How We Do It?
AIESEC provides its members with a common learning path through which they are able to align
their personal and professional goals with the opportunities available in AIESEC. This ensures
that AIESEC members have quality experience in areas of leadership, teamwork, and global
perspectives.

Benefits?
The Global Internship Program enables companies to source the best and brightest young,
international leaders to increase competition, fuel innovation, and build your leadership pipeline.

Process?
Our unique turnkey solution provides companies with a comprehensive talent pre-selection, needs
identification, ongoing servicing, and community integration.




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Visual Guidelines
Why the Visual Guidelines?
The Visual Guidelines are in place to ensure a clear and consistent look of AIESEC. All AIESEC materials
will look the same, sound the same, and feel the same. This is done to reduce confusion in the public
about what AIESEC is, to create consistency in the AIESEC brand across the country, and to help raise
AIESEC’s profile and public recognition of the organization.

Logo
        Colour:                        Use at top of page preferably on a white background.
        PMS 286C                       Clear space above logo should be minimum- about the
        RGB 15/101/163                 same width as the blue band on the logo.

                                       Logo should bleed off left side. Leave clear space on the
                                       right side- approximately 1cm.




Logo should always appear with the international descriptor:
The international platform for young people to discover and develop their potential.


                                             Font
                                             Helvetica (or Arial only if Helvetica is not available).
                                             Use all variation of the font (regular, condensed,
                                             bold, etc.) to provide interest and clarity.




                                             Colours
                                             For corporate materials, use blue PMS 286C of the
                                             logo and yellow PMS 1235C (RGB: 255/192/95).
                                             For student materials you can also use red PMS
                                             173C (RGB: 242/109/31).

                                             Additional fillers include yellow RGB: 253/255/147.


                                                  R 15      R 255     R 242     R 253
                                                  G 101     G 192     G 109     G 255
                                                  B 163     B 95      B 31      B 147


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Layout
Use simple colour blocks and rules. Use blue and yellow and screens thereof, plus red in
student materials. Initial materials feature heavy colour coverage for added boldness.
Communication can be described as fresh, direct, strong, simple (not too fussy) with a universal
appeal.

Sample Screens




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Templates
External Relations
The Vice President of External Relations is ultimately responsible for the use and
implementation of the following templates. All templates can be found on AIESEC Canada’s
BMO Learning Centre under External Relations.

About AIESEC LC
This template can be customized to individual local chapters to be used as an insert in the
existing marketing package. This is to ensure that there is consistency in marketing across the
country, but also enable LCs to express what is happening in their communities such as
exchange results, upcoming conferences, or local partnership group requests.

Elevator Pitch
The first paragraph is a short pitch to answer the question “What is AIESEC?” Short, simple,
and concise. The second part can be used for the purposes of an introduction to the
organization for external relations or media purposes.

Blank Word Template
A branded template to be used for any inserts, press releases, posters, information sheets, or
any professional external communications.

Document Template
For more than one page, this template has the full-page logo header on the first page, and just
the logo on following pages. Good for documents with a lot of text that do not need to be as
flashy.

Fax Cover Sheet
Branded cover sheet for all outgoing faxes.

One-Page Profile
This is the same profile from the marketing package but in PDF form. You can use it to send
companies brief information about AIESEC via email or fax. As well, this is the profile sheet that
should be used at external events or for selling to companies.

Fax-Email Letter
This is a document that can be customized to an individual company who is looking for more
information about AIESEC. This is best used for cold leads.

Basic Messaging
This is the must-know document for spoken messaging. It outlines in concise form who we are,
what we do, how we do it, and the process.




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National Graphics Templates
Includes the Globe of AIESEC countries, logos, headers, page templates, letterhead, and
business card templates.

Corporate Development
The Vice President of Corporate Development is ultimately responsible for the use and
implementation of the following templates. All templates can be found on AIESEC Canada’s
BMO Learning Centre under Corporate Development.

AIESEC Cheatsheet for Marketing Calls
Read through this sheet prior to making the phone call. Know what the key benefits and
concepts are. It is useful to have this in front of you while on the telephone in case questions
come up.

15 Must Knows
These are the 15 things you absolutely must know before going on a marketing call. Memorize
them if you can and have a copy in case questions come up that you cannot remember!

Phone Call Script and Guidelines
For new marketers. Memorize the phone call script information so that it doesn’t sound like you
are reading. Be prepared for the script to need adjusting as the flow of the conversation
changes.

Ten Steps to a Marketing Culture
Tips from Chairman of the Board of Directors, Ted Kouri on how to drive marketing in the Local
Chapters. Ideas on how to motivate members to make marketing a part of everyday activities.

Elevator Pitch
The first paragraph is a short pitch to answer the question “What is AIESEC?” Short, simple,
and concise. The second part can be used for the purposes of an introduction to the
organization for public relations or networking purposes.

Marketing Package Usage Guidelines
A short must-know document on the way to most effectively use the marketing package.
Includes when to best describe each page of the package and spoken messaging to go along
with it. Must be read PRIOR to marketing calls by members using the new packages.

Resources
Marketing packages, pocket folders, etc.




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