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ASC Promotion and Communications Guide Appearance and Readability

Printing 1Proofreading 1-2Consistency 2Final Appearance 2-3Politically-Sensitive 3Target your Audience 3Call to Action 3Medium Readability 3-6

Common Style, ASC Names, phrases & standard references 6-10

Logos 11Logo Downloads 11

Photos 11

Stationary 11-12Letterhead 12Business Cards 12Business Envelope with ASC Logo 12Fax Cover Sheet, Letterhead, Memorandum 12

Communication Resources and Marketing Vendors 12-14

Deadline for Communication Development 14-15

Schedule of Communications 15-16

Legal Concerns 15-17

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ASC Promotion and Communications Guide

General Communication StandardsAll communications and promotions should represent Auxiliary Services Corporation (ASC) as a professional organization. Communications and promotions should be high-quality, audience appropriate, consistent and factually and grammatically accurate. They should also reinforce the goals of the organization which includes protecting the reputation, image and brand of Auxiliary Services Corporation. Many tools and resources are available to accomplish whatever communication or promotion you are tasked with. ASC uses APA style.

Appearance and ReadabilityPrinting

Nothing displayed or sent to the public or customers should be handwritten. Printers and computers are abundantly available to produce high-quality signs and notices.

The Campus PrintShop offers convenient high-quality printing in a variety of sizes. Poster printing is available from the Campus Activities Office in Corey Union.

Sustainability efforts should considered before printing any items:

double-side printing electronic vs. printed

color vs. white paper smaller vs. larger

color vs. black only ink recycled vs. non-recycled

Proofreading

Use the following proofreading tips to ensure that grammar and spelling are correct on all communications, signage and promotions:

*Use spell check. If spell check is not available, create the text in Word and cut and paste into the software. Spell check will not catch all errors.

*Have someone else proof your work for grammar, spelling and accuracy of the information.

*Set the item aside for 1 day before posting or sending. Reread for errors.

*Double space your document and read each line on its own.

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*Read your document from the last sentence to the first. This interrupts the logic of what you intend to say.

*Change font style or color as your brain thinks it is something new.

*If you commonly make the same error over and over, consider using autocorrect in Word.

*Read out loud or from a hard copy as it is easier to catch mistakes

* Test viewing web pages, text messages or emails as your audience will view it. Use different browsers and devices.

*Proofread for complete information. Who, What, Where, When, How? Is the date there? Is the location complete with building and room? Where can they get more information? Use appropriate disclaimers.

Consistency

Proofreading is not just done for grammar and spelling. Proofread for tone, tense, and voice.

“ID cards are your key to fun, food, and learning. Students are required to present their ID card for each in-person transaction. If you present another person’s ID card, it will be confiscated and you faced consequences before Judicial Affairs.”

The paragraph above starts out with a less serious voice. The second sentence refers to “students” but changes to “you” in the third. The third sentence is written in the future tense “will be” but changes to past tense with “faced”.

A common mistake is only proofreading the addition or changes. Review the entire page for tone, voice, tense and duplication of message. The page, document, website, poster, brochure or form should read as if it was written by one person. Dining Services has created signage templates for 8 X 11, pricing labels, item identifiers and other sizes. These must be used for consistency. The templates are available on the ASC website.

Refer to “Commonly Used Phrases” and “logos” sections for consistent usage.

Final Appearance

Items in their final form should be reviewed for the final appearance. The color of the text on a colored background may be difficult to read. Practice completing any forms as a member of the audience. Review posters from 6 - 8 feet away.

Electronic publishing should be reviewed in the final view the audience will see. Review it with different browsers, email programs and devices. Follow all links to insure they take the audience to the proper location.

Is the page balanced? Are all the items aligned with like items? Is there a logical path to follow to the information? Are text and images in proportion to one another? There should be enough “white” space

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for the eye to pick out the important messages. Often less is more – only include items that enhance the message.

Politically-Sensitive

Remember to be sensitive to your audience when writing. The campus community is diverse in religion, ethnicity, sexual orientation, age, education, purchasing, and dining habits. Communications and promotions may be playful, creative, and cutting edge. They must still remain professional and support the many missions and goals of the entire campus. Commonly used phrases that may be used every day, even by other organizations, have hurtful origins that a highly-educated population are aware of. Those creating communication materials should research any jargon or colloquialism before posting or publishing it.

Phrases that have caused issues in the past include: “Bang for your buck”, “Brown Shirts”, and “bleeping” out profanity. All of these phrases were used in the promotional materials of other organizations, but were deemed inappropriate for the ASC audience.

Target your Audience

Remember the audience you hope to communicate with. Who are you writing this to? What are they looking for? What do they want to know? What is in it for them to read this message? Why should they care?

Your message should be altered to appeal to your audience. Parents may be more price conscious and students may be concerned with “fitting in” or the cool factor.

Avoid using jargon. The use of commencement may be appropriate when addressing faculty or students. However, use of graduation may be more appropriate with parents. The use of “SUNY” in place of “State University of New York” may not be appropriate in formal instances.

Call to Action

The call to action is what you want the reader to do. On a sign it may be “line forms here” or “no smoking”. In an email, it may be “sign up now” or “on sale now.” On a webpage, it may be “plan your event early” or “consider renting textbooks.”

The call to action should be one of the most prominent items on the page. This can be accomplished by placing it close or at the top, bolding, color or different font. It should be above the point that a webpage viewer would have to scroll. It should be visible from 6-8 feet away from a poster. Readers read or scan left to right, so the top left is the most prime position for your most important idea.

Medium Readability

All communication mediums are reviewed in different ways by the audience. Our society today is in information overload. We compensate by scanning much of what we read whether it is a magazine, a bulletin board of posters, or a website.

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Text messages are only 144 characters. They do not need to be grammatically correct. Do not, however, use contractions that may not convey your message to everyone. Only one idea should be communicated in a text message.

“College Store Basement Sale up to 50% off”

“Italian Night @ Neubig 5 pm – 10 pm”

Posters should convey the main idea from 6 – 8 feet away to draw in a reader who is moving while scanning. This could be words “Italian Night” or an image “plate of pasta.” Once interested, the reader will move in closer to read other details in smaller scale.

Digital Signage - Font Faces must be readable at a glance. Use sans-serif fonts (Menu Boards-Arial and Arial Black; At A Glance Boards (College Store, Future Signs TBD)- Arial, Arial Black, Tahoma). An average viewer should be able to read your screen from about 6-7 meters (20-23 feet) away, that means the text on screen needs to be about 2 inches tall. Refer to the Digital Sign Content Guide for further information.

Website should be “scannable.” On average, readers spend 5 seconds on a webpage before clicking. Often readers click through pages until they find what they believe is the information they are looking for. Items should be in a hierarchy form where the most important idea is the most prominent. This can be conveyed by using:

Outline form with a title, subtitles and numbers Bulleted or numbered lists Border or picture size Color, fonts or bolding.

Organize items in order – top selling, chronologically, alphabetically, by audience, or highest to lowest.

Do not underline text; underlining is used for hyperlinks only. If your information is too long, consider breaking it up into two pages using hyperlink words or images (see example below). Readers do not mind clicking if they are getting to the information they seek.

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Email can contain more than one message, but should follow the same format as a website (scannable, hierarchy of importance, etc.). To increase email open rates and not have your message sent to a Spam folder, follow these tips:

Create relevant, interesting or mysterious subject lines such as “Saving on the clothes you want” ,“New man on campus” or “Never Do Laundry Sale”.

Avoid using spam filter trigger words in the subject line such as “Save $, Winner, #1, Affordable, Bargain.”

Image only emails end up in the spam folder. Always include text, use small thumbnails. Don’t design emails too wide. Go no wider than 600 pixels. Different email programs have

different email preview panes. Currently, Constant Contact tests our emails. Most important content should peek out the side of the preview pane. Get your call to action

above the scroll. Left align the company logo. Email programs turn off images by default. Include alt-text for your images. Don’t put

important content into images.

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Facebook as a communication medium is similar to text messaging in that each message is designed for single ideas written in short prose. You are limited in the number of characters. You can link to a Website, video, or an article to provide more details. A Facebook message can function as a subject line in an email to get your reader to open a webpage.

Posts should be limited to once or twice a day to avoid information overload. The best time to post is later afternoon and evening, which places your message higher on the wall for your “likes” to see. Creative messages draw the reader’s attention to read further or click a link. Use photos when possible. Create posts that encourage comments.

Common Style, ASC Names, Phrases & Standard References

Please refer to the SUNY Cortland Style Guide for additional references specific to campus and higher education. Where ASC’s standards differ from SUNY Cortland’s standard it has been noted below.

A Taste to Go

Administrative Service Office (Neubig Hall)

Allergens

Products may contain nuts.

Antlers

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ASCAuxiliary Services Corporation of SUNY Cortland ASC of SUNY Cortland

ASC Corporate AddressAuxiliary Services Corporation SUNY Cortland15 Neubig RoadCortland, NY 13045

am/pm * does not agree with SUNY CortlandThis does not contain periods or capital letters

All-you-care-to-eat facilityAYCTE. Do not use all you can eat as this has an unhealthy connotation.

The Bookmark

Bonus Bucks

Buy Back (second B is always capitalized)

Campus Catering

CBORD

Clicker (don’t use the official name Turning Point Clicker RF-41)

The College Store

Commissary

Connections Account

Corey Union

Coupon DisclaimersMust have coupon at the time of purchase to receive the discount.

Offer good [enter date] until [enter time] only.

Offer expires [enter date and time]. Cannot be combined with other sale or special offers.

Offer excludes [enter items] and any other products as deemed by management. Offer cannot be combined with other sale items.

Offer excludes prior purchases. Cannot be used on [list of items], or sale items.

Culinary Termshttp://www.culinarysoftware.com/glossary_cs.htm

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Some Culinary Terms to Remember:

Brussels sprouts

Chipotle

Shepherd’s Pie

Dates - dates, months, years, days of the week

For dates and years, use figures. Do not use st, nd, rd, or th with dates, and use Arabic figures. Always capitalize months. Spell out the month unless it is used with a date. When used with a date, abbreviate only the following months: Jan., Feb., Aug., Sept., Oct., Nov. and Dec.

Commas are not necessary if only a year and month are given, but commas should be used to set off a year if the date, month and year are given. Use the letter s but not an apostrophe after the figures when expressing decades or centuries. Do, however, use an apostrophe before figures expressing a decade if numerals are left out. Examples: Classes begin Aug. 25. Purdue University was founded May 6, 1869. The semester begins in January. The 1800s. The ’90s.

If you refer to an event that occurred the day prior to when the article will appear, do not use the word yesterday. Instead, use the day of the week. Capitalize days of the week, but do not abbreviate. If an event occurs more than seven days before or after the current date, use the month and a figure.

Dixie’s Chicks

Dragon’s Court

Dragon’s Den

Dragon Dollars (NOTE: Change to Dining Dollars when the Student Life Center opens.)

Dunkin’ DonutsFranchise in Corey Union that serves doughnuts.

Email addressesJoe.Doe@cortland.edu

Executive Office (Winchell)

Filet vs. FilletFillet is for fish and chicken. Filet is for certain cuts of beef.

Guest Pass

Hand Pass Access

Hand Pass Lane

Hilltop

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Hugs from Home

ID Card

INK-O-DEM

In Balance Vegetarian station in Neubig

ISBNAll letters are capitalized for this acronym.

LaundryView (one word)

Meal Plan Names: Platinum Plus, Gold Plus, Silver Flex, Bronze Flex, Copper Flex, Olympic, Collegiate, Recreational

Microfridge

Neubig Dining Center

Neubig Hall

Nutrition Services

Off-Campus Partners

On-Campus and Off-CampusHyphenate when it is a modifier. Off-Campus meal plans. The event will be held on campus.

OrientationCapitalize when referring to the program. It should not be capitalized when used as a common noun.The College holds several orientation sessions each summer.Orientation reservations are due by June 1.

Park CenterPark Center or Physical Education and Recreation Center. Do not use PER.

Peet’s Coffee & TeaCoffee brand served in the Bookmark

PickupPickup is a noun or adjective. Pick up is a verb. Please pick up your books at the prepack pickup. The pickup line forms here.

Poolside

Prepack

Privileges Account

Regularly Priced Items

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Raquette Pizza

Shop24No space between Shop and 24

StarbucksCoffee brand served in Dragon’s Den. Do not use the apostrophe.

The Summit Federal Credit UnionBank in Neubig Hall

SUNY CortlandState University of New York College at Cortland Do not use Cortland State or C-state or S.U.C.C.

Terms and conditions may apply.

Textbook Price GuaranteeIf you find a lower price on a book you've bought here we will refund the difference. Here are a few conditions of our price guarantee offer:

The lower price must be from a brick-and-mortar vendor within a 50-mile radius of our campus. The lower price must be advertised either in print or website. The item must be identical to that which we stock. This offer doesn't apply to orders from other online vendors. You must be a SUNY Cortland student enrolled in a class that requires the textbook. Other restrictions may apply.

Tips and GratuitiesIt is our pleasure to serve you. No tipping is necessary.

Veggie Patch

Web addresses Do not italicize, bold, underline or capitalize to emphasize web addresses. Avoid periods at the end of the address. Do not include http://, however the “www” is optional based on your audience and medium.

www.cortlandasc.com use in electronic mediums for ease of clickingcortlandasc.com use in printed or when space is limited.

If the web address is long and will appear in printed form, you should give the pathway.www.cortlandasc.com click College Store click Prepackwww.cortlandasc.com click College Store/ Prepack

website One word

webpageOne word

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LogosOnly the most current logo or tagline should be used. If old material contains an older logo, use those items up as quickly as possible. Do not copy or produce additional items with an old logo.

Graphic identity such as logo, colors, typefaces and design elements represents organizations. When applied consistently and repeatedly, the graphic identity connects audiences with that organization such as Dunkin’ Donuts, ASC, SUNY Cortland and others.

Department/Program Logos

The current ASC logo must be used as the primary graphic identifier in all stationary. Other logos that represent individual units, franchises, or programs are used for unit signs, hours of operation, menus, and unit web pages and may only be reproduced by an advanced user. The College Store has envelopes for customer purchases.

The exact arrangement and proportion of any logo must not be altered in any way. A standard ASC logo on a white background is available on the ASC website. It may be reproduced but hold down the shift key when resizing to keep the logo in proportion. Standardized templates with the ASC logo are on our webpage. Go to http://www.cortlandasc.com/employees/asc-logos-1.cfm

Logo DownloadsTo download the ASC or unit logos go to https://www.cortlandasc.com/employees/communication-and-promotions-guide.cfm

http://www.cortlandasc.com/employees/asc-logos-1.cfm

Custom Usage of LogoASC will accommodate custom usage of logo with prior approval. Please allow three weeks for custom logo work up. For more information, contact Gary Pallassino (607) 753-4340 or Annette O’Hara (607) 753-2761.

PhotosPhotos should create realism and enhance your message. They can support the text message. Photos are most effective when they:

*Show action or movement– the audience will follow the motion*Compare/contrast color and size *Show diversity in race, gender, and age of your target audience*Eyes in the photo are looking at a thing will draw the audience’s eyes there as well. Flip or reverse a photo to achieve this effect.*The entire photo, including the background, should reflect the message. Crop or blur out objects or scenes that do not enhance your message.*Scale the photo to the text and distance the item will be read.

Unless photos are purchased, we must have a photo release on file in the Human Resources Office. Only those over age 18 are able to consent without a parent’s permission. A copy of the release is available

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on the website. A release is required for any image of a person that is recognizable. Pictures that are of a large crowd and individual people are not identifiable, or a picture from the back, would not require a release. Collect photo releases from all prize winners.

Stationary

All official printed ASC materials must adhere to the graphic identity guidelines. The use of personal or individual letterhead and envelopes has been discontinued in order to place the primary emphasis on the ASC logo. It is important to not recreate the stationery system, but to use the original electronic files or provided pre-printed materials. The ASC stationery should be reproduced in two colors—red and black or black.

Letterhead

A longer correspondence or additional information may need to be included with the primary letterhead sheet. Never use the primary letterhead for multiple pages. A blank second sheet with the standard top margin of one inch should be used. It is recommended that the second-page sheet be the same paper stock as the primary letterhead.

Blank Note Cards and printed letterhead with the ASC Logo are available from the Executive Office.

Business Cards

All orders for business cards are ordered through the Dining Clerk or the Marketing Manager. Business cards are available to current the directors, managers, nutritionist and staff approved by directors only. Business Cards are three colored: PMS186, black and the pale grey in the ASC logo. Print on Avery Clean Edge Business Cards #5871, Avery template #8371.

Business Envelopes with ASC logo

One-color logo envelopes can be ordered from the Executive Office. Accounting window envelopes can be ordered from the Neubig Business Office.

Fax Cover Sheet, Electronic Letterhead, Memorandum Templates

These should not be altered by end users excepted to replace the phone, fax, or address. The same font, size and placement must be used.

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https://www.cortlandasc.com/employees/communication-and-promotions-guide.cfm?

Communication Resources and Marketing Vendors

Design Works (website, brochures, logo development, professional photography, and video)Mr. Dave Belso109 Twin Oaks Drive Syracuse, NY 13206(315) 431-0808

Campus Hub - Nebraska Book Company Provides shopping cart technology linked to the College Store Inventory system

Constant Contact (used for email blasts to a variety of audiences)There are various audience-specific lists which contain email addresses gathered from:-ASC website Subscribers (once per semester) including parents, alumni and students-Campus Hub Web Order Customers (monthly)-Faculty Staff only who have not opted out ( Campus IT)-Students broken out by those living on campus and off campus, year of graduation (Campus IT)- Microfridge (in September)

Email to campus lists (Dining list and College Store List)-These email lists reach only those who have not opted out of receiving these messages. All new email addresses on campus are opted in, but users may opt out.

Campus CommunicateOn-the-fly email filter available from MYRedDragon

Text Messaging-Subscriptions gathered on the website that include cell phone numbers for texting.These messages are sent form the ASC website.

Campus Print Shop (large printing projects, oversized, card stock)-Basement of Corey Union or email to Duplicating.SubmissionAccount@cortland.edu for standard forms, card stock, 8.5x 11 and 11 x 17-4th floor of Corey Union Campus Activities Office Darleen.phllips@cortland.edu foroversized banners and posters

Sellco

Vinyl Banners, Signage58 Grant St., Cortland, NY(607) 756-7594

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Annette O’hara x 2761

Website updates and technical issuesEmail design and technical issues (able to send email blast to campus lists)Logo and signage designProofreadingDigital Signage updates and technical issues( can send Emergency Alerts)Campus Communicate

Gary Pallassino x 4340

Website updates and technical issuesEmail design and technical issuesLogo and signage designProofreadingDigital Signage updates and technical issues ( can send Emergency Alerts)Dining Facebook Administrator

Michelle Brackin x 2431

Website updates and technical issuesEmail (able to send email blast to campus lists)Digital Signage ( can send Emergency Alerts)Campus Communicate

Pat Stovall x4777

Campus Hub website design and technical issuesWebsite updates and technical issues

Matt Edwards x4611

Website updates Email design and technical issuesDigital Signage updates and technical issues ( can send Emergency Alerts)Campus Hub website updatesCollege Store Facebook Administrator

Nancy Wheelock x2425ProofreadingWebsite updates

Sam Coffey x5474Digital Signage updates and technical issues ( can send Emergency Alerts)

Scott Gilbertson x2061Digital Signage updates and technical issues ( can send Emergency Alerts)

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Deadline for Communication DevelopmentGood communication must be planned. The details of the message and the preparation of the medium require time to develop and execute well.

Item Medium DeadlinePromotion calendar including dates, titles, and medium

Entered into marketing Database First Monday in August for the Fall semester and the first Monday in December for the Spring semester.

Outside printing Posters/Brochures/Handouts/Forms/Table tents

All details of who, what, when, where, and how to the creator 6 weeks before distribution

Posters/Brochures/Handouts/Forms/Table tents

Final Draft Product to the printer 1 week before distribution. Campus Duplicating can be delayed at the beginning and end of semesters.

Internal printing Posters/Brochures/Handouts/Forms/Table tents

All details of who, what, when, where, and how to the creator 4 weeks before distribution

Non-emergency Emails All details of who, what, when, where, and how to the creator 3 weeks before distribution. ( image creation for drop in may be 2 days due to shipping of inventory or menu preparation)

Website All details of who, what, when, where, and how to the creator 3 weeks before distribution

Digital Menu Boards All details of who, what, when, where, and how to creator 7 days prior to publishing

Facebook All details of who, what, when, where, and how to the creator 5 days before distribution

Emergency due to circumstances outside ASC’s control such as classes cancelled, product eliminated, Web

Email, Facebook, Website Information should be shared as soon as possible with the creator.

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Teamer/electrical shutdownCustom Logo Work All mediums 3 weeks before distribution

Schedule of Communications

Communications Submit to Timing PurposeEmployee Newsletter Marketing Manager Once per semester Items of interest to

employees and Board of Directors

Digital Messaging As neededDining Emails Graphic Designer Mondays during the

academic yearFor non-emergency communication of dining service related information

College Store Sundays during the academic year and as scheduled during break periods

For sales, product and service information including Shop24

Text Messages Marketing Manager Once per week All ASC servicesCatering Email Graphic Designer Once per semester Highlight catering

menus, staff and services

Web page Dining Services – Graphic Designer

College Store – Marketing Manager

Password – HR Specialist or Assistant Executive Director

Any other issues - Marketing Manager or Assistant Executive Director

As needed Communication of corporate information to SUNY Cortland Community

Facebook- College Store and Dining Services

Minimum of two entries per week in the academic year

Legal Concerns

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Communications often are governed by legal constraints. All material should always be truthful and non-deceptive. This is reviewed from the point view of a reasonable customer. Items of concern are health and safety claims and claims customers would have trouble evaluating for themselves:ABC sunscreen will reduce the risk of skin cancer.ABC hairspray is safe for the ozone.

A free product tied to the purchase of another product when the purchase product’s price is increased to cover the cost of the free product would be deceptive.

If ASC repeats a manufacture’s claim, the manufacturer should have proof that is provided to ASC or is readily available. This is especially concerning for environmental, health, nutritional, jewelry and clothing content, and safety concerns.

The ASC website is not directed at, nor gathers information from children under the age of 13 in compliance with Children’s Privacy Act.

The College Store clothing and textiles meet all requirements of various Labeling Acts which require attached, catalog and online labeling or country of origin and fiber content. (need verification from Lyndon)

The Federal Trade Commission’s recommendation for describing something as “new” is limited to six months.

Sweepstakes that require purchase by participants are illegal in the United States. (look into state info)

Endorsements for a product or service made by someone who has a material connection, such as an employee or family member of an employee, must disclose that relationship in the endorsement.

CAN-SPAM Act requires the following: Tell recipients how to opt out of receiving future email from you. Make sure your spam filter

doesn’t block these opt-out requests. Honor opt-out requests promptly. You must honor a recipient’s opt-out request within 10

business days. A fee can’t be charged. Required action beyond sending a reply email or visiting a single page on

an website as a condition for honoring an opt-out request is prohibited. Monitor what vendors are doing on behalf of ASC such as Constant Contact and e-commerce

vendors. Include your physical mailing address

Ownership of content All social media accounts opened for ASC business purposes are the property of Auxiliary Services Corporation. All intellectual property such as website content, social media content, images, pictures, logos, and customer contact information that was created by employees of ASC, while employed, are the property of Auxiliary Services Corporation. This content may not be sold or used for purposes not related to ASC mission and interest.

Medium policiesASC will follow the policies of the various marketing mediums used for communications. SUNY Cortland email and web use policy is available on their website. Facebook and other social media and Constant Contact have policies on the use of their services.

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Facebook has a number of policies regarding contests, sweepstakes and other promotion and how they are to be conducted. Third party apps are available to comply with the Facebook rules.