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50th Anniversary (PDF download)

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					                  Updated Version | 11.07.06




    50th Anniversary
               MARKETING & PROMOTIONS
                     Guidelines




Developed by the 50th Anniversary Marketing and Promotions Subcommittee
    What’s inside …


    Marketing and promotions guidelines                           3

    50th anniversary objectives                                   3

    Key audiences                                                 4

    Theme and key messages to highlight in 50th communications    4

    University of Waterloo’s positioning statement                5

    Guidelines for communications                                 5

    Contact person in Graphics                                    6

    50th Anniversary Marketing and Promotions Committee Members   6

    Tool kit elements                                              7

    Appendix 1 — UW’s positioning statement                       9

    Appendix 2 — 50th anniversary marketing and promotions
    committee members                                             13

    Appendix 3 — 50th anniversary style guide                     14

    Appendix 4 — 50th anniversary logo guidelines                 15




2
50th anniversary marketing and promotions guidelines

These guidelines serve two purposes:
1. To guide the 50th Steering Committee in the development of
     marketing strategies to celebrate the University of Waterloo’s
     50th anniversary.
2. To guide other areas on campus that are developing marketing
     strategies to celebrate the University of Waterloo’s 50th anniversary.


50th anniversary objectives
UW’s past success and very promising future have been founded upon
The Spirit of ‘Why Not?’ With emphasis on this theme, the objectives of
50th anniversary festivities are to:
1. Celebrate the accomplishments of UW and the Federated and
     Affiliated Colleges over the past 50 years.
2. Raise pride in faculty, staff, students, parents, alumni, and retirees in
     past accomplishments, present initiatives and, in particular, in future
     plans.
3. Raise local, provincial, national and international awareness of our
     contributions to education, basic and applied research, scholarly
     activity, and service to society through the transfer of knowledge and
     cultural enrichment.1
4. Raise awareness, by all internal and external constituents, of our
     distinctiveness in innovative and outward-looking approaches to
     contributions to society through co-operative education, distance
     education, technology transfer and research partnerships at the local,
     national, and international levels.2




1
    University of Waterloo 5th Decade Report paraphrase
2
    University of Waterloo 5th Decade Report near quote
                                                                               3
    Key audiences

    Internal
    > Campus community (faculty, staff, and students)


    External
    > UW alumni and friends
    > Prospective students and parents
    > Potential staff and faculty members
    > Partners of UW (i.e. researchers, companies, organizations,
       governments)
    > General public (through the media)
    > Retirees




    Theme and key messages to highlight in
    50th marketing strategies
    Theme — The spirit of ‘why not?’


    Executive Council has agreed that ‘The spirit of ‘why not?’ will be the
    theme of the 50th anniversary celebrations. This theme will provide a
    focus to help units identify accomplishments they wish to celebrate.


    This theme can be augmented with key messages about the University’s
    distinctiveness — our innovative and outward-looking approaches to con-
    tributions to society through co-operative education, distance education,
    technology transfer and research partnerships at the local, national, and
    international levels.




4
Key messages
An outward-looking perspective through connections
Many universities are ‘outward looking’ — the University of Waterloo
through its history, vision, actions, and achievements is distinctive in
this area.


Connections exist
> With co-op employers
> With businesses and governments (e.g., Research and Technology
   Park)
> With communities/cities (e.g., Waterloo, Cambridge, and Kitchener
   campuses)
> With educational institutions (e.g., McMaster University’s
   Michael G. DeGroote School of Medicine)
> With organizations (e.g., Perimeter Institute)
> With our alumni
> With prospective students, parents, faculty members, and staff


An innovative culture
Many universities are ‘innovative’ — the University of Waterloo through
its history, vision, actions, and achievements is distinctive in this area.


UW is
> Bold and daring
> Willing to take risks
> Doing things differently




                                                                              5
    University of Waterloo’s positioning statement
    The positioning statement serves three purposes:
    1. Projecting a consistent graphical image
    2. A benchmark to develop and evaluate graphic design
    3. Development of publications and messaging

    Positioning statement overview
    > Connected to the world
    > Future oriented
    > Innovative
    > High quality

    Note: See Appendix 1 for details.


    Guidelines for communications
    We recommend the following approach in the development of 50th
    anniversary marketing materials:
    > Engage audiences’ attention
    > Keep messages simple
    > Seek feedback (where appropriate)
    > Call to action
    > Repeat key messages
    > Engage University and community members

    Contact person in Graphic Services for 50th anniversary materials
    > Dianne Keller is the “point person” at Graphics for all 50th
      anniversary marketing materials.
      Email: dkeller@uwaterloo.ca
      Extension: 32079

    50th anniversary marketing and promotions committee members
    Feel free to call any of the marketing and promotions committee
    members if you have questions about this guide or you would like to
    chat about your 50th anniversary marketing initiatives.
    Note: See Appendix 2 for committee member’s names

6
Toolkit elements

Promotional items
> Postmark for outgoing mail from UW during 2007
   (Lead: 50th marketing & promotions)
> 50th anniversary lapel pin (5,000) (Lead: 50th marketing & promotions)
> 50th anniversary removable stickers (5,000)
   (Lead: 50th marketing & promotions)
> 50th anniversary balloons (5,000) (Lead: 50th marketing & promotions)
> Recommend/co-ordinate give-aways
   (Lead: Retail Services — available for purchase by various units/event planners.
   Budget: various units on campus who wish to purchase give aways).


Resources
> 50th anniversary style guide, including colours, styles, fonts — to be
   shared with other committees and units on campus — Note: See appendix 3
   (Lead: 50th marketing & promotions)
> A 50th anniversary website following the “UW common look and feel”
   and template for others to adopt/ adapt to their specific event — newly
   created sites that link from the 50th site are encouraged to use the
   template (Lead: 50th marketing & promotions)
> Podcasts to broadcast special lectures, 50th anniversary book
   reading, etc. (Lead: 50th marketing & promotions)
> PowerPoint slide template for presentations
   (Lead: 50th marketing & promotions)
> PowerPoint introductory slides — locations, reputation, distinctive-
   ness (Lead: 50th marketing & promotions)
> Instructions for taking pictures at 50th events and for archiving them
   afterwards — on the web or by Graphics Photo/Imaging
   (Lead: 50th marketing & promotions)
> 50th anniversary presentation folder
   (Lead: Communications and Public Affairs)
                                                                                      7
    > 50th letterhead (Lead: 50th marketing & promotions)
    > Boilerplate description — a brief 1-3 paragraph description of the
       University in its 50th year for use across communications pieces
       (on web sites, at the end of news releases, etc.) (Lead: 50th marketing & pro-
       motions)
    > Online image bank of top photographs representing the past 50 years
       (Lead: 50th marketing & promotions)
    > Flash version of 50th anniversary logo (Lead: 50th marketing & promotions)


    Signage
    > 50th banners for use at events (Lead: 50th marketing & promotions)
    > Building and lamp-post banners for campus (Lead: 50th marketing &
       promotions)
    > 50th anniversary flag, inside and outside version – (Lead: 50th marketing &
       promotions)
    > Podium signage for use at events/lectures – (Lead: 50th marketing &
       promotions)


    Print/advertising
    > 50th anniversary logo – Note: See appendix 4 (Lead: 50th marketing & pro-
       motions)
    > Promote UW’s 50th with signage on Grand River Transit buses
       (Lead: 50th marketing & promotions, Sponsorship, and Communications and Public Affairs)
    > 50th poster (Lead: 50th marketing & promotions)
    > Ads highlighting UW’s distinctiveness
       (Lead + budget: Communications and Public Affairs)
    > 50th anniversary “Record” supplement
       (Lead + budget: Communications and Public Affairs)
    > Special issue of the “UW Magazine”
       (Lead + budget: Communications and Public Affairs)




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Appendix 1 — Positioning statement

Positioning statement — revised and updated May 2006
(Previous statement was approved by Dean’s Council May 2000)


Purpose: A tool to guide the production of University of Waterloo’s
materials aimed at external audiences.


In order to ensure that we project a consistent image, the following
description of the University of Waterloo’s unique personality and
particular strengths has been developed to guide the writing, design, and
production of materials aimed primarily at external audiences. These
might include printed materials such as posters, brochures, newsletters,
and advertisements, but could also include other products, such as web-
sites, tour scripts, and television advertisements. This statement is
intended for internal use only, to be used to focus evaluations of materi-
als on how effectively they express Waterloo’s personality and strengths,
rather than on how well they satisfy personal tastes.


Major historical strengths
From the beginning, Waterloo has been an outward-looking institution
with strong links to the external community. Established in 1957 as an
engineering school, Waterloo was the first university in Canada to offer
the co-operative system of study, forging partnerships with business,
industry, and government and attracting faculty, staff, and students
interested in a different educational experience.


Waterloo was also a pioneer in computing — the first university in North
America to make computers accessible to undergraduate students — and
a leader in distance education, which began with the use of audiotapes
in correspondence courses. Waterloo was the first university in the world
to establish a faculty of mathematics and one of the first universities in
Canada to establish a faculty of environmental studies.                      9
     Waterloo has always been a research-intensive university, committed
     equally to basic research, which is essential to the discovery of new
     knowledge, and applied research, which seeks novel ways to use that
     knowledge for the benefit of society. Both inform our teaching and
     public service work. Strong graduate programs have been vital to our
     success as a research university, and graduate students have made
     significant contributions to undergraduate teaching.


     Current position
     In just half a century, Waterloo has become one of Canada’s leading
     comprehensive universities, offering undergraduate and graduate
     programs in applied health sciences, arts, engineering, environmental
     studies, mathematics, and science.


     Our six faculties and our federated university and affiliated colleges —
     St. Jerome’s, Conrad Grebel, Renison, and St. Paul’s — are equal partners
     in fulfilling Waterloo’s mission, operating with considerable autonomy
     in their specific areas of strength:
     > Our Faculty of Applied Health Sciences brings a unique “wellness”
        approach to the study of health, human movement, and recreation
        and leisure studies.
     > Our largest faculty, the Faculty of Arts, offers the most extensive
        liberal arts co-op program in the world.
     > Our Faculty of Engineering, the largest engineering program in
        Canada, is strongly linked to industry through co-op and research
        partnerships.
     > Our Faculty of Environmental Studies has a growing reputation for
        spatial data handling and international environmental design work
        and research.
     > Our Faculty of Mathematics, the largest such faculty in the world,
        produces some of the most sought-after graduates in North America.


10
> Our Faculty of Science, home base for Canada’s only English-language
   School of Optometry, will soon also be home to a new School of
   Pharmacy.
> Our unique relationship with our federated university and affiliated
   colleges, each of which has strengths in several academic areas,
   provides students with access to five post-secondary institutions on
   one campus.


Waterloo boasts the largest and most comprehensive post-secondary
co-op program in the world — co-op programs are offered in every faculty
and almost every program — as well as a strong program of regular
studies. Bodies such as the world-leading Institute for Quantum
Computing underscore our reputation for excellence in teaching,
research, and scholarship. We attract the best students — the grade
averages of our incoming students are among the highest in Canada —
and our co-op students and our graduates are in great demand in the
workplace.


In addition to our Waterloo campus, we have established a UW campus
in Cambridge for our School of Architecture, as well as a Health Sciences
campus in Kitchener, to be anchored by the School of Pharmacy and to
include the region’s first medical school. Globally, we continue to raise
our profile through Architecture’s 25-year Rome studio program and the
newly established Waterloo Institute for Computer Research Manhattan
office.


We are a leader in technology transfer and well known for fostering an
entrepreneurial spirit in our students. Many high-tech and knowledge-
based companies in Waterloo Region and beyond trace their roots to the
University of Waterloo.




                                                                            11
     DISTINGUISHING TRAITS


     We’re connected to the world
     Like many other universities, the University of Waterloo’s mission is to
     advance learning and knowledge through teaching, research, and
     scholarship, nationally and internationally, in an environment of free
     inquiry and expression. What makes us distinctive is the approach we
     take to achieving our mission. Co-operative education, distance
     education, technology transfer, and research partnerships at the local,
     national, and international levels provide us with external connections
     that orient us to the opportunities and challenges that face our society,
     our nation, and the world.


     We’re future oriented
     Waterloo is committed to teaching that prepares students to meet
     today’s needs and to anticipate and embrace the opportunities of the
     future. We are also engaged in research which discovers new knowledge
     and finds ways to use that knowledge for the benefit of society.
     Advanced technology is an integral component of teaching, research,
     and student life at Waterloo.


     We’re innovative
     At Waterloo, we do things differently. Innovation has always been
     encouraged and rewarded, not just in research centres across campus,
     but in the classroom and the studio, on the stage and the playing field,
     and in the workplace. We are not a traditional university. We don’t ask
     “why?”— we ask “why not?”


     We’re high quality
     Over the years, we have chosen what we do carefully, and what we have
     chosen to concentrate on, we do very well. In national surveys, opinion
     leaders across the country use words like “high quality,” “most innova-
     tive,” and “best source of leaders of tomorrow” to describe the University
     of Waterloo.
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Appendix 2 – 50th anniversary marketing and promotions
committee members

Name                 Area                                              Email          Extension        Comments

Amy Aldous           Mathematics                                       aaldous@       37160

Pat Bow              Communications & Public Affairs                   pabow@         35719            UW magazine

Tobi Day-Hamilton    Arts                                              tlday@         37310

Linda Kenyon         Engineering                                       lkenyon@       32544

Karen Gallant        Centre for Business, Entrepreneurship & Technology kgallant@     37071

Jaymis Goertz        Marketing & Undergrad Recruitment                 jwgoertz@      35608            Technology

Darrell Kane         Retail Services                                   dkane@         35363

Jeff Lederer         Architecture                                      jhhleder@      37606

Avvey Peters         External Relations                                alpeters@      32726            Vice Chair

Matt Regehr          Graphics                                          mregehr@       32958            Design

Lindsay Restagno     St. Paul’s College                                lrestagn@      885-1460 x 207

Tina Roberts         Marketing and Undergrad Recruitment               roberts@       36050            Chair

Jesse Rodgers        Communications and Public Affairs                 jrodgers@      33874            Technology

Leanne Smith         Health Studies and Gerontology                    l8smith@       37734

Kelley Teahen        Communications and Public Affairs                 kteahen@       84451

Rick Theis           Student Life Office                               emtheis@       35643

Shirley Thomson      Co-chair Steering                                 shirleyj.thomson@sympatico.ca   Co-chair

Sean Van Koughnett   Graphics                                          smvankou@      84464

May Yan              Retail Services                                   myan@          35221

Ron McCarville       Recreation & Leisure Studies                      mcarvill@      33048            Advisor

Diana Denton         Drama & Speech Communication                      ddenton@       32153            Advisor

Rick Haldenby        Architecture                                      erhalden@      84544            Logo advisor

Karalee Clerk        Co-operative Education & Career Services          kaclerk@       32271            Advisor




                                                                                                                    13
     Appendix 3 — 50th anniversary style guide
     The key to building a successful image is a consistent use of the graphic
     components: typography/fonts, colour, and the UW logo. It is essential
     that all materials distributed by the University maintain a high-quality
     “Waterloo” look and feel

     Fonts
     Eidetic Neo and Solex Regular (two most commonly used fonts)
     EIDETIC NEO is used for display copy or promotional content and body
     copy (easy to read and friendly). Use of Regular, Bold and Italic are
     recommended.
     SOLEX is used for minimum blocks of body copy, columned charts,
     captions and sometimes as a large font for display purposes. It is a very
     legible font in cases where alot of text needs to fit in a limited space. Use
     of Regular, Bold and Italic are recommended.

     The “Waterloo watermark” (typically seen on UW publications as a
     varnish or reversed type, and set across the width of most printed
     material) is encouraged.



     Waterloo
     Colours
     Where applicable, use of UW school colours — Gold, Black and White — is
     encouraged, with the option to add red as a very legible highlight colour.
     See colour specifications for more details. Variations on these colours
     have been created for more sophisticated and powerful promotions:
     Red usage option — Pantone 1805 (a darker hue of Red)
     Yellow usage option — Pantone 130 (a true gold, suitable for text)
     Black usage options — screens of Black (greys) and Silver

     UW logo usage
     Our UW logo type should appear on all printed material, in either black
     and white, one pantone colour, 3 colour or full colour.




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Appendix 4 – 50th anniversary logo guidelines
50th Anniversary Logo
The following approved variations of the 50th logo are designed to work as
a “stand-alone” logo. It should be used in instances where the 50th logo
does not appear in close proximity to the University of Waterloo logo.

Black & White                                 Black & White Reverse




3 Colour or Full Colour                       3 Colour or Full Colour Reverse




The following approved variations of the 50th logo should be used in instances
where the 50th logo appears in close proximity to the University of Waterloo
logo. The words ‘University of Waterloo’ have been removed from the 50th logo
to avoid duplication in these instances.

Black & White                                 Black & White Reverse




3 Colour or Full Colour                       3 Colour or Full Colour Reverse




                                                                             15
     Colour Specifications
     Colour consistency is one of the most important elements of the
     University of Waterloo 50th Anniversary identity. The colours below are
     the colours, which have been approved by the 50th Anniversary Steering
     Committee.




     PANTONE              PANTONE             PANTONE
       116                   485              Black


     For one colour
     Black only — in solid and black percentages as shown.


     For three colours
     Yellow=Pantone 109 | Red=Pantone 1797 | Black


     For four colour:
     Yellow C=0 | M=10 | Y=100 | K=0
     Red C=0 | M=100 | Y=99 | K=4
     Black K=100


     When printing/using CMYK builds, ask your printer to match build to
     Pantone 109 and Pantone 1797. Some adjustments to the ink percentages
     might have to be made to accommodate variations in paper stocks


     For the web:
     Yellow R=255 | G=230 | B=0
     Red R=239 | G=0 | B=0
     Black R=0 | G=0 | B=0


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50th Anniversary Logo usage
To preserve the integrity of the University’s image it is important that a
consistent look and use of the logo is followed. It is essential that the
artwork is not altered in any way.


"When using more than one logo (ie the UW logo and the Anniversary
logo) the following two guidelines should be followed to ensure proper
usage:


> do not place the logos in close proximity to each other
> wherever possible, keep the logos the same size


Please contact Dianne Keller (Extension 32079) for advice when using
multiple logos in your design."




                                                                             17
     50th Anniversary Stationery

     Letterhead


                           Department of                University of Waterloo         519·888·4567, ext. 33484
                           Pure Mathematics             200 University Avenue West     Fax 519·725·0160
                                                        Waterloo, Ontario, Canada      puremath@math.uwaterloo.ca
                                                        N2L 3G1                        www.math.uwaterloo.ca/PM_Dept




                                                                                                                                                   Envelope


                                                          David R. Cheriton School
                                                          of Computer Science
                                                          University of Waterloo
                                                          200 University Avenue West
                                                          Waterloo, Ontario, Canada
                                                          N2L 3G1




                                                                                                                                                postmark




     Business Card
        UW 50 Anniversary Business Card                                                                                Standard UW Business Card


                    Name BA, MASc                                                                                               Name BA, MASc
                    Director                                                                                                    Director

                    Department of                                                                                               Department of
                    University of Waterloo                                                                                      University of Waterloo
                    200 University Avenue West                                                                                  200 University Avenue West
                    Waterloo, Ontario, Canada N2L 3G1                                                                           Waterloo, Ontario, Canada N2L 3G1

                    519·888·4567, ext. ????                                                                                     519·888·4567, ext. ????
                    Fax: 519·746·????                                                                                           Fax: 519·746·????
                    ????@uwaterloo.ca                                                                                           ????@uwaterloo.ca




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